Skinification and multifunctional wonders are shaping the latest makeup trends.

Hybrid makeup products are taking the spotlight as more consumers aim to simplify their skincare routines while still enjoying a variety of benefits. In response, cosmetic companies are developing multifunctional innovations to meet the rising global demand for skincare-infused cosmetics. Personal Care Insights explores market trends, recent innovations, and research about a multifunctional ingredient derived from bacteria that may address hyperpigmentation and other skin concerns.

Schwan Cosmetics, a prominent private-label manufacturer of color cosmetics, emphasizes the importance of convenience for consumers. Iris Hubbes, their trend forecaster, states, “We’re seeing a strong rise in the multipurpose makeup trend, largely driven by consumers who are not only price-conscious but also convenience-conscious. In today’s economic climate, consumers are looking for products that offer elevated value by combining multiple benefits into one, helping them streamline their beauty routines while getting more for their money.”

Beyond functionality, there’s an increasing demand for products that provide moments of joy and self-care, offering a brief escape from everyday stress. This shift aligns with growing conversations about overconsumption, encouraging consumers to seek products that minimize waste and deliver lasting satisfaction. Hubbes notes that this change in consumer lifestyles reflects a desire for products that combine performance with indulgence. In response to these evolving preferences, Schwan Cosmetics is dedicated to creating innovative products with unique textures, scents, and application methods that appeal to the senses.

“These advancements address current demands and pave the way for the future of hybrid makeup, where multifunctionality and sensory appeal will continue to be central to consumer expectations,” says Hubbes. Skinification and multifunctional wonders are shaping the latest makeup trends.

According to Innova Market Insights, 20% of consumers globally find multifunctional products appealing. As fast-paced lifestyles emerge from the post-pandemic grind, consumers are increasingly seeking 2-in-1 and multifunctional makeup items that offer greater convenience and reduce the time spent on daily routines.

Innova has also released its Top 10 Trends for the coming year, with Skinifying Beauty ranking first. Research shows that consumers desire added value from their ingredients, with 67% preferring makeup products that include skincare benefits. This trend highlights the consumer’s emphasis on functionality and performance, as there has been a 32% increase in beauty launches featuring common skincare actives over the past five years.

Among these, ceramides have gained notable traction, fueled by consumer demand and brand innovations. For example, MAC’s new serum-powered foundation features 33 skincare ingredients, while Maybelline New York’s Lash Sensational Sky High Tinted Primer boasts ceramides as a key ingredient.

Innova’s second-place trend, Multitasking Marvels, indicates that consumers are looking for makeup routines that save time. Approximately 45% of consumers globally report using one to three makeup products in their routines, leading to an 11% growth in multifunctional products. Notable hybrid launches include Shiseido’s Revitalessence Skin Glow Foundation SPF 30 PA++ and Elizabeth Arden’s 8 Hour Cream Lip Protectant Stick SPF 15, both of which offer SPF protection.

Bio-derived Cosmetic Ingredients

Recent research published in Cosmetics explored polyglutamic acid (PGA), a biopolymer gaining popularity in cosmetics, which consists of repeating units of glutamic acid. Initially found in “natto,” a type of fermented soybean, PGA is also produced by certain bacteria in fermented foods like kimchi, which can be synthesized through biotechnology.

Bacillus species, such as Bacillus subtilis and Bacillus licheniformis, are significant producers of polyglutamate. The researchers highlight microbial production as a promising method for large-scale PGA synthesis, providing “sustainability, efficiency, and tailored molecular properties.” This ingredient appeals to the cosmetics industry for its “biocompatibility, water solubility, and film-forming characteristics,” making it suitable for skincare, haircare, and makeup products.

“PGA is frequently incorporated into serums and moisturizers for its ability to retain water, ensuring sustained skin hydration. Its inclusion in makeup primers and setting sprays helps create a smooth base and prolongs makeup wear while preserving skin moisture. Moreover, PGA’s efficacy in enhancing skin texture and moisture makes it a valuable component in anti-aging products targeting fine lines and wrinkles,” the study’s authors note. They also suggest that PGA can provide deep hydration for skin and hair, making it an ideal ingredient for moisturizers, conditioners, and hydrating masks. “PGA’s depigmentating properties contribute to reducing hyperpigmentation and uneven skin tone, enhancing overall complexion.”

Nourishing and Protective Tinted Lip Oils

Sophim has recently launched Mr. Kiss and Mrs. Kiss, two lip oils featuring natural formulations, alongside Mr. Timid, which combines moisturizing and nourishing lipstick with creamy blush. This manufacturer of natural ingredients states that its lip oils offer “sensoriality, care, and hydration.” Mr. Kiss contains seven ingredients, including MC300 and Hydrogenated Polyisobutene, a liposoluble fixing agent that prevents transepidermal water loss, along with plum oil rich in oleic acid, a fatty acid found in human sebum.

Mrs. Kiss incorporates natural olive wax, or phytowax, which offers emollient qualities and contributes to a non-greasy sensory experience, while castor oil enhances texture and improves the longevity of the formula, serving as an excellent alternative to mineral ingredients or polyethylene glycol.

Tracking Trends

TrendHunter is a platform dedicated to tracking innovative ideas, including multifunctional makeup. Recently, it highlighted products aimed at multifunctional use:

Morphe’s Hot Shot Blush Drops are a liquid blush enriched with skin-hydrating ingredients such as an algae-based complex, niacinamide, and glycerin. TrendHunter also featured Buttermelt Blush from NYX Professional Makeup, marketed as a dry-pressed powder made with plant-based butters like mango seed. Nudestix’s Stax All Over Color Blush Balm comes in “skincare-inspired” stackable magnetic packaging, incorporating plant-based ingredients and antioxidants to support hydration.

Courtesy of Clinique

Clinique has also launched a multipurpose edition of Clinique Pop Lip + Cheek Oil, catering to consumers seeking a natural, dewy look for both lips and cheeks with a sheer wash of color. The formula includes oils such as safflower, jojoba, and olive.