The full-face masks, with eye and mouth holes, are meant to protect the face from the harmful effects of the sun, reports Metro.
The craze has taken over the beaches of Qingdao in the Shandong province of north-east China. As well as the protective face masks, full body suits have also become popular.
The item is intended not just to protect the wearer from sunburn, but also to repel insects and jellyfish.
The product has shot to success this summer, despite being released around seven years ago, and demand is said to be increasing at a steady pace.
The 'face-kinis' sell at 15-25 yuan ($3/ £2).
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