# Priming Face Masks Honest Beauty Created a Morning Face Mask By Laura McQuarrie | Published 2020-03-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/morning-face-mask References: [thezoereport](https://www.thezoereport.com/p/11-new-2020-drugstore-beauty-products-you-can-grab-on-your-next-shopping-trip-for-less-than-20-22608170) & [honest](https://www.honest.com/beauty-products/skincare/prime-and-perfect-mask/B10RSM00NOFLS.html) For many, a weekly face mask is an essential part of a skincare routine but these masks are typically applied in the evening for their soothing or hydrating benefits—[Honest](https://www.trendhunter.com/trends/resurfacing-peel) Beauty created a morning face mask that's designed to be used to prime the skin first thing in the morning. The brand's [Prime](https://www.trendhunter.com/trends/skincare-advent-calendars) + Perfect Mask is packed with skin-loving antioxidants and shea butter, plus other ingredients with [firming, smoothing and glow-boosting benefits](https://www.trendhunter.com/trends/the-uplift-mask). The moisturizing face mask is best applied in a thin layer to dry skin and, like the average face mask, it only needs to remain on the skin for about five to 10 minutes. For days where more time is available, the Prime + Perfect Mask can even be left on for up to 30 minutes. Image Credit: Honest Beauty ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 52% | Activity: 66% | Freshness: 9% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Morning Face Masks:** Opportunity to target consumers who prefer to begin their day with a skin-primer face mask. - **Multi-functional Face Masks:** Opportunity to create face masks that offer both hydrating and priming benefits. - **Quick-apply Face Masks:** Opportunity to create face masks that require minimal time to apply for busy consumers. ### Who This Affects Most - **Skincare:** Opportunity for skincare brands to create products that cater to specific times of the day and offer unique benefits. - **Beauty:** Opportunity for beauty companies to create innovative face masks that don't require extended time application. - **Wellness:** Opportunity for wellness brands to integrate skincare into morning routines with quick and easy products. ## Related on Trend Hunter - [Peel-Off Overnight Masks](https://www.trendhunter.com/trends/hydrapeel-off-mask.md) - [24-Hour Moisture Masks](https://www.trendhunter.com/trends/hydrogel-hydrating-mask.md) - [Mushroom-Infused Skincare Masks](https://www.trendhunter.com/trends/milky-mushroom-ultra-hydration-mask.md) - [Gentle Resurfacing Masks](https://www.trendhunter.com/trends/holi-resurfacing-glass-face-mask.md) - [Overnight Brightening Treatments](https://www.trendhunter.com/trends/overnight-brightening-treatment.md) - [Hydrating Undereye Masks](https://www.trendhunter.com/trends/4am-skin.md) - [Hydrating Gel-Based Masks](https://www.trendhunter.com/trends/instantlift-express-revitalizing-mask.md) - [Cooling Face Primers](https://www.trendhunter.com/trends/mint-melt-cooling-face-primer.md) - [Autumn-Inspired Sheet Masks](https://www.trendhunter.com/trends/seasonal-facial-treatment.md)