# Foundation Formula Cosmetic foundation formulas are becoming increasingly unique. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Dec 10, 2021 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/foundation-formula ## Key Figures - Trend score: 3.4/10 - Evidence articles: 8 ## 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. ## 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. ## At a Glance - Evidence: 8 featured examples - Articles from: Mar 4, 2020 to Aug 11, 2022 - Published: Dec 10, 2021 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Foundation Formula trend ### Unique & Innovative Formulas Makeup brands are increasingly altering traditional foundations with unique formulas and benefits to stand out in the competitive beauty market. ### 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. ### 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. ## What the Foundation Formula trend means for industry ### For 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 for Foundation Formula Trend score 3.4 out of 10, from popularity 50%, activity 39%, freshness 12%. - Popularity: 50% - Activity: 39% - Freshness: 12% ## Examples of the Foundation Formula trend 8 featured examples from Mar 4, 2020 to Aug 11, 2022. - [Long-Lasting Buildable Foundation](https://www.trendhunter.com/trends/irl-filter-longwear-foundation): The 'IRL Filter Longwear Foundation' Provides 16 Hours of Wear (Category: Fashion) Implication: 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… - [Hydrating Clear Foundations](https://www.trendhunter.com/trends/no-pigment-virtual-foundation): Becca Cosmetics' No Pigment Virtual Foundation Fuses Makeup & Skincare (Category: Fashion) Implication: 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… - [Powder SPF Makeup Hybrids](https://www.trendhunter.com/trends/powder-spf): Tina Alster M.D. Spotlights a 100% Mineral-Based Foundation & Sunscreen (Category: Fashion) Implication: The beauty and cosmetics industry can capitalize on the trend of multi-functional powder foundation products that offer SPF protection. - [Whipped Matte Makeup](https://www.trendhunter.com/trends/perfector-4in1): Maybelline's Perfector 4-in-1 Foundation Simplifies Beauty Routines (Category: Fashion) Implication: This trend affects the cosmetics industry by highlighting the need for convenient and time-saving products. - [Oxygenating Makeup Foundations](https://www.trendhunter.com/trends/oxygenating-makeup): Oxygenetix's Foundation with an Aloe Vera Base is Breathable (Category: Fashion) Implication: The cosmetics industry can further innovate in creating makeup products that prioritize skin health and feel comfortable. - [Luminous Powder Foundations](https://www.trendhunter.com/trends/powder-foundations): Dior's Backstage Face & Body Powder-No-Powder Creates a Matte Finish (Category: Fashion) Implication: 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… - [Liquid-to-Powder Foundations](https://www.trendhunter.com/trends/powder-foundation): The Skin Long-Wear Fluid Powder Foundation Has a Unique Formula (Category: Fashion) Implication: The cosmetics and beauty industry has disruptive innovation opportunities for liquid-to-powder foundation formulas with environmental protection, blue light and UV protection. - [Hydrating Full-Coverage Foundations](https://www.trendhunter.com/trends/lasting-finish-25hr-foundation): The Rimmel London Lasting Finish 25HR Foundation Has SPF 20 (Category: Marketing) Implication: 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. ## 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)