Branded patches from Rhode, Dior Beauty, and Starface point to logomania as the next big beauty frontier. But why are we so willing to wear brand logos on our face?
Undereye patches are so in, we're wearing them out. At least, that seems to be the case with Rhode's new Peptide Depuffing Eye Patches -- the latest ultra-shareable beauty product taking over social media.
If you've noticed people wearing light gray eye patches out in the wild -- in coffee shops, pilates classes, or on the street -- it's no accident. Rhode, Hailey Bieber's mega-viral skin care and makeup brand, has been intentional about advertising the "on-the-go" capabilities of its newest product, and its consumer base has responded in kind.
Rhode has over 5 million combined followers across Instagram and TikTok -- and a successful marketing strategy that encourages both influencers and niche creators to create content around its products. There are nearly 400 thousand videos under the "Rhode" hashtag on TikTok alone. Like many other brand enthusiasts, Alexis Frank shared that she "Immediately ran to Sephora to get these @rhode eye patches. One step closer to feeling like the queen @haileybieber," she wrote. "As far as how they make me feel, I definitely feel cooler in them than most eye patches," says Frank. "I think it's the design and the relation to Hailey Bieber...but I actually think that they're pretty good."
"I normally don't [wear undereye patches outside], because the ones I've used were too wet and not good for being on-the-go," says content creator and self-proclaimed "Rhode-aholic" Jenny Ha. "Rhode's have the perfect texture for traveling, so I've taken them with me on car rides and will continue to do so."
In addition to their wearability, Rhode's undereye patches have another key distinction from many competitors' offerings: They're printed with the brand's name and logo. While Peter Thomas Roth's eye patches (a staple of the self-care routine TikTok genre) went viral without a visible logo on the product, luxury brands like Dieux, Chanel, and Dior have also released boldly branded eye stickers.