# All-in-One Toner-Serums PUREMAY's Serum-Toner Hybrid is Hydrating & Moisturizing By Laura McQuarrie | Published 2020-07-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/serumtoner-hybrid References: [thezoereport](https://www.thezoereport.com/p/why-toner-serums-are-slowly-taking-over-the-skincare-industry-29994787) & [puremay.co.kr](http://puremay.co.kr/shop/shopdetail.html?branduid=3481717&xcode=003&mcode=001&scode=&type=Y&sort=regdate&cur_code=003001&GfDT=aGp3WA%3D%3D) Serum-toner hybrids are becoming especially popular among people who want to streamline their skincare routines and experience a [toner that's more moisturizing](https://www.trendhunter.com/trends/multifunctional-toner) than drying than traditional formulas. The Soft Serum Toner from PUREMAY sets itself apart with a potent K-beauty formula that's infused with rose petals and a dozen hydrating plant oils. As both treatment serums and toners are meant to be used as leave-on skincare that's applied before moisturizer, this new wave of combination [serum-toners](https://www.trendhunter.com/trends/personalized-essencetoner) helps to simplify the number of steps that are needed to achieve nourished skin. While there are toners that are [hydrating and astringent serums](https://www.trendhunter.com/trends/mutha-hydration-serum), the best features of both kinds of skincare products are now coming together in forms that are easier than ever to use. Image Credit: PUREMAY ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 63% | Activity: 78% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: Asia ## 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 - **Serum-toner Hybrids:** The rise in popularity of serum-toner hybrids presents opportunities to create and market all-in-one skincare products that combine the benefits of both in a single application. - **Streamlined Skincare Routines:** The demand for products that simplify skincare routines highlights a need for innovative solutions that save time and provide multiple benefits in a single product. - **K-beauty Formulas:** The popularity of K-Beauty formulas and ingredients presents opportunities to introduce new skincare products that incorporate these unique and effective ingredients. ### Where This Applies - **Skincare:** The skincare industry can capitalize on the trend of serum-toner hybrids by creating innovative, all-in-one products that attract consumers with their simplicity and effectiveness. - **Cosmetics:** Cosmetics companies can introduce K-Beauty inspired formulations that appeal to consumers looking for unique and effective ingredients that provide multiple benefits. - **Beauty Retail:** Beauty retailers can offer a selection of serum-toner hybrid products that simplify customers' skincare routines and provide an all-in-one solution that saves time and money. ## Related on Trend Hunter - [Flower-Infused Toners](https://www.trendhunter.com/trends/royal-tulip-hydrating-biphase-tonic.md) - [Jelly Toner Sprays](https://www.trendhunter.com/trends/jelly-toner-instantly-hydrating-mist.md) - [Serum-Moisturizer Duos](https://www.trendhunter.com/trends/double-duty-by-lazy-skincare.md) - [Multi-Benefit Facial Moisturizers](https://www.trendhunter.com/trends/kizen-complete-facial-moisturizer.md) - [Multitasking Antioxidant Toners](https://www.trendhunter.com/trends/antioxidant-tonic.md) - [Anti-Pollution Jelly Toners](https://www.trendhunter.com/trends/anti-pollution-jelly-toner.md) - [Hydrating Milky Toners](https://www.trendhunter.com/trends/green-tea-ceramide-milk.md) - [Hydrating Milky Toners](https://www.trendhunter.com/trends/hydrating-milky-toner.md) - [Milky Hydration Serums](https://www.trendhunter.com/trends/hydrating-milk-serum.md)