Category
Fashion
Scaled Restraint
Trend cluster
Category
Powdered
Hydration
Setting powders are incorporating the unlikely function of hydration.
2.3
Trend score
Trend
What is the Powdered Hydration trend?
Powdered Hydration: Makeup setting powders, once used primarily to combat oiliness skin and keep makeup in place, are now being adapted with hydrating ingredients that provide a skin-enhancing benefit, rather than simply covering up perceived flaws.
Insight
The consumer insight behind the Powdered Hydration trend
When purchasing from cosmetic and skincare brands, consumers are increasingly looking for multiple benefits in one product in order to achieve their desired results. The sometimes convoluted information that comes from these industries has resulted in a shift where more consumers are looking to minimize and streamline their cosmetic routines, and these individuals seek out hybrid products that perform multiple steps.
Trend themes
Themes within the Powdered Hydration trend
Three behaviours holding the trend together01
Multi-functional Makeup Products
Consumers are seeking out hybrid products that perform multiple steps, providing an opportunity for beauty brands to create products that combine multiple benefits and streamline routines.
02
Powder-to-cream boosters
Creating product boosters that can be added to a range of different skincare and cosmetic products allows for customization and flexibility, and presents an opportunity for brands to create innovative powder-to-cream products.
03
Moisturizing Powders
Infusing hydrating ingredients and skincare benefits into traditionally drying powder products offers an opportunity to provide value to consumers who may have dry or dehydrated skin, and create a unique selling point.
Industry implications
What the Powdered Hydration trend means for industry
Where the trend changes the playbookFor
Beauty & Cosmetics
The trends discussed showcase opportunities for beauty brands and cosmetics companies to incorporate innovative ingredients and processes into their products, creating value for consumers and differentiating themselves in a competitive market.
For
Skincare
By incorporating skincare benefits into their makeup products, companies have the potential to improve the overall health and appearance of consumers’ skin and better serve consumers with diverse needs and preferences.
For
Packaging
Powder-to-cream products and other innovative makeup concepts will require creative and effective packaging solutions, presenting opportunities for packaging companies to develop impactful packaging designs that resonate with consumers and improve their experience.
Workshop question
How could your brand enhance an element of its product/service so it doesn't limit the number of consumers who can use it?
Trend signals
Trend signals for Powdered Hydration
Trend score 2.3 out of 10, from popularity 40%, activity 20%, freshness 8%.
Popularity40%
Activity20%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Powdered Hydration trend
4 featured examples from Feb 13, 2018 to Jan 7, 2019CategoryFashion
Hydrating Setting Powders
Gosh's Prime’N Set Primer & Mattifying Setting Powder is Moisturizing
The beauty and skincare industry can capitalize on the trend of hydrating setting powders by developing innovative products that combine makeup and skincare benefits.
CategoryFashion
Cooling Facial Powders
Becca Cosmetics' Hydra-Mist Set & Refresh Powder Hydrates Skin Like a Mist
The cosmetics industry can tap into the trend of hydrating facial powders by developing innovative multi-functional makeup products with natural and sustainable ingredients while…
CategoryFashion
Transformative Cosmetic Enhancers
PÜR Cosmetics' Turns Makeup and Skincare Into Beauty Boosters
Opportunity to introduce liquid enhancers and powder-to-cream multivitamin boosters in the skincare industry.
CategoryFashion
Soft Matte Finishing Powders
Marc Jacobs' Coconut Setting Powder Avoids Dry Makeup Looks
More innovations are expected as the demand for natural-looking and moisturizing makeup products continues to increase.
