It seems Hailey Bieber has outdone herself. By now we know the model-turned-billionaire-business-mogul has a way with social media, whether that be creating quick-to-go viral Rhode products or coining food-related make-up trends (see: strawberry girl summer). Certainly, she's no novice when it comes to convincing you that you need a certain product or two. But it's safe to say we didn't see her newest beauty recommendation coming, and we're convinced that she didn't either.
In May this year, Bieber posted a TikTok of herself casually eating sushi with a face mask on. That understated moment of self-care managed to garner a cool 70.9 million views and made the internet privy to an unnerving fact: eating in a face mask is not an easy task. TikTokers proved it by trying it out themselves and failing, before realising Bieber is a woman of many talents, or rather her go-to sheet mask isn't just glow-giving but food-friendly, too. This weekend Bieber addressed the sheet mask conundrum in the only appropriate way, by taking to TikTok to reveal she is 'creating a sheet mask you can easily eat with, don’t worry girls'.
Is it an authentic moment of a beauty brand founder catering to the new demands her loyal community, or did Rhode engineer the whole thing to make it seem serendipitous all while secretly readying its next big launch? We'll never know, but in any case Bieber made us want a product we never knew we needed with a single video. It's genius marketing.
While Rhode and Bieber have remained tight lipped on all the details for its next skincare launch, the brand confirmed sheet masks are a go by leaving one Easter egg on its Instagram Stories on Sunday. Posting an image of the upcoming product in use, what we do know is the mask will be in two parts (an essential for eating, apparently) and, like everything under the clean-girl aesthetic banner, will have a milky hue. As we wait for Rhode's next innovation to drop, we've dug around to find the sheet mask Bieber has been wedded to and it turns out she is a big fan of Loop's Double Take Mask, £27.
The pink toned, two-piece mask is no run-of-the-mill sheet mask. It has been developed to upscale the face mask market and correct many of the pain points most of us endure when using one, like poor fits and breakouts. Loop's take comes equipped with advanced hydrogel technology meaning it allows for deeper penetration of active ingredients all while feeling comfortable and cooling on the skin, and it's non-slip. Packed with vitamin E and omega-6-rich sunflower seed oil, soothing aloe vera, plant-derived hyaluronic acid and a breakout-controling anti-sebum complex, the mask does much to nourish, brighten, and refine skin texture while bolstering a serious glow. It's no wonder Bieber is obsessed.
Shop: Hailey Bieber's Favourite Face Mask
loopsbeauty.com
Hailey Bieber has been known to rock a face mask on TikTok and, according to skincare brand Loop, the Double Take Mask is Bieber's sheet mask of choice. We can see why, formulated in South Korea, in just 10 minutes the mask promises to boost glow, refine pores, brighten and calm with four key ingredients.
Sameeha Shaikh, beauty writer, says: 'Trust me when I say I'm not one for face masks. My main struggle stems from the fact that, with my petite features, I can never find one that fits and stays put. Most sheet masks slip and slide, meaning there is no chance I could make like Hailey Bieber and eat while wearing one, even if I tried. On the odd occasions I do try one, I have to use a pair of scissors to cut the mask into perfect shape – what a faff. But the Loop Double Take Mask does much to correct the wrongs of traditional mask formats with anti-slip tech that is seriously smart and grips on to skin, and active ingredients that don't just try to perfect skin but bring everything into balance first.'
Pros
- Made in South Korea
- Celebrity-approved
- Features advanced hydrogel technology
- 100% biodegradable
Cons
- Doesn't include any treatment for lips
Main image: TikTok/ Instagram @haileybieber
Sameeha Shaikh is Grazia's beauty writer, covering all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).