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# Millennial-Inspired Concealers
The No Filter Concealer is the First Skin Item from ColourPop

By Mary Van Puymbroeck | Published 2017-08-02 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/no-filter-concealer
References: [allure](https://www.allure.com/story/colourpop-no-filter-concealer) & [colourpop](https://colourpop.com/collections/concealer?sort=manual&filter)

The ColourPop Cosmetics 'No Filter Concealer' is a [full-coverage, matte cover-up product](https://www.trendhunter.com/trends/revitalize-hydra-concealer).

ColourPop is a brand that, until the release of this product, had only released color products like lipsticks, eyeshadows and highlighters. As its first foray into the world of makeup for the skin, the No Filter Concealer is a great offering. With a [crease-proof formulation, this concealer](https://www.trendhunter.com/trends/grinding-conceal-butter) won't budge throughout hot summer days. Available in 15 shades, the No Filter Concealer is also super bendable and looks natural on the skin.

The "No Filter" in the name is a play on the common Millennial and Gen Z practice of applying a [filter to selfies to blur imperfections](https://www.trendhunter.com/trends/rimmel-multitasker-better-than-filters). Not having to use a filter means the skin looks naturally flawless. By incorporating this piece of youth culture into the name of it first concealer, ColourPop is reaching its target audience while making a statement on the efficacy of the product.

## Trend Insights (Trend Hunter)

- Score: 5.3/10
- Popularity: 70% | Activity: 80% | Freshness: 8%
- Audience gender: 10% men, 90% women
- Primary generations: Gen Z, Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding)

## Key Themes

### What Makes This Trend Stand Out

- **Full-coverage Concealers:** The rise of full-coverage concealers provides an opportunity for brands to cater to consumers seeking flawless, long-lasting coverage.
- **Natural-looking Makeup:** The demand for natural-looking makeup products opens up possibilities for brands to create cosmetic items that enhance without looking heavily made up.
- **Youth Culture Influence:** Brands incorporating elements of youth culture into their products can resonate with younger consumers and create a strong brand connection.

### Sectors Adopting This

- **Cosmetics:** The cosmetics industry can explore innovative concealer formulations and packaging options to meet the growing demand for high-quality concealers.
- **Skincare:** The skincare industry can develop products that work in synergy with concealers, offering a comprehensive solution for consumers looking to improve their skin's appearance.
- **Beauty Technology:** The beauty technology industry has an opportunity to create apps or devices that emulate natural-looking skin, reducing the need for filters and heavy makeup.

## Related on Trend Hunter

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- [Caffeine-Infused Concealers](https://www.trendhunter.com/trends/skin-lift-flex.md)
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- [Serum-Infused Concealers](https://www.trendhunter.com/trends/studio-radiance-concealer.md)
- [Superfruit Skincare Concealers](https://www.trendhunter.com/trends/creaseless-creamy-concealer.md)
- [Soft-Focused Pillowy Lipsticks](https://www.trendhunter.com/trends/cloud-whip-blurring.md)