# Featherweight Skin-First Foundations No Makeup Makeup Foundation is Hydrating & Skin-Nourishing By Laura McQuarrie | Published 2024-07-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/no-makeup-makeup References: [wwd](https://wwd.com/beauty-industry-news/beauty-features/no-makeup-makeup-founder-vistoria-jackson-foundation-1236505654/) & [nomakeupmakeup](https://nomakeupmakeup.com/)  Victoria Jackson coined "no-makeup makeup" in 1986 and launched No Makeup Makeup, her new brand, in 2024. Centered on a true-to-skin approach to beauty, the brand focuses on helping makeup wearers feel comfortable and confident in their own skin with [clean, natural-looking makeup](https://www.trendhunter.com/trends/covergirl-clean-invisible-foundation) that's effortless to apply and wear. No Makeup Makeup is introducing itself to the world with a featherweight [cream-balm foundation that's shade-adaptive](https://www.trendhunter.com/trends/skin-nova-complexion-balm) and color-correcting with [blurring pigments](https://www.trendhunter.com/trends/porefessional-foundation). Free from harmful chemicals and skin irritants, the brand's debut formula is hydrating with a skin-like feel thanks to nourishing plant-based ingredients like jojoba oil, Vitamin E and a unique magnesium compound, plus FlexShade technology to flatter all skin types. The lightweight and buildable No Makeup Makeup Foundation is launching alongside The Perfect Brush for applying and blending. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 37% | Activity: 42% | Freshness: 26% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - 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 ### Why This Trend Is Growing - **Natural-looking Makeup:** The emphasis on clean, natural-looking makeup presents an opportunity to converge beauty products with skincare benefits. - **Shade-adaptive Formulas:** Products with shade-adaptive and color-correcting features cater to diverse skin tones and simplify the makeup selection process. - **Eco-friendly Ingredients:** Using plant-based and environmentally friendly ingredients reflects the growing consumer demand for sustainable beauty solutions. ### Industries Being Reshaped - **Cosmetics:** The cosmetics industry can innovate by integrating skincare benefits directly into makeup products to cater to the skin-first beauty trend. - **Skincare:** Incorporating makeup elements into skincare items blurs the lines between the two sectors, appealing to consumers seeking multi-functional products. - **Sustainable Beauty:** The push towards sustainable and clean beauty drives innovation in ingredient sourcing and product formulation within the beauty industry. ## Related on Trend Hunter - [Effortless Minimalist Makeup Products](https://www.trendhunter.com/trends/blush-lip-color.md) - [Sheer Second-Skin Enhancers](https://www.trendhunter.com/trends/no-fragrance-fragrance.md) - [Skin-Nourishing Foundation Lines](https://www.trendhunter.com/trends/about-face-1.md) - [Hydroxytyrosol-Based Makeup Innovations](https://www.trendhunter.com/trends/olive-rose.md) - [Weightless Full-Coverage Foundations](https://www.trendhunter.com/trends/skinplumping-linesmoothing-foundation.md) - [Nourishing Skin-Focused Foundations](https://www.trendhunter.com/trends/skinfocused-foundation.md) - [Skin Booster Foundations](https://www.trendhunter.com/trends/hd-skin-hydra-glow-foundation.md) - [Luminous Serum Foundations](https://www.trendhunter.com/trends/skin-silk-serum-foundation.md) - [Premium Skincare-Makeup Hybrids](https://www.trendhunter.com/trends/outside-in-brand.md)