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Ultra-Hydrating Concealers

The Sea Hydrocealer Concealer is Hydrating & Waterproof

— May 5, 2020 — Fashion
A variety of makeup products are becoming infused with hydrating ingredients, including the new hydrating concealer from Tarte, which is touted as a product "that was made for people who love to laugh and smile." The medium-coverage concealer boasts a skin-mimicking finish and hydroflex technology that's designed to move with the skin, rather than settle into lines.

The oil-free and fragrance-free concealer is sweatproof and waterproof and it is powered by skincare-like ingredients. The brand's "skinvigorating" formula includes a combination of smoothing and softening marine plants, plus energizing caffeine and niacinamide.

Thanks to its nourishing and skin-loving foundation, the long-lasting concealer promises 12-hour hydration and Tarte encourages consumers to use it at exercise classes or the pool.


Image Credit: Tarte Cosmetics
Trend Themes
1. Hydrating Makeup - The trend of infusing makeup products with hydrating ingredients opens up opportunities for creating more nourishing and long-lasting cosmetics.
2. Skin-mimicking Finish - The development of concealers with skin-mimicking finishes provides a disruptive innovation that enhances the natural look and feel of makeup.
3. Hydroflex Technology - The use of hydroflex technology in concealers allows for better skin movement and prevents settling into lines, offering a more comfortable and seamless makeup experience.
Industry Implications
1. Cosmetics - The cosmetics industry can benefit from incorporating hydrating ingredients and developing skin-mimicking concealers that provide long-lasting hydration.
2. Skincare - The skincare industry can explore opportunities to incorporate makeup-like products with skincare ingredients, such as marine plants, caffeine, and niacinamide, to provide nourishing and hydrating solutions.
3. Fitness and Wellness - The fitness and wellness industry can leverage the trend of sweatproof and waterproof concealers, encouraging consumers to use makeup while exercising or swimming without compromising its performance.
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