# AM Masking Skincare brands formulate to be used in the morning. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Aug 23, 2021 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/am-masking ## Key Figures - Trend score: 3.8/10 - Evidence articles: 7 ## 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. ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Mar 8, 2019 to Aug 24, 2022 - Published: Aug 23, 2021 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the AM Masking trend ### Morning Masks The popularity of morning skincare routines inspires brands to offer masks that are formulated for morning use. ### 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. ### Eco-Friendly Masks Brands are offering masks made from natural and eco-conscious ingredients to appeal to consumers' increasing awareness of environmental concerns. ## What the AM Masking trend means for industry ### For 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 for AM Masking Trend score 3.8 out of 10, from popularity 53%, activity 49%, freshness 12%. - Popularity: 53% - Activity: 49% - Freshness: 12% ## Examples of the AM Masking trend 7 featured examples from Mar 8, 2019 to Aug 24, 2022. - [Eco-Friendly Morning Masks](https://www.trendhunter.com/trends/morning-masks): PAYOT Paris' Morning Mask are Eco-Conscious and Efficient (Category: Eco) Implication: Beauty companies can create eco-friendly and sustainable products like PAYOT Paris' Morning Masks from natural-origin, eco-friendly fibers. - [Priming Face Masks](https://www.trendhunter.com/trends/morning-face-mask): Honest Beauty Created a Morning Face Mask (Category: Fashion) Implication: Opportunity for skincare brands to create products that cater to specific times of the day and offer unique benefits. - [Seven-Second Face Masks](https://www.trendhunter.com/trends/morning-mask): Starskin's '7-Second Morning Mask' Combines Seven Steps in One (Category: Fashion) Implication: 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… - [Coffee-Infused Refreshing Exfoliating Masks](https://www.trendhunter.com/trends/refreshing-exfoliating-mask): Lush's Cup O' Coffee Produces a Healthy Glow (Category: Eco) Implication: 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… - [Comprehensive Beauty Mask Sets](https://www.trendhunter.com/trends/beauty-mask-set): Karuna Skin's Get Up and Glow Set is Ideal for Daily Use (Category: Fashion) Implication: 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… - [Grapefruit Microfiber Sheet Masks](https://www.trendhunter.com/trends/bizoo-oohhaa): Bizoo's oohhaa Sheet Masks Deeply Revitalize & Nourish the Skin (Category: Fashion) Implication: 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… - [Mask-to-Scrub Skincare](https://www.trendhunter.com/trends/5-minute-mask): GlamGlow's Supersmooth Acne Clearing 5-Minute Mask Can Be Used in Two Ways (Category: Fashion) Implication: Brands can develop exfoliating masks like GlamGlow's for versatile use and add natural ingredients to relate to consumers' environmental consciousness. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)