Spanning skin-nourishing glossy formulas and youthful sun-kissed pigments, consumers are striving for complexion products exuding health and vitality. Skincare-forward make-up and low-maintenance natural aesthetics are driving a wave of new launches, taking inspiration from catwalk looks alongside wellness-first beauty. 

Innovative brands are creating long-wearing products and marketing advanced formulas, speaking to the post-lockdown need for durability and environment-resistance. Products are combining skin-protective ingredients for enhanced resilience and long-lasting comfort while promising high colour pay-off and transfer-proof staying power.  

From alluring metallic pigments to rebellious dark tones, brands are marketing bold products that deliver statement styling with sensory interest, appealing to experimental make-up consumers exploring colour and textural play.  

Post-pandemic creativity is sparking increased engagement in virtual worlds and escapist fantasies. Brands are fostering consumer desire to explore these by developing products that blur the line between digital and physical realities. Additionally, joyous consumer creativity is signalling a rise in fun and playful make-up via vivid colour and experimental application.

Interesting ingredients are emerging in make-up, as we see increased hybridity with skincare. Formulas are infused with functional ingredients promoting longer wear and resilience against environmental aggressors while soothing and moisturising the skin.