Category
Fashion
Scaled Restraint
3.8
Trend score
Trend
What is the AM Masking trend?
AM Masking: With overnight masks being popular, some skincare brands are doing something new by offering masks that are formulated to be used as part of morning skincare routines. These masks offer benefits like brightening and de-puffing.
Insight
The consumer insight behind the AM Masking trend
The skincare industry's popularity among consumers has resulted in increasingly specific and targeted routines. Having more knowledge and understanding of ingredients and formulas in this space than ever before, consumers seek out brands and products that cater to their specific needs, preferences and rituals when it comes to caring for their skin.
Trend themes
Themes within the AM Masking trend
Three behaviours holding the trend together01
Morning Masks
The popularity of morning skincare routines inspires brands to offer masks that are formulated for morning use.
02
Multi-Function Masks
Masks that offer multiple benefits, such as being a serum, moisturizer, face mask and makeup primer, are becoming popular among consumers looking for easy-to-use and time-saving products.
03
Eco-Friendly Masks
Brands are offering masks made from natural and eco-conscious ingredients to appeal to consumers' increasing awareness of environmental concerns.
Industry implications
What the AM Masking trend means for industry
Where the trend changes the playbookFor
Skincare Industry
The skincare industry is increasingly specific and targeted, with consumers seeking out brands and products to cater to their specific needs, preferences and rituals when it comes to caring for their skin.
For
Beauty Industry
The beauty industry is responding to consumers' desire for time-saving and multi-function products that can fit into their busy schedules.
For
Sustainability Industry
The sustainability industry is increasingly important to consumers, who are looking for eco-friendly and natural products that minimize their impact on the environment.
Workshop question
How can your brand be more targeted in its product offerings?
Trend signals
Trend signals for AM Masking
Trend score 3.8 out of 10, from popularity 53%, activity 49%, freshness 12%.
Popularity53%
Activity49%
Freshness12%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the AM Masking trend
7 featured examples from Mar 8, 2019 to Aug 24, 2022CategoryEco
Eco-Friendly Morning Masks
PAYOT Paris' Morning Mask are Eco-Conscious and Efficient
Beauty companies can create eco-friendly and sustainable products like PAYOT Paris' Morning Masks from natural-origin, eco-friendly fibers.
CategoryFashion
Priming Face Masks
Honest Beauty Created a Morning Face Mask
Opportunity for skincare brands to create products that cater to specific times of the day and offer unique benefits.
CategoryFashion
Seven-Second Face Masks
Starskin's '7-Second Morning Mask' Combines Seven Steps in One
Brands in the beauty and skincare industry can create new product lines or revamp existing ones to offer innovative and time-saving solutions that cater to the busy lifestyle of t…
CategoryEco
Coffee-Infused Refreshing Exfoliating Masks
Lush's Cup O' Coffee Produces a Healthy Glow
The use of natural ingredients and an ethical approach in product development can disrupt the beauty industry and create a new segment for consumers who prioritize sustainability…
CategoryFashion
Comprehensive Beauty Mask Sets
Karuna Skin's Get Up and Glow Set is Ideal for Daily Use
As the demand for comprehensive daily skincare routines grows, beauty and skincare companies can innovate their product offerings by offering multi-functional and ingredient-targe…
CategoryFashion
Grapefruit Microfiber Sheet Masks
Bizoo's oohhaa Sheet Masks Deeply Revitalize & Nourish the Skin
Companies in the beauty and skincare industry can benefit from developing unique ingredient combinations, and exploring eco-friendly and user-friendly packaging solutions for shee…
CategoryFashion
Mask-to-Scrub Skincare
GlamGlow's Supersmooth Acne Clearing 5-Minute Mask Can Be Used in Two Ways
Brands can develop exfoliating masks like GlamGlow's for versatile use and add natural ingredients to relate to consumers' environmental consciousness.
