From PDRN facials to collagen patches, K-Beauty is making waves in the skincare space right now. The figures speak for themselves: according to a study by trends consultancy Spate, TikTok has seen an 184 per cent spike in searches for the term, year-on-year. Glass skin, a trend that sets out to create a luminous, glass-like complexion, can be counted among one of the most significant Korean skincare exports from the last few years, with the trend reaching its peak at Maison Margiela’s spring-summer 2024 haute couture show, where make-up artist Pat McGrath created a striking lit-from-within sheen on John Galliano’s porcelain-skinned models.
Fast-forward to 2025 and TikTok users, who are always on the lookout for buzz-worthy beauty buys, have got their hands on another skincare gem, which not only imitates the glass skin effect, but also boasts serious skin-plumping prowess. Step forward the viral Collagen Night Wrapping night mask from Korean brand Medicube. According to Spate, Google and TikTok searches for the brand have increased by 166 per cent and 898 per cent respectively year-on-year. Meanwhile, the mask in question garnered a 338 per cent increase in searches.
If we are to believe the numerous before-and-after videos making their way round TikTok feeds right now, the mask’s success is down to its impressive skin-blurring effects. Enriched with collagen, a thick layer of the mask is applied on clean skin using a brush, and it is then left on for 15 minutes before bed to allow it to penetrate into the skin. In the morning, the mask is then gently peeled off and skin is rinsed with water to remove any residue.
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When it comes to ingredients the one to note is collagen, a protein that is naturally present in the body and whose production diminishes from the age of 25 (at a rate of 1.5 per cent per year). Collagen helps maintain skin elasticity and reduce the appearance of wrinkles, and this mask does just that: reviving radiance, smoothing skin and promoting cell renewal.
