The rise of skincare-infused makeup

The lines between skincare and colour cosmetics are blurring as hybrid products surge in popularity.

These are makeup items (foundations, tints, lip and cheek products, etc.) enriched with skincare ingredients and claims. Driven partly by pandemic-era shifts toward minimalist routines, the hybrid cosmetics category has grown significantly and is predicted to keep expanding as consumers demand more benefits from makeup.

Market reports show multifunctional cosmetics on a steady rise (the U.S. hybrid makeup market grew to $0.76B in 2022 and is projected to reach $1.3B by 2032.

When I started as a formulator, every ingredient supplier was coming up with BB, CC, and DD cream pigments, and colour matching was a huge technology released after a long-held patent. That is why I was really interested to dive deep and learn more about what changed in this era.

Several factors fuel this trend:

• Efficiency & Convenience: Busy consumers enjoy saving time with 2-in-1 or 3-in-1 solutions. A single product that hydrates, protects (e.g. SPF), and provides coverage simplifies routines.

• Consumer “Skin-first” Mindset: Many shoppers now prioritise skin health even when wearing makeup. They seek “makeup with benefits,” preferring formulas infused with actives. This reflects a broader “skinification” trend in beauty, where even traditionally purely cosmetic items now boast skincare properties.

• Post-COVID Aesthetics: With the rise of natural, dewy looks and prolonged mask-wearing, heavy full-coverage makeup gave way to lighter, “your-skin-but-better” products. Tinted moisturisers, skin tints, and serum foundations gained traction as people sought comfortable, breathable coverage that doubles as skin care.

Innovation or Marketing?

Does anyone remember BB, CC, and DD creams, or is it just me?

In the early 2010s, Western markets were introduced to BB creams (short for “Blemish Balm” or “Beauty Balm”), inspired by Asian beauty trends. These products were marketed as all-in-one solutions that combined moisturiser, primer, foundation, skincare ingredients, and SPF protection. The popularity of BB creams led to the emergence of CC creams (“Colour Correctors”) and even DD creams (“Dynamic Do-All” or “Daily Defence”).

The current wave of “makeup-as-skincare” products incorporates elements of true innovation, but it also recalls this history. Savvy marketers are taking advantage of the demand for multifunctional products. For instance, a basic tinted moisturizer can be rebranded as a “skin tint serum with XYZ complex.” Similarly, a lip balm can be marketed as a “lip treatment with antioxidants.”

This trend is particularly noticeable in SPF products, as it helps navigate regulatory challenges by shifting the product’s primary focus.

A noteworthy example is micellar cleansing water, which was once considered revolutionary but is essentially just a gentle surfactant cleanser—an idea that has been around for over a century.

This highlights how effective rebranding can create a “new” category from existing concepts.

New wave of hybrid products: Case studies

To understand how this trend is unfolding, let’s look at a few recent product examples that blur the makeup/skincare line:

• Glow Recipe Watermelon Glow Niacinamide Dewy Blush: Even the term “blush” is used loosely here – Glow Recipe markets it as a “sheer tinted serum” for cheeks and lips, explicitly “not a blush” in the traditional sense. This clean K-beauty-inspired brand, known for fruit-infused skincare, launched the Dewy Flush serum in 2025 as part of its move into colour cosmetics.

Other examples abound: mascaras with lash-conditioning serums, lipsticks infused with peptides and butter, primers with probiotic skincare complexes, and so on. Even mass brands are adding vitamins to foundations or UV protection to setting sprays. This “skincare makeup is the new normal,” especially in markets like China, where it’s reported to be not the exception but expected. The key for companies is to ensure these hybrids deliver on their promises, which brings us to the behind-the-scenes formulation challenges.

Conclusion: A hybrid future demands collaboration

Since minimalism and signification became a trend, this evolution of classic BB, CC and DD creams was inevitable. The growing hybrid skincare trend is more than a passing fad – it represents an evolution in how products are conceived and marketed.

For R&D scientists, the task is to push formulation boundaries to genuinely integrate activities without sacrificing product quality. This means investing in new ingredient technologies (encapsulation, novel emulsifiers, stable active derivatives) and rigorously testing that these hybrids live up to their claims. It’s about ensuring that a “serum foundation” hydrates like a serum or that a “lip balm with peptides” can improve lip smoothness over time, not just contain a barely detectable amount of peptide.

