# Skin-Like Serum Concealers Tower 28's Swipe Serum Concealer Hydrates, Calms & Boosts Collagen By Laura McQuarrie | Published 2023-09-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/swipe-serum-concealer References: [popsugar](https://www.popsugar.com/beauty/september-beauty-launches-48936063) & [tower28beauty](https://www.tower28beauty.com/products/swipe-serum-concealer?variant=40197401346103) Consumers with dry or mature skin commonly experience issues like creasing with traditional concealers, prompting them to opt for [hybrid serum concealers with skincare benefits](https://www.trendhunter.com/trends/revealer-extra-bright), like [Tower 28’s](https://www.trendhunter.com/trends/shineon-plumping-lip-jelly) new Swipe Serum Concealer. This hydrating concealer applies with the ease of a serum and delivers a buildable medium coverage finish to address everything from dark circles and redness to blemishes. This serum concealer for a nourished complexion leaves only a natural-looking finish, plus numerous benefits from ingredients like hyaluronic acid, centella asiatica leaf extract and lysine for its [collagen-boosting properties](https://www.trendhunter.com/trends/beyond-screen-uv-serum). Available in a range of shades from fair and tan to rich, this weightless concealer performs like skincare and effectively diminishes the appearance of target areas without clinging to dry patches. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 91% | Activity: 67% | Freshness: 18% - 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 ### Key Themes Behind This Trend - **Hybrid Serum Concealers:** Consumers with dry or mature skin are opting for hybrid serum concealers with skincare benefits. - **Nourishing Complexion Finish:** This serum concealer provides a nourished complexion finish, leaving a natural-looking appearance. - **Buildable Medium Coverage:** Tower 28's Swipe Serum Concealer offers buildable medium coverage for addressing various skin concerns. ### Where This Applies - **Beauty and Skincare:** The beauty and skincare industry is witnessing a rise in demand for hybrid serum concealers. - **Cosmetics:** The cosmetics industry can benefit from the formulation and development of nourishing serum concealers. - **Personal Care:** In the personal care industry, there is a growing market for skincare-infused makeup products like serum concealers. ## Related on Trend Hunter - [Serum-Infused Concealers](https://www.trendhunter.com/trends/studio-radiance-concealer.md) - [Creamy Liquid Concealers](https://www.trendhunter.com/trends/revitalize-hydra-concealer.md) - [Caffeine-Infused Concealers](https://www.trendhunter.com/trends/skin-lift-flex.md) - [Superfruit Skincare Concealers](https://www.trendhunter.com/trends/creaseless-creamy-concealer.md) - [Supercharged Skincare Concealers](https://www.trendhunter.com/trends/slip-tint.md) - [Second-Skin Beauty Products](https://www.trendhunter.com/trends/ultrahydrating-tint-and-concealer.md) - [Light Luminous Concealers](https://www.trendhunter.com/trends/hydrating-glow-concealer.md) - [Serum-Like Vegan Tints](https://www.trendhunter.com/trends/sephoras-reveal-the-real.md) - [4-In-1 Concealer Launches](https://www.trendhunter.com/trends/do-it-all-concealer.md)