The minimalism movement in skincare and makeup has been on the rise these past few years, with more users preferring to scale back on consumption, or they simply don’t have time to lay on multiple products every day.
Thanks to this, the skinimalism trend is seeing a nourishing upgrade with a surge of skincare-makeup hybrids that basically fuse two products in one.
According to data collected by Morning Consult (a company that conducts scientific online polling) and EWG (an activist group that specialises in research and advocacy), people are purposefully reducing their exposure to ingredients by limiting the amount of products they use.
The survey compared data collected in 2023 and 2004 which revealed that multi-functional ingredients are having a measurable impact, with the number of ingredients/chemicals per personal care/beauty product dropping in the last 19 years.
As of 2023, “the average adult uses 12 personal care products a day”, per the report, leading to exposures from as many as “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 – makeup 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 makeup 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 says skincare-makeup 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,” says Chia.
Sisley Malaysia general manager Jacqueline Chen defines these hybrid offerings as products that improve your skin through daily usage.
“Skincare-makeup hybrids are products that provide great make-up results and at the same time also provide skin treatment,” says 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.
Fenty Beauty, owned by pop icon Rihanna, is big on hybrid products, with plumping lip oils, hydrating concealers, cooling highlighters and more.
Her gloss products in lipstick format include ingredients such as kiwi oil, vitamin E and shea moisture to lock in moisture and also plump up lips.
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,” says Chia.
“Hence, when we implement these hybrid products into our routine, our skincare/makeup goals can stay on track, for example, makeup with skincare benefits helps simplify our beauty routine.”
As most Malaysians prefer natural-looking makeup, a good foundation is a must, according to Chen.
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,” says Chen.
Chia reveals that locally, foundation cushion leads the face makeup base category, with consumers becoming more appreciative of the available shade ranges.
She also states 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,” says 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.”
Read more: Could a mix of two makeup products be a simple trick to conceal dark circles?
Ingredients that boost skin health
So what should consumers look for when searching for makeup that contains skincare?
Chia says 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 adds.
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,” says 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.
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