For R&D marketers, the challenge is to craft a compelling story that is truthful and resonates with the modern consumer. History has shown that clever marketing can launch a product into stardom (as seen with micellar water or BB creams), but today’s skintellectual consumers will quickly call out products that over-promise and under-deliver. Transparency about what a hybrid product can and cannot do is key.

In conclusion, the hybrid makeup trend is both an exciting innovation frontier and a savvy marketing evolution. R&D scientists and marketers in beauty should work hand in hand – much like the products themselves blend multiple functions – to ensure we deliver truly effective, delightful hybrids. If we strike the right balance, we’ll continue to earn consumer trust and drive the industry forward, one multi-tasking product at a time.

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At-home beauty devices have surged from niche novelties to one of the industry’s fastest-growing segments. Once confined mainly to professional clinics or spas, technologies like LED light therapy masks, microcurrent facial toners, and even ultrasonic cavitation body-slimming gadgets are now available for personal use, and I will admit this is the cause of the article.

Last year, in one of my many trials in losing weight, I started to research how I can help my metabolism to work better; supplements and all the NADs that TikTok tries to make me buy, aside from the physical aspect of the breaking lipids made me start looking on the cavitation hence I started my research on at home tools.

The market for these DIY high-tech tools is expanding at a remarkable pace, growing four times faster than the overall skincare market and is projected to reach roughly $90 billion by the late 2020s. Analysts forecast the global home-use beauty device market will leap from about $17 billion in 2023 to nearly $92 billion by 2030, an astounding ~27% annual growth rate.

This rise reflects a perfect storm of innovation, consumer demand for at-home self-care (especially post-pandemic), and the convergence of beauty with advanced technology.

So why are we seeing this urge?

A Post-Pandemic Beauty Tech Boom

The COVID-19 pandemic was a major inflection point that catalysed the at-home beauty tech boom. In 2020, while colour cosmetics sales plunged, U.S. sales of beauty devices actually grew by 7%, according to Kline Group data, as people sought solutions for “mask” breakouts and spent hours on Zoom scrutinising their skin.

With extra time at home, consumers enthusiastically experimented with facial gadgets and electronic skincare tools. I think recession and turning back to work from the office really helped this category to grow, as instead of spending time in the salon, making a similar treatment at home is easier and quicker.

Tech-Driven Innovations and Device Categories

From high-tech facials to full-body treatments, a wave of innovation is making at-home beauty devices both more effective and more accessible. Today’s gadgets span a wide range of categories and technologies, often miniaturising or adapting professional equipment for safe home use. On the facial skincare front, LED light therapy masks have become ubiquitous in the premium beauty market.

Strategic Investments by Beauty Giants in At-Home Devices

The at-home beauty device market has witnessed significant investments from leading beauty giants, which is also a clue that this segment will grow further.

L’Oréal

At CES 2024, L’Oréal launched innovations like Colorsonic, an at-home hair colouring device for salon-quality results, and AirLight Pro, a professional hair dryer using infrared technology to care for hair and reduce energy use.

Unilever

Unilever invests in AI to improve consumer experiences, launching tools like BeautyHub PRO for personalised product choices, resulting in a 43% increase in purchase likelihood. Additionally, Dove introduced a virtual Scalp + Hair Therapist to meet the demand for personalised scalp care.

Hailey Bieber and ‘The Medicube Effect’

Hailey Bieber’s endorsement of the Medicube Age-R Booster-H highlights its popularity. This Korean beauty device uses electroporation technology to create temporary micro-channels in the skin, boosting the absorption of skincare products by up to 490%. Featured in a TikTok routine, it gained over 16 million views.

The device has various modes, including microcurrent and LED therapy, aimed at improving skin elasticity, reducing wrinkles, and enhancing overall radiance. Users report immediate improvements in texture and hydration, with long-term benefits for scars and fine lines.

During my recent trip to Korea, I noticed the “Medicube Effect” everywhere in beauty stores. It’s now on my Black Friday shopping list, as I’m excited to see how it enhances the products I create. In today’s “skintellectual” era, there’s a growing interest in at-home devices that bring dermatologist-recommended techniques into everyday routines.

The trend is further fuelled by celebrity endorsements and appearances in popular culture, making at-home beauty tech increasingly sought after.

Efficacy and Scientific Validation

With the rise of at-home beauty devices, a key question is their effectiveness. Initially met with scepticism, growing scientific validation suggests they can yield modest results with consistent use. A 2024 review found that these devices may improve skin ageing (like wrinkles and elasticity) with minimal side effects, yet more comprehensive research is needed for long-term validation.

