The intersection of beauty: The latest trends in hybrid beauty products

The demand for hybrid beauty products

Mintel reports that the U.S. multifunctional cosmetics market size accounted for USD 0.76 billion in 2022 and is estimated to reach around USD 1.32 billion by 2032, growing at a CAGR of 5.8% from 2023 to 2032.(1)

Why are these 2, sometimes 3-in-1 products reaching new levels of demand?

1. Efficiency & convenience
Instead of using a wide array of products, one multifunctional product simplifies the beauty care routine and speeds up application.

2. Cost-effective
Hybrid or multi-functional products are usually more cost-effective. When using a product containing multiple ingredients, purchasing one hybrid product is often cheaper than several products individually to address multiple concerns.

3. Sustainable solutions
Consumers now keep sustainability front of mind when making a purchase. They are interested in finding brands that make efforts to cut down on their waste, and by having to buy fewer physical products, consumers are creating less waste individually, helping to minimise their own ecological footprint.

4. Sensorial experiences
Consumers are actively searching for immersive experiences that transcend the mundane in a fast-paced world, with personal care products serving as vessels of indulgence. Mintel reports that 72% of U.S. consumers are interested in personal care products with enjoyable scents, textures, and formulas.(2) The hybrid category is currently capitalizing on this whitespace within its products.

The trends within hybrid beauty

1. Sunxiety
​The fear of sun exposure year-round is more prevalent now than ever. What has driven this renewed focus on sun care and skin protection? Skin cancer is the leading reason for skin protection with 47% of US consumers applying sunscreen more often because of these concerns. As the climate continues to worsen, 94% of US consumers use skincare products that protect them from environmental aggressors such as blue light and pollution. Finally, as sun care undergoes a rebrand to skin care, the understanding that sun exposure results in premature ageing has become a reason to protect the skin more. 49% of US consumers are applying sunscreen more often because of concerns about wrinkles, age spots, and loss of collagen.(3) With sun care becoming second nature to consumers, SPF in beauty products is rapidly becoming a non-negotiable.

Innovative formats:
According to Mintel, serum is currently the top growing format in the suncare category, with a +358.3% growth from 2019-2023.(4) “Sunscreen mist” is averaging 3.7K monthly searches with +13.5% predicted growth for the next 12 months, according to Spate.

These formats offer unique benefits compared to traditional sunscreen lotions and creams. Offering SPF claims within serums and mists results in a lightweight formulation, does not leave a sticky residue, and eliminates the common issue of white cast.

Croda Beauty’s 4-In-1 Skincare Goals Peg-Free Tinted Mineral Sunscreen SPF 60+ is the perfect example of combining the importance of sun and pollution protection with skin and makeup products. This >80% natural*, cold-process tinted mineral sunscreen is formulated with 30% mineral oxides, Solaveil™ MZ3-300 and Solaveil™ XT-300, to provide broad spectrum UV protection to the skin. For added antioxidant benefits, Amiox™ provides plant-based scavenging of free radicals, while Preparami™ ER and Phytessence™ Peach Flower provide plant-based environmental pollution protection. This sunscreen also helps boost hyaluronic acid neosynthesis with vegan** suitable OptimHyal®, a bio-fermented skin active. This tinted sunscreen feels lightweight and smooth due to the combination of Cithrol™ PGTL and our 100% natural alternative to silicone Lipolami™ ER. Nourish and protect your skin with this 4-in-1 tinted sunscreen filled with antioxidant, anti-pollution, anti-ageing, and UV protection benefits!

2. The skinification of lips
​Consumers are now looking for ingredients-packed formulas that deliver colour and nourishment to the lips. The Skintentionals drive this demand. Equipped to handle whatever life throws at them, skintentionals are motivated by value in performance, appreciating functionalism and practicality along with an unwavering demand for efficacy. Now more than ever, consumers are educating themselves on the products they purchase, with 87% of US adults doing some BPC ingredient research.(5)

Interest is shifting from conventional lipsticks to alternative formats like lip oils, tints and stains. These new formats allow for more accessible and innovative ways to enter the hybrid category, as they can effectively provide skin care and cosmetic benefits. Balm and lip oil, in particular, have seen the most dramatic increase in consumer usage, from 24% to 33% and 14% to 25%. (6)

Just as SPF is becoming non-negotiable in skin care, peptides are that for lip care. Delivering robust support to thinning lips, peptides restore the look of fullness and reduce wrinkles. Lip care currently takes an 11% share of peptide products. With growing consumer interest, social conversations on peptide lip care have increased 4% YoY globally. (7)

In addition to peptide being the most searched skin care ingredient in relation to lip with a growth of 233.1%, Spate reports that Hyaluronic Acid, Vitamin E, and Collagen are also garnering interest as consumers look for education around, and products that contain these ingredients for lips.

