A few years ago, the Asian sleeping pack trend—thick, overnight brightening masks—made its way to the U.S. Now, the next iteration is coming as brands expand overnight products into more skin-care segments, such as lips and serums, with added benefits like hydration and antiaging. “In Asia, the morning beauty routine is short because of lack of time,” says Florence Bernardin, general manager of Information & Inspiration, a market research firm that specializes in the Asian cosmetics market. “In the evening, you have more time to do cosmetics and it allows the ingredients to infuse into your skin. It’s growing because it’s appealing for active women—it’s about adapting your beauty routine to your lifestyle.”

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