ANN/THE STAR – The minimalism movement in skincare and makeup has gained popularity in recent years, with many users opting to reduce their product usage, either due to time constraints or a desire to minimise consumption.
As a result, the ‘skinimalism’ trend is evolving, with an increase in skincare-make-up hybrids that combine two products into one.
Data from Morning Consult and the Environmental Working Group (EWG) shows that people are intentionally reducing their exposure to ingredients by limiting the number of products they use.
A survey comparing 2023 and 2004 data revealed a significant impact, with fewer ingredients used per personal care product over the last 19 years.
In 2023, the average adult used 12 personal care products daily, exposing them to around 112 unique chemical ingredients.
To compare, the 2004 report found that on average, adults used nine products daily, potentially exposing them to 126 individual ingredients.
Demand for products that serve a dual purpose – make-up and skincare – is higher than ever, as consumers look to reduce their beauty routine. Another reason to consider hybrid is to set your mind at ease with reference to the age-old concern that makeup damages your skin, as these double duty products assure consumers that these beauty offerings work hand-in-hand with nourishment.
GETTING TO KNOW HYBRIDS
According to Vogue, ultimately, skincare is meant to provide a positive, measurable change in your skin over time, therefore, a skincare make-up hybrid should do both of those simultaneously.
From foundation to lip gloss and even mascara and eyeliner, brands are coming up with creative formulas that deliver both nourishment to your skin and elevate your natural beauty.
Shu Uemura Education Manager Sophia Chia said skincare-make-up hybrids are made up of those that help users achieve both their beauty and skin health goals.
“This is especially so when self-care practices are necessary, but our busy lifestyle limits it,” said Chia.
Sisley Malaysia General Manager Jacqueline Chen defined these hybrid offerings as products that improve your skin through daily usage.
“Skincare-make-up hybrids are products that provide great make-up results and at the same time also provide skin treatment,”said Chen.
Liquid foundation that moisturises, illuminates and smoothen while providing coverage are a great choice for consumers.
Powders are also offering the option of having your skin treated with beneficial ingredients, with the added benefit of blurring out pores and covering blemishes.
In the suncare department, tinted moisturisers and primers infused with anti-ageing, reef-safe SPF that protects against harmful UVA and UVB rays while also giving your skin a lightweight glow are growing in popularity.
Many products in this category are also powered by vitamin C, providing protection against blue light damage and pollution.
Products such as lip gloss that merge lip colour with skincare are good as most of them possess a buttery texture which also offers shine and coverage.
BUILDING THE BASICS
Hectic schedules and busy lifestyles leave most of us with very little time for self-care routines, which is why hybrid products make a lot of sense.
“As much as we all understand that multi-step routines can transform skin concerns, sometimes we might not have the time to follow them consistently,” said Chia.
“Hence, when we implement these hybrid products into our routine, our skincare/make-up goals can stay on track, for example, make-up with skincare benefits helps simplify our beauty routine.”
She recommended checking out skincare-infused make-up of all shapes and forms, which can help address complexion concerns while also highlighting one’s natural features.
However, one should always do a deep dive into products before trying them out, looking at information such as ingredients and shelf life. “It is important to know that the product uses high quality ingredients and is tested safe for the skin,” said Chen.
Chia revealed that foundation cushion leads the face makeup base category, with consumers becoming more appreciative of the available shade ranges.
She also stated that consumers are becoming more sophisticated in selecting shades by considering factors such as oxidation and undertones. “Apart from cushion foundation, mascara is another leading product in the eye subcategory,” said Chia.
“Consumers are looking for a formula that is essential to address common mascara issues such as clumping, lack of waterproofing, and smudging, and how it could lift lashes without them collapsing after curling and applying mascara.”
INGREDIENTS THAT BOOST SKIN HEALTH
So what should consumers look for when searching for make-up that contains skincare?
Chia said one should check out products that contain ingredients such as antioxidants, vitamin E, hyaluronic acid, niacinamide and caffeine, which are some of the most highly sought-after contents in hybrid products.
“Antioxidants minimise activity of free radicals and help to protect the skin from oxidative damage, while vitamin E promotes cell regeneration for softer, plumper skin,” she added.
Hyaluronic acid helps to hydrate and nourish the skin, while niacinamide (suitable for even sensitive skin) soothes, and also serves an additional purpose of brightening the skin.
“Caffeine reduces puffiness and also helps to brighten the skin,” said Chia.
At the end of the day, according to Chia, one needs to understand the key objectives of having a skincare routine and take it from there. – Nasa Maria Entaban
