Hailey Bieber fans warned not to replicate star's 'unhygienic' beauty habit

A skincare expert has warned against a beauty trend used by influencer and businesswoman, Hailey Bieber. The 28-year-old is phenomenally popular thanks to her stylish fashion, makeup and hair choices and boasts an army of millions of fans.

The founder of popular skincare brand Rhode, Hailey often inspires legions of people across social media but one video - which has so far pulled in more than 75 million views - has sparked a flurry of interest and intrigue. In the widely viewed clip, Hailey can be seen sporting a sheet mask while eating sushi with chopsticks. This prompted many people to recreate the trend, with a litany of videos showing people wearing a sheet mask while eating food - but an expert has strongly advised against this.

Beauty guru Hailey followed her original video up with a similar clip showing her tucking into food while wearing the skincare item. She captioned the clip: “creating a sheet mask you can easily eat with don’t worry girls”.

Skincare professionals at SpaSeekers.com are cautioning against the viral habit, warning it could do more harm to your skin than good, and could potentially lead to breakouts, irritation, and reduced effectiveness.

Maddie Cridge, spa therapist at SpaSeekers.com, said: “The past year has been the year of the sheet mask, we’ve seen them on planes, road trips and now, apparently at the dinner table.

“While this trend is clearly grabbing the attention of many social media users, it’s incredibly unhygienic and not something I would recommend. There’s a reason food and drink aren’t allowed during spa treatments, and the same applies here too.”

She continued: “Eating while wearing a face mask can cause bacteria from the food to be transferred directly onto the mask which could then get trapped against your skin within the mask. This paired with the heat and moisture from the mask is the perfect breeding ground for bacteria to thrive, leading to a risk of breakouts and irritation.”

Maddie added: “As well as the risk to your skin, the motion of chewing food can cause the sheet mask to move around and disadhere from your face, meaning you won’t get the full benefit of the treatment.

“To get the most from your skincare and avoid unnecessary irritation, save the sheet mask for after dinner, on a fully cleansed face”.

Fans of the Rhode founder were keen to share their thoughts in the comments section beneath her video.

One person said: “Face mask, sushi, I love Hailey Bieber”. Another referenced the clip’s popularity and said: “so this is the video”.

A third commented: “A girl with 1 b in her bank, eating sushi, unbothered… yup that’s the life”.

While a fourth added: “The rise and rise of Hailey Bieber will be studied forever”.

Someone else shared: “Oh Hailey Bieber they can never make me hate you”.

And further fan predicted: “Why do I feel like she’s coming out with Rhode face masks”.

A representative for Hailey Bieber has been contacted for a comment.