Merit's Solo Shadow is a matte eye color in the form of an exceptionally wearable cream-to-powder that can be effortlessly applied to lids using a brush or even fingertips. Available in neutral and statement-making shades, this range owes its success to simplicity.
The influence of minimalist beauty has led many consumers to embrace a more subtle approach to makeup, often eschewing eyeshadow altogether. However, the timeless allure of eyeshadow persists and as Aila Morin, Merit’s SVP of brand, growth and innovation revealed to Glossy, "it was the most requested product, but it’s the least worn product by our community."
Notably, Merit specifically speaks to Millennial and Gen X beauty consumers and its Solo Shadows are intentionally sold as singles to offer a more usable, everyday alternative to 50-shade eyeshadow palettes of the past.
Everyday Cream-to-Powder Eyeshadows
Merit's Solo Shadow's Simplicity Makes It Supremely Wearable
Trend Themes
1. Minimalist Beauty - The influence of minimalist beauty has led consumers to embrace a more subtle approach to makeup, creating disruption opportunities for brands to offer everyday, wearable products like Merit's Solo Shadow.
2. Statement-making Shades - The popularity of statement-making shades in eyeshadow indicates an opportunity for brands to offer bold, vibrant colors in versatile cream-to-powder formulas, as seen in Merit's Solo Shadow range.
3. Singles Over Palettes - The shift towards individual eyeshadow singles instead of large palettes presents an opportunity for brands to offer compact, usable options like Merit's Solo Shadow that cater to the everyday needs of consumers.
Industry Implications
1. Beauty - The minimalist beauty trend and demand for wearable eyeshadows create disruption opportunities for brands in the beauty industry to offer simple, versatile products.
2. Cosmetics - The rise in popularity of statement-making shades and the shift towards singles over palettes present innovative opportunities for cosmetic brands to create new, vibrant cream-to-powder eyeshadow offerings.
3. Makeup - The evolving preferences of consumers towards everyday, minimal makeup looks drive opportunities for makeup brands to develop cream-to-powder eyeshadows like Merit's Solo Shadow that cater to this demand.