# Illuminating Serum Skincare serums now feature glow-enhancing ingredients. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Feb 24, 2022 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/illuminating-serum ## Key Figures - Trend score: 3.8/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 3, 2020 to Nov 16, 2021 - Published: Feb 24, 2022 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Simplicity](https://www.trendhunter.com/megatrend/simplicity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Illuminating Serum trend ### 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. ### 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. ### 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. ## What the Illuminating Serum trend means for industry ### For 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 for Illuminating Serum Trend score 3.8 out of 10, from popularity 56%, activity 47%, freshness 11%. - Popularity: 56% - Activity: 47% - Freshness: 11% ## Examples of the Illuminating Serum trend 4 featured examples from Mar 3, 2020 to Nov 16, 2021. - [Pearlized Light-Reflecting Serums](https://www.trendhunter.com/trends/serum-glow-filter): Skin Inc's Serum Glow Filter is Described as "Skincare Makeup" (Category: Fashion) Implication: By integrating skincare and makeup, the beauty industry can offer innovative products that enhance the appearance of the skin while providing skincare benefits. - [Encapsulated Pearl Serums](https://www.trendhunter.com/trends/pleasing): Pleasing's Illuminating Serum Supports Subtle Luminescence (Category: Pop Culture) Implication: There is an opportunity for brands to innovate in their product formulations by incorporating encapsulated pearl ingredients to offer a luxurious and luminous effect. - [Illuminating Bronzing Serums](https://www.trendhunter.com/trends/bronzing-serum): Tan-Luxe's Super Gloss SPF 30 Protects, Hydrates & Creates a Glow (Category: Fashion) Implication: 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. - [Youthful Light-Reflecting Serums](https://www.trendhunter.com/trends/radiance-serum): The Supermood Youth Glo Radiance Serum Contains Moth Bean Extract (Category: Fashion) Implication: Skincare companies can develop, market and innovate using light-reflecting ingredients, natural retinol alternatives, and multifunctional products to meet the growing demand for e… ## 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)