Multifunctional makeup is nothing new. Some of us (no names!) have applied dabs of lipstick across eyes, cheeks and lips for decades. It's the perfect shade match. More recently, however, beauty innovators have been rethinking dual-sided products in novel ways, enabled by creative packaging and formulating.
DIBS Beauty Double Standard Primer and Mascara Duo
DIBS Beauty Double Standard Primer & Mascara DuoDIBS Beauty
As previously reported, DIBS Beauty's Double Standard Duo is a mascara product designed to provide length, volume and nourished lashes in one package. The brand is know for other blush/contour and blush/bronzer duos and the waitlist for its latest creation has reportedly racked up more than 17,000 people already.
As the website explains, the product proves to consumers that they "can really have it all" — brown/black, length/volume, natural/glam — all in a single tube. "Designed for ultimate versatility, you can go from natural clean length to bold and dramatic volume, all with flake-free, smudge-proof all day wear," the site claims.
"We believe the timing was right for a first-of-its-kind combination of brown primer and black mascara," said DIBS Beauty co-founder and CEO Jeff Lee. "The two sides can be combined or worn alone, in line with our ethos of makeup made for more — more versatility, more time, more space and more value..."
Side 1 features a tapered elastomer and bristle combo, paired with a brown tubing primer that separates, conditions and elongates lashes. The formula reportedly avoids the issues associated with white or clear primers, which can leave unpleasant residue.
Side 2 is a wavy bristle brush combined with a volumizing black mascara for instant depth and drama. The formula comprises hydrating ingredients like hyaluronic acid and shea butter for nourished lashes and buildable wear.
According to the company, product users have reported the duo achieves extreme lash length. In addition, combining the sides can intensify the mascara color.
See below for the complete ingredient lists.
Formulary 55 Exfoliate & Hydrate Two-sided Soap
Formulary 55
Luxury botanical brand Formulary 55 recently released its dual-textured Exfoliate & Hydrate two-sided soap, designed to provide both benefits using one palm-sized, round-shaped bar.
One side of the bar exfoliates using crushed walnut shells to sweep away dead skin and grime. The other side is described as a buttery-smooth surface infused with honey, hemp seed oil and aloe. Its role is to leave skin nourished and soft without residue or tightness. Pulling it all together are gender-neutral scents like bourbon and vanilla, sandalwood and cedar, and bay rum and smoke. It's positioned as the "perfect treat for daily indulgence."
Kecia Hielscher, owner of Formulary 55, explained the philosophy behind the product. "For years, 'soap' meant one thing: stripping your skin to get it clean. But we believe skin deserves more than just a reset — it deserves restoration." According to Hielscher, that why the brand created the Exfoliate & Hydrate Soap: to transform cleansing into a nourishing ritual.
Hielscher detailed, "The exfoliating side gently lifts away dull, dead skin so hydration can sink in deeply. Then, the hydrating side — powered by calming aloe and hemp — floods the skin with moisture right when it’s most receptive. The result? Skin that feels smooth, soothed and radiant, all in one simple step."
To formulate the product, according to Hielscher, they "started like any good innovators" — testing each side on its own until both formulas were optimized. Then the team began experimenting with ways to bring the two sides together. "The magic happened when we poured them as one: a single bar that’s just as convenient as it is effective..." Hielscher added.
The Exfoliate & Hydrate product targets lackluster skin, which according to Hielscher, is one of the most common beauty consumer complaints whether they have sensitive, oily or combination skin.
"We saw an opportunity to simplify self-care by pairing two essential steps into one: lifting away what the skin doesn’t need and replenishing it instantly with what it does. It’s not just a product — it’s a shortcut to healthier, happier skin," Hielscher added.
Looking ahead, Hieschler sees consumers continuing to seek multifunctional products. "As consumers become more aware of how skin functions and what it needs, they’ll gravitate toward products that deliver multiple benefits without complicating their routines."
She added that multi-tasking, results-driven skin care — especially products that feel as good as they work — will continue to lead the way. "That’s exactly where we’re positioned to shine," she concluded.
