AUGUST 17, 2020

“Hybrid products that combine elements of cosmetics and skin care are growing in interest,” Lauren Goodsitt, a senior global beauty analyst at Mintel, told Glossy. “While many consumers attempt to limit their spending budgets, they will search for multi-purpose products to replace the need for additional products.”

The new consumer demand for makeup products infused with skincare benefits is driven by an increased interest in health, innovative new formats and products that offer double duty benefits, and a desire by consumers to simplify their beauty routines.

With the onset of the global coronavirus pandemic in the beginning of 2020, consumers everywhere become more concerned than ever about maintaining their personal health.

While personal care items like soap, shampoo, and deodorant continued to be purchased by consumers in the first half of 2020, sales of non-essential products like cosmetics and fragrance fell. With stay-at-home orders in place and social gatherings minimized, many consumers felt less need to apply makeup or cosmetics, and more of a desire to take care of their skin.

“Beauty industry watchers and cosmetics companies say consumers are gravitating toward a more low-maintenance and natural look. People are staying at home and paying more attention to their health, prompting them to shift focus to their skincare rather than their makeup routines, they said,” according to CNN.

This renewed interest in improving the health and appearance of the skin has paved the road for makeup products that can not only augment looks, but also offer tangible, noticeable benefits to the lips, lashes, and skin.

Consumers may be wearing and buying less makeup than before, but the desire for cosmetics has not disappeared. Instead, the current trend for cosmetics has shifted to a more natural, “work-from-home” or “Zoom makeup” look. And this less is more approach is where makeup products that also offer skincare benefits have soared in popularity for homebound consumers.

“We are seeing demand for makeup with skincare benefits, such as tinted moisturizers and foundations infused with good-for-you ingredients offering buildable coverage. This is especially true for those wanting to achieve a natural, less-is-more look,” UltaBeauty said in a statement.

As consumers attempt to maintain their appearance and health at home, formulations that perform double duty as skincare and makeup products will continue to score big with consumers.

Simplification of routines

The third driver behind the hybrid makeup-skincare product trend is the current consumer desire for simpler beauty routines. 54% of Millennials between ages 20-29 have recently pared down their skincare routines according to Mintel, and experts predict that the “skinimalist’ approach will be a leading trend for 2020 and beyond. 

As increased levels of stress and lower amounts of disposable income continue to proliferate for the majority of consumers in 2020, cosmetic products that offer double duty skincare benefits will be especially enticing.

The future of makeup 

As consumers seek to improve the health and appearance of their skin, embrace a more natural look, and reduce their beauty routines, hybrid cosmetic products that offer skincare benefits will surely surge in popularity over the next year.