Category
Fashion
Scaled Restraint
Trend cluster
Category
Illuminating
Serum
Skincare serums now feature glow-enhancing ingredients.
3.8
Trend score
Trend
What is the Illuminating Serum trend?
Illuminating Serum: Skincare brands are merging makeup with skincare, with serums that are designed to improve the look of skin in both the long and short term. Illuminating serums are increasingly popular as more consumers opt for natural makeup looks and hybrid self-care options.
Insight
The consumer insight behind the Illuminating Serum trend
The ongoing pandemic has made more people focus on improving the health of their skin rather than covering it up, which has also changed how they apply makeup. A more natural finish on the skin has become increasingly popular as people wearing masks and spending a lot of time at home opt to focus more on their wellbeing than their appearance.
Trend themes
Themes within the Illuminating Serum trend
Three behaviours holding the trend together01
Skincare-Makeup Hybrid
Skincare brands are merging makeup with skincare, with serums that improve the look of skin in both the long and short term, offering disruptive innovation opportunities in the beauty industry.
02
Natural Makeup Look
With more people wearing masks and focusing on their wellbeing, a more natural finish on the skin has become popular, offering opportunities for innovative cosmetic products.
03
Encapsulated Pearl Serums
Encapsulated pearl serums that dissolve into the formula when dispensed are emerging as a key ingredient, offering innovation opportunities for beauty companies.
Industry implications
What the Illuminating Serum trend means for industry
Where the trend changes the playbookFor
Beauty and Personal Care
The beauty and personal care industry can use these trends to develop innovative products that cater to the needs of the consumers.
For
Skincare
Skincare companies should leverage these trends and come up with innovative products that offer long and short term benefits to the skin.
For
Cosmetics
Cosmetics companies can utilize these trends to create makeup products that merge with skincare to offer a more natural finish.
Workshop question
How will your brand continue to adapt to consumers' changing lifestyles?
Trend signals
Trend signals for Illuminating Serum
Trend score 3.8 out of 10, from popularity 56%, activity 47%, freshness 11%.
Popularity56%
Activity47%
Freshness11%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Illuminating Serum trend
4 featured examples from Mar 3, 2020 to Nov 16, 2021CategoryFashion
Pearlized Light-Reflecting Serums
Skin Inc's Serum Glow Filter is Described as "Skincare Makeup"
By integrating skincare and makeup, the beauty industry can offer innovative products that enhance the appearance of the skin while providing skincare benefits.
CategoryPop Culture
Encapsulated Pearl Serums
Pleasing's Illuminating Serum Supports Subtle Luminescence
There is an opportunity for brands to innovate in their product formulations by incorporating encapsulated pearl ingredients to offer a luxurious and luminous effect.
CategoryFashion
Illuminating Bronzing Serums
Tan-Luxe's Super Gloss SPF 30 Protects, Hydrates & Creates a Glow
The skincare industry could explore more hybrid products that offer both skin care and self-tanning benefits, which could potentially open up new markets for them.
CategoryFashion
Youthful Light-Reflecting Serums
The Supermood Youth Glo Radiance Serum Contains Moth Bean Extract
Skincare companies can develop, market and innovate using light-reflecting ingredients, natural retinol alternatives, and multifunctional products to meet the growing demand for e…
