Category
Fashion
Scaled Restraint
Trend cluster
Category
Foundation
Formula
Cosmetic foundation formulas are becoming increasingly unique.
3.4
Trend score
Trend
What is the Foundation Formula trend?
Foundation Formula: In order to stand out in a highly competitive market, makeup brands are drastically altering traditional foundations with unique formulas and benefits that are often unexpected. Products include everything from clear foundations to liquid-to-powder formulas.
Insight
The consumer insight behind the Foundation Formula trend
For self-described makeup experts, experimenting with different brands, products, innovations and formulas in the cosmetic industry is a source of joy. These consumers turn to brands that help them enjoy their hobby and offer them unique experiences.
Trend themes
Themes within the Foundation Formula trend
Three behaviours holding the trend together01
Unique & Innovative Formulas
Makeup brands are increasingly altering traditional foundations with unique formulas and benefits to stand out in the competitive beauty market.
02
Skincare-Infused Makeup Products
The trend of makeup products becoming more and more like skincare continues, with foundations fused with skincare benefits like hyaluronic acid and aloe vera.
03
Simplified Beauty Routines
Products such as Maybelline's Instant Perfector 4-in-1 Matte Makeup combine several beauty steps into one product, saving consumers time and simplifying their routine.
Industry implications
What the Foundation Formula trend means for industry
Where the trend changes the playbookFor
Cosmetics
Cosmetic companies can innovate by focusing more on unique and innovative formulas to make their products stand out in a competitive market.
For
Skincare
The trend of makeup products becoming more like skincare provides opportunities for skincare companies to expand into makeup and offer hybrid skincare/makeup products.
For
Tech
The trend of makeup mimicking digital filters indicates a potential for technology companies to partner with cosmetic brands to create beauty-enhancing AR filters.
Workshop question
How is your brand prioritizing innovation?
Trend signals
Trend signals for Foundation Formula
Trend score 3.4 out of 10, from popularity 50%, activity 39%, freshness 12%.
Popularity50%
Activity39%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Foundation Formula trend
8 featured examples from Mar 4, 2020 to Aug 11, 2022CategoryFashion
Long-Lasting Buildable Foundation
The 'IRL Filter Longwear Foundation' Provides 16 Hours of Wear
There is potential for companies to disrupt the cosmetics industry by creating products with unique formulas that cater to conscious consumers who also want the best value for the…
CategoryFashion
Hydrating Clear Foundations
Becca Cosmetics' No Pigment Virtual Foundation Fuses Makeup & Skincare
The beauty industry can benefit from this trend by developing products that combine skincare and makeup, have lightweight formulas that provide skin-enhancing benefits and/or cont…
CategoryFashion
Powder SPF Makeup Hybrids
Tina Alster M.D. Spotlights a 100% Mineral-Based Foundation & Sunscreen
The beauty and cosmetics industry can capitalize on the trend of multi-functional powder foundation products that offer SPF protection.
CategoryFashion
Whipped Matte Makeup
Maybelline's Perfector 4-in-1 Foundation Simplifies Beauty Routines
This trend affects the cosmetics industry by highlighting the need for convenient and time-saving products.
CategoryFashion
Oxygenating Makeup Foundations
Oxygenetix's Foundation with an Aloe Vera Base is Breathable
The cosmetics industry can further innovate in creating makeup products that prioritize skin health and feel comfortable.
CategoryFashion
Luminous Powder Foundations
Dior's Backstage Face & Body Powder-No-Powder Creates a Matte Finish
The cosmetics industry can benefit from developing new product lines that use cutting-edge technology and high-quality ingredients to provide natural and long-lasting makeup solut…
CategoryFashion
Liquid-to-Powder Foundations
The Skin Long-Wear Fluid Powder Foundation Has a Unique Formula
The cosmetics and beauty industry has disruptive innovation opportunities for liquid-to-powder foundation formulas with environmental protection, blue light and UV protection.
CategoryMarketing
Hydrating Full-Coverage Foundations
The Rimmel London Lasting Finish 25HR Foundation Has SPF 20
This industry can capitalize on the trend for hydrating makeup and long-wear makeup formulations to cater to consumer demands for all-day performance and skincare benefits.
