Category
Fashion
Scaled Restraint
Trend cluster
Category
Substitute
Cosmetic
Makeup products act as substitutes for day-time skincare.
3.2
Trend score
Trend
What is the Substitute Cosmetic trend?
Substitute Cosmetic: With makeup increasingly coming with beneficial ingredients that offer everything from hydration to sun-protection, brands within the cosmetic space now are prioritizing makeup products that function as actual substitutes for morning skincare routines.
Insight
The consumer insight behind the Substitute Cosmetic trend
Despite the growth of the skincare industry, there are still consumers who find the process-heavy self-care routines in the cosmetic space too intimidating. Taking into account time constraints, many consumers want to take part in self-care in a way that's seamless and doesn't impede on their daily routines.
Trend themes
Themes within the Substitute Cosmetic trend
Three behaviours holding the trend together01
Makeup Skincare Substitutes
Cosmetic brands are prioritizing makeup products that function as actual substitutes for morning skincare routines, in response to consumers finding skincare routines too intimidating and inconvenient.
02
Hydrating Makeup Products
Consumers are turning to makeup products with hydrating benefits as a way to simplify their self-care routines, with brands introducing hydrating primers, mascaras, setting powders and foundation.
03
Skincare-Like Foundations
Foundation brands are creating products with serum-like textures that offer sheer to medium coverage, promoting the skin's natural hydration and featuring nourishing and moisturizing ingredients.
Industry implications
What the Substitute Cosmetic trend means for industry
Where the trend changes the playbookFor
Cosmetics and Personal Care
The cosmetic industry can keep producing makeup products with skincare benefits and create substitution products to please customers who find skincare routines too tedious.
For
Beauty and Skincare
This industry can continue attracting customers by introducing makeup products that complement skincare routines and developing additional hydrating and serum-like formula foundation products.
For
Clean Beauty
As makeup lovers seek natural products, clean beauty brands can create mess-free, natural, and vegan-friendly makeup products that meet the skincare needs they are looking for, as Milk Makeup did with its Flex Foundation Stick.
Workshop question
How could your brand combine functions into one product to prioritize convenience for its customers?
Trend signals
Trend signals for Substitute Cosmetic
Trend score 3.2 out of 10, from popularity 44%, activity 45%, freshness 8%.
Popularity44%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Substitute Cosmetic trend
6 featured examples from Apr 18, 2018 to Aug 6, 2019CategoryFashion
Sunscreen Highlighter Sticks
Supergoop's 'Glow Stick Sunscreen' is a Hydrating Dry Oil Stick
The solid stick format trend provides an opportunity for the personal care industry to introduce new, mess-free products that cater to the on-the-go lifestyle.
CategoryFashion
Seamless Foundation Sticks
The Flex Foundation Stick is Made with Elastic Marshmallow Root
Clean beauty companies have the opportunity to create skincare-like cosmetics with natural ingredients that provide medium-coverage with a natural finish.
CategoryFashion
Skincare-Like Hydrating Foundations
Flesh Beauty's Pure Flesh Liquid Foundation is Moisturizing
The cosmetic industry has the opportunity to create makeup products that provide nourishing benefits like skincare ingredients.
CategoryFashion
Hydrating Serum-Like Foundations
The New Sublime Perfection Foundation Boasts a Serum-Like Texture
The beauty industry can capitalize on the trend of serum-like foundations by creating innovative, hydrating formulas that cater to different skin types.
CategoryFashion
Skin-Nourishing Makeup Hybrids
Tarte's Luxurious Babassu Foundcealer Combines Different Benefits
Opportunity for cosmetics brands to create innovative makeup hybrids that offer both aesthetic and skincare benefits.
CategoryFashion
Soft-Blur Hydrating Makeup
Chanel's Les Beiges Eau De Teint is Composed of 75% Water
The beauty industry can explore disruptive innovation opportunities by developing and marketing hydrating makeup products that combine skincare and makeup benefits, targeting cons…
