# Powdered Hydration Setting powders are incorporating the unlikely function of hydration. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jan 8, 2019 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/powdered-hydration ## Key Figures - Trend score: 2.3/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 13, 2018 to Jan 7, 2019 - Published: Jan 8, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Powdered Hydration trend ### 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. ### 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. ### 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. ## What the Powdered Hydration trend means for industry ### For 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 for Powdered Hydration Trend score 2.3 out of 10, from popularity 40%, activity 20%, freshness 8%. - Popularity: 40% - Activity: 20% - Freshness: 8% ## Examples of the Powdered Hydration trend 4 featured examples from Feb 13, 2018 to Jan 7, 2019. - [Hydrating Setting Powders](https://www.trendhunter.com/trends/mattifying-setting-powder): Gosh's Prime’N Set Primer & Mattifying Setting Powder is Moisturizing (Category: Fashion) Implication: The beauty and skincare industry can capitalize on the trend of hydrating setting powders by developing innovative products that combine makeup and skincare benefits. - [Cooling Facial Powders](https://www.trendhunter.com/trends/facial-powder): Becca Cosmetics' Hydra-Mist Set & Refresh Powder Hydrates Skin Like a Mist (Category: Fashion) Implication: 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… - [Transformative Cosmetic Enhancers](https://www.trendhunter.com/trends/beauty-boosters): PÜR Cosmetics' Turns Makeup and Skincare Into Beauty Boosters (Category: Fashion) Implication: Opportunity to introduce liquid enhancers and powder-to-cream multivitamin boosters in the skincare industry. - [Soft Matte Finishing Powders](https://www.trendhunter.com/trends/coconut-setting-powder): Marc Jacobs' Coconut Setting Powder Avoids Dry Makeup Looks (Category: Fashion) Implication: More innovations are expected as the demand for natural-looking and moisturizing makeup products continues to increase. ## 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)