With eye patches, you'll want to place the tapered end underneath the inner corner of your under-eye area, carefully smoothing the wider end toward your temples. With a balm or gel, you can typically apply it like regular eye cream, tapping it gently over the entire eye area, including the eyelid, and up to the brow bone. Most eye masks should be left on for about 15 minutes, then rinsed off. However, some gentler formulas can be left on overnight.