As beauty routines have streamlined, ballooned, and then streamlined once again, the blending of makeup and skin care has remained constant. Multi-tasking products have become the norm among consumers, whether they hop on the doughnut glaze nails trend or opt for a less-is-more attitude to their look. Overall, consumers are showing a growing interest in making sure their skin care benefits from their makeup -- and that means skin care claims entering a range of cosmetic categories. At the same time, Gen Z is embracing climate-proof beauty in the face of concerns over climate change and other environmental factors. 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 skin care and skin health goals -- and backing serious skin care 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:

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

Kleair™ enabled claims: