‘Gone are the days of high coverage’: Consumer base makeup preferences shift towards with skin-enhancing natural finish – IT Cosmetics

This change highlights a broader movement in beauty towards a natural, effortless aesthetic that is in line with the quiet beauty trend.

“Gone are the days of high coverage, perfectly airbrushed skin. Today consumers just want to enhance what they have. It’s not about looking too made up, just well put together,” said Sophia Chia, education manager, IT Cosmetics, L’Oreal Singapore.

Chia said this trend was observed across age demographics, especially in the tropical climates of South East Asia.

“Even the millennials and Gen Z are looking for natural formulas that bring out the texture of their own skin.”

Additionally, consumers now expect makeup products to have skin-loving ingredients to complement their skin care routines.

“In the last few years, the skinification of makeup has been very trendy. We’re seeing a higher content of skin care ingredients not just in foundation but also products like blusher. We’re back to making sure the skin is well taken care of – that’s very important. So why not wear something that is skin enhancing with ingredients that support your skin care,” said Chia.

Furthermore, foundation habits are evolving as well.

Chia said it was becoming more common for beauty consumers to use foundation only on targeted areas.

“They conceal some redness on the cheeks, under the nose, and where the skin is health, they just leave it maybe with a touch of loose powder and let it glow.”

Chia hinted that fans of the L'Oreal-owned beauty brand can expect its new makeup products to meet these new demands.

A welcomed addition

These trends have influenced the development of the brand’s latest makeup product, IT Cosmetics CC+ Natural Matte Cream.

It is an iteration of the brand’s signature IT Cosmetics CC+ Cream, which was the top-ranking foundation in Sephora Singapore in 2023, said Chia.

The product claims to reduce excess shine while hydrating to keep the skin in balance. It is infused with skin care ingredients including lentil seed complex, hyaluronic acid and Air Licium, a proprietary ingredient from the L’Oréal Group.

“This product is not going to make you look like you have great foundation – it’s going to make you look like you have great skin,” said Chia.

In addition, the brand also launched Confidence in a Gel Cream Oil Control, another version of its anti-ageing Confidence in a Cream moisturiser.

It was developed to complement the new CC cream and contain ingredients such as niacinamide, squalane, vitamin W, peptides, zinc PCA, PHA, as well as Air Licium.

According to the brand, the original Confidence cream is the top anti-ageing moisturiser in the US and the new launch would allow more skin types to enjoy the product.