The rise of wellness-driven clean beauty trends like "Clean Girl Aesthetic," "Glazed Doughnut Skin," "Glass Skin," and "Skin Glow" has aligned with growth in prestige skincare, and consumers are becoming more versed - and more picky - when it comes to what’s in the product and what’s left out. Meanwhile, tinted moisturizers and other crossover, or hybrid, skincare and makeup products continue to gain traction and everyday status in consumers’ makeup bags. And brands who can “prove it” - with the right message - can gain shelf space usually designated for luxury items, as a new, affordable luxury enters the market. Consumer data from Mintel shows:

• Skin health is paramount every day, regardless of category: 51% of consumers report wearing skincare with SPF every day, and 48% report wearing makeup with SPF every day. (92% report being “regular consumers” of skincare with SPF, and 89% report being “regular consumers” of makeup with SPF.”
• 62% of consumers report purchasing the same or more of luxury or premium makeup products, compared to a year ago.
• 79% of consumers say they read the ingredients list of the beauty / personal care products they purchase.
• 69% of US consumers say they are using more “clean” products compared to last year. 46% say they’ve stopped using a product in the past year due to ingredient safety concerns.
• 34% of US adults say they are making more of an effort to buy suncare products that aren't harmful to the environment

A skincare/makeup hybrid with broad appeal across prestige and premium categories can captivate stylish minimalists, beauty enthusiasts, and wellness advocates alike. Whether endorsed by dermatologists or influencers, the consensus is clear: skin protection is key to skin health. And a high-efficacy product that delivers in aesthetics will support conversions and repurchase. Consider these ways that brands can adapt to meet the market:

• Drive multi-functionality
  Hybrid products that suit the clean aesthetic while boosting health in the long term is a winning strategy. While the majority of consumers purchase the same or more makeup than they did a year ago, consumers who purchase less makeup today do so because they believe their skincare routine has delivered the results they were after. According to Mintel, the majority of makeup users say their goal is to have their makeup look as natural as possible. Multi-functionality continues to reign supreme in the eye of the consumer.

• Appeal to environment-conscious consumers.
  In an August 2023 insight, Mintel advises brands to “expand sustainability claims in facial sun protection.” Brands can leverage consumers’ knowledge on ingredients to call out key benefits (like all-mineral) as well as key omissions (like microplastics). “Compared to other BPC market segments, suncare has had a slow start to achieving claims that align with clean beauty and other eco-friendly ideals,” says Mintel. There is a stand-out positioning available to brands in this space - waiting to be claimed,

Formulated to be microplastic-free based on the most recent EU regulations, Au Lait Face Milk, SPF 50+ is a multi-functional, ultra-lightweight daily skincare hybrid. Available untinted, or in eighteen shades to match a range of skin tones, Au Lait Face Milk can be positioned as a glazing serum that checks all the boxes for INCI-obsessed, results-driven consumers: patented, award-winning, mineral-based Solésence Kleair™ with broad spectrum SPF 50+ to keep skin looking and feeling healthy; key skin-benefiting ingredients; a microplastics-free claim; and 80 minutes of water resistance.

Solésence Kleair™* technology-enabled claims:

• Patented, lightweight texture is ideal for morning, midday, or evening use

• Non-nano, mineral-based, broad-spectrum SPF 50+ sunscreen protects the skin from 98%+ of UV radiation

• Reduces pollution-induced free radicals by over 85%

• *If added* a super-powered anti-oxidant complex works in synergy with Kleair™ to boost anti-oxidant activity by as much as 200%.

• Zinc Oxide is made using a water-free production process

Additional marketing claims available:

• Free from microplastics based on the most recent EU regulations

• 80-minute water resistance

• Available untinted or tinted to balance skin tone; also available in 18 shades as a breathable foundation

• 5% niacinamide contributes to reducing hyperpigmentation while improving skin clarity, skin brightness, and uneven skin tone, including blotchiness and skin sallowness; softening the appearance of fine lines and wrinkles; restoring skin hydration; and reducing the appearance of enlarged pores.

• Allantoin and bisabolol contribute to moisturization.

• Vegan, Non-comedogenic, Non-nano, Chemical-sunscreen-active-free, Paraben-free, Fragrance-free, Alcohol-free, Microplastics-free, and Cruelty-free

*Trademark cannot be used without written permission from Solésence