As beauty consumers look for their makeup to contain skincare benefits, hybrid claims are more important than ever. As sun care consumers look for their sunscreen to be mineral-based, mineral sun care becomes more important than ever. At the same time, consumers are looking for their "one-stop shop" in a multi-use product as a "less is best" and the #deinfluencing approach seeps into TikTok feeds and consumers reassess the concept of value. Consumer trend data from Mintel shows:

• While 89% of makeup users want their makeup to look as natural as possible, 64% of Gen Z women who use makeup like to experiment with bold/trendy makeup looks.
• #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.
• Mineral continues to grow. Within suncare, 71% of consumers prefer mineral over chemical sunscreen.
• 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.
• The top purchase influencer for internet users 18+ who use sunscreen is the level of sun protection.

The demand for both category-crossing sun care and creativity presents a tremendous opportunity for brands who are listening closely. Creative color play can combine with health-forward must-haves in a category-shifting supercosmetic. Consider these ways brands can adapt to meet the market:

• Healthy skin first.
  “Not only should brands support healthy and glowy-appearing looks, but skin-beneficial, or at least skin-maintaining, attributes are crucial in cosmetics as users still prioritize skin health and skincare products,” suggests Mintel. Brands can take a skin health approach across product categories as they explore new launch opportunities.
• Creativity and fun for all.
  According to Mintel, “most category users say they prefer a 'natural' makeup look, but that doesn't stop them from experimenting within the category. Especially with the virality of "microtrends" and influence of social media, supporting both day-to-day rituals and on-trend looks with directive education is essential.” Brands can see a positive impact by listening to their consumer base and delivering fun alongside real benefits.

This unique, protective eye, cheek and lip pigment is a swipe of glamor and skin care in one. The ultimate purpose-driven super-cosmetic, Universal Glow primes, blurs, and seals the skin to hide wrinkles and creases, and its creamy and luxurious texture melts to a powdery glow for a flawless finish. Broad-spectrum SPF 50 sun protection shields the skin from UVA and UVB rays while patented pollution defense technology protects against pollution and blue light. Universal Glow also contributes to a long-term glow with boosted vitamin E and ultra-moisturization.

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

• Patented smooth cream-to-powder pigment primes, blurs, and moisturizes the skin — including the delicate area near the eye
• Non-nano, mineral-based broad-spectrum SPF 50 sunscreen protects the skin from 98% of UV radiation
• 20% non-nano zinc oxide offers a therapeutic benefit to the skin
• Reduces pollution-induced free radicals by over 85%
• Protects against blue light (HEVL)
• *If added* a super-powered antioxidant complex works in synergy with Original Active Stress Defense™ to boost antioxidant activity by as much as 200%

Additional marketing claims available:

• Long-wearing
• Non-nano, chemical-sunscreen-active-free, paraben-free, alcohol-free, fragrance-free, cruelty-free

*Trademark cannot be used without written permission from Solésence