# Cosmetic Serum Cosmetic items are increasingly based in skin-enhancing serums. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 10, 2018 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/cosmetic-serum ## Key Figures - Trend score: 4.6/10 - Evidence articles: 5 ## What is the Cosmetic Serum trend? **Cosmetic Serum:** The rise in prominence of serums has resulted in the combination of cosmetic items and serums, giving consumers hybrid items that simultaneously improve imperfections and cover them up. The combining of such items caters to consumers seeking to reduce steps in their morning routines, while giving brands a clear point of distinction to market. ## At a Glance - Evidence: 5 featured examples - Articles from: May 6, 2017 to Jun 9, 2018 - Published: Jul 10, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Cosmetic Serum trend ### Hybrid Cosmetic Serums The rise of hybrid cosmetic serums allows brands to offer multi-functional products that cater to consumers' desire for simplifying their routines and provides greater convenience and differentiation opportunities. ### Natural and Ethereal Serum Branding The rise in popularity of plant-based serums and all-natural ingredients provides opportunities for sophisticated and delicate branding that reflects the marketing theme. ### Multi-Functional Serum Products The demand for versatile and affordable serum-based cosmetics that also offer hydrating, nourishing, and nourishing functions creates opportunities for brands to deliver extensive benefits and inclusive users. ## What the Cosmetic Serum trend means for industry ### For Beauty and Skincare Hybrid cosmetic serums, solid watermelon serums, and bronzing protective serums are examples of how the beauty and skincare industry are innovating in response to market demands. ### For Packaging Design Natural and ethereal serum branding highlights the importance of packaging design and creativity in helping brands reach their target customers. ### For Cosmetics and Fashion Retail Multi-functional serum products offer opportunities in the cosmetics and fashion retail industry to fulfill customers' demand for a convenient, time-saving, and beneficial experience. ## Workshop question How can your brand narrow down the steps involved in purchasing or using the products/services it offers? ## Trend signals for Cosmetic Serum Trend score 4.6 out of 10, from popularity 75%, activity 55%, freshness 8%. - Popularity: 75% - Activity: 55% - Freshness: 8% ## Examples of the Cosmetic Serum trend 5 featured examples from May 6, 2017 to Jun 9, 2018. - [Hybrid Cosmetic Serums](https://www.trendhunter.com/trends/serum-foundation): The Ordinary's Serum Foundation Nourishes Skin and Provides Light Coverage (Category: Fashion) Implication: The combination of skincare and makeup in innovative, multifunctional products presents opportunities for companies to disrupt the cosmetic industry and offer new products to cons… - [Solid Watermelon Serums](https://www.trendhunter.com/trends/solid-serum): Milk Makeup's Mess-Free Solid Serum Boasts Brightening Properties (Category: Fashion) Implication: The beauty and personal care industry can explore the potential of solid skincare products to provide innovative and convenient options for consumers. - [Ethereal Plant-Based Serum Branding](https://www.trendhunter.com/trends/seed-to-serum): Seed to Serum's Branding is Both Delicate and Sophisticated (Category: Fashion) Implication: Opportunity for beauty brands to create plant-based and natural skincare products. - [Affordable Inclusive Foundations](https://www.trendhunter.com/trends/flawless-base-foundation): MDMflow's Multitasking Flawless Base Foundation Flatters All (Category: Fashion) Implication: The cosmetics industry can embrace the disruptive innovation opportunity presented by the MDMflow Flawless Base foundation by developing more versatile and inclusive cosmetic prod… - [Bronzing Protective Serums](https://www.trendhunter.com/trends/protective-serum): Drunk Elephant Launched a 'D-Bronzi Anti-Pollution Sunshine Serum' (Category: Fashion) Implication: Cosmetics manufacturers have an opportunity to develop clean, multifunctional beauty serums that cater to consumers seeking pollution protection and makeup-like benefits. ## 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)