Under eye patches have long been popular for skin prep and elevating under eye care, but 2026 has seen the skus go from a fun extra step to a status symbol and serious skin care boost thanks to next-gen formulas and tech-led treatments. Ashley Stobart, founder of skin care brand Cosmetic Consult, which recently launched its cooling Miracle Cryo Eye Masks, adds: “I think eye masks are a symbol of self-care and self-love, which I am such a massive advocate of. A key driver of the rising popularity of this skin care sub-category is its social media appeal, with under-eye patches doubling as both an accessory and status symbol in selfies. She adds: “Reusable silicone patches are another shift, letting you apply your own serum underneath so you control the actives, while microneedle patches use tiny dissolvable cones to deliver ingredients deeper.” 7 of the best under eye patch launchesCosmetic ConsultMiracle Cryo Eye Masks from Cosmetic Consult work to rejuvenate, revive, hydrate and treat the under eye area.