111Skin, meanwhile, takes a more novel approach. Arguably one of the first to popularise luxury masking, it’s like the Prince of the eye patch world. It doesn’t need to be named – the distinctive black colour of its Celestial Black Diamond Eye Mask is enough for those in the know to instantly recognise that Harry Styles is wearing them in a recent Instagram post.

From a skincare perspective, they offer instant gratification. Under-eye patches are, by their very essence, designed to shuttle much-needed moisture into the skin fast. In the case of Chanel’s Le Lift Flash Eye, tiny molecules of hyaluronic acid dive deep into the skin to hydrate and tighten, all without being so slippery that they slide down your cheeks. I should know – I’ve worn them on the train and at my desk for the last two weeks.

Designer beauty products are also a more attainable way of owning something from an aspirational brand. A Chanel Classic 11.12 handbag, which now costs an eye-watering £8,850, is wildly expensive for the average person, but an £8.60 eye mask embossed with the brand’s name may not be out of the realms of possibility.

Then there’s the social cache of wearing an under-eye mask with a cool logo splashed all over it. It catapults the product beyond just being skincare. Instead, it’s fun, it’s a desirable accessory, the new street style and 2026’s answer to a band T-shirt. It acts as a shared language of identity and allows like-minded fans to bond.