As beauty routines have streamlined, ballooned, and then streamlined again, the blending of makeup and skincare has remained constant. Multi-tasking products have become the norm among consumers, whether they hop on the latest TikTok trend or opt for a less-is-more attitude to complete their look. Overall, consumers are showing a growing interest in ensuring their skin health benefits from the makeup they use, while also looking for their routines to remain fun and joyful. Consumer data from Mintel and other sources show:

As makeup and skin care continue to blur, brands can win by staying firmly rooted in support of their consumers. This means supporting their skincare and skin health goals -- and backing serious skincare benefits that will turn one-time buyers into brand evangelists. Brands can support consumers' pathway to health by encouraging healthy habits that lead to healthier skin. Products that toe the line between fun and function can hit that sweet spot, injecting joy (and maybe even a little glam) into a daily health habit. Consider these ways brands can adapt to meet the market:

• Support multi-step routines.

“Above-average usage of specialized steps such as blush, primer, highlighter, and bronzer among women aged 18-34 brings attention to layered looks beyond foundational coverage. Supporting multi-step routines through skin preparation (eg primers, concealers) and elevated skin appearance (eg highlighter) is an expectation.” says Mintel.

Soft Glow SPF 50+, featuring award-winning and patented Solésence Kleair™ technology, is a featherweight serum that delivers true and lasting health benefits alongside the slightest hint of glam. Ideal for skinimalist consumers who want to get the most out of a multi-tasking beauty product, as well as maximalist consumers who want to glam up their SPF routine, Soft Glow is a versatile, hybrid skin health cosmetic that gives consumers tangible skin health benefits -- and something to rave about.

Solésence Kleair™* technology-enabled claims: