A good percentage of the beauty trends we see come out of Korea are effective. Most are, at the very least, quite intriguing—this curiosity is definitely a large part of what has driven the K-beauty craze to peak levels this year. (That and the impossibly flawless complexion of the average Korean woman, of course.)
So whenever we hear of a new fad taking Seoul by storm, needless to say, we're going to do everything we can to try it. And that, folks, is how V-masks made their way to the Byrdie offices. Like under-eye patches for your chin, these sheets promise a sharper, firmer jawline, no surgery needed. But do they actually get the job done? We had to find out.
Jowls and gobble-chin begone: V-masks were created specifically to target a saggy jawline. "A shaped jawline is not only desirable for Korean women, but for all women of a certain age," explains Natalie Franz.
Meet the Expert
Natalie Franz is a renowned celebrity makeup artist who founded V-mask brand Magicstripes. She has worked with talents such as Lady GaGa, Taylor Swift, and Alessandra Ambrosio.
What Are V-Masks?
V-masks help shape the chin area while lifting and defining the lower part of the face. They optimize the profile and tighten the face without surgery. Logistically, V-masks are basically a hybrid between a sheet mask, an under-eye patch, and a chin strap.
There are holes at each end, which you loop around your ears to hold the mask in place. The fabric is infused with firming ingredients—in the case of Magicstripes' Lifting Collagen Mask, which we tried, the list includes collagen, vitamin C, vitamin E, macadamia nut oil, and caffeine. But the application process itself is also definitely a factor: Like waist-training for your jawline, it sucks the skin in, which helps stimulate blood flow.
First things first: The application is, uh, interesting. It really feels like Spanx for your chin—it's that tight. But while it tingled a bit, it wasn't at all painful or uncomfortable. And because your ears keep it in place, you don't have to lie down or stay immobile, which we consider a win-win in our books.
But did it actually do anything? In a way, yes. Much like your skin is bound to feel more hydrated and replenished after using a mask, we definitely notice some immediate firmness and smoothness along the jawline whenever we use a V-mask. However, it's definitely worth noting that these effects are neither drastic nor permanent—just a much-appreciated, temporary pick-me-up. As with most nonsurgical beauty methods, maintenance is key.
Check out our picks of the best jaw-tightening masks on the market.