# Calming Concealer Foundation and concealer products are formulated for sensitive skin. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Dec 6, 2017 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/calming-concealer ## Key Figures - Trend score: 1.9/10 - Evidence articles: 5 ## What is the Calming Concealer trend? **Calming Concealer:** Whether hypoallergenic, moisturizing or mineral-infused, concealers and foundations are now being formulated to better suit consumers with sensitive skin, who in the past have had to avoid such products. These emerging cosmetic items come as brands seek to personalize their offerings, while still ensuring they can match the needs of a wide range of consumers. ## At a Glance - Evidence: 5 featured examples - Articles from: Feb 1 to Dec 6, 2017 - Published: Dec 6, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Calming Concealer trend ### Personalized Cosmetics Brands seek to personalize their offerings, while still ensuring they can match the needs of a wide range of consumers. ### Product-in-product Format Multitasking products like these offer the greatest value, and as more consumers look to simplify their beauty routines, the more value they'll find in using these types of products. ### Allergy-friendly Cosmetics Cosmetic brands like VMV Hypoallergenics offer skincare and cosmetic solutions specifically for those with allergies and skin sensitivities. ## What the Calming Concealer trend means for industry ### For Cosmetics and Personal Care Products The cosmetics and personal care industry can capitalize on personalized and allergy-friendly solutions to broaden their appeal and offer value for money to its consumers. ### For Skincare Industry The skincare industry can innovate product formats like product-in-product models and incorporate friendly formulations for personalized benefits. ### For Health and Wellness Industry Health and Wellness industry can explore skin solutions that cater to specific needs of consumers such as hydration and sensitive skin. ## Workshop question How can your brand add functions to its products/services that personalize them, while not limiting targeted consumers? ## Trend signals for Calming Concealer Trend score 1.9 out of 10, from popularity 24%, activity 25%, freshness 8%. - Popularity: 24% - Activity: 25% - Freshness: 8% ## Examples of the Calming Concealer trend 5 featured examples from Feb 1 to Dec 6, 2017. - [Multitasking Eye Cosmetics](https://www.trendhunter.com/trends/double-sided-makeup): Estee Lauder's Double-Sided Makeup Tool Provides Serum and Concealer (Category: Fashion) Implication: The beauty industry can leverage the trend of multitasking eye cosmetics to meet the demand for innovative, time-saving makeup products. - [Allergy-Friendly Concealers](https://www.trendhunter.com/trends/vmv-hypoallergenics): VMV Hypoallergenics' Fragrance-Free Concealer Prevents Irritations (Category: Fashion) Implication: Skincare industry can capitalize on the growing demand for allergy-friendly products by developing specialized formulas for sensitive skin. - [Ultra-Hydrating Concealer Sticks](https://www.trendhunter.com/trends/concealer-stick): Neutrogena's Cosmetic Product Boasts a "Hydrating Core" (Category: Fashion) Implication: The cosmetics industry can capitalize on the trend of hydrating concealer sticks by developing new formulas and innovative packaging designs that appeal to consumers. - [Three-In-One Color Correctors](https://www.trendhunter.com/trends/colorescience): Colorescience's 'All Calm' is a Solution for Red, Sensitive Skin (Category: Fashion) Implication: The beauty and skincare industry can capitalize on the trend of three-in-one color correctors like Colorescience's 'All Calm' to cater to consumers with red, sensitive skin. - [Hydrating Mineral Foundations](https://www.trendhunter.com/trends/liquid-mineral-foundation): Youngblood's Liquid Mineral Foundation Features Soothing Ingredients (Category: Fashion) Implication: The beauty industry can explore disruptive innovation opportunities by developing skincare-focused makeup products that prioritize nourishing the skin rather than just providing c… ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)