# Rebooted Concealer Collections Benefit Cosmetics Has Added New Products to its Boi-ing Line By Mary Van Puymbroeck | Published 2017-08-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/boiing-line References: [byrdie](http://www.byrdie.com/benefit-boiing-concealer) & [benefitcosmetics](https://www.benefitcosmetics.com/us/en/boi-ing-collection-page) Benefit Cosmetics has added three new concealers to its best-selling Boi-ing line. Boi-ing is an industrial-strength concealer that helped make Benefit the global brand it is known as today. It has a full-coverage formula that is known for naturally concealing even the toughest dark circles. Now with three new formulations, there is a concealer coverage for every possible skin worry. Its [Brightening Concealer](https://www.trendhunter.com/trends/revealer-extra-bright) is great for correcting dark undertones and brightening the complexion with a radiant finish, whereas the Boi-ing Airbrush Concealer is perfect for hiding unevenness, blemishes, fine-lines and dark circles with a lighter coverage. Finally, the Boi-ing Hydrating Concealer is fantastic for diffusing dark circles, fine lines and puffiness with its Vitamin E-infused formula that doesn't settle into [fine lines and wrinkles](https://www.trendhunter.com/trends/belif-eye-bomb-formula). With the new additions to the Boi-ing line, Benefit is able to leverage a well-known and loved product into sales growth. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 23% | Activity: 25% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Customizable Concealer Formulas:** Creating concealers with customizable formulas that address specific skin concerns presents a disruptive innovation opportunity. - **Multi-functional Concealers:** Developing concealers that serve multiple purposes, such as correcting undertones, brightening complexions, and hiding blemishes, opens up disruptive innovation possibilities. - **Innovative Concealer Ingredients:** Exploring and incorporating innovative ingredients, like Vitamin E-infused formulas, into concealers that provide additional skincare benefits can lead to disruptive innovation in the cosmetics industry. ### Who This Affects Most - **Cosmetics:** The cosmetics industry can benefit from embracing customizable concealer formulas to cater to diverse customer needs and enhance product offerings. - **Skincare:** The skincare industry can explore the development of multi-functional concealers infused with beneficial ingredients to offer products that combine makeup and skincare benefits. - **Beauty Retail:** Beauty retailers have the opportunity to showcase and sell the new concealer collections, tapping into the demand for innovative and multipurpose makeup products. ## Related on Trend Hunter - [Tinted Undereye Cosmetics](https://www.trendhunter.com/trends/storied-beauty.md) - [4-In-1 Concealer Launches](https://www.trendhunter.com/trends/do-it-all-concealer.md) - [Creamy Liquid Concealers](https://www.trendhunter.com/trends/revitalize-hydra-concealer.md) - [Serum-Infused Concealers](https://www.trendhunter.com/trends/studio-radiance-concealer.md) - [Superfruit Skincare Concealers](https://www.trendhunter.com/trends/creaseless-creamy-concealer.md) - [Second-Skin Beauty Products](https://www.trendhunter.com/trends/ultrahydrating-tint-and-concealer.md) - [Caffeine-Infused Concealers](https://www.trendhunter.com/trends/skin-lift-flex.md) - [Upgraded Beauty Stick Formulas](https://www.trendhunter.com/trends/beauty-stick.md) - [Complexion-Improving Under-Eye Liners](https://www.trendhunter.com/trends/eye-brighteners.md)