Color has made a strong comeback as consumers look to inject a bit of fun into routines, but they’re still considering and scrutinizing their purchase decisions. To make the most of each purchase, skincare benefits have become of top importance among makeup shoppers, leading to SPF benefits in the makeup aisle. This “sunification” of makeup and skincare coincides with a broader conversation about longevity, health, and wellness across BPC categories. Data from Mintel, Circana, and SPATE shows:

• The increase in searches for SPF (63.3% YOY) and moisturizing alongside makeup reflects a growing awareness of the importance of sun protection and the possibility of skincare ingredients in makeup products, per SPATE.
• Lip makeup was the strongest performer [across makeup], with dollar sales up 26% in Q1...This was led primarily by tinted lip balms and oils, which are among the hottest makeup products and new launches,” per Circana
• Skin health is paramount every day, regardless of category: 48% report wearing makeup with SPF every day, and 89% report being “regular consumers” of makeup with SPF.
• While 89% of makeup users want thier makeup to look as natural as possible, 64% of Gen Z women who use makeup like to experiment with bold/trendy makeup looks.

As consumers seek out beauty routines that are both multifunctional and fun, brands have the opportunity to leverage innovations to support their consumers' causes. Multitasking products can combine color with skincare and invite consumers to play, even while driving serious causes like skin cancer and sustainability, Consider the following ways brands can adapt to meet the market:

• Combine color and skincare.
  According to Mintel, “Generation Z's usage of specialized formats such as lip gloss, tinted lip balms and lip oil shows the importance of combining color and skin-beneficial attributes to support the health and appearance of the lips. The merger of color and lip care continues to trend among consumers with over 2.9 billion views of #lipoil on TikTok, and viral looks such as "strawberry girl" and "latte girl" pushing usage of hydrated and glossy looks.
• Drive a multifunctionality story.
  “With most users, especially women, using at least two different types of lip cosmetics, and many using 4 or more types, brands must appeal to users through directive usage occasions, using specified formats, finishes, and layering capabilities across varying formats to support multi-product routines,” suggests Mintel.

Hydrating Lip Shield is a uniquely powerful, multi-functional, liquid lip gloss that provides rich hydration, masks imperfections, and protects the lips from environmental stressors that cause premature aging. This health-boosting gloss benefits from a patented technology that guards against UV rays and pollution while bolstering the anti-oxidant system for improved skin health. Featuring sustainable squalane, this product meets consumer demand for products that use key botanicals and make compelling beauty claims, while changing the game by taking “color plus care” to new heights.

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

• Patented glossy fluid provides moisturization and youth-preservation benefits
• Non-nano, mineral-based broad-spectrum SPF 35+ sunscreen protects the skin from 97%+ of UV radiation
• Reduces pollution-induced free radicals by over 85%
• Protects against HEV (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:

• Sustainably produced squalane delivers moisturization benefits and provides lasting nourishment with continued product use
• A wrinkle-masking effect corrects imperfections on the surface of the lips
• Available in three shades
• 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