You may have heard: Taco Bell is getting into the beauty business.
Because nothing says clear skin like Cheesy Gordita Crunch and Beefy 5-Layer Burrito.
The fast food chain announced last week that it would introduce “Mountain Dew Baja Blast under-eye patches” later this year. (Yes, really.) The news came at Taco Bell's Live Más Live gala on March 10, during which the company unveiled more than 20 new menu items, although under-eye patches are the only non-edible products being rolled out.
“For fans of Baja Blast, infused with caffeine and a refreshing hint of citrus,” Taco Bell said in a press release, “these patches energize skin and deliver refreshing hydration.”
Taco Bell did not give a release date or share more information about the ingredients in its soon-to-debut eye patches. So we were, well, hungry for information.
To start: why under-eye patches?
“It's an opportunity to extend the brand beyond the category,” says Marcus Collins, a marketing professor at the University of Michigan and author of “For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be.” “It's about engaging in things that are culturally relevant to a certain group of people. Taco Bell has always seen itself as young (its brand ambassador is Doja Cat) and what's important in the zeitgeist is a lot of health, wellness and beauty.”
Moisturizing under-eye patches typically treat puffiness, dark circles, and wrinkles. The eye mask improves the delivery of active ingredients to the skin, says double-certified dermatologist Elizabeth Bahar Houshmand. Common ingredients include hyaluronic acid to help with hydration, peptides to plump skin, retinals for fine lines, and vitamin C to brighten the under-eye area.
“It's an unexpected crossover,” says Bahar Houshmand of Taco Bell's impending skin care product, “but we're seeing more lifestyle and pop culture brands entering the beauty space. From a dermatologist's perspective, the key question for me is always: formulation [meaning ingredients]skincare efficacy and evidence-based clinical testing.”
Some of Bahar Houshmand's favorite under-eye patches, both on the low and high end of the spectrum?
COSRX Peptide Collagen Hydrogel Eye Patch ($23): “I use these myself. They're great, even for patients with more sensitive skin. I keep them in the refrigerator and they have a nice cooling effect. Great for traveling.”
SkinMedica Instant Bright Eye Mask ($50 for a six-pack): “It's a splurge, but it works great for dark circles and puffiness. It has golden root extract, which is great for environmental stressors; it's a powerful antioxidant and is good for hydration.”
If you opt for Taco Bell's under-eye masks instead, simply drink plenty of water with your Taco Bell Nachos BellGrande, which is high in fat and over 1,100 mg of skin-dehydrating sodium.
“When people ask me about bags and puffiness under their eyes, one of the first things I tell them is to reduce the amount of sodium in their dietary intake,” says Los Angeles-based dermatologist Ivy Lee. “Healthy skin is also the result of a healthy and balanced diet.”
