Gone are the days of covering up skin imperfections, with Gen Z making it acceptable to show off pimples with brightly coloured stickers in a variety of fun shapes.
The likes of ZitSticka, Mighty Patch, Peace Out and Starface are among the brands which have helped popularise pimple patches in recent years.
But a new wave of brands are jumping on the format to offer more innovative applications and a wider appeal.
From delivering daily vitamins and signalling when it is time to top up SPF, to dissolvable discs that deliver the optimal dose of skin care ingredients, Cosmetics Business delves into the latest developments.
Socially shareable aesthetic
“Patches resonate strongly with the emerging macro trend towards 'anti-wellness',” said Pia Fisher, Senior Beauty Strategist at analyst WGSN.
The trend forecasting experts have identified the trend for patches as a rejection of toxic, complex or expensive wellness rituals.
“Gen Z, in particular, is increasingly favouring pragmatic, minimalist and affordable solutions, and patches feed into this niche perfectly,” Fisher explains.
“Whether for skin care, stress relief or targeted treatment, they represent a functional beauty 'hack' that is as effective as it is easy to use.”
There is also the growing cultural momentum around skin positivity – a hashtag that has more than 511 million views on TikTok alone – which is redefining how blemishes and imperfections are perceived.
“Gen Z is leading a mindset shift toward embracing visible skin texture and celebrating real, unfiltered faces,” says Fisher.
“This shift has enabled pimple patches to evolve beyond clinical function and into what we at WGSN call ‘fun-tility’ – a blend of fun and function.
“No longer something to hide, patches are being worn proudly as symbols of self-acceptance and care.
“In some cases, they have become a form of expression, transforming blemish care into a socially shareable aesthetic.”
Wearable wellness
Among those tapping into the trend for patches is former Vogue editor Kelly Gilbert, who launched The What Supp Co this year.
The range delivers vitamin doses transdermally as an alternative to oral supplements offering greater convenience and enjoyment to encourage more consistent use.
It includes “Dip Out” chill patches with ingredients like Ashgawanda, L-Theanine and Valerian root; and “Looks Good on You” beauty patches, containing biotin, copper peptides and zinc.
“I have spent a career trend-predicting and last year I anticipated the shift away from non-traditional vitamin formats and saw the opportunity to bring fresh energy into the supplements space,” Gilbert tells Cosmetics Business.
“I choose patches to launch as they are an emerging category, with the excitement that brings, but established sufficiently that there is not a first mover challenge to explain the product to the consumer.”
Kelly notes that the appetite for wearable wellness is growing too, and supplements are “coming out the cupboards and into lifestyle”.
She adds: “From Oura rings to star stickers for acne, we're leaning into conspicuous signifiers of our approach to wellness and that includes what vitamins we take.
“Just as we want people to see the Rhode lip gloss on the phone case, we want people to know which supplement we're taking.
“The What Supp Co. is for these people. Taking supplements needn't be dull, or overly rarified and routine driven.
“We have made our patches to be visible. They're colourful, with the product name mantras repeated.
“They're a non-verbal cue to others that we are taking care of ourselves, and how we are feeling.”
This is appealing to many people, she says, and is no longer limited to Gen Z.
Kelly adds: “We have a broad base of early adopters of our patches, from teens using them to get through exams and social anxiety and millennials dealing with new baby sleepless nights, to Gen X using them to hack and improve their health routines.”
Another recently launched brand in this space, What's That Patch, notes that transdermal patches are already in use in health care, for example, in delivery of pain control medications and to help people to stop smoking.
Last month the company added to its four-strong range with Bounce Back, focused on recovery and hydration with ingredients such as vitamin B complex and L-Glutamin; and Collagen Pro, with amino acids and vitamin C to support skin and joints.
“With busy lifestyles and a growing demand for wellness solutions that fit seamlessly into daily routines, patches provide a unique value proposition with no swallowing of pills, no mixing powders, just simple application,” Dr Ian Mann, Chief Medical Officer at What's That Patch, told Cosmetics Business.
