# Solid Watermelon Serums Milk Makeup's Mess-Free Solid Serum Boasts Brightening Properties By Laura McQuarrie | Published 2018-03-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/solid-serum References: [milkmakeup](https://www.milkmakeup.com/watermelon-serum.html) & [instagram](https://www.instagram.com/p/Bg4MUPpja39/?taken-by=milkmakeup) Milk Makeup has introduced a number of innovative solid skincare products, including everything from cooling, hydrating skincare sticks to solid toners—and now it has launched a brightening solid serum powered by watermelon fruit extract. The pink-tinted solid serum is said to deliver intense and long-lasting hydration thanks to the inclusion of watermelon fruit extract, as well as Vitamins A, C and E, which help to fight free radicals. The brightening properties of the product can be attributed to Swiss garden cress sprout, while the smoothing benefits of the product come from a biomimetic peptide complex. As a solid product that can be easily rolled onto the skin, the Watermelon Brightening Serum allows for mess-free applications where none of the product is wasted. Milk Makeup's entire skincare line is now 100% vegan and cruelty-free. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 62% | Activity: 90% | Freshness: 8% - 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 ### What's Driving This Trend - **Solid Skincare Products:** Solid skincare products are disrupting the traditional liquid format, offering mess-free and efficient applications. - **Brightening Serums:** Brightening serums powered by natural extracts and vitamins are gaining popularity in the skincare industry. - **Vegan and Cruelty-free Skincare:** The demand for vegan and cruelty-free skincare products is growing, creating opportunities for brands to cater to this market. ### Who This Affects Most - **Beauty and Personal Care:** The beauty and personal care industry can explore the potential of solid skincare products to provide innovative and convenient options for consumers. - **Natural Cosmetics:** The natural cosmetics industry can capitalize on the trend of brightening serums powered by natural extracts to create effective and eco-friendly skincare offerings. - **Animal-free Products:** The animal-free products industry can tap into the rising demand for vegan and cruelty-free skincare products by developing innovative formulations and marketing strategies. ## Related on Trend Hunter - [Water-Based Serum Sticks](https://www.trendhunter.com/trends/water-based-serum-stick.md) - [Milky Hydration Serums](https://www.trendhunter.com/trends/hydrating-milk-serum.md) - [Watermelon-Infused Sunscreen Balms](https://www.trendhunter.com/trends/watermelon-glow-niacinamide.md) - [Oil-free Refillable Moisturizers](https://www.trendhunter.com/trends/refillable-moisturizer.md) - [Watermelon-Inspired Beauty Sets](https://www.trendhunter.com/trends/watermelon-glow.md) - [Travel-Friendly Skincare-as-Makeup](https://www.trendhunter.com/trends/milk-makeup-2.md) - [Cooling Multi-Use Jelly Tints](https://www.trendhunter.com/trends/cooling-water-jelly-tint.md) - [Watermelon-Infused Daily Sunscreens](https://www.trendhunter.com/trends/watermelon-glow-dew.md) - [Hydrating Powder Serums](https://www.trendhunter.com/trends/water-powder-serum.md)