# Witch Hazel Cosmetic Makeup products are infused with the ingredient witch hazel. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jan 11, 2021 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/witch-hazel-cosmetic ## Key Figures - Trend score: 2.9/10 - Evidence articles: 4 ## What is the Witch Hazel Cosmetic trend? **Witch Hazel Cosmetic:** Brands in the cosmetic space are enhancing the benefits of their makeup products by including beneficial ingredients in them--with a newer one being witch hazel. Known for its use in skincare, the ingredient is said to be beneficial for people with acne-prone skin. ## The consumer insight behind the Witch Hazel Cosmetic trend When it comes to personal care, consumers are increasingly wary of the ingredients that go into the products they put on their skin. The knowledge people now have on various ingredients--good or bad--has resulted in consumers being more discerning about what's in the products they choose to purchase, whether those are skincare or makeup. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 20, 2019 to Dec 14, 2020 - Published: Jan 11, 2021 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Witch Hazel Cosmetic trend ### Natural Ingredients in Beauty Products Consumers are increasingly wary of the ingredients in the products they use, leading to a trend of infusing beauty products with natural ingredients to appeal to more discerning customers. ### Skin-Enhancing Makeup Brands are focusing on enhancing the skincare benefits of their makeup products by incorporating ingredients that cater to different skin types and concerns. ### Skincare-Makeup Hybrids Consumers are searching for products that offer both skincare and makeup benefits, leading to a trend of developing nourishing solutions for everyday wear. ## What the Witch Hazel Cosmetic trend means for industry ### For Beauty Cosmetics and skincare brands can incorporate natural ingredients and develop skincare/makeup hybrids to appeal to customers looking for nourishing and skin-enhancing products. ### For Personal Care Companies can focus on incorporating natural and sustainably sourced ingredients to appeal to customers looking for eco-friendly and non-toxic personal care products. ### For Health and Wellness A focus on natural and nourishing ingredients in beauty and personal care products aligns with the increasing demand for products that promote overall health and wellness. ## Workshop question How is your brand catering to educated consumers looking for beneficial ingredients? ## Trend signals for Witch Hazel Cosmetic Trend score 2.9 out of 10, from popularity 45%, activity 33%, freshness 9%. - Popularity: 45% - Activity: 33% - Freshness: 9% ## Examples of the Witch Hazel Cosmetic trend 4 featured examples from Nov 20, 2019 to Dec 14, 2020. - [Ultra-Fine Dewy Mists](https://www.trendhunter.com/trends/dewy-milk-mist): The Dewy Milk Mist Delivers a Sophisticated, Luminous & Hydrated Glow (Category: Fashion) Implication: The cosmetics industry can aim at creating facial grade-ingredient products that provide a natural, sophisticated finish. - [Water-Infused Tinted Moisturizers](https://www.trendhunter.com/trends/loreal-paris-tinted-moisturizer): The Skin Paradise Tinted Moisturizer is a Skincare-Makeup Hybrid (Category: Fashion) Implication: Opportunity for cosmetic companies to develop innovative skincare-makeup hybrid products that address the increasing demand for multitasking and nourishing cosmetics. - [All-Natural Shimmer Gels](https://www.trendhunter.com/trends/mineral-shimmer): Free People's Mineral Shimmer is Made with Birch Juice & Witch Hazel (Category: Fashion) Implication: Cosmetics brands can cater to the eco-conscious consumer segment by innovating new products that are natural and non-toxic. - [Skin-Caring Correcting Powders](https://www.trendhunter.com/trends/correcting-powders): Dr. Hauschka's Correcting Powders are Packed with Skincare Benefits (Category: Fashion) Implication: The skincare industry can leverage botanical ingredients and color correcting powders to combine skincare benefits with cosmetics. ## 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)