# Blurred Soft-Focus Cosmetics The Cloud Touch Finish Collection Meets the Demand for "Cloud Skin" By Laura McQuarrie | Published 2025-02-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/cloud-touch-finish-collection References: [news.cision](https://news.cision.com/san-francisco-oy/r/schwan-cosmetics-to-unveil-new-blurring--soft-focus-cloud-touch-finish-collection-at-makeup-in-la) & [news.cision](https://news.cision.com/san-francisco-oy/r/schwan-cosmetics-to-unveil-new-blurring--soft-focus-cloud-touch-finish-collection-at-makeup-in-la)  Beauty consumers are after "cloud skin," defined by blurred, soft-focus, and matte finishes that create an ethereal, airbrushed effect—and the Cloud Touch Finish collection by [Schwan Cosmetics](https://www.trendhunter.com/trends/schwan-cosmetics-1) was created in response. On [TikTok](https://www.trendhunter.com/trends/the-cream-blush) alone, the #CloudSkin hashtag has generated over 112 million views as consumer interest shifts from fresh, dewy complexions and high-shine finishes to soft definition. The Cloud Touch Finish collection was unveiled by Schwan Cosmetics at [MakeUp](https://www.trendhunter.com/trends/bright-light-face-glow) in LA, introducing six new lightweight, high-performance formulations for the eyes, lips, and face. In the range, there are products like the Cloud Touch Eye Soufflé liquid eye blush and the Cloud Touch Lip Soufflé liquid lip blush, featuring effortless applicators and formulas that are lightweight and blendable yet lasting. ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 81% | Activity: 86% | Freshness: 35% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, 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 - **Soft-focus Beauty Aesthetics:** The growing fascination with cloud skin highlights a shift towards minimalist beauty, emphasizing matte, blurred finishes over the previously popular high-shine look. - **Social Media-driven Beauty Trends:** Platforms like TikTok are crucial in driving rapid adoption of beauty trends such as cloud skin, marked by the hashtag's massive engagement online. - **Hybrid Beauty Formulations:** The introduction of lightweight, multi-functional beauty products, like those in the Cloud Touch Finish collection, reflects rising consumer preferences for versatile and durable solutions. ### Who This Affects Most - **Cosmetic Manufacturing:** The demand for innovative formulations like the Cloud Touch Finish collection opens up opportunities for manufacturers to develop and supply unique, trend-driven products. - **Influencer Marketing:** With trends like cloud skin gaining traction through social media, influencer marketing becomes a pivotal area for driving brand awareness and customer engagement. - **Retail Cosmetics:** Retailers must adapt to the fast-changing beauty landscape by stocking products that align with consumer interests in ethereal, matte finishes and cloud-like aesthetics. ## Related on Trend Hunter - [Soft-Focused Pillowy Lipsticks](https://www.trendhunter.com/trends/cloud-whip-blurring.md) - [Multipurpose Beauty Mousses](https://www.trendhunter.com/trends/blurry-pudding-pot.md) - [Pillowy Powder Blushes](https://www.trendhunter.com/trends/cloud-paint-plush-blush.md) - [Skin-Blurring Powder Blushes](https://www.trendhunter.com/trends/soft-focus-blurring-blush.md) - [Soft-Matte Makeup Bundles](https://www.trendhunter.com/trends/soft-matte-makeup.md) - [Mousse-Like Blush Formulations](https://www.trendhunter.com/trends/filter-blush.md) - [Soft-Matte Lip Mousses](https://www.trendhunter.com/trends/poutder.md) - [Pigmented Skin-Caring Blushes](https://www.trendhunter.com/trends/the-cream-blush.md) - [Jam-Inspired Beauty Products](https://www.trendhunter.com/trends/jaminspired-beauty.md)