Why Millennials Don't Care If They Have Wrinkles on Their Skin

Perhaps it's the fact that masks are so personal or just Instagrammable, but this is also a hot market right now. (Do we really need to tell you how adorable a panda-designed eye mask looks when worn?)

"We are living in an era where fun rules, and I think you can have great skin-care products and get people engaged and excited and also have a good time," Hudis said. "The idea of a mask is very visual — the PowerFoil mask is a sellout because it's so visual on Instagram . . . It's very experiential . . . that experience makes these products very interesting and exciting to share."

GlamGlow cofounder Glenn Dellimore added this conversion: "Before you wouldn't see anybody posting with an actual treatment mask — you're now seeing friends post together, couples post together." We even saw one woman wear her sheet mask on the subway!