Innovative formats:
“Jelly lipstick” is averaging 2.9K monthly searches with +75% predicted growth for the next 12 months, and “Lip mask” has 56.4K average monthly searches with +37.3% predicted growth for the next 12 months, according to Spate.

These formats garner interest in the category due to their cooling properties, less sticky after-feel, and intense hydration and conditioning benefits.

Croda Beauty’s Pomegranate Glossy Lip Oil is inspired by the “slugging” trend that creates an occlusive layer on the skin, enhancing moisturisation and plumper skin. The revitalising oily texture glides smoothly onto the lips, and thanks to Lipolami ER™ emollient, it provides a cushiony, cocooning effect and a light, non-sticky feel. Olecocraft™ LP-20 provides transparency and a rheofluidifying texture. Crodabond™ CSA offers a bright and long-lasting shine. Phytolea™ Pomegranate has excellent antioxidant, moisturising and nourishing properties, with a high refractive index; the oil may also help to impart shine.

3. Back to bases
​Where is the makeup category seeing hybrid products, and why? Overall, a desire for lightweight textures and breathable formulations are in demand. Consumers want to feel that makeup is an extension of their skin care routine, not that they must sacrifice one for the other. The trend of prejuvenation is extremely relevant for the makeup category right now. Prejuvenation is the desire for preventive treatment for ageing. Consumers want to act now so they do not have to try and repair their skin later from the effects of ageing.

With primers usually being the first step in a makeup routine, there is an increased demand that this product provides a long-lasting skin finish, even after they take their makeup off. The use of primer has increased from 22% to 37% over the last year, with viral TikTok trends such as #GlassSkin, #PorcelainSkin, and #PearlSkin.(8)

Consumers are also looking to functional bases to address concerns such as skin barrier protection, anti-ageing, and post-procedure recovery, shifting focus to prevention as opposed to using bases to cover up impurities.

With a renewed focus on skin health, consumers are willing to sacrifice a face full of makeup to protect and heal their skin instead. Some main reasons consumers choose not to wear makeup include acne, hyperpigmentation, and conditions resulting from sensitive skin.

To regain interest in base makeup, brands should offer 2-in-1 solutions that help consumers address specific skin conditions.

As each category has a non-negotiable, the makeup category needs to prioritise skin health claims within their product. Mintel reports that sensitive skin claims in colour cosmetics have increased by 82%, the most significant increase in the category.(9)

Innovative formats:
Currently, multi-use sticks are the perfect solution for the on-the-go consumer. According to Mintel, stick is the second most common format for makeup product launches, with an +11% increase over the last year. (10) The multi-use component can usually be seen in lip, cheek, and eye tint sticks. “Liquid blush”, according to Spate, has 34.9K average monthly searches with +21.7% predicted growth for the next 12 months. Liquid makeup formats are desirable to consumers for their lightweight feel and hydrating properties.

Croda Beauty’s Ceramide Radiance Primer SPF 35 preps your skin to become the perfect canvas! Infused with DS-HydroCeramide™ 50, this primer locks in moisture while reinforcing your skin's natural barrier, creating a smooth, hydrated base for flawless makeup application. The addition of ChromaPur™ CV2 enhances skin clarity, while Luceane™ revitalises and energises your complexion for a healthy, luminous glow. Protect your skin from UV damage with the broad-spectrum defense of Solaveil™ XT-40W, and enjoy the luxurious, silky texture provided by Crodamol™ SSA. Achieve a perfected look with a primer that does more than just prep—it's skincare with a purpose.

The future of hybrid beauty

As quickly as education on the trends is understood, predicting where the hybrid category will go is even more critical for staying an innovator.

Hybrid beauty products can and will be affected by AI. As the beauty industry has already seen the advancement of AI for purposes such as analysing skin conditions and lifestyle habits, how can this specific category capitalize on these advancements?

As the interest in hyper-personalised products continues to grow, skin and DNA analyses could be the solution for creating hybrid products for individuals. As a one-size-fits-all approach does not always work, combining science with traditional beauty care ingredients and solutions can provide consumers with an individualised approach to their hybrid beauty routine. Combining ingredients based on a consumer’s specific skin needs can provide effective solutions that are convenient, cost-effective, and sustainably focused.

References:
(1) Precedence Research, 2023
(2) Mintel: The Personal Care Consumer – US – 2023​
(3) Mintel: Suncare & Skin Protection – US – 2024
(4) Mintel: GNPD, Suncare Format
​(5) Mintel: The Future of Facial Skincare
(6) Mintel: Colour Cosmetics – US – 2024
​(7) WGSN: TrendCurve 2024/25: Peptides
(8) ​WGSN: Future of Make-Up 2027
(9)​ Mintel: GNPD, Colour Cosmetic Skincare Claims
(10) ​Mintel: GNPD, Makeup Format