# Milky Lightweight Moisturizers The Base Face Milk Flexibly Suits a Variety of Skincare Rituals By Laura McQuarrie | Published 2024-01-11 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/the-base-face-milk References: [happi](https://www.happi.com/contents/view_breaking-news/2024-01-10/ilia-beauty-adds-face-milk-to-skincare-collection/) & [iliabeauty](https://iliabeauty.com/en-ca/products/the-base-face-milk-essence-lightweight-moisturizer)  [Ilia Beauty's](https://www.trendhunter.com/trends/overglaze-hydrating-lip-gloss) latest launch is The Base Face Milk and it's packed with beneficial ingredients that support a radiant complexion. [Milky](https://www.trendhunter.com/trends/milkysoft-face-and-body-cleanser) skincare products, known for their [lightweight and fluid textures](https://www.trendhunter.com/trends/fluid-moisturizer), offer a gentle and nourishing experience for the skin. "The skincare landscape continues to get more and more crowded," says Ilia Beauty founder Sasha Plavsic, "Consumers feel overwhelmed by complicated, multi-step routines and an endless barrage of product offerings. Guided by a skincare-first approach, the customer craves simplicity and ease in her beauty ritual—without sacrificing clean and effective ingredients." Hero skincare ingredients like hyaluronic acid, plant-based squalane and allantoin are key to The Base Face Milk's vegan formula, along with microalgae extract, prickly pear flower extract and the brand's Barrier Renewal Complex. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 48% | Activity: 68% | Freshness: 20% - Audience gender: 50% men, 50% 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 - **Lightweight Skincare Products:** The growing demand for lightweight skincare products presents opportunities for brands to develop innovative, nourishing formulations. - **Simplified Beauty Rituals:** The desire for simplicity and ease in beauty rituals creates space for brands to disrupt the market with multi-purpose products that offer clean and effective ingredients. - **Beneficial Ingredient Formulas:** The use of hero skincare ingredients like hyaluronic acid, plant-based squalane, and allantoin paves the way for brands to create high-performing and nourishing skincare products. ### Who This Affects Most - **Skincare Industry:** The skincare industry can capitalize on the demand for lightweight products by developing innovative formulations that provide a gentle and nourishing experience for the skin. - **Cosmetics Industry:** The cosmetics industry has an opportunity to disrupt the market by offering multi-purpose products that simplify beauty rituals without compromising on the use of clean and effective ingredients. - **Natural Beauty Industry:** The natural beauty industry can leverage the use of hero ingredients in their formulas to create innovative and high-performing skincare products that cater to the demand for clean and nourishing options. ## Related on Trend Hunter - [Hydrating Milky Moisturizers](https://www.trendhunter.com/trends/hydrating-milky-moisturizer.md) - [Oil-Balancing Milky Moisturizers](https://www.trendhunter.com/trends/dewy-milk-moisturizer.md) - [Fermented Barrier-Boosting Facial Oils](https://www.trendhunter.com/trends/oh-mega-milky-oil.md) - [Milky Hydration Serums](https://www.trendhunter.com/trends/hydrating-milk-serum.md) - [Hydrating Milky Toners](https://www.trendhunter.com/trends/hydrating-milky-toner.md) - [Rejuvinating Milk-Based Skincare](https://www.trendhunter.com/trends/infinesse-pump-matrix-milk.md) - [Ultra-Light Face Oils](https://www.trendhunter.com/trends/the-light-fantastic.md) - [Honey-Infused Hydrating Essences](https://www.trendhunter.com/trends/honey-milk-hydrating-essence.md) - [Moisture-Boosting Lotions](https://www.trendhunter.com/trends/moisturizing-milky-lotion.md)