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# Affordable Putty-to-Powder Bronzers
Elf Cosmetics Debuts the Luminous Putty Bronzer

By Kalin Ned | Published 2023-01-10 | Fashion
Source: Trend Hunter, https://www.trendhunter.com/trends/putty-bronzer
References: [elfcosmetics](https://www.elfcosmetics.com/en_CA/luminous-putty-bronzer/300214.html)

Retailing for just $9 CAD, Elf Cosmetics Luminous Putty Bronzer is perhaps one of the most affordable options "with a glowing finish" on the market right now. Great for all skin types, the putty bronzer is available to consumers in [eight shades](https://www.trendhunter.com/trends/cool-bronze).

The texture is lightweight and the formula is buildable. The [creamy putty-to-powder bronzer](https://www.trendhunter.com/trends/hoola-wave-cream-bronzer-balm-1) can be applied seamlessly atop the skin and the new formulation promises to deliver "a naturally bronzed look with a hint of shimmer." Additionally, Elf Cosmetics supercharges its offering with a few skin-loving ingredients like Argan Oil and [Vitamin E](https://www.trendhunter.com/trends/vitamin-c-e-ferulic-serum). These additions deliver a nourishing effect on the skin, improving hydration and channeling one's youthful vitality. The formula is vegan, cruelty-free, and does not contain any harmful ingredients.

Image Credit: Elf Cosmetics

## Trend Insights (Trend Hunter)

- Score: 5.2/10
- Popularity: 67% | Activity: 74% | Freshness: 14%
- Audience gender: 50% men, 50% 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

### What's Driving This Trend

- **Affordable Bronzers:** There is an opportunity for other cosmetic brands to develop budget-friendly bronzers without compromising quality to meet the increasing demand for affordable makeup products.
- **Putty-to-powder Formula:** The putty-to-powder formula for bronzers can also be explored for other makeup products such as blush, contour, and eyeshadow as it provides a lightweight, buildable, and seamless application.
- **Skin-loving Ingredients:** The use of skin-loving ingredients like Argan Oil and Vitamin E in makeup products presents a disruptive innovation opportunity for other cosmetic brands to create multifunctional products that nourish and enhance skin health while providing makeup coverage.

### Who This Affects Most

- **Cosmetics:** Cosmetic brands can explore different product formulations using inexpensive yet high-quality ingredients to produce affordable, skin-loving, and innovative makeup products.
- **Retail:** The increasing demand for affordable beauty products presents a disruptive innovation opportunity for retailers to partner with cosmetic brands to create their own private label makeup products at lower price points.
- **Skincare:** Skincare brands can expand their offerings by creating products that also provide makeup coverage and contain skin-loving ingredients that nourish and enhance the skin's health and appearance.

## Related on Trend Hunter

- [Nourishing Bronzing Drops](https://www.trendhunter.com/trends/affordable-bronzing-drops.md)
- [Cream-Like Bronzer Powders](https://www.trendhunter.com/trends/warm-wishes-soft-matte-powder-bronzer.md)
- [Weightless Bronzing Formulas](https://www.trendhunter.com/trends/bronzing-pot.md)
- [Compact Travel-Friendly Bronzers](https://www.trendhunter.com/trends/mini-biggy-bronzer.md)
- [Sheer Pressed Finishing Powders](https://www.trendhunter.com/trends/halo-glow-powder-filter.md)
- [Hydrating Bronzing Drops](https://www.trendhunter.com/trends/elf-skin-1.md)
- [Luxurious Glow-Enhancing Bronzers](https://www.trendhunter.com/trends/glow-bronzer.md)
- [Soft Glam Foundations](https://www.trendhunter.com/trends/elf-soft-glam-satin-foundation.md)
- [Shea Butter-Infused Bronzers](https://www.trendhunter.com/trends/buttermelt-bronzer.md)