# 10-Second Eyeshadows Kosas' Clean Eyeshadow is Water-Based and Fast-Drying By Laura McQuarrie | Published 2020-10-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/clean-eyeshadow References: [allure](https://www.allure.com/review/kosas-10-second-shadow) & [kosas](https://kosas.com/products/10-second-eyeshadow-globe) Eyeshadow palettes are often cumbersome and leave powdery messes behind but [Kosas](https://www.trendhunter.com/trends/revealer-extra-bright) created simple and clean eyeshadow solution for those on the go. The Kosas 10-Second Eyeshadow is packaged in a ready-to-apply tube so that the water-based, crease-resistant formula can be swiped right across the eyelids. The buildable formula is packed with skin-loving ingredients, specifically to smooth and tone this delicate part of the face. The 10-Second Eyeshadow is available in a range of colors from Waterfall to Copper Halo, all of which contains soothing and balancing jojoba oil and orange flower water for brightening benefits. From one-minute hair masks to nail polish formulas that dry in seconds, beauty brands are delivering fast-acting formulas that help to speed up the process of self-care and beautification. Image Credit: Kosas ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 53% | Activity: 46% | Freshness: 9% - Audience gender: 10% men, 90% 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 ### Key Themes Behind This Trend - **Water-based Makeup:** Other makeup brands can explore water-based formulations to deliver quick and convenient on-the-go eyeshadow alternatives. - **Ready-to-apply Products:** Cosmetics companies can create and offer ready-to-apply products that cater to busy individuals who want to save time. - **Skin-loving Ingredients:** Incorporating skincare formulations with makeup can lead to a new trend in the cosmetics industry that caters to consumers who prioritize skincare benefits. ### Where This Applies - **Cosmetics:** The cosmetics industry can embrace and develop ready-to-apply, water-based, and skincare-focused makeup products for on-the-go consumers. - **Personal Care:** The personal care industry can explore fast-acting formulas for people who want to optimize their self-care routines but do not want to spend much time on it. - **Technology:** Tech companies can partner with cosmetics brands to create innovative application tools or devices that can be used with ready-to-apply makeups. ## Related on Trend Hunter - [Single-Swipe Eye Makeups](https://www.trendhunter.com/trends/clean-eye-color-sticks.md) - [Shimmery Eyeshadow Sticks](https://www.trendhunter.com/trends/gogo-cooling-shimmer-eyeshadow-stick.md) - [Eyeshadow-Liner Hybrids](https://www.trendhunter.com/trends/liquideyes.md) - [Metallic Gel Eyeshadows](https://www.trendhunter.com/trends/gel-eyeshadow.md) - [Skin-Caring Eyeshadows](https://www.trendhunter.com/trends/oceanly-eyeshadows.md) - [Vegan Eyeshadow Sticks](https://www.trendhunter.com/trends/eyeshadow-sticks.md) - [Affordable Durable Eyeshadows](https://www.trendhunter.com/trends/durable-eyeshadow.md) - [High-Impact Eye Crayons](https://www.trendhunter.com/trends/sparklestik-eye-crayon.md) - [Hybrid Makeup Pens](https://www.trendhunter.com/trends/bigshow-multiuse-eyeshadow-pen.md)