The “Skinification” of Beauty

The beauty world is shifting from maximalist, multi-step routines towards makeup-skincare hybrids that achieve more with less. The beauty pendulum is swinging away from maximalist, multi-step routines, and towards an era of simplified, hybrid products and minimal regimens. Any enthusiast who survived the 10-step skincare of 10-years-past will remember the normalization of applying a dozen layers of cosmetics per day. At the time our inspiration was pure, inspired by revolutionary, easily layerable K-Beauty formulas that were both water-thin and dense with effective ingredients. A careful game of layering toners, essences, milky lotions, moisturizers, SPF and primers delivered either dramatic efficacy, or skin sensitivity and pilling. 

Fortunately, along with the “more is more” approach to skincare came a helpful dose of skincare education. As in-store consultations were replaced with online beauty gurus, consumers collectively became more educated about formulas and ingredients, as well as the needs of their own skin. What many of us learned is that skin doesn’t always want more. 

Understanding individual skin needs may also unveil its delicate nature and sensitivity - for many, a plethora of products aren’t necessary or helpful. Combining incompatible actives and overwhelming skin can lead to sensitivity, irritation and a suffering back account. Aside from treatments, demanding skincare routines ushered equally demanding makeup trends - highly pigmented, contoured and powdered.  

It’s no surprise that no-makeup makeup and hybrid, treatment products began to rise simultaneously. These products are designed to simplify routines while performing, amid a less-cluttered countertop.

We’ve witnessed the complexion category evolve first with the integration of SPF into tinted moisturizers, creams and foundations to protect and conceal skin. Treatment based makeup, or tinted skincare is essentially one in the same, with the goal of supporting skin health while amplifying features to accomplish more, with less. This is now the expectation and bare minimum, with brands like Ilia and Lancome offering treatment and perfection in a bottle. 

Source: Saie, Cult Beauty

Closest to the skin, primers and serums make for the best hybrid allies, combining nutritious actives with a lasting grip to hold foundation, or a dash of illuminating sparkle. Take Saie Glowy Super Gel, a multipurpose highlighting serum infused with squalane and glycerin to hydrate, while a delicate sheen reflects light. 

Tinted lip serums like Summer Fridays Butter Balm have replaced glosses for a two-for-one benefit. Drying liquid lipsticks seem to be memories from a bad dream, as modern lip products infuse comforting, moisturizing butters with a non-sticky shine. Even brow gels and mascara are shifting to deliver long-term benefits, encouraging hair growth while still providing definition and hold.

Source: Summer Fridays

The industry’s most successful, highest selling formulas show these developments are the norm. Shedding these layers of skincare and makeup also allows skin to breathe, in favor of a less comedogenic routine. This fundamental change in how we approach formulas and products isn’t a passing trend, but a gradual evolution in how products have evolved. Today’s streamlined makeup bag is lighter, smarter and finding harmony between function and finish, without compromise.