A focus on skin health and protection is extending beyond skin care, leaving no stone unturned across BPC categories as “sunification” is strengthening its grip and SPF is trending. Products for sensitive skin and products that support a healthy skin barrier are all taking center stage across product formats as well. All of this points to a continued streamlining and simplification of beauty routines, moving protective, skin-friendly super cosmetics that do it all to the top of the must-buy list. Consumer trend data from Mintel shows:

• 88% of US internet users who use skin protection products or services wear makeup with SPF.
• Searches for “skin barrier” are predicted to grow by 23% in the next 12 months according to SPATE, highlighting space for sun care products to go beyond protection to address skin health concerns
• #Sunification continues through multi-use products, as 48% of sun care consumers report wearing makeup with SPF every day and 89% report being “regular consumers” of makeup with SPF
• A skin health story can work in tandem with sunification: 78% of suncare users agree that it is worth paying more for sunscreen with facial skincare ingredients or benefits
• Efficacy and mineral continues to grow in sun care, with 71% of consumers preferring mineral over chemical sunscreen, while the top purchase influencer for internet users 18+ who use sunscreen is the level of sun protection

Skincare to color cosmetics has evolved into more of a spectrum than two definitive categories. Skincare products are expected to beautify, and makeup is expected to improve overall skin health and appearance in addition to providing the level of coverage desired. That leaves room for brands to educate on healthy skin habits that set consumers up for success in the long term. Consider these ways brands can adapt to meet the market:

• Support skin health.
  Pared-back consumer approaches include trends such as "skinimalism," skip-care, and skin cycling, which, according to Mintel, “encompass the movement of shoppers reducing the steps or products in their routines. Supported by increased consumer education on ingredient potency and application best practices, this movement has the added benefits of helping users reduce the environmental impact, heal the skin barrier, or simply save time.”
• Bridge skincare and makeup thoughtfully.
  Consumers are reevaluating their skincare and makeup routines, and 89% of makeup users say they want their makeup to look as natural as possible, according to Mintel. Brands can win with a true super cosmetic that provides light coverage to enhance an overall look while delivering an impact that benefits the skin in the long term. Consumers are eager to share with brands what benefits they are seeking in their cosmetics, so listening to the customer and then delivering to that ask is the key to success.

This anhydrous primer is packed with powerful ingredients to deliver immediate beauty benefits—including instant line-blurring and wrinkle masking effects—while improving skin health in the long term by preventing free radicals, protecting against pollution and UV radiation, and moisturizing the skin. This product comes tinted or untinted, meeting consumer demand for multi-functional, high-efficacy, hybrid beauty-skin care products that guide the path to a healthy glow.

Solésence Original Active Stress Defense™* technology-enabled claims:

• Patented, lightweight fluid instantly evens tone and masks fine lines and wrinkles while providing moisturization and youth-preserving benefits
• 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%
• Untinted version blocks more than 35% of blue light (HEVL); tinted versions may block significantly more blue light.
• *If added* a super-powered anti-oxidant complex works in synergy with Active Stress Defense™ to boost anti-oxidant activity by as much as 200%

Additional marketing claims available:

• In a clinical study after one day of use (1)
  • 100% of users experienced almost a 20% increase in skin’s moisture levels in just one hour
  • 100% of users experienced an immediate reduction in water loss, with 90% maintaining the reduction for 8 hours, demonstrating an improvement in skin’s barrier function
• Made with >60% naturally derived ingredients
• Naturally derived, sustainably produced squalane provides moisturization while improving skin tone and texture with continued product use
• A wrinkle-masking effect corrects imperfections on the surface of the skin
• Available untinted, or tinted to balance skin tone
• Non-nano, Chemical-sunscreen-active-free, Water-free, Paraben-free, Alcohol-free, Fragrance-free, Cruelty-free

*Trademark cannot be used without written permission from Solésence
¹ In-vivo clinical study conducted with 10 subjects