A balaclava-style mask is the latest trend in China to stop the sun's harmful rays.
Coming in a range of colours, the 'Face-Kini', which comes complete with a body suit, covers a swimmer's entire head and neck - down to the collar bone.
Holes are cut for eyes, nostrils and mouth, and stops the wearer's face from getting burned - and prevents them getting stung by jellyfish.
Holidaymakers can be seen enjoying the beach in Shandong province's East China Sea.
The odd-looking clothing, which was invented around nine years ago, is now under mass production and on sale at swimwear stores along the coast.
They are selling factory-made Face-Kinis for 15 to 25 yuan (£1 to to £2.50) each.