The mask gets pressed against the face when diving. As you dive, pressure gets applied to the mask's flexible skirt, reducing the internal volume and pressing the mask against the face. This phenomenon, which can cause pain in the eyes, can be avoided by equalising the internal pressure of the mask and the external pressure exerted by the water. Simply breathe out gently through your nose. Air is very valuable in underwater sports, so this equalising effect must be kept to a minimum.