From sleep tourism to bed rotting, 2025 is shaping up to be the year of sleep and self-care. With everyone prioritizing wellness, hydration, and recovery, a new flex is taking over social media—looking well rested. With consumers seeking new ways to seamlessly integrate their self-care routines into their daily lives, one product seems to be leading the charge—blending hydration, convenience, and style all at once: undereye patches.“Beauty today is about ritual and aesthetic appeal and undereye patches fit perfectly into that space. They’re no longer just about hydration; they’ve become an intentional act of self-care that looks as good as it feels,” says founder of indē wild, Diipa Büller-Khosla.Beauty’s Shift from Invisible to Bold StatementWith promises to depuff, tighten, reduce dark circles, smooth fine lines and wrinkles, and even help your makeup sit better, these little half-moon (in most cases) silicon patches are becoming a new way to show off that you have the luxury of time, sleep, and indulgent skincare. Amassing over 16.5 million impressions on TikTok and worn by everyone from Hailey Bieber and Kendall Jenner to Anne Hathaway and Selena Gomez, these potent, serum-packed, hydration-drenched nuggets have transformed from functional behind-the-scenes skincare products to statement accessories. “More people are adopting these visible face accessories for more than just true self-care but rather for the statement that they make to the world about you: that you take care of yourself,” says Shamika Haldipurkar, founder and CEO of Indian skincare brand d’you.