Hailey Bieber sparks a new viral trend within the global beauty community

Hailey Bieber has sparked a significant conversation within the beauty community by utilising a hair comb to apply her latest face mask.

This week, her brand, Rhode, shared campaign images promoting the Caffeine Reset Sculpting Cream Mask, featuring the model with the product neatly combed across her face.

Captioned "masking, glowing, rhode-ing," the post quickly caught the attention of online audiences, prompting several influencers, including Somya Gupta, to attempt the aesthetic technique themselves on Friday, 10 April 2026.

However, medical professionals remain sceptical about the benefits of this viral method. Dr Sonali Kohli, Senior Consultant in Dermatology at Sir H.N. Reliance Foundation Hospital, warned that such tools are not designed for facial use.

"I don’t think combining a face mask onto the skin using a tool is a good idea at all. It doesn’t offer any real benefit to the skin and can actually do more harm than good," she explained.

The dermatologist noted that combs may carry bacteria, potentially leading to breakouts or infections for those with sensitive skin.

Ideal application methods

On the ideal way to apply a face mask, the doctor emphasised that safety should always be the priority over social media novelty. She suggested the following for healthy skin:

• Use clean hands for application.
• Use a properly sanitised brush.
• Avoid tools that create unnecessary friction.

Dr Sonali Kohli added, "Using a comb is neither necessary nor advisable—face masks should always be applied gently, without tools that could potentially harm the skin."