# On-the-Go Masking Skincare masks are created for on-the-go indulgence. By [Mary Van Puymbroeck](https://www.trendhunter.com/Mary.Puymbroeck), Research Advisor at Trend Hunter | Published Apr 25, 2018 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/on-the-go-masking ## Key Figures - Trend score: 4.7/10 - Evidence articles: 4 ## What is the On-the-Go Masking trend? **On-the-Go Masking:** As an expression of elevated convenience culture, brands are releasing skin care masks that have been adapted in format and formulation to be used on-the-go, and on top of makeup. Extending beyond portability, these masks are meant to serve as a skincare indulgence that fit seamlessly into one's daily routine, without requiring that the user starts with a clean face. The prevalence of products like dry face masks speaks to the increased expectation many consumers have for brands to fulfill their highly specific needs throughout the day, coupled with a desire for hyper-convenient products. ## At a Glance - Evidence: 4 featured examples - Articles from: Jan 11, 2017 to May 23, 2018 - Published: Apr 25, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the On-the-Go Masking trend ### On-the-Go Skincare Masks The trend of on-the-go skincare masks is driven by consumer demand for elevated convenience culture and personalization. ### Dry Sheet Masks The rise of dry sheet masks reflects an increasing desire for innovative textures and the need for a mess-free, more convenient experience. ### Infused Jelly-Like Sheet Masks Jelly-like sheet masks infused with new ingredients and textures are shaking up the beauty industry by creating a new way to engage consumers in the self-care category. ## What the On-the-Go Masking trend means for industry ### For Skincare Innovative technologies and ingredients are driving new product offerings that are transforming the skincare industry. ### For Consumer Packaged Goods The convenience trend is reshaping traditional categories to become more portable, personalized and sustainable. ### For E-commerce The rise of direct-to-consumer beauty brands is enabling new entrants to serve niche audiences with high-quality products, instructional videos and augmented reality technology. ## Workshop question What out-of-home opportunity could your brand tap into to deliver a heightened level of convenience for your consumer? ## Trend signals for On-the-Go Masking Trend score 4.7 out of 10, from popularity 75%, activity 57%, freshness 8%. - Popularity: 75% - Activity: 57% - Freshness: 8% ## Examples of the On-the-Go Masking trend 4 featured examples from Jan 11, 2017 to May 23, 2018. - [Dry Sheet Masks](https://www.trendhunter.com/trends/magic-facial): The Charlotte Tilbury Instant Magic Facial Mask Features a Different Texture (Category: Fashion) Implication: Opportunity to introduce innovative dry sheet masks as a new category within the beauty and personal care industry. - [Infused Jelly-Like Sheet Masks](https://www.trendhunter.com/trends/watermelon-glow-sheet-mask): Glow Recipe's Watermelon Glow Sheet Mask Sold Out in Minutes (Category: Fashion) Implication: The skincare industry can explore the development of invisible sheet masks and incorporate innovative jelly-like textures to cater to consumer demands for convenience and experien… - [Dry Facial Masks](https://www.trendhunter.com/trends/dry-masks): BioMod Makes Waterless Dry Masks Packed with Rejuvenating Balms (Category: Fashion) Implication: The skincare industry can explore the development of waterless products and high active ingredient masks to offer consumers more efficient and effective skincare options. - [Reusable Dry Masks](https://www.trendhunter.com/trends/dry-sheet-masks): Miss de Gaspe's Dry Sheet Masks Reduce the Waste of Single-Use Treatments (Category: Fashion) Implication: The beauty and skincare industry can embrace reusable dry masks to cater to eco-conscious consumers and reduce waste. ## 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)