“Skinification” has been a dominating trend across industries, as consumers seek out product options with added skincare benefits for superior skin support. Within makeup, this has resulted in a growing category of makeup serums, which incorporate a silky smooth serum texture and potent skincare benefits alongside color payoff and coverage. Blushes and cheek color have seen the most growth within this trend, with options like Colourpop’s dewy gel Serum Blush or Lisa Eldridge’s antioxidant-infused, cream-serum Enlivening Blush.
In addition to blush, foundation and concealer options have also seen a continued merging of skincare into cosmetics, speaking not only to the desire for multipurpose products, but also for a more dewy, natural, seamless skin finish. LYS Beauty’s inclusive product range features a Serum Primer and Foundation duo for ultimate, hydrating coverage, while ILIA’s natural Skin Serum Undereye Concealer helps to moisturize and brighten the delicate under eye area. Aside from base makeup, lip and eye options also join the serum trend, with intriguing innovations like Butter London’s Sheer Wisdom Serum Shadow for eyes, or AMOREPACIFIC’s tinted Lip Serum, which plumps and smooths lips along with a pigmented tint.
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