Certain categories, like at-home LED therapy for acne, have shown stronger evidence. A 2025 meta-analysis found red and blue light devices significantly reduced mild-to-moderate acne. Dermatologists now often recommend these devices as adjuncts to traditional treatments.

For anti-ageing, although data is mixed, small trials show improvements in skin tightness and wrinkles with regular use of RF and microcurrent devices. User experience is crucial; success relies on consistent, proper usage and compatible skincare products. Overall, at-home devices can be effective when science-backed and used correctly, but they typically lead to gradual improvements rather than quick fixes.

Outlook: The Future of Beauty is High- Tech and At- Home

The future of at-home beauty devices is promising as beauty and technology continue to merge. More consumers are seeking professional results in the comfort of their own homes. By 2025, marketing efforts will focus on educating shoppers about how these devices work, particularly targeting tech-savvy individuals.

Additionally, these devices may lead to new methods of product delivery. Stricter regulations will support brands that invest in clinical testing and adhere to scientific standards.

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The cosmetics industry, a realm of rapid change and constant innovation, poses unique challenges to product development. In this dynamic sector, the success of New Product Development (NPD) hinges on the crucial collaboration between Research & Development (R&D) and Marketing teams.

To develop successful cosmetic products, the R&D and marketing teams must collaborate closely. R&D should stay updated on market trends and identify gaps, while marketing should understand consumer needs to devise effective marketing strategies.

Misunderstandings can arise, but recognizing and empathizing with challenges can foster a more collaborative work environment.

Real-Time Example: Enhancing Collaboration through Strategic Project Management

From personal experience, I’ve witnessed first hand the challenges that can emerge between R&D and marketing teams within the FMCG sector. In my first job at a company renowned for its sizeable R&D team and comparatively more minor marketing team, the expectation discrepancy regarding sample production times was a persistent issue.

Despite the R&D team’s efforts in juggling multiple projects and incorporating feedback into sample remakes, our marketing colleagues often underestimated the time required for these adjustments, leading to tensions regarding perceived performance delays.

This experience underscored a common misunderstanding: the marketing team’s expectation for swift sample turnaround times, not recognise the intricate process of remaking samples in response to feedback, which naturally extends timelines. Our R&D team was stretched thin, working on numerous projects simultaneously, each demanding considerable time and resources to adapt and refine based on ongoing feedback.

To address this gap in understanding and expectations, we initiated a brainstorming session dedicated to improving our collaborative process. The outcome was developing a project management system meticulously crafted within Excel and a detailed project briefing form for marketing to initiate projects.

This system allowed for a clear assignment of projects to specific team leaders, fostering a better understanding among all team members about the complexities involved in altering formulations and the reasons behind priority shifts.

What about the marketing side?

It is so easy for both sides to think about it. Oh, their job is so easy, but to make it fair, I have asked the New Zealand brand’s VP of marketing their pain point. He pointed out the challenges of translating market trends into actionable R&D outputs.

For example, while appealing from a marketing perspective, the concept of personalisation often poses significant challenges for R&D regarding feasibility and implementation. It also highlighted the importance of including R&D insights early in the post-market research process to ensure that the development strategies are both innovative and practical. This approach helps align expectations and integrate technical feasibility with market-driven innovation from the onset.

How does it work in contract manufacturing?

When it comes to contract manufacturing, the manufacturer must be well-equipped in research, development, and market trends. This means they must possess the knowledge and skills to embody the brand’s vision and understand the target market. They need to understand the market trends, consumer preferences, and product specifications to deliver a final product that meets the client’s expectations.

Furthermore, the manufacturer must be a trend follower, staying up-to-date with the latest industry trends, innovations, and technologies. They need to be able to adapt to the rapidly evolving market landscape and incorporate the latest technologies and innovations into their production processes.

What else can be done to improve the gap between R&D and Marketing?

Collaborative learning can also enhance R&D and Marketing synergy. Joint attendance at distributor presentations or industry events can spark innovative ideas, helping both teams understand how new ingredients or technologies can be leveraged. Following such events, brainstorming sessions can translate these insights into actionable projects that align with brand identity and market needs.

In conclusion, successful cosmetic product development requires collaboration between R&D and Marketing. A solid project management foundation can align the efforts of both teams, ensuring that each step of the NPD process is informed by both technical innovation and market insights. This streamlines the development process and enhances the potential for creating products that truly resonate with consumers.

