# Firming Hibiscus Masks Kiehl's New Overnight Mask is Its First-Ever Firming Mask Treatment By Laura McQuarrie | Published 2018-03-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/overnight-masks References: [prnewswire](https://www.prnewswire.com/news-releases/kiehls-ginger-leaf--hibiscus-firming-mask-300621601.html) & [kiehls](https://www.kiehls.ca/en/skincare/category/face-mask/ginger-leaf-hibiscus-firming-overnight-mask-18033.html) Consumers who want to add to their self-care routines in a way that's as simple as possible are favoring overnight masks as the effortless treatments of choice. [Kiehl's](https://www.trendhunter.com/trends/acne-treating-cleansing-paste) recently launched its first-ever firming mask, which takes the form of an overnight treatment powered by hibiscus, which is " known to close during the night to preserve its nectar." As its name suggests, the Ginger Leaf & Hibiscus [Firming Mask](https://www.trendhunter.com/trends/the-uplift-mask) also features sustainably sourced ginger leaf extract as a key component in the non-comedogenic and paraben-free formula, as it is smoothing to the skin. These main ingredients in the product, alongside others, are said to promote a younger-looking complexion with fast results that should be immediately noticeable by morning. ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 10% | Activity: 19% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - 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 ### Why This Trend Is Growing - **Firming Overnight Masks:** Opportunity for beauty brands to develop new overnight mask treatments that offer firming benefits. - **Sustainable Skincare Formulas:** Opportunity for skincare brands to formulate products using sustainably sourced ingredients. - **Youth-enhancing Complexion:** Opportunity for skincare brands to create products that promote a younger-looking complexion with fast results. ### Industries Being Reshaped - **Beauty:** Disruptive innovation opportunities in the beauty industry to create new firming overnight masks. - **Skincare:** Disruptive innovation opportunities in the skincare industry to develop sustainable formulas with noticeable results. - **Cosmetics:** Disruptive innovation opportunities in the cosmetics industry to incorporate youth-enhancing ingredients in their products. ## Related on Trend Hunter - [Overnight Eye Masks](https://www.trendhunter.com/trends/bouncy-firm-eye-brightening.md) - [Peel-Off Overnight Masks](https://www.trendhunter.com/trends/hydrapeel-off-mask.md) - [Fermented Overnight Skincare](https://www.trendhunter.com/trends/fermented-cocoon-mask.md) - [Glow-Boosting Overnight Masks](https://www.trendhunter.com/trends/yuja-brightening-sleeping-mask.md) - [Mushroom-Infused Skincare Masks](https://www.trendhunter.com/trends/milky-mushroom-ultra-hydration-mask.md) - [Barrier-Boosting Overnight Skincare](https://www.trendhunter.com/trends/hydra-mask-gel-cream.md) - [24-Hour Moisture Masks](https://www.trendhunter.com/trends/hydrogel-hydrating-mask.md) - [Overnight Brightening Treatments](https://www.trendhunter.com/trends/overnight-brightening-treatment.md) - [Youthful Overnight Masks](https://www.trendhunter.com/trends/bouncy-firm-sleeping-mask.md)