# Foundation Mix-In Mediums Urban Decay's Velvetizer Instantly Gives Foundation More Coverage By Mary Van Puymbroeck | Published 2017-07-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/urban-decay-velvetizer References: [brit.co](https://www.brit.co/urban-decay-the-velvetizer-product-review/) & [sephora](http://www.sephora.com/the-velvetizer-translucent-mix-in-medium-P420634?SKUID=1959832&om_mmc=aff-linkshare-redirect-QFGLnEolOWg&c3ch=Linkshare&c3nid=QFGLnEolOWg&affid=QFGLnEolOWg-JvRzjZR1mTBuFOJITlJHhg&ranEAID=QFGLnEolOWg&ranMID=2417&ranSiteID=QFGLnEolOWg-JvRzjZR1mTBuFOJITlJHhg&ranLinkID=15-1959832&browserdefault=true) The new Urban Decay 'Velvetizer' is unlike any other product on the market. 'The Velvetizer Translucent Mix-In Medium' is a [super fine power](https://www.trendhunter.com/trends/set-it-down-loose) that when mixed into your favorite [liquid foundation](https://www.trendhunter.com/trends/porefessional-foundation) to create more coverage. This is a fantastic product for those who travel frequently but require foundations with different intensities of coverage. Instead of carrying around multiple bottles of product, any [light coverage foundation](https://www.trendhunter.com/trends/foundation-coverage) can be turned into a medium or full coverage product in seconds. To use, simply dispense your favorite foundation, tap out a dime-sized amount of the Urban Decay Velvetizer, mix and apply to the skin. This product does slightly change the finish of your foundation as it will make it slightly more matte, but you won't feel a change in weight of the product from normal use. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 71% | Activity: 89% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - 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 - **Translucent Mix-in Mediums:** Creating custom coverage by mixing translucent powders into liquid foundations is a disruptive innovation opportunity. - **Travel-friendly Foundation Solutions:** Developing portable products that allow travelers to adjust foundation coverage levels without carrying multiple bottles is a disruptive innovation opportunity. - **Multi-functional Makeup Products:** Designing makeup products with mix-in mediums that offer versatility and customization options is a disruptive innovation opportunity. ### Who This Affects Most - **Cosmetics:** The cosmetics industry can explore the creation of translucent mix-in mediums to enhance the coverage options of liquid foundations. - **Travel Accessories:** The travel accessories industry can design portable mix-in mediums that allow travelers to conveniently adjust the coverage of their foundation. - **Beauty Technology:** The beauty technology industry can develop innovative solutions that enable users to create custom foundation coverage by mixing in powders. ## Related on Trend Hunter - [Lightweight Waterproof Foundations](https://www.trendhunter.com/trends/selfsettingwaterprooffoundation.md) - [Weightless Full-Coverage Foundations](https://www.trendhunter.com/trends/skinplumping-linesmoothing-foundation.md) - [Sheer Foundation Sticks](https://www.trendhunter.com/trends/charlotte-tilbury-foundation-stick.md) - [Skin Booster Foundations](https://www.trendhunter.com/trends/hd-skin-hydra-glow-foundation.md) - [Shimmery Waterproof Highlighters](https://www.trendhunter.com/trends/face-bond-range.md) - [Shade-Matching Makeup Devices](https://www.trendhunter.com/trends/boldhue.md) - [Mixable Makeup Serums](https://www.trendhunter.com/trends/b12-base-thinner-vitamin-pearl-serum.md) - [Skincare-Inspired Foundations](https://www.trendhunter.com/trends/simply-ageless-skin-perfector-essence-foundation.md) - [Long-Lasting Serum Foundations](https://www.trendhunter.com/trends/reveal-mesh-cushion-foundation.md)