“This format also allows us to reach people who may have difficulty with oral supplements, such as those with digestive sensitivities or pill fatigue.”
“The patch format is also mess-free, portable and eliminates the need for water or preparation, which is ideal for people on-the-go.”
Meanwhile, Eniye Okah, founder of sun care and wellness brand Beame, has seen her UV Detection Stickers repeatedly sell out.
Interactive and relevant
Created to “take the guesswork out of reapplying SPF”, the transparent dots turn darker in sunlight signalling when it is time to top up.
“I wanted to create something that acts as a talking reminder, visual, fun and non-preachy,” says Okah.
“The stickers make sun safety tangible in a way that has never felt this personal or easy.
“You see the impact of sun exposure as it is happening, which makes it easier to build a consistent habit.
“They are water- and sweat-resistant, easy to apply, and designed to be worn all day – at festivals, on hikes, on holiday or just walking to work.
“They are also a powerful visual cue: you don’t need to check the time or guess when to reapply.”
Beame’s UV stickers, which work with SPF 30 or above, are also vegan and visible on all skin tones.
Gen Z expects skin care to do more, Okah says: “It has to be techy, value-driven, fun and easy to use.
“The sticker format makes sun care feel interactive and relevant.
“It is also social media friendly: the design is bold, colourful and designed to be seen.
“Gen Z wants SPF that fits into their lifestyle, not something that feels like a chore and this does exactly that.”
Patches are also lending themselves to make-up applications, with Fazit Beauty’s stick on freckles gaining widespread attention after a glitter version was worn by singer Taylor Swift.
Formulated as a “satisfying quick fix to make beauty routines effective yet fun”, the faux freckles require no skill to apply and protect users from sun damage that causes real freckles.
As these brands demonstrate, with people more willing to wear their wellness and beauty quite literally on their sleeve, Fisher notes this offers brands a powerful opportunity to redefine the narrative around skin care products.
Tech innovation
“Rather than promoting perfection, brands can align with values of authenticity, transparency, and individuality,” Fisher says.
“Brands should design for self-expression, treating patches like accessories; limited editions, collectables, and expressive design can build hype and community engagement.
“Think of them not as medical aids but as wearable beauty accessories.
“This approach taps into Gen Z’s affinity for highly visual, shareable products with instant ‘see it, want it’ appeal, perfect for TikTok virality and organic community building.
“The patch format is maturing rapidly, with next-generation innovation paving the way for expanded uses.
“From wellness patches for stress or sleep, to tech-enhanced treatments, there is huge potential to develop smart, sensory and bioadaptive formats.
“Emerging categories, such as body hair patches for ingrown hairs or precision delivery systems for actives, also offer compelling differentiation.
“Brands that invest in early innovation and creative collaborations will appeal to Gen Z’s appetite for novelty, functionality and science-backed solutions.”
One example of technology-enhanced treatments Fisher points to is the L.A.B. Acne Light Therapy Patch.
Taking pimple patches to the next level, the device brings acne-fighting light therapy to a simple sticker that is applied to the face.
Meanwhile, MZ Skin and Smoothskin are among the brands to have employed the technology to LED eye patches that promise to help tackle under-eye puffiness and dark circles.
Pushing the boundaries of the format is manufacturer Taiki Cosmetics, which demonstrated Boshi at trade show MakeUp in Paris – waterless skin care patches and drops that dissolve directly on skin.
Designed to deliver pure actives with no preservatives or unnecessary ingredients, the patch innovation was showcased with anti-blemish ingredients, and nanodrops with a vitamin C brightening serum.
Benefits include that they can deliver high concentrations of active ingredients with precision, and deeper and faster penetration compared to serums, citing in vitro testing.
Without water, the patches and drops are not only environmentally-friendly, but can deliver ingredients that are typically unstable, like vitamin C, or incompatible.
Although they disappear, the application itself and the moment of dissolving is one that Taiki believes is a socially shareable “wow effect” moment likely to capture the attention of TikTok.
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