Color Cosmetics’ Skin-Forward Revolution
Like hair care, makeup’s recent boom has been driven by skin care-inspired innovation across product categories. Circana recently reported that "53% of makeup users look for hybrid makeup/skin care products," up 6% compared to 2022. And, according to a 2022 Mintel survey cited by Vantage, nearly 70% of U.S. female makeup users want multifunctional products.
To highlight the innovation opportunities, Vantage created an array of hybrid makeup formulations. Dubbed "Effortless Color," the collection comprised ingredients such as hydrating and deep-penetrating BP Triluronic Acid A; jojoba oil; the anti-inflammaging StrataPhix Technology Series; Lipovol GTB, a rapeseed-derived emollient; and natural silicone alternatives from the Jeechem NDA line.
Formulations in the collection include the Fresh Canvas Multi-Use Concealer spot treatment, the buildable Hydrating Tinted Face Oil, the liquid All-Over Glow Blusher for the cheeks and eyes, and the plumping Plush Fruity Gloss.
To better understand the cross-category dynamics underway, Global Cosmetic Industry reviewed a range of recent launches to decode future innovation opportunities for brands.
Color Cosmetics’ 2023 Boom
First, however, it’s important to understand the broader market. According to Circana, prestige U.S. makeup sales grew 18% in the first half of the year, faster than any other category, while mass sales grew 9%.
Color cosmetic growth is being driven by a 3% rise in consumer makeup usage, according to Circana’s "2023 Makeup Consumer Report," with Gen Z and millennials over-indexing in comparison to other generational cohorts. More than 1/3 of all makeup users are buying equally among mass and prestige brands. That said, consumers with household incomes greater than $200,000 have increased their usage of makeup, providing opportunities for prestige and luxury brands.
Now, let’s look at some skin-forward color launches.
Recommended by LinkedIn
Serum-like Concealer
Tula Skincare recently made the leap into the concealer category with a 20-shade range of its Radiant Skin Brightening Serum Concealer. The formulation is said to fulfill customers’ desire for an eye treatment with brightening benefits, according to the brand, and comprises Tula’s Rainbow Seabright Elixir, which features rainbow seaweed and niacinamide, as well as the S6Pro Complex, which features a trio of probiotic extracts and three prebiotics derived from chicory, beet and turmeric root. Furthermore, the concealer includes peptides and tea leaf caffeine to address dark circles, skin texture and eye bags.
The long-wear serum-like formula reportedly conceals dark circles and discoloration, while brightening the appearance of skin over time. It also strengthens the skin barrier, per Tula, and increases firmness and protects against moisture loss.
Tinted Moisturizers for All
Skin-forward color is crossing gender lines. Recently, Apostle launched the 12-shade range of Reclaim Tinted Moisturizers for the face, delivering medium coverage and a matte finish while boosting skin elasticity, firmness and hydration, diminishing the appearance of fine lines, and defending against stressors.
Key ingredients include...
>>>Read or download the full report, including:
Global Manager for Business Development at Oat Cosmetics
1yRachel Davies Emilie Gombert
Sales Professional at Revlon
1yGreat 👍