Category
Fashion
Scaled Restraint
Trend cluster
Category
Serum
Hybrid
Cosmetic products are adapted with serum-like formulations.
2.2
Trend score
Trend
What is the Serum Hybrid trend?
Serum Hybrid: Makeup items are coming in serum-based formulas to enhance both the appearance of the face, as well as the benefits the products are intended to have. These cosmetic serum hybrids include everything from liquid blush to highlighting pens.
Insight
The consumer insight behind the Serum Hybrid trend
When it comes to personal care, many consumers opt for streamlined routines that offer them maximum benefits with minimal effort. These individuals turn to hybrid products that ensure their routine remains simple and efficient--all for the purpose of saving time as they go about their busy lives.
Trend themes
Themes within the Serum Hybrid trend
Three behaviours holding the trend together01
Serum-based formulas
Serum-based cosmetic formulas offer streamlined and efficient personal care routines that provide maximum benefits with minimal effort.
02
Hybrid products
Hybrid products that combine makeup and skincare provide consumers with lasting, skin-perfecting benefits they are increasingly looking for in their cosmetics.
03
Makeup with skincare benefits
Makeup and skincare hybrids are increasingly popular due to their time-saving, simplicity, and the level of support offered in caring for skin health.
Industry implications
What the Serum Hybrid trend means for industry
Where the trend changes the playbookFor
Cosmetics
As stores stock hybrid products that combine makeup and skincare, cosmetic companies will have to focus on developing advanced formulations that offer multiple benefits to consumers.
For
Personal Care
As consumers seek to simplify their personal care routines and maximize benefits with minimal effort, companies in the personal care industry can innovate and create hybrid products that offer streamlined routines.
For
Skincare
As makeup products with skincare benefits become increasingly popular, skincare companies have an opportunity to integrate makeup benefits that will complement their existing skincare lines.
Workshop question
How is your brand prioritizing consumers who want to streamline their routines?
Trend signals
Trend signals for Serum Hybrid
Trend score 2.2 out of 10, from popularity 32%, activity 24%, freshness 9%.
Popularity32%
Activity24%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Serum Hybrid trend
4 featured examples from Aug 1, 2019 to Jul 29, 2020CategoryFashion
Serum Blush Cosmetics
EM Cosmetics' Unique Blush Fuses Skincare and Makeup
The Cosmetics Industry can capitalize on this trend by incorporating more skincare-infused products in their product line.
CategoryFashion
Protective Tinted Serums
The Sérums De Teint Protector & Perfector is Ultra-Sheer
The beauty and skincare industry can capitalize on the trend by developing innovative makeup-skincare hybrids and lightweight coverage products.
CategoryFashion
Brightening Beauty Pens
The Miracle Eye Wand Brightening Duo Has Serum & Highlighter
Innovative products combining beauty and skincare to give consumers an all-in-one solution.
CategoryFashion
Superfruit Blush Elixirs
Physicians Formula's Skincare-Like Liquid Blush Nourishes & Hydrates
Physicians Formula's innovative liquid blush could disrupt the traditional powder blush market, as consumers continue to seek efficient and dual-function products in the cosmetics…
