# Soft-Focus Eye Creams YSE Beauty's Brightening and Depuffing Eye Cream Blurs Imperfections By Laura McQuarrie | Published 2026-01-04 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/brightening-and-depuffing-eye-cream References: [instagram](https://www.instagram.com/wwd/p/DSVUwREkawx/) & [ysebeauty](https://www.ysebeauty.com/products/wide-awake-eye-cream?variant=49976758141161)  Wide [Awake](https://www.trendhunter.com/trends/sn-mi), a brightening and depuffing eye cream, is the latest launch from [Molly Sims](https://www.trendhunter.com/trends/molly-sims-yse-beauty)' [YSE Beauty](https://www.trendhunter.com/trends/molly-sims-1) brand and it's likened to 10 hours of sleep in a tube. The clinically backed eye cream launched in four sheer, color-correcting tints to visibly improve the appearance of dark circles, puffiness and fine lines instantly and with time. Beyond providing a smooth, hydrating base once applied, the Wide Awake eye cream delivers long-term benefits with powerhouse ingredients like brightening THD Vitamin C, niacinamide, white shiitake extract, plumping squalane, awakening caffeine, and immensely calming arnica extract. “This isn’t a celebrity skin care brand. This is a Molly Sims brand. This is a brand for that woman who has felt forgotten. She’s felt kind of overlooked,” Sims told WWD. ## Trend Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 69% | Activity: 79% | Freshness: 60% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Dermacosmetic Dual-functionality:** The emergence of products like Wide Awake eye cream that blend skincare benefits with cosmetic outcomes is redefining beauty routines. - **Ingredient Transparency:** Consumers increasingly prefer skincare products that openly list powerful, effective ingredients like THD Vitamin C and niacinamide, facilitating informed purchasing decisions. - **Personalized Cosmetic Tints:** The introduction of products with customizable color-correcting tints reflects a trend towards more personalized beauty solutions tailored to individual needs. ### Who This Affects Most - **Cosmetic Dermatology:** The integration of clinically supported ingredients into cosmetic products represents a promising convergence of skincare and dermatology sectors. - **Beauty Supplements:** With the incorporation of nourishing ingredients such as squalane and caffeine, a new market intersection is emerging between beauty products and dietary supplements. - **Celebrity Skincare Lines:** Celebrity-backed skincare brands continue to innovate by addressing niche consumer segments with unique, value-driven propositions. ## Related on Trend Hunter - [Microbiome-Friendly Skincare Systems](https://www.trendhunter.com/trends/inside-out-skin-health-combo.md) - [Eye-Awakening Skin Creams](https://www.trendhunter.com/trends/nad-renewing-eye-cream.md) - [Eye Care Products](https://www.trendhunter.com/trends/byomas-undereye-solutions.md) - [Festive Luxury Skincare Bundles](https://www.trendhunter.com/trends/holiday-sets-for-2025.md) - [Cellular Health Eye Creams](https://www.trendhunter.com/trends/the-eye-cream-by-timeline.md) - [Plumping Skincare Sets](https://www.trendhunter.com/trends/biossance-bright-bestsellers-set.md) - [Hydrating Skincare Regimens](https://www.trendhunter.com/trends/plump-hydrate.md) - [Tinted Undereye Cosmetics](https://www.trendhunter.com/trends/storied-beauty.md) - [Collagen-Boosting Skincare Ranges](https://www.trendhunter.com/trends/superdrug-optimum-peptide-range.md)