A K-beauty staple, sleeping masks, also referred to as sleeping packs, are hugely popular with millennial consumers. However, they’re really just a reinvented name for night creams. Like “blush” has replaced “rouge,” and “liquid exfoliants” have essentially replaced “toners,” it’s all about eschewing an out-of-circulation word and replacing it with a slightly different marketing spin. But there’s is a true point of difference. Today’s masks have been formulated to get the most bang for their buck as they take advantage of the skin’s ability to naturally renew overnight to fully absorb into skin’s moisture barrier. Another thing that sets sleep masks apart is their lightness, so they can be worn overnight without leaving a mess on a pillowcase. Here, some brands with top-selling masks on the market.

Glow Recipe Watermelon Glow Sleeping Mask

This mask had a 5,000-person wait list in 2017. As the K-beauty brand’s first mask, it is housed in a highly Intagrammable, rounded glass cube containing a milky pink liquid. The product itself smells uncannily like a watermelon-flavored candy and is supercharged, thanks to exfoliating watermelon extract and hydrating hyaluronic acid to boost radiance.

Laneige Water Pack Sleeping Mask

Sold at both Target.com and in Sephora, this mask contains concentrated hydro ionized mineral water to deliver moisture to parched skin. It also boasts a calming scent referred to as “Sleepscent,” which is made from orange flower, rose and sandalwood to provide aromatherapeutic benefits.

Dr. Brandt Hydrobiotic Sleeping Mask

This brand is newly focusing on the millennial market and blends the power of a sleeping mask with on-trend probiotics. The formula contains yogurt powder to help restore natural pH levels, plus Dr. Brandt’s signature antioxidant tri-blend composed of manuka honey and tea extracts that protects the skin against environmental stressors. The leave-on mask’s delivery system features redness-relieving peptides with the antioxidant properties of tea and soothing boswellia and honey.

Herbivore Moon Fruit Superfruit Night Treatment

This natural brand boasts photo-friendly packaging, thanks to its lavender-hued treatment showcased in a simple, clear jar. It blends antioxidant-rich prickly pear, goji berry and red raspberry seed, to impart a luxe glow after a night of using the treatment.

Belif First Aid Overnight Brightening Mask
This Korean beauty brand boasts a bevy of water-weight skin care options. This overnight mask uses oat seeds and pearl to bring out sheen while amping up hydration to leave skin radiant come the morning.

Boscia Tsubaki Deep Hydration Sleeping Mask

Designed specifically for dry skin, the Japanese brand’s sleep mask offering is deeply hydrating. It contains a blend of tsubaki oil, wakame, and rice bran oil to hydrate, smooth, and protect skin. The result is firmer, more youthful skin.