Innovative skin care enters color cosmetics
There’s been a shift in the way Western women approach makeup. They’ve come to understand that their makeup routine starts when they wash their face, and they want more from their cosmetic products than coverage and concealing.
Sarah Jindal, senior innovation and insights analyst for beauty and personal care at Mintel, explained that color cosmetics with skin care benefits have become the new gold standard. “There’s almost no such thing as makeup without skin care anymore. I think this is inspired by what we see with the Korean beauty philosophy of ‘skin first.’ There is such a focus on taking care of the skin and using makeup very sparingly to enhance, but not cover up.”
One only needs to look at hyaluronic acid, the skin-plumping wonder ingredient, to see the direction that makeup is taking. According to Mintel, global launches of foundation using hyaluronic acid have increased 86% from 2013 to 2016, and represent about 5% of global foundation launches in 2016.
Certain brands are leading the trend, paying particular attention to integrating anti-aging and moisturizing benefits, two of the most sought-after benefits among women regardless of age or demographic, according to Mintel’s July report on color cosmetics.
IT Cosmetics has built its entire brand on products that are equal parts skin care and cosmetics. The color ranges focus on flattering shades, and the boost to the skin is what really makes the products stand out. The lip products are infused with collagen and peptides to smooth lips, and such nourishing ingredients as shea butter and jojoba oil improve the texture and hydration of lips.
Standout products can be found at every price point in drug, mass market and prestige. CoverGirl’s Vitalist Healthy Elixir Foundation has been trending on social media, and contains a vitamin-infused formula with an antioxidant and vitamin complex. La Roche-Posay’s Anthelios 50 Mineral Tinted Primer has a powerful antioxidant complex and broad-spectrum UVA/UVB protection. L’Oréal also offers several hybrid products, including the anti-aging Visible Lift Blur Concealer.