# Substitute Cosmetic Makeup products act as substitutes for day-time skincare. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Aug 6, 2019 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/makeup-care ## Key Figures - Trend score: 3.2/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Apr 18, 2018 to Aug 6, 2019 - Published: Aug 6, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Substitute Cosmetic trend ### 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. ### 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. ### 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. ## What the Substitute Cosmetic trend means for industry ### For 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 for Substitute Cosmetic Trend score 3.2 out of 10, from popularity 44%, activity 45%, freshness 8%. - Popularity: 44% - Activity: 45% - Freshness: 8% ## Examples of the Substitute Cosmetic trend 6 featured examples from Apr 18, 2018 to Aug 6, 2019. - [Sunscreen Highlighter Sticks](https://www.trendhunter.com/trends/glow-stick-sunscreen): Supergoop's 'Glow Stick Sunscreen' is a Hydrating Dry Oil Stick (Category: Fashion) Implication: 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. - [Seamless Foundation Sticks](https://www.trendhunter.com/trends/flex-foundation-stick): The Flex Foundation Stick is Made with Elastic Marshmallow Root (Category: Fashion) Implication: Clean beauty companies have the opportunity to create skincare-like cosmetics with natural ingredients that provide medium-coverage with a natural finish. - [Skincare-Like Hydrating Foundations](https://www.trendhunter.com/trends/hydrating-foundations): Flesh Beauty's Pure Flesh Liquid Foundation is Moisturizing (Category: Fashion) Implication: The cosmetic industry has the opportunity to create makeup products that provide nourishing benefits like skincare ingredients. - [Hydrating Serum-Like Foundations](https://www.trendhunter.com/trends/sublime-perfection-foundation): The New Sublime Perfection Foundation Boasts a Serum-Like Texture (Category: Fashion) Implication: The beauty industry can capitalize on the trend of serum-like foundations by creating innovative, hydrating formulas that cater to different skin types. - [Skin-Nourishing Makeup Hybrids](https://www.trendhunter.com/trends/babassu-foundcealer): Tarte's Luxurious Babassu Foundcealer Combines Different Benefits (Category: Fashion) Implication: Opportunity for cosmetics brands to create innovative makeup hybrids that offer both aesthetic and skincare benefits. - [Soft-Blur Hydrating Makeup](https://www.trendhunter.com/trends/hydrating-makeup): Chanel's Les Beiges Eau De Teint is Composed of 75% Water (Category: Fashion) Implication: The beauty industry can explore disruptive innovation opportunities by developing and marketing hydrating makeup products that combine skincare and makeup benefits, targeting cons… ## 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)