Why Are Makeup Brands Starting to Focus on “Skin Care Ingredients”?

Why Are Makeup Brands Starting to Focus on “Skin Care Ingredients”? is a collaborative post.

In recent years, more and more makeup brands have been emphasizing “skincare ingredients” in their promotional campaigns. From foundation to lipstick, from concealer to pre-makeup, it seems that all makeup products are trying to “skin care”. This trend is no accident, but the result of changes in consumer demand, product technology, and manufacturing capabilities. For makeup and cosmetic manufacturers interested in creating product differentiation, this is a new direction worth digging deeper.

Why is Makeup “Skincare-ized”? It’s Not a Gimmick, it’s a Trend

Consumers are Changing their Definition of “Beauty” 

In the past, when choosing makeup, we put more emphasis on the color number, coverage, and durability; now, the ingredient list is also becoming an important reference in the purchasing decision.

More and more consumers will ask: “Does this foundation have hyaluronic acid?” “Will this lipstick make my lips drier the more I use it?” This shows that people’s concern for skin health has extended to the field of color cosmetics.

Especially for users with sensitive and acne-prone skin, they may even give up using certain brands altogether because of a certain irritating ingredient in makeup. At this time, if a product can meet the makeup at the same time to do “gentle, skin care, not acne”, naturally more likely to gain favor.

Makeup and skin care fusion, behind the manufacturing side of the technology upgrades

Not Everyone Can Make “Skincare Makeup”

It is not difficult to add skin care ingredients to makeup, but it is difficult to add, the product can still maintain good makeup and stability.

For example, although hyaluronic acid is a good moisturizer, it tends to affect the spreadability and drying time of foundation; niacinamide can brighten skin tone, but improper dosage can lead to irritation or scrubbing. Only experienced cosmetic manufacturers and formulation teams can truly combine skincare and color cosmetics through proper proportioning and encapsulation techniques.

That’s why many big brands are looking for makeup manufacturers with skincare R&D capabilities to work with them as they transition to the “make-up and care” route.

Skin Care Ingredients in Color Cosmetics

Common Ingredients + Makeup Type Combination Reference

Hyaluronic Acid – Moisturizing Power to Bear

Commonly used in foundation, air cushion and other base makeup products, can enhance the hydration of the makeup feeling and the degree of adherence, especially suitable for dry skin or winter use.

Niacinamide – Brightens Skin Color

Commonly used in make-up pre-milk, concealer products, to help even out skin color, weakening dullness, while having a certain repair effect.

Ceramide/Squalane – Strengthens the Skin Barrier

Suitable for adding to lip products and cream primers to reduce dryness, cracking and make-up removal, and to strengthen the skin’s defense.

Centella Asiatica, Aloe Vera – Gentle and Soothing

Suitable for makeup products for sensitive skin, often found in pre-makeup serums and finishing powders.

These “functional ingredients” not only provide skincare benefits, but also enhance the feel of the product, making “good to use” and “good ingredients” one and the same.

The Role of Manufacturers in Product Upgrading is Becoming Increasingly Important

Professional Manufacturing Support is Essential for Good Products

For brands that want to launch skincare-based makeup, choosing an experienced makeup or cosmetic manufacturer is crucial to the success of the product.

Not Just a “Processor” but a “R&D Partner”

A mature manufacturer should have independent research and development capabilities, and be able to recommend suitable skincare ingredients based on the brand’s positioning, with reasonable dosages, as well as provide feedback on sample testing.

Clear and Compliant Ingredient Declaration Capability

Different markets have different regulatory requirements for skincare ingredients in color cosmetics, such as the EU’s niacinamide limit and Southeast Asia’s approval mechanism for botanical extracts, etc., so a manufacturer’s regulatory experience is critical.

Small Batch Trial Production + Blending Flexibility

In the early development stage, brands often need multiple rounds of small batch sampling and formulation adjustments. A flexible and responsive manufacturing team can greatly shorten the time-to-market cycle and save on trial-and-error costs.

“Skin-Care Makeup” Brings New Brand Value

In the past, makeup products were more of a “beauty tool”; now, they are gradually becoming a “skin care” option. Behind this is the maturity of consumers’ minds and the evolution of manufacturing capabilities.

For brands, this is a great opportunity to build trust. For makeup manufacturers, this is a key breakthrough to differentiate themselves and increase added value.

To Summarize

The next generation of makeup products must not only be “good-looking” so simple 

The future of makeup must be “both good-looking and skin-care”. Who can take the lead in creating “skin care level” makeup products, who will be able to seize the consumer’s mental high ground.

As a brand, when choosing a factory to work with, you may want to consider whether it has experience in skincare, whether it has R&D capabilities, and whether it can balance ingredients and make-up effects in several dimensions. If you are planning to create a new makeup product that can be repurchased again and again by users, “skincare makeup” is undoubtedly a direction worth investing in.