Dualité Molécul’hair Bond-building Treatment
Lastly, as reported in April, three companies collaborated on a novel dual phase hair care concept: Dualité Molécul’hair. The product combines formulation technology, biotechnology and green chemistry to create a leave-in treatment for all hair types.
As the companies, Capsum, Curie Co. and P2 Science, explained, the Dualité Molécul’hair treatment is a concentrated, clean formulation that detangles, conditions and defines hair's natural texture while helping to resist frizz and humidity.
The true disruption in "double duty" beauty, however, lies in its microfluidics platform that enables the separate emulsion and encapsulated gel to be housed side by side in the same package chamber, requiring no plastic partition. The two phases mix upon dispensing, initiating the treatment’s functional activity.
More specifically, the components include:
- Emulsion phase: The emulsion contains a bioengineered bond-building ingredient developed by Curie Co. that reportedly interacts with proteins and peptides to create a film around the hair fiber. This supports hair structure and manageability while promoting resistance to humidity and enhancing shine.
- Encapsulated gel: The encapsulated gel contains a plant-derived polymer developed by P2 Science as an alternative to silicones. Sourced from pine tree terpenes, this component enhances conditioning, detangling and tactile performance, contributing to the product’s sensory profile.
- Microfluidic partition: Capsum contributed the dual-phase delivery technology using its proprietary microfluidics platform that allows the two formulas to be stored and dispensed together.
The formulation is > 98% of natural origin (per ISO16128), vegan and free from silicones and surfactants. Performance evaluations demonstrated its ability to define curls and waves, reduce frizz, maintain style retention and improve softness and shine, per the companies.
Pushing Multitasking Beyond 'Basic'
The evolution of multifunctional beauty is pushing beyond simple, dual-purpose color cosmetics. As demonstrated by these innovations in mascara, skin cleansing and hair treatment, the future lies in sophisticated and complementary formulations and novel delivery systems. These advancements allow for distinct, high-performance benefits to be combined into a single, convenient product, meeting consumer demand for streamlined yet effective routines. For product developers, the opportunity is clear: integrate advanced formulating and packaging technologies to create the next generation of multitasking beauty.
Ingredients: DIBS Beauty Double Standard Primer: Water/Aqua/Eau, Polyurethane-35, Glyceryl Stearate SE, VP/Eicosene Copolymer, Stearic Acid, Synthetic Beeswax, Glycerin, Saccharum Officinarum (Sugar Cane) Extract, PVP, Butyrospermum Parkii (Shea) Butter, Palmitic Acid, Tromethamine, Coconut Alkanes, C18-36 Acid Triglyceride, Mica, Sodium Hyaluronate, Panthenol, Phenoxyethanol, Sodium Dehydroacetate, Xanthan Gum, Disodium EDTA, Coco-Caprylate/Caprate, Ethylhexylglycerin, Caprylyl Glycol, Titanium Dioxide (CI 77891), Iron Oxides (CI 77491), Iron Oxides (Ci 77492), Iron Oxides (Ci 77499).
Ingredients: DIBS Beauty Double Standard Mascara: Water/Aqua/Eau, Acrylates/Ethylhexyl Acrylate Copolymer, Copernicia Cerifera (Carnauba) Wax, Glyceryl Stearate SE, Stearic Acid, VP/Eicosene Copolymer, Glycerin, PVP, Butyrospermum Parkii (Shea) Butter, Synthetic Beeswax, Palmitic Acid, Tromethamine, Panthenol, Sodium Hyaluronate, Phenoxyethanol, Silica, Laureth-21, Sodium Dehydroacetate, Disodium EDTA, Ethylhexylglycerin, Iron Oxides (CI 77499).
*Ingredients are listed as shown on the company website as of Aug. 22, 2025.
Ingredients: Formulary 55 Exfoliate & Hydrate Two-sided Soap in Bourbon & Vanilla): Coconut Oil, Olive Oil (Grade A Extra Virgin), Palm Oil, Safflower Oil, All Natural Glycerin, Honey (100% Pure Natural Grade A), Hemp Seed Oil, Aloe Vera Gel, Organic Walnut Shell Powder, Proprietary Phthalate-free Clean Fragrance.
*Ingredients are listed as shown on the company website as of Aug. 22, 2025.
