Why face make-up is behaving like sophisticated skin care

By Jo Allen | Published: 22-Sep-2022

As consumers look for cosmetics to support their skin, brands are being challenged to keep up. Enter elevated primers and skin-improving foundations

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This article was originally published in the September issue of Cosmetics Business Trend Report


It started with tinted moisturisers. In early 2021, while foundation sales were sliding amid the pandemic-induced make-up hiatus, consumers turned to the hybrid products in what became the only face make-up segment to enjoy a resurgence.

The trend for tinted moisturisers streaked across the world, finding growth of 39% across Europe in 2021, according to The NPD Group, and accounting for the strongest growth within foundations and concealers in the US, due to the inclusion of skin care ingredients and benefits and the preference for a more natural skin-like finish.

But this was just the start of a trend that, in 2022, has evolved further and is raising the game for face make-up in new ways.

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