# Clean Hydrating Foundations Kylie Cosmetics' Power Plush Longwear Foundation Smooths & Blurs By Laura McQuarrie | Published 2024-01-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/power-plush-longwear-foundation References: [fashionmagazine](https://fashionmagazine.com/beauty-grooming/summer-fridays-lip-oils/) & [kyliecosmetics](https://kyliecosmetics.com/en-ca/products/power-plush-longwear-foundation?variant=44854735831282)  [Kylie Cosmetics](https://www.trendhunter.com/trends/cosmic-20) introduced the Power Plush Longwear Foundation as its first-ever foundation and it's available in an expansive 40-shade range with a formula that's vegan-friendly, [hydrating, blurring and smoothing](https://www.trendhunter.com/trends/hydro-grip-gel-tint). This comfortable, [buildable formula](https://www.trendhunter.com/trends/huestick-complexion-stick) has been in the works for three years and its high-performance properties can be attributed to skin-caring ingredients like niacinamide, Vitamin E and super soothing centella asiatica. Kylie Jenner herself describes the weightless Power Plush Longwear Foundation formula as one that "blends into the skin so easily for a gorgeous satin finish that’s not too dewy and not too matte." Perfect for achieving an airbrushed look, this clean Kylie Cosmetics foundation is sweat-proof, humidity-proof, and waterproof, and it won't clog pores. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 60% | Activity: 67% | Freshness: 21% - 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 ### Key Themes Behind This Trend - **Expansive Shade Range:** The Power Plush Longwear Foundation is available in an expansive 40-shade range, catering to a diverse customer base. - **Vegan-friendly Formulas:** Kylie Cosmetics' foundation formula is vegan-friendly, reflecting the increasing demand for cruelty-free beauty products. - **Skin-caring Ingredients:** The foundation's high-performance properties can be attributed to skin-caring ingredients like niacinamide, Vitamin E, and centella asiatica, catering to health-conscious consumers. ### Where This Applies - **Cosmetics:** The expanding shade range of foundations presents an opportunity for cosmetics companies to cater to a wider range of customers. - **Beauty:** The popularity of vegan-friendly formulas in foundations provides an opportunity for beauty companies to tap into the growing market of cruelty-free cosmetics. - **Skincare:** The emphasis on skin-caring ingredients in foundation formulas presents an opportunity for skincare companies to innovate and create products that combine makeup and skincare benefits. ## Related on Trend Hunter - [Weightless Full-Coverage Foundations](https://www.trendhunter.com/trends/skinplumping-linesmoothing-foundation.md) - [Blurring Non-Comedogenic Foundations](https://www.trendhunter.com/trends/porefessional-foundation.md) - [Nourishing Skin-Focused Foundations](https://www.trendhunter.com/trends/skinfocused-foundation.md) - [Long-Lasting Serum Foundations](https://www.trendhunter.com/trends/reveal-mesh-cushion-foundation.md) - [Skin-Nourishing Foundation Lines](https://www.trendhunter.com/trends/about-face-1.md) - [Light Long-Wear Foundations](https://www.trendhunter.com/trends/lumimatte-foundation.md) - [Soft Glam Foundations](https://www.trendhunter.com/trends/elf-soft-glam-satin-foundation.md) - [Skin Booster Foundations](https://www.trendhunter.com/trends/hd-skin-hydra-glow-foundation.md) - [Skincare-Inspired Foundations](https://www.trendhunter.com/trends/simply-ageless-skin-perfector-essence-foundation.md)