Every few months, the internet adds a new chapter to the long, weird history of things people will smear on their faces in the name of beauty. This time, influencers are reaching into a place that makes even seasoned skincare enthusiasts blink. They’re calling it “menstrual masking,” and yep, it involves exactly what you think it does.

The viral trend encourages people to collect their menstrual blood and apply it to their skin for a few minutes before washing it off. Fans of the practice claim it gives their face a glow that no serum has ever delivered. The pitch relies on the idea that menstrual fluid contains stem cells, cytokines, and proteins that support regeneration. Advocates say that if these components can rebuild the uterus every month, they can probably help your cheeks, too.

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