Face masks were a booming business. Until they weren’t.

Face masks were the most ubiquitous visual symbol of the COVID-19 pandemic, but they’re fading from sight as more and more people get vaccinated.

Roughly 177 million Americans — or 68.7% of the adult population — have received at least one dose, according to Bloomberg’s Vaccine Tracker. New York and California, two of the hardest hit states in the early days of the pandemic, lifted virtually all pandemic restrictions earlier this month after hitting key vaccination benchmarks.

The U.S. Centers for Disease Control and Prevention still recommends that unvaccinated individuals wear masks — and even those who are vaccinated have to cover up on planes, buses and trains and in public transit hubs.