# Lightweight Soft-Focus Foundations Velvet Skin Tint Contains Hyaluronic Acid & Coconut Extract By Laura McQuarrie | Published 2020-03-24 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/soft-focus-foundation References: [glamourmagazine](https://www.glamourmagazine.co.uk/gallery/glam-drop-products/12521) & [lottie.london](https://lottie.london/products/velvet-skin-tint-foundation?variant=31508472430635) Lottie London's newest launch is a lightweight, [soft-focus foundation](https://www.trendhunter.com/trends/cloud-touch-finish-collection) that helps to blur imperfections and create a smooth, matte and natural finish. The skincare-like makeup product is infused with beloved hydrating ingredients like hyaluronic acid and coconut extract, which help to keep the formula breathable, blendable, natural and long-wearing. The product is touted as a "barely-there veil" that's available in a limited shade range. Thanks to the unique properties of the foundation, it is ideal for creating a light layer of coverage or building up to a more perfect finish. Hyaluronic acid in makeup products is becoming the new norm, especially as consumers look for hybrid products that bridge the gap between cosmetics and skincare. Image Credit: Lottie London ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 27% | Activity: 43% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z - Top markets: North America, Europe ## 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 - **Lightweight Soft-focus Foundations:** The trend of lightweight soft-focus foundations presents an opportunity for brands to create hybrid products that blur imperfections and provide skincare benefits. - **Hyaluronic Acid-infused Makeup:** The inclusion of hyaluronic acid in makeup products is a disruptive innovation opportunity for brands to meet the demand for hybrid cosmetics with skincare benefits. - **Limited Shade Range:** The trend of offering a limited shade range in foundation products opens up an opportunity for brands to focus on providing high-quality formulas that can match a wide range of skin tones. ### Where This Applies - **Beauty and Cosmetics:** The beauty and cosmetics industry can capitalize on the trend of lightweight soft-focus foundations by developing innovative products that offer both coverage and skincare benefits. - **Skincare:** The skincare industry can explore the disruptive innovation opportunity of incorporating hyaluronic acid into makeup products, meeting the growing demand for hybrid cosmetics with skincare benefits. - **Fashion and Beauty Retail:** The fashion and beauty retail industry can take advantage of the trend of limited shade range by curating and promoting high-quality foundation formulas that cater to a diverse customer base. ## Related on Trend Hunter - [Second-Skin Beauty Products](https://www.trendhunter.com/trends/ultrahydrating-tint-and-concealer.md) - [Weightless Full-Coverage Foundations](https://www.trendhunter.com/trends/skinplumping-linesmoothing-foundation.md) - [Skin Booster Foundations](https://www.trendhunter.com/trends/hd-skin-hydra-glow-foundation.md) - [Serum-Like Vegan Tints](https://www.trendhunter.com/trends/sephoras-reveal-the-real.md) - [Luminous Serum Foundations](https://www.trendhunter.com/trends/skin-silk-serum-foundation.md) - [Sheer Foundation Sticks](https://www.trendhunter.com/trends/charlotte-tilbury-foundation-stick.md) - [Hydrating Tinted Moisturizer](https://www.trendhunter.com/trends/vegan-tinted-hydrating-fenty-moisturizer.md) - [Soft Glam Foundations](https://www.trendhunter.com/trends/elf-soft-glam-satin-foundation.md) - [Featherweight Skin-First Foundations](https://www.trendhunter.com/trends/no-makeup-makeup.md)