India, April 11 -- M odel and entrepreneur Hailey Bieber has sparked yet another beauty trend and this time, by using a hair comb to apply a face mask. This week, her brand Rhode shared campaign images for its Caffeine Reset Sculpting Cream Mask, showing Bieber in slick shades with the product neatly combed across her face. Captioned "masking, glowing, rhode-ing," the post quickly went viral. The unconventional technique has already made its way to social media, with several Indian influencers trying it out including Somya Gupta (@somya.approved; inset bottom left).While it may look aesthetic and oddly satisfying, it raises a key question: does it actually benefit the skin, or is it just another viral gimmick? Dr Sonali Kohli, Senior Consultant, Dermatology, Sir H.N. Reliance Foundation Hospital, advises against it. "I don't think using a comb to apply a face mask is a good idea. It offers no real benefit and can actually do more harm than good. Most combs aren't designed for facial use and may carry bacteria if not properly cleaned, which can lead to skin issues," she says. She adds that the friction from combing can irritate the skin barrier, especially for those with sensitive or acne-prone skin, potentially causing breakouts, dryness and redness. "The safest method is to use clean hands or a properly sanitised brush. Skincare trends on social media often prioritise novelty over safety. Using a comb is neither necessary nor advisable... face masks should always be applied gently," she adds.HTC...