# Mask Makeup Mask-friendly makeup products cater to consumers who wear face masks. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Feb 1, 2021 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/mask-makeup ## Key Figures - Trend score: 3.1/10 - Evidence articles: 4 ## What is the Mask Makeup trend? **Mask Makeup:** Cosmetic brands are releasing makeup products that are better suited to be worn under face masks. Products include everything from transfer-proof formulas to more lightweight formulas that encourage people to wear makeup without feeling like they're wearing too much. ## The consumer insight behind the Mask Makeup trend The many ways in which consumers' lives have changed as a result of the ongoing pandemic include everything from micro to macro issues. Day-to-day habits and purchases have been tweaked as a result of being indoors more, and brands that are able to cater to consumers' limited lifestyles are more appealing than those that have remained the same. ## At a Glance - Evidence: 4 featured examples - Articles from: Jan 4 to Jan 30, 2021 - Published: Feb 1, 2021 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Asia ## Themes within the Mask Makeup trend ### Mask-friendly makeup products Brands that cater to consumers' need for makeup products that are better suited to be worn under masks and offer long-lasting comfort and hydration present opportunities for cosmetic innovation. ### Lightweight, multitasking makeup-skincare hybrids People purchasing fewer dedicated cosmetics and are looking for lightweight, multitasking solutions that offer both hydration and beautifying benefits, presents opportunities for makeup-skincare hybrids. ### Transfer-proof makeup products The need for makeup products that are transfer-proof is growing, and cosmetic brands that offer products that are ideal for people looking for a way to prevent their makeup from transferring onto a face mask throughout the day present opportunities for transfer-resistant makeup innovations. ## What the Mask Makeup trend means for industry ### For Beauty and Cosmetics Cosmetic brands should cater to consumers' needs for makeup products, skincare benefits and transfer-resistance that are better adapted for trends related to the ongoing pandemic. ### For Retail and Ecommerce Retailers should invest in research and development, advertising and marketing in order to more efficiently meet the needs of a changing consumer landscape with makeup and skincare that can affordably reach a diverse array of customers. ### For Health and Wellness The increased use of masks this pandemic has led to consumers investing more in their skin's overall health than makeup, presenting opportunities for brands that can fuse healthy skincare with makeup to develop multi-functional products. ## Workshop question How is your brand addressing some of consumers' smaller lifestyle adaptations amidst the COVID-19 pandemic? ## Trend signals for Mask Makeup Trend score 3.1 out of 10, from popularity 46%, activity 40%, freshness 9%. - Popularity: 46% - Activity: 40% - Freshness: 9% ## Examples of the Mask Makeup trend 4 featured examples from Jan 4 to Jan 30, 2021. - [Tinted Skin Balms](https://www.trendhunter.com/trends/skin-balms): Stila's Tinted Moisturizer Skin Balm is a Multitasking Moisturizer (Category: Fashion) Implication: The skincare industry can capitalize on the trend of long-lasting skin balms to create more innovative products. - [5-in-1 Tinted Glosses](https://www.trendhunter.com/trends/tinted-gloss): IT Cosmetics' Pillow Lips Solid Serum is a "Mask-Friendly Solution" (Category: Fashion) Implication: The cosmetic industry can benefit from creating more hydrating, mask-friendly, and multi-functional products like IT Cosmetics' Pillow Lips Solid Serum. - [Full-Coverage CC Creams](https://www.trendhunter.com/trends/camo-cc-cream): e.l.f. Cosmetics' Camo CC Cream is a Color Corrector with SPF Protection (Category: Fashion) Implication: As consumers seek multi-use, skincare-infused cosmetics, there are opportunities for cosmetic brands to create innovative products that combine several benefits in one. - [Transfer-Proof Makeup Products](https://www.trendhunter.com/trends/transferproof-makeup): These New CoverGirl Products are Perfect for Wearing Under a Mask (Category: Marketing) Implication: Cosmetic companies can create transfer-proof and mask-friendly makeup products to cater to consumers' needs in the new normal. ## 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)