| There’s something pretty dystopian about the image of these young women rising mummy-like from their beds – where presumably they have to sleep on their backs to ensure their masks, straps and gadgets stay in place – to begin the laborious process of “shedding” each morning. And the more formidable the routine, the more views the video gets. As TikTok creator Ashley West declared to her 1 million followers: “The uglier you go to bed, the hotter you wake up” – a depressingly popular “affirmation” for the trend. And that’s before we even get on to the popularity of mouth tape, which involves sealing your mouth shut to promote nose breathing instead – apparently resulting in better sleep and less snoring. Nose breathing can offer benefits, according to Harvard Health Publishing, but the organisation warns against using mouth tape to achieve it, citing “hampered breathing” and “significantly reduced” oxygen levels as potential risks. The symbolism is almost too on the nose. It feels as though, in many ways, we’re still as beholden to the idea of having to suffer for beauty as we ever were. Not only that, but is all of this effort actually achieving anything? Take face taping, a practice that uses kinesiology tape to restrict muscle movement and prevent lines forming in key areas such as between the eyebrows – referred to as 11 lines – the outer corners of the eyes, and between the nose and mouth. In theory, it sounds faintly plausible, but Mahto explains that the mechanisms of ageing are far more complex. “Wrinkles are not just about movement, they involve collagen loss, changes in fat distribution … Taping cannot reverse or prevent those processes.” What it can do is irritate the skin, she says, especially with repeated application. “At best, it offers a fleeting sense of control. At worst, it disrupts the barrier and causes unnecessary inflammation.” Dermatologists are similarly dismissive of single-use collagen gel masks, which appear opaque white on application but are transparent by morning, when the ingredients are said to have absorbed into the skin. “Not only is there an environmental impact, but there’s also no solid evidence that applying collagen topically replenishes the body’s own collagen stores,” says consultant dermatologist Dr Cristina Psomadakis, who is the medical director of prescription skincare brand Klira. And don’t get her started on the cocktail of different serums influencers layer on underneath the masks – retinoids, acids and other powerful actives applied with an alarmingly liberal hand. “I think most dermatologists will tell you the biggest problem they see is people overdoing it by following skin trends, or layering on products that should not be combined.” In many ways, it’s human nature to be drawn to products and rituals presented as offering an instant transformative effect. The skincare industry isn’t booming for nothing. But as always, it’s the slightly boring but ultimately reassuring less-is-more approach that actually works. “The best thing you can do at night is wash off the remains of the day, including your face sunscreen, or makeup that can clog your pores,” says Psomadakis. “Most dermatologists have a very simple skincare routine consisting of a cleanser, moisturiser, sunscreen, and usually a prescription treatment at night.” The idea of having separate products for day and night is not all marketing spin, according to Mahto. “At night, the skin becomes more permeable, meaning it absorbs active ingredients more efficiently. Blood flow increases, repair processes accelerate, and water loss peaks,” she says. “So yes, there is some genuine science behind using particular products in the evening. Anything that increases skin sensitivity, like retinoids or exfoliating acids, is usually better applied at night, when the skin is not being exposed to UV or environmental pollutants.” At the end of the day though, all of this is optional. And, ironically, one of the best things you can do for your skin is to stop scrolling TikTok into the early hours and get plenty of sleep (ideally unencumbered by chinstraps and mouth tape). Since we live in an era in which young girls are waking at 4.30am to begin their extensive skincare routines, and poor self-esteem issues in tweens are being linked to the use of social media beauty filters, don’t we owe it to ourselves to exercise a bit of restraint on the beauty front? | 