Collagen Face Masks Rule Facial Cosmetics

It’s no secret preserving the youthfulness of one’s mug is top of mind for beauty enthusiasts. After all, makeup won’t look seamless without a “snatched” face and a virtually poreless complexion.

That’s why, collagen and mud masks are the top-growing face mask products in the US per Spate‘s Popularity Index.

Collagen Mask

The collagen mask trend has grown by 67.8% compared to last year, and across platforms, per analysts. On Google, searches are up 42.8%, while TikTok views have grown by 77.0%, and Instagram engagement has increased by 85.7%. TikTok currently leads the conversation with 72.6% popularity share, totaling 8.7 million average weekly views, while it is averaging 31,500 monthly searches on Google.

When it comes to brand ownership, K-beauty is A1. Top-searched brands include Biodance with 38,000 monthly searches, Medicube with 37,700 searches and Mediheal with 1,900 searches. The figures evince how Korean innovation and accessible price points continue to define the category.

On TikTok, the most popular branded hashtags mirror this dominance. #Sungboonpartner has 2.5 million weekly views, #medicube comes in second with 826,200 and #biodance comes in third with 509,400. While Medicube and Biodance have long led the conversation, Sungboon has recently taken market share, largely due to a strong paid content strategy.

Whichever popular brands, analysts say the sentiment around collagen masks is mostly positive, with an 8.4/10 consumer rating. Top retailer hashtags like #amazonprimeday (3.0 million weekly views), #amazonskincare (559,800) and #tiktokshopcreatorpicks (483,800) also highlight the importance of being available on both Amazon and TikTok Shop to reach and attract customers. Analysts advise it’s easier to get influencers talking about products when they can earn affiliate income through both platforms.

Mud Masks

It may feel like a hot minute since beauty enthusiasts were dipping their fingers in the satisfying feel of a mud mask, but Spate says the nostalgic at-home spa essential is having a major resurgence.

The trend has grown by 61.0% compared to last year, and across platforms. On Google, searches are up 12.5%, while TikTok views have grown by 221.3% compared to last year. Although Instagram engagement has dipped, Google now owns 53.6% of the popularity share, proving that people are actively searching for this product format.

The mud mask trend currently receives 30,000 average monthly searches on Google and 1.6 million weekly views on TikTok. The top benefit users are searching alongside this trend is “clearing” (3,100 monthly searches), highlighting that most shoppers are turning to these masks to unclog pores, clear congestion and help prevent acne. Top-searched brands include Glamglow (17,200 monthly searches), Queen Helene (3,900) and Wnp (2,400) — all known for purifying, exfoliating and tightening the skin. On TikTok, related branded hashtags include #brmud (743,600 weekly views), largely driven by Cardi B’s viral mention of the brand and a robust paid content strategy, as well as #medicube (213,500) and #glamglow (2,500). Interestingly, this trend has a very high paid view share at 80.1%, meaning most of its visibility comes from sponsored content. While analysts say money talks, for brands without the budget for large-scale paid campaigns, a smart alternative is to seed or gift products to smaller creators who can share candid before-and-after shots.