During a flight from Mexico City to New York City this summer, a moment of realization struck me while using my Medicube Booster Pro X2 alongside a sheet mask. As someone with dry skin, in-flight skincare routines are essential for avoiding redness and irritation. However, I came to understand that my skincare ritual was not just about achieving healthy skin; it was also about creating a photo opportunity. This insight led me to question whether my skincare practice was becoming performative.
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Esthetician Emme Diane notes that social media has fostered a type of beauty that emphasizes signaling personal wellness and self-care identity. She asserts that the visibility of such rituals might detract from their genuine benefits. Performative beauty manifests in everyday scenarios, like when someone wears under-eye patches in public far beyond the recommended usage time. From a skincare perspective, Diane explains that these products do not provide additional benefits when used outside the home, pointing out that wearing them for convenience, like before a morning television appearance, makes practical sense.
The trend of publicly wearing eye patches reflects a desire to appear busy and perpetually on-the-go, showcasing a sense of optimization that encompasses both self-care and errands. Social media culture has glamorized beauty rituals and increased the comfort level for showcasing these practices, according to cosmetic chemist Ron Robinson, founder of BeautyStat. As the under-eye patch market surged in the United States around 2023, these products became status symbols, identifiable by their distinct branding and colors. Luxury brands like Chanel and Dior have joined the trend, turning skincare into fashion elements.
The financial ability to regularly purchase these eye patches, sometimes compromising their effectiveness by wearing them during workouts, becomes a form of flaunting one's lifestyle. Diane raises the question of whether these rituals primarily serve an individual's well-being or signal a need for external validation. This has implications for how we engage in our beauty routines: Is it about personal fulfillment, or is it influenced by how we wish to be perceived?
The perception of beauty is evolving, with social media shaping how identities are expressed through wellness practices. Diane highlights the shift away from simply appearing polished to embracing the products that contribute to that image. This evolution in beauty identity has also led to more comfortable attitudes surrounding skincare rituals. Brands like Starface have produced visually appealing products that challenge the stigma associated with skin imperfections, allowing individuals to express themselves positively while managing acne.
Ultimately, if wearing eye patches or using specific skincare products brings genuine happiness, that’s valuable. However, it raises an important question: would these rituals continue if they were not shared with others?