# Squalane Cosmetic Cosmetic brands incorporate the rising skincare ingredient squalane into makeup. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published May 10, 2022 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/squalane-cosmetic ## Key Figures - Trend score: 3.4/10 - Evidence articles: 4 ## What is the Squalane Cosmetic trend? **Squalane Cosmetic:** Squalane has become increasingly popular as an emollient ingredient, and its now being incorporated into makeup products. Everything from foundations to setting powders are now including the anti-inflammatory moisturizer. ## The consumer insight behind the Squalane Cosmetic trend As the skincare industry continues to grow, consumers are expecting more out of the topical products they choose to apply. In order to fulfill the desire for makeup that contributes to skin's wellbeing, cosmetic brands are incorporating key skincare ingredients into their products. ## At a Glance - Evidence: 4 featured examples - Articles from: Oct 13, 2020 to Apr 28, 2022 - Published: May 10, 2022 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Squalane Cosmetic trend ### Skincare-Makeup Hybrids As consumers seek out multitasking products that provide both cosmetic and skincare benefits, brands are incorporating skincare ingredients into their makeup formulations. ### Sustainable Cosmetics As the demand for eco-friendly and sustainable products continues to grow, cosmetic brands are seeking ways to make their products more earth-conscious by implementing reusable and renewable materials. ### Emollient Ingredients As consumers demand skincare benefits in their makeup, emollient ingredients like squalane are being incorporated into cosmetic formulations to soothe and nourish the skin. ## What the Squalane Cosmetic trend means for industry ### For Skincare Industry Cosmetic brands are incorporating key skincare ingredients in their makeup products to appeal to consumers who expect more out of the topical products they choose to apply. ### For Sustainable Beauty Industry Sustainability continues to be a top priority for consumers, and cosmetic brands that commit themselves to implementing reusability and eco-friendly solutions will stand out in the market. ### For Multitasking Beauty Industry The demand for multitasking beauty products that offer multiple benefits, including cosmetic and skincare benefits, is on the rise and will continue to drive innovation in the cosmetics industry. ## Workshop question How could your brand take inspiration from adjacent industries? ## Trend signals for Squalane Cosmetic Trend score 3.4 out of 10, from popularity 51%, activity 39%, freshness 12%. - Popularity: 51% - Activity: 39% - Freshness: 12% ## Examples of the Squalane Cosmetic trend 4 featured examples from Oct 13, 2020 to Apr 28, 2022. - [Sustainable Vegan Setting Powders](https://www.trendhunter.com/trends/mattifying-moondust): Cheekbone Beauty Launches its Mattifying Moondust Product (Category: Fashion) Implication: Cosmetics companies can tap into the growing demand for sustainable, vegan and earth-conscious beauty products that cater to diverse skin types. - [Shimmering Copper Multisticks](https://www.trendhunter.com/trends/huestick): Live Tinted's Change Huestick Can Be Used on the Lips, Eyes & Cheeks (Category: Fashion) Implication: The beauty industry has the potential to innovate and create new products that cater to the growing demand for multifunctional and convenient cosmetics. - [Skin-Caring SPF Foundations](https://www.trendhunter.com/trends/revealer-skinimproving-foundation-spf-25): The Revealer Skin-Improving Foundation SPF 25 Brightens & Protects (Category: Fashion) Implication: Cosmetics brands can leverage the trend of multi-functional beauty products to create innovative hybrid products. - [Skin-Improving Foundations](https://www.trendhunter.com/trends/skin-improving-foundation): Max Factor Miracle Pure Enhances the Look & Condition of Skin (Category: Fashion) Implication: Innovation opportunities in the cosmetics industry lie in developing products that not only enhance the look of the skin but also improve its condition by incorporating skincare i… ## 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)