# Soft-Focus Setting Sprays Hourglass Cosmetics' Lightweight Veil Blurs Imperfections By Laura McQuarrie | Published 2020-04-22 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/soft-focus-setting-spray References: [allure](https://www.allure.com/story/hourglass-veil-soft-focus-setting-spray-review) & [hourglasscosmetics](https://www.hourglasscosmetics.com/products/veil-soft-focus-setting-spray) [Hourglass Cosmetics'](https://www.trendhunter.com/trends/unreal-liquid-blush) Veil Soft Focus Setting Spray is a lightweight spray that's useful for setting makeup, [blurring imperfections](https://www.trendhunter.com/trends/cloud-touch-finish-collection) and hydrating the skin. The alcohol-free [setting spray](https://www.trendhunter.com/trends/revolution-jelly-mist) is the newest addition to the brand's popular Veil line and it's ideal for those who desire a dewy glow and want to avoid finishing off their look with powder. All the while providing a natural and radiant finish, the ultra-fine mist helps to enhance foundation with water-resistant properties and lasting staying power up to 24 hours. As Hourglass Cosmetics' Veil Soft Focus Setting Spray contains glycerin to hydrate skin, the formula sets itself apart for its ability to lock in makeup and create a healthy-looking, plump complexion. Image Credit: Hourglass Cosmetics ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 22% | Activity: 44% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: 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 ### What's Driving This Trend - **Soft-focus Makeup:** There is an opportunity to create more soft-focus makeup products that blur imperfections and enhance foundation with water-resistant properties. - **Hydrating Cosmetics:** Products that hydrate and lock in makeup can provide disruptive innovation opportunities within the cosmetics industry. - **Alcohol-free Beauty Products:** There is a growing demand for alcohol-free beauty products, specifically in the setting spray category. ### Who This Affects Most - **Cosmetics Industry:** The cosmetics industry can benefit from creating soft-focus makeup and hydration-focused products. - **Beauty Retail Industry:** Retailers can tap into the demand for alcohol-free beauty products by offering exclusive brands with such attributes. - **Fashion Industry:** The fashion industry has an opportunity to create makeup lines with a focus on hydrating and soft-focus cosmetics, providing a well-rounded beauty option for customers. ## Related on Trend Hunter - [Skincare-Infused Setting Sprays](https://www.trendhunter.com/trends/ultra-blur.md) - [Blurring Balm Setting Sprays](https://www.trendhunter.com/trends/blurring-balm-setting-spray.md) - [Glassy Setting Sprays](https://www.trendhunter.com/trends/legendary-glow-setting-spray.md) - [Smoothing Setting Mists](https://www.trendhunter.com/trends/cloud-set-mist.md) - [Bi-Phase Makeup Setting Sprays](https://www.trendhunter.com/trends/dewy-setting-spray.md) - [Cooling Makeup Finishing Sprays](https://www.trendhunter.com/trends/superfix-hydra-cool-mist.md) - [Dewy Finish Setting Sprays](https://www.trendhunter.com/trends/all-nighter.md) - [Protective Makeup Finishing Sprays](https://www.trendhunter.com/trends/fenty-beauty-you-mist.md) - [Marshmallow-Scented Setting Sprays](https://www.trendhunter.com/trends/marshmellow-matte-setting-spray.md)