Category
Fashion
Scaled Restraint
Trend cluster
Category
Hybrid
Concealer
Under-eye concealers are being made with lightweight, brightening formulas.
3.5
Trend score
Trend
What is the Hybrid Concealer trend?
Hybrid Concealer: As consumers spend a little less on high-coverage cosmetics, brands are releasing concealers that function as skincare/cosmetic hybrids--offering lightweight and natural coverage while hydrating the under-eye area.
Insight
The consumer insight behind the Hybrid Concealer trend
The mask-wearing that's become common in recent years has resulted in consumers prioritizing skincare over makeup--with more natural looks that don't involve heavy makeup products being popular. Brands that respond to this shift for skincare-first cosmetics are becoming increasingly appealing to North American consumers.
Trend themes
Themes within the Hybrid Concealer trend
Three behaviours holding the trend together01
Skincare-first Cosmetics
As consumers prioritize skincare over makeup, brands that respond to this shift for skincare-first cosmetics are becoming increasingly appealing to North American consumers.
02
Hybrid Cosmetics
Brands are releasing hybrid cosmetics that offer lightweight and natural coverage while also providing skincare benefits.
03
Instantly Illuminating Eye Balms
Eye balms infused with illuminating minerals and extracts are on the rise, providing both skincare and cosmetic benefits.
Industry implications
What the Hybrid Concealer trend means for industry
Where the trend changes the playbookFor
Beauty and Skincare
The beauty and skincare industry should focus on creating products that respond to consumers' skincare-first approach and prioritize natural, lightweight coverage with skincare benefits.
For
Cosmetics
The cosmetics industry should shift towards offering hybrid cosmetics that provide both skincare benefits and natural coverage, rather than high-coverage products.
For
Personal Care
The personal care industry should consider eye balms and creams that offer illuminating properties and skincare benefits to cater to consumers' growing needs for tired undereye areas and dark circles.
Workshop question
How is your brand prioritizing pandemic-influenced consumer behaviour shifts?
Trend signals
Trend signals for Hybrid Concealer
Trend score 3.5 out of 10, from popularity 39%, activity 49%, freshness 18%.
Popularity39%
Activity49%
Freshness18%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Hybrid Concealer trend
4 featured examples from Mar 24, 2020 to Sep 6, 2023CategoryFashion
Skin-Like Serum Concealers
Tower 28's Swipe Serum Concealer Hydrates, Calms & Boosts Collagen
The beauty and skincare industry is witnessing a rise in demand for hybrid serum concealers.
CategoryFashion
Instantly Illuminating Eye Balms
Medik8's Illuminating Eye Balm Improves Texture and Complexion
Product development opportunities in the skincare industry for creating illuminating eye balms with natural extracts, mineral pigments and hydrating ingredients.
CategoryFashion
Soft-Blur Hydrating Concealers
Fenty Beauty's Bright Fix Eye Brightener Creates a No-Makeup Effect
Cosmetic companies can leverage the trend of hydralizing makeup products to offer multi-functional benefits to users.
CategoryFashion
Lightweight Illuminating Eye Creams
Laura Mercier Combines the Benefits of Eye Serums & Eye Creams
Opportunity for established beauty brands and new startups to innovate in their eye care product offerings.
