Stars like Kim Kardashian may have popularized the practice of contouring makeup, but beauty bloggers are leading the way with a new similar trend called “multimasking.”
The practice, which involves using different types of face masks on different parts of the face all at once, is being documented on social media by celebrities, cosmetic professionals, and bloggers who cover beauty-related topics.
Multimasking fans are taking selfies and uploading them to sites like Twitter and Instagram to document the process — and tell their loyal audiences about their results.
Just as contouring often leads to a sort of clown-like appearance, the mud masks and facial creams being worn by bloggers also look somewhat ridiculous. But do they work?
Celebrity aesthetician Kate Somerville told E! Online that the idea actually holds some weight for those who want clearer skin.
“It’s so important to take the time to assess your skin and your concerns,” she explained. “Think of your skin as having different ecosystems. Not every area has the same characteristics and concerns.”
That means that if a person’s T-zone — the forehead and nose area — is prone to breakouts and the under-eye area looks saggy, then treating the issue with more than one type of face mask may be necessary.
And although celebrities like Chrissy Teigen and Shay Mitchell have posted their facial treatment selfies online, beauty bloggers are taking it to the next level to show off several of their favorite products all at once.
Bloggers Kim Wardzala, Jackie Burns Brisman, and Megha Agrawal all posted their patchwork selfies to Twitter and Instagram. They all name-dropped brands like Glossier, Eminence Organics, and Boscia in their posts.
Some of these beauty bloggers may also be doing this to get paid. Bloggers in any industry often get paid on a freelance basis to talk about different products as a clever marketing attempt, and nowhere is that more apparent in the consumer-driven fashion and beauty industries.
And when it comes to cosmetic procedures ranging from Botox to liposuction, about 90.6% of patients are women; that’s according to statistics from 2013, when women had 10.3 million of all surgical and minimally invasive cosmetic procedures that year. So most often, the audiences for beauty bloggers (and customers for cosmetic companies) are women.
Is the new trend here to stay, and could it be the key to perfect skin? Experts seem to think so.
“The type of skin on certain areas of the face is very different based on the zones and location of oil glands,” Dr. Julie Russak was quoted as saying on HollywoodLife.com, “so using the same mask for the whole face doesn’t make sense because we need to address different issues.”