Meet beauty's new overachievers: Hypertasking hybrids

By Jo Allen | Published: 2-Dec-2022

Hybrid beauty products thrive during recessions, but the next breed will turn up the volume on multitasking in 2023

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During challenging economic times, few cosmetics products are better placed than multitasking hybrids, aka the overachievers of the beauty world.

Products that save consumers money with cross-category benefits have thrived since the explosion of BB and CC creams a decade ago, and with the cost of living crisis, the beauty multitasker is set to reach new levels of demand.

WGSN has been tracking the rise of the multitasker as a response to the crisis and Sienna Piccioni, Head of Beauty at WGSN, says: “Products that have multiple functions and added benefits will be a hit with consumers wanting to get more value from their purchase, especially with make-up-skin care hybrids, such as SPF-tinted serums with hydrating actives that save money, time and improve skin health.

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