The viral eye mask debate has finally been settled

Nov 6, 2026

The great under-eye mask debate has been raging on social media for a while now and honestly, it’s one of those things that once you notice it, you can’t stop seeing it. Pointy end in toward your nose, or pointy end out toward your temples? People are passionate. Creators are demonstrating. Comment sections are unhinged.

Turns out there actually is a correct answer, at least when it comes to one of the most talked-about eye masks on the market right now.

Three social media creators demonstrating correct and incorrect ways to apply under-eye gel patches or masks.

Emmy Goodwin, Christina Eileen and Linaskredsvik

So, what does an actual expert say?

Shannon McCreery, National Head of Education at Ultraceuticals, has weighed in and it’s pretty definitive. For the brand’s bestselling Ultra B² Hydrating Eye Masks, pointy end goes in.

“When it comes to the Ultraceuticals Ultra B² Hydrating Eye Masks, we recommend positioning the narrowest point towards the inner corner of the eye, aligning it with the tear duct,” Shannon explains. “The mask’s curved shape follows the natural contours of the under-eye area, so it sits comfortably against the skin.”

She’s also quick to note that different masks can have different designs, so the golden rule is always to follow the instructions for whatever product you’re using. There isn’t one universal rule across all patches, which explains why the internet has been in such chaos about it.

Five ways to get more from your eye masks

Ultraceuticals Ultra B2 Hydrating Eye Mask jar closed and open showing golden gel under-eye patches.

Ultra B2 Hydrating Eye Mask patches ready to refresh tired eyes.

Beyond the pointy-end situation, Shannon has some genuinely useful tips for getting the most out of your eye masks. A few of these might make you realise you’ve been shortchanging yourself this whole time.

Start with clean, dry skin. Make-up, oil or any leftover residue will stop the patches from sitting properly and block the ingredients from doing their job. Cleanse first, always.
Use the spatula. The Ultraceuticals masks come with one for a reason. It keeps the patches intact and means you’re not transferring warmth from your fingers before they even hit your skin.
Leave them on for at least 15 minutes. That’s the minimum. Slapping them on for five minutes while you do your brows isn’t quite cutting it.
Don’t rinse off the leftover serum. After you remove the patches, massage any remaining serum into the skin. Follow with your usual eye cream and you’re done.
Store them in the fridge. This one is genuinely a game-changer, especially on mornings when your under-eyes need a serious reset.

What’s actually in them?

The Ultra B² Hydrating Eye Masks are built around Peptide + B² Technology, which is a combination of targeted actives designed to visibly brighten, hydrate, smooth and plump the under-eye area in around 15 minutes.

The key ingredients include Acetyl Hexapeptide-8, often called a Botox-mimicking peptide, which works to soften the look of fine lines. Hyaluronic Acid pulls moisture into the skin to plump and smooth. Niacinamide (Vitamin B3) addresses dullness and supports the skin barrier. Panthenol (Provitamin B5) soothes and conditions the delicate skin around the eye. And Allantoin rounds things out with extra hydration and soothing support.

The formula is fragrance-free, dermatologically tested for sensitive skin and ophthalmologically tested for sensitive eyes. So if you’ve been nervous about trying eye patches, this one ticks the boxes.

The Ultraceuticals Ultra B² Hydrating Eye Mask (20 pairs) has an RRP of €79 and is available at ultraceuticals.ie and selected partner salons and clinics nationwide.