Multifaceted beauty

As interest in health grows around the world, a more multifaceted idea of beauty is taking hold. Hybrid cosmetics embrace the wellness trend – combining makeup with other benefits – more often than not skincare but in some cases overall wellbeing. These products are designed to enhance the body while providing the aesthetic appeal of makeup. Multifunctional benefits can include hydration, fortification, anti-ageing and protection from external aggressors like pollution – all this while providing the aesthetic appeal of makeup.

The concept of wellness has become big business and has been transformed into something fashionable and luxurious. In the beauty category, it has generated the holistic beauty trend, in which consumers use everyday beauty rituals to relax and incorporate inner care. Colour cosmetics and holistic beauty are increasingly intertwined, with a focus on products that not only enhance appearance but also promote overall well-being. This trend reflects a broader consumer desire for beauty products that contribute to both physical and emotional health. Chilean consumers see beauty routines as a way to reduce stress, with colour cosmetics being used to empower users and connect to their moods and aspirations. Engaging in a beauty routine is seen as an opportunity to reduce stress, and brands can expand that sense of wellbeing by developing products that please the senses. Mintel previously identified an emerging opportunity to connect colours with wellness. Colour cosmetics brands can create products that empower users to act confidently using colours, textures or creative looks. This will bring a new dimension and set of benefits, and go beyond aesthetics to tap into consumers’ moods and aspirations.

Concern about potential harm to skin is restricting makeup usage

One of the biggest concerns surrounding makeup usage is potential harm to the skin. Take for example India, those who do not use makeup frequently say they are limiting their use as they believe it can exacerbate skin problems and harm their skin’s health. Their sensitive skin and multiple skin issues mean they are looking for makeup with skin benefits and skin-friendly ingredients. The skinification of makeup – i.e. the development of products which contain skincare ingredients – is helping satisfy the needs of these consumers. The prevalence of acne/spots is high among APAC consumers, yet according to Mintel, related claims in NPD are low, not even covering 1% of new product launches. Brands can fuse skincare and colour cosmetics with makeup launches that feature anti-acne ingredients and steer clear of ingredients that could exacerbate breakouts, particularly as this is a purchase driver among 36% of Chinese female base makeup buyers. Soothing ingredients to ease inflammation can be used, particularly in base products, such as primers and foundations, as well as setting products, including powders and sprays. 
In Thailand, Ira Glow Enhancing Powder Foundation is designed for acne-prone skin and contains moringa and Centella asiatica oils to treat inflammation.

Pandemic catapults skinification trend

Since the start of the pandemic, interest in skincare rou - tines has catapulted, and this behaviour has continued even post-pandemic, with consumers focusing their spending on skincare. The skinification of makeup is driving hybrid product development, with brands responding to this interest by introducing skincare-makeup hybrids. Skincare consumers are increasingly seeking expert advice and becoming more insistent on evidence of efficacy prior to purchase – such as clinical studies. Brands can expect to see these expectations trickle into the makeup space. In India – homegrown skincare brands are capitalising on the ‘skinification’ of colour cosmetics by launching skincare-makeup hybrids. These include Mamaearth Glow Serum Foundation which includes vitamin C helps to brighten skin and turmeric to provide antioxidant protection.

Skinification extends to the nails

Consumers are already paying attention to their nail health, which can be impacted by multiple factors, includ - ing diet and genetics. Professional nail treatments, which 17% of UK adults had in 2023, could also be contribut - ing to poor nail health, as gel manicures and acrylic nail extensions can be damaging. While handcare products can contribute to good nail health, there is also an opportunity to launch dedicated nailcare products or formulate base/top coats/nail colour with moisturising, hydrating and caring ingredients. This would drive the purchase of not only these products but also regular nail polishes and press-ons, as consumers will feel a lesser need to give their nails a break from products potentially perceived as harsh on nail health. In France, Le Rouge Francais Nail Polish uses an algae-de - rived pigment and claims that AHAs stimulate cell renewal to strengthen the nail. If the product gets on skin, it also contains skin-beneficial ingredients, like hyaluronic acid and probiotics.

Link multiuse products to minimalism

It’s not just the skin heath which is driving multiuse prod - ucts, they can help streamline routines while reducing costs and adding convenience Consumers are putting more thought into their purchases and are looking out for value-driven products. Brands are innovating with multiuse makeup incorporating all attributes into one product to drive value. There are a whole host of multiuse lip and cheek prod - ucts – some extend to eye use too. In the UK, Nudestix Blush Tint SPF 30 multi-tasks as a soft, fresh colour tint for the cheeks, eyes and lips, while protecting from daily UV damage.