Category
Fashion
Scaled Restraint
Trend cluster
Category
Cream-to-Powder
Makeup products with formulas that transform upon use are increasingly common.
2.4
Trend score
Trend
What is the Cream-to-Powder trend?
Cream-to-Powder: Makeup products that turn from cream formulas into powders offer a diverse and distinct selling point in a highly saturated market. The transforming quality of such products caters to consumers seeking novelty in their purchase decisions, while also streamlining the makeup application process by removing some of the steps involved.
Trend themes
Themes within the Cream-to-Powder trend
Three behaviours holding the trend together01
Cream-to-Powder Formulas
Cream-to-powder formulas in makeup products are increasingly popular due to their novelty and streamlining application process.
02
Expanded Makeup Shades
Beauty brands are expanding their makeup shade offerings to increase WOC makeup options and redefine what is considered "nude."
03
Influencer-Created Cosmetics
Collaborations with beauty influencers are becoming more common in the cosmetics industry, leading to unique multi-use palettes and product offerings.
Industry implications
What the Cream-to-Powder trend means for industry
Where the trend changes the playbookFor
Beauty
The beauty industry is evolving to cater to diverse skin tones and product novelty.
For
Cosmetics
Cosmetics brands are adopting new formulas, such as cream-to-powder, and incorporating them into multiple makeup products.
For
Influencer Marketing
Collaborating with influencers allows for unique product offerings and exposure to their respective audiences.
Workshop question
How could your brand streamline one of its offerings, or the path to purchase, in a unique way?
Trend signals
Trend signals for Cream-to-Powder
Trend score 2.4 out of 10, from popularity 39%, activity 25%, freshness 8%.
Popularity39%
Activity25%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Cream-to-Powder trend
5 featured examples from Jan 24, 2017 to May 26, 2018CategoryFashion
Cushion-Tip Concealer Pens
The Erborian Touch Pen Hydrates and Conceals
The cosmetics industry can leverage the popularity of cushion applicator products to create innovative concealers with hydrating formulas.
CategoryFashion
Influencer-Created Cosmetics
Pixi Beauty Collaborated with a Trio of Beauty Gurus on #PixiPretties
The beauty industry can leverage the trend of influencer-created cosmetics to collaborate with popular beauty vloggers and tap into the influencer marketing trend.
CategoryFashion
WOC Makeup Collections
The 'Koyvoca' Beauty Brand Boasts 21 Shades of Brown Foundation
The cosmetics industry can innovate by offering a wider range of makeup shades to cater to women of color and improve inclusivity.
CategoryFashion
Cream-to-Powder Eyeshadow Sticks
Julep's Eyeshadow 101 Aids in Effortless, Mess-Free Applications
The beauty and cosmetics industry can capitalize on the cream-to-powder trend by creating innovative cream-to-powder eyeshadows that offer seamless application and long-lasting co…
CategoryFashion
Dewy Powder Highlighters
Stila Cosmetics' 'Heaven's Dew' Boasts a Cream-to-Powder Formula
Cosmetics industry can capitalize on the trend of dewy powder highlighters by creating innovative formulas and packaging to meet consumers' desire for a radiant and long-lasting g…
