Luxury under-eye patches become new beauty status symbols

Under-eye patches have transitioned from functional skincare products used in private routines to cultural status symbols and tools for self-expression. This trend, often referred to as “social skincare,” involves consumers wearing branded, graphic patches in public settings and sharing them on social media.

Luxury brands such as Chanel and Dior have led this movement by releasing monogrammed patches, turning skincare into a form of “logomania.” These products offer a more accessible entry point to luxury branding compared to high-priced fashion accessories. For example, Dior’s eye patches are priced significantly lower than their signature handbags, allowing consumers to display recognizable logos through their beauty routines.