Why is Everyone Talking About Eye Masks?

From the latest issue of Lucky to Style.com to P.Diddy, it seems like everyone is talking about cloth eye masks right now. Why? Serum-soaked masks have long been a makeup artist secret to de-puff, brighten, and hydrate skin pre-makeup, and now more and more brands are coming out with smaller versions that target just the eyes. Originally popular in Asia, these small patches pack all the punch of their full-size ancestors, but work exactly where most of us need it the most: on our tired, puffy eyes!

Apply to clean, dry skin, getting about half an inch away from your eyes. (You want your formula to work on the skin closest to your lashes without getting in your eyes.) Wait the allotted amount of time—about 15 minutes—then remove. Now this is important: don’t rinse! Simply pat the rest of the fluid into your skin and allow it to dry before putting on your makeup.

All the formulas on our list target a different concern—fine lines, dark circles—on top of delivering a soothing, refreshing, anti-inflammatory treatment, so click through to find the one that’s right for you.