Hybrid Beauty and the cosmetics of the future

Hybrid Beauty and the cosmetics of the future

One of the great challenges we are experiencing is the economic recovery in all countries and this leads to a new hybrid lifestyle that is becoming common for most people. “Hybrid” refers to a mixture or crossing of different species or systems. For example, a hybrid car is powered by an electric motor and a gasoline engine. Many of our jobs are now hybrids, as we work part from home, part from our offices. Education is also hybrid as people now take virtual classes at home and also start attending colleges and universities. These hybrid routines are starting to be the new norm. Food is also becoming a hybrid. The industry has shown an increase in the category of prepared and frozen meals for people looking for quick lunches and dinners that can be prepared at home or on the go. Therefore, we see quick fixes, which include protein and nutrients as people want to eat fast and not expose themselves when they are away from home in this new normal. On-the-go products and beverages represent new concepts in the food sector. Stores and warehouses have also become hybrids, combining smart technologies, digital services, and physical presence.

Hybrid cosmetics is one of the great trends that is also being driven by the pandemic. Consumers are looking for products that, in addition to offering different benefits, save time and money. Blur, BB and CC cream were the first hybrid cosmetics. The multifunctional, hybrid or 2-in-1 products represent a great opportunity for innovation in cosmetics. This is a trend that is very popular in Asia and in the following months we will be surprised by new proposals that mix categories and benefits that we had not imagined before. Next, we will see some of the most interesting trends in hybrid cosmetics.

Toner revolution: Luxury is now liquid. The toners begin to evolve to have greater benefits. In the market, we are seeing new proposals with treatment benefits that help reduce blemishes, provide anti-ageing benefits and can even be used as a mask. The toners then begin to behave like serums. Liquid treatments are the next great revolution in skincare. Liquid is the new black!

Multiuse Shadow: New multipurpose products that unleash creativity. A product recently launched in the market is a great example of that, working as an eyeshadow for the eyelid, helps lift the eyes, can be used as a highlighter for the cheekbones, as a gloss on the lips and to give colour to the cheeks.

Conditioning fragrances: Hair perfumes are beginning to specialize. This trend is interesting because now these products promote the appearance of seductive hair thanks to the fact that the formula provides a magnificent olfactory experience and conditioning benefits. It is the best way to achieve scented, shiny and soft hair.

Hybrid masks: This is perhaps one of the categories where we are seeing a greater presence of hybrid concepts. Mask innovation is a revolution. We see more often new materials and ingredients that provide new benefits, sensory experiences and claims.

Single-use tablets: These products are focused on minimizing both the waste of packaging, the use of plastics, and the use of water in product formulations. They also provide practicality and ease of use, since they can be easily transported. We saw this trend some time ago in oral cleaning products and now we see great applications in masks, skincare, body care and makeup.

Powder beauty: Powder cosmetics is a very important sustainable trend and its goal is to save water without losing efficacy. Dry textures are presented as a great opportunity for innovation and as a challenge for cosmetic formulators. In a recent publication of the magazine Hola, it is indicated that generation Z is the main promoter of this trend. One of the advantages that this magazine indicates for these products is that, by removing the water, the concentration and variety of the active principles are increased.

Skin fasting: This is a growing trend, related to reducing the number of products used. The Korean facial beauty routine is famous all over the world thanks to its excellent results and it can traditionally include up to 10 steps. On the web, we are seeing new concepts such as skin fasting and skin diet. Thanks to this trend, we are witnessing a boom in multitasking and hybrid products.

Melting trend: Sensory with melting effects are becoming trendy in hair care, makeup and skincare. We see applications in formats such as creams, balms, serums, emulsions, oils and gels among others.

Transformative: The hybrid trend is also reflected in formulations that provide changes in texture and appearance when consumers interact with products. Some examples are oil-to-milk, cream-to-powder, cream-to-serum, gel-to-serum, among others.

Crossmetics: The hybrid trend shows us how the traditional boundaries between categories begin to blur. We then see new proposals for hair care products with skincare and makeup benefits, makeup products and fragrances with skincare benefits, new skincare products inspired by body care biochemical mechanisms, among others.

Hybrid grooming: In men’s grooming, it is also very interesting to see the decay of this technology in hybrid makeup and skincare products. This is a great opportunity for innovation in the market for new brands that manage to combine the benefits of facial care with effective coverage of imperfections, in formulations that can also be vegan.

Hybrid intimate: In intimate care, we are also seeing hybrid concepts that are very interesting. Facial treatment technology is leading to new concepts for treating intimate areas for all genders and people. An example of this trend is intimate lubricants that have benefits to improve skin quality, firmness, elasticity and decrease the appearance of wrinkles and roughness.

Cosmetotextiles: This is a category that is trending again, with increasingly surprising benefits and mechanisms. It is the new era of Fashionmetics that offers more complete benefits thanks to new prolonged delivery systems. The new proposals include designs made in 3D and 4D with applications for sports and fitness categories.

Hybrid biochemistry: This is undoubtedly one of the great innovation opportunities for companies and suppliers of cosmetic technologies. We are beginning to see technologies with hybrid biochemical mechanisms on the market, that is, they can provide more than one cosmetic benefit in various categories, such as skincare, makeup, body care, hair care and fragrances.

Hybrid hair: The pandemic is also influencing consumers to seek simpler and more uncomplicated hair care routines. Recently Kline published a report where it mentions that in the United States we are finding interesting fusions in the category such as gel-mousse, oil-crème, spray-wax, wax-mousse, cream-gel, gel-serum, oil-cream, cream-paste -wax, powder-spray and shampoo-oil. We see very original proposals in styling, shampoos, conditioners and treatments. In men’s grooming, a traditional concept has been shampoo + conditioner + body wash.

Hybrid suncare: The multifunctional trend also reaches sun protection. New SPF releases with brightening, blurring, firming, anti-wrinkle and other benefits.

Delicious beauty: Now cosmetics are edible … and delicious. This trend started in the fragrance category, as we saw perfumes that can be eaten. Now, this trend is deciding on skincare and makeup.

Hybrid Beauty… Cosmetics are becoming more and more hybrid and combining different functions to go further since they can include different formats, active ingredients, aromas and benefits. The future of beauty is hybrid. Are you ready for it?

More industry trends from John Jimenez? Have a look at the latest articles:

New trends in men’s grooming: the opportunities emerging in the sector

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John Jiménez is a pharmacist from National University of Colombia with a master's in sustainable development and specialization studies in marketing, cosmetic science and neuromarketing. He has 30 publications in scientific journals and a book chapter in cosmetic formulation. He has been the recipient of the Maison G. de Navarre Prize (IFSCC USA 2004), Henry Maso Award (IFSCC USA 2016) and best scientific papers at Colamiqc Ecuador 2009, Colamiqc Brazil 2013 and Farmacosmética Colombia 2014. He also has been a speaker at various international conferences in Europe and Latin America. Since 2019, he has written a trends column for In-Cosmetics connect, Since 2013 a trends column for Cosmetics & Toiletries Brazil and since 2020, a column on neuromarketing for Eurocosmetics. He also has authored and co-authored articles and served on the Scientific Advisory Board for Cosmetics & Toiletries magazine. Jiménez additionally served as president of Accytec Bogotá (2017-2019). He joined Belcorp in 2005 and currently is Senior Researcher for skin care, suncare and personal care categories. Before joining Belcorp, he worked in Laboratorios Esko, Whitehall AH Robins and Fresenius Medical Care in Colombia.

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