# Hybrid Concealer Under-eye concealers are being made with lightweight, brightening formulas. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Mar 7, 2022 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/hybrid-concealer ## Key Figures - Trend score: 3.5/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 24, 2020 to Sep 6, 2023 - Published: Mar 7, 2022 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Simplicity](https://www.trendhunter.com/megatrend/simplicity) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Hybrid Concealer trend ### 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. ### Hybrid Cosmetics Brands are releasing hybrid cosmetics that offer lightweight and natural coverage while also providing skincare benefits. ### Instantly Illuminating Eye Balms Eye balms infused with illuminating minerals and extracts are on the rise, providing both skincare and cosmetic benefits. ## What the Hybrid Concealer trend means for industry ### For 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 for Hybrid Concealer Trend score 3.5 out of 10, from popularity 39%, activity 49%, freshness 18%. - Popularity: 39% - Activity: 49% - Freshness: 18% ## Examples of the Hybrid Concealer trend 4 featured examples from Mar 24, 2020 to Sep 6, 2023. - [Skin-Like Serum Concealers](https://www.trendhunter.com/trends/swipe-serum-concealer): Tower 28's Swipe Serum Concealer Hydrates, Calms & Boosts Collagen (Category: Fashion) Implication: The beauty and skincare industry is witnessing a rise in demand for hybrid serum concealers. - [Instantly Illuminating Eye Balms](https://www.trendhunter.com/trends/illuminating-eye-balm): Medik8's Illuminating Eye Balm Improves Texture and Complexion (Category: Fashion) Implication: Product development opportunities in the skincare industry for creating illuminating eye balms with natural extracts, mineral pigments and hydrating ingredients. - [Soft-Blur Hydrating Concealers](https://www.trendhunter.com/trends/bright-fix-eye-brightener): Fenty Beauty's Bright Fix Eye Brightener Creates a No-Makeup Effect (Category: Fashion) Implication: Cosmetic companies can leverage the trend of hydralizing makeup products to offer multi-functional benefits to users. - [Lightweight Illuminating Eye Creams](https://www.trendhunter.com/trends/illuminating-eye-cream): Laura Mercier Combines the Benefits of Eye Serums & Eye Creams (Category: Fashion) Implication: Opportunity for established beauty brands and new startups to innovate in their eye care product offerings. ## 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)