Industry Insight: Multifunctional Makeup Helps Create Simpler, More Effective Routines

Let’s face it: the economy is still recovering from inflation and budgets are still tight. So many consumers are seeking makeup products that can do it all. According to a survey from CivicScience, 40% of women surveyed use one product in multiple areas (such as lip and cheek) and 30% said they want to save money while simplifying their beauty routine¹. 

Now cosmetic companies and product developers are taking notice of this consumer trend and formulating to match. Innova Market Insights’ data indicates that multifunctional makeup launches increased 34% between April 2022 and March 2024². From three-in-one lip,  cheek and eye tints to concealers with added SPF to cleansing bars with massage points, these products offer consumers multiple benefits from just one use, saving both time and money. 

We interviewed finished formula companies across the beauty industry that have launched hybrid products within the last year. They shared how they balance multiple functions within one product and the importance of keeping consumers informed for better use.  

A Balancing Act

Personal care company VOESH recently launched its Gua Sha Cleansing Bar, aVOESH launched its Gua Sha Cleansing Bar, which combines a gentle cleanser with a massaging bar. Courtesy of VOESH bar soap with a gentle cleanser inspired by lymphatic massage techniques. The bar’s shape offers a built-in massage to detoxify skin, reduce puffiness and promote circulation. 

Vera Oh, co-founder and CEO of VOESH, said that creating the Gua Sha Cleansing Bar was a balancing act. 

“Traditional cleansing bars are formulated to dissolve quickly and prioritize lather, which often leads to a drying after-feel,” she explained. “A sculpted gua sha format, however, requires structural durability, controlled wear and a smooth glide across the skin. To achieve this, we developed a different formulation approach that conventional soap technologies. Instead of relying on harsh surfactant systems, we engineered a skin-friendly cleansing base that maintains integrity over time while remaining gentle and microbiome-conscious.”

Arielle Moody, founder of Mama Sol, echoed this sentiment of balancing multiple benefits, saying that it’s important to keep the non-negotiables up front. 

“We never sacrifice SPF performance for cosmetic elegance,” she said. “Mama Sol was built as a mineral sunscreen brand