By bridging the gap between R&D and Marketing, brands can create products that captivate and satisfy consumer desires with R&D focused on technical feasibility and innovation and Marketing on trends, consumer needs, and communication. However, both teams have goals to deliver compelling products that meet market demands.

Merve Samur will be speaking about this very topic during a Marketing Trends presentation at in-cosmetics Asia 2024 in Bangkok. Register your interest to visit now.  

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The beauty industry has undergone a significant transformation in recent years, shifting its focus from exclusively targeting youth to embracing the beauty of ageing gracefully. This paradigm shift is driven by a deeper understanding of consumers’ evolving needs and advancements in skincare ingredients and technologies. In this article, we explore the convergence of these two key trends in the world of anti-ageing beauty.

The beauty industry is undergoing a revolution, one that celebrates and acknowledges the elegance of ageing. This change goes beyond being just a passing trend; it represents a fundamental shift in the industry’s approach to beauty. One notable example of this shift is the L’Oréal Paris Age Perfect Golden Age Rosy-Oil Serum campaign in the Nordics. This campaign features influencers ranging from 45 to 84 years old, highlighting the growing interest in the mature market.

Mature beauty consumers are a powerful demographic with significant purchasing power. According to a 2019 AARP survey, 40% of Gen X and 53% of Boomers feel overlooked by the beauty industry and desire products tailored to their specific needs. This “Silver Spender” segment, which holds 50% of the global net worth, is projected to spend a staggering $15 trillion by 2030 , underlining their economic influence.

One significant trend in anti-ageing products is the move towards natural and organic ingredients. Consumers are becoming more discerning about their skincare choices, opting for products that are free of harsh chemicals and unnecessary additives. Plant extracts, essential oils, and traditional herbal remedies have gained popularity due to their perceived benefits. Ingredient innovation also plays a pivotal role, with a focus on developing novel ingredients that enhance the efficacy of anti-ageing solutions.

One such innovative ingredient is JD Phyto-Or 1% by Jojoba Desert. This natural active skin repair solution combines JD Jojoba oil with concentrated phytoene, extracted from a non-GMO fungi. JD Phyto-Or 1% offers exceptional benefits, including improved skin elasticity, reduced wrinkles, and protection against oxidative stress-induced damage.

In the quest for ageless beauty, there is a growing emphasis on preventative skincare products. The minimalist approach, using one or two evidence-based multifunctional anti-ageing products, is gaining popularity. Retinol and Vitamin-C continue to be household names for anti-ageing ingredients.

The anti-ageing revolution challenges traditional beauty standards that prioritize youth over natural ageing. Skincare clinics are offering treatments tailored to mature consumers, featuring skincare-infused formulations and a more subdued to “well ageing”. This revolution extends beyond products; it aims to change the narrative around ageing, celebrating it as a phase of life rich with beauty and experience.

One of the most significant changes in the beauty industry is the rise of mature makeup. In the past, makeup was primarily marketed towards younger consumers, with anti-ageing products taking a back seat. However, in recent years, there has been a shift towards developing makeup products tailored to the needs of mature skin. Many of these products feature natural ingredients and offer anti-ageing benefits, providing a more holistic approach to beauty.

In addition to makeup, skincare for mature skin is also evolving. For example, many skincare products now feature ingredients like retinol, which can help to promote collagen production and reduce the appearance of fine lines and wrinkles. Other ingredients, like Vitamin C, can help to brighten the complexion and reduce the appearance of age spots. Many of these ingredients are derived from natural sources, providing a safer and more effective alternative to traditional anti-ageing products.

Another key trend in anti-ageing beauty is the use of hybrid applications. Hybrid applications refer to products that combine multiple benefits into one, providing consumers with a convenient and cost-effective skincare routine. For example, a moisturizer with SPF protection and anti-ageing benefits is a popular hybrid product. These types of products are especially attractive to busy consumers who want to simplify their skincare routine without sacrificing efficacy.

The beauty industry’s focus on natural ingredients, multifunctional products, and preventative skincare has led to a more inclusive and holistic approach to beauty. The celebration of ageing and the promotion of ageless beauty has created a more diverse and accepting beauty industry, one that caters to the needs of all consumers. As the industry continues to evolve, we can expect to see more innovation and growth in the world of anti-ageing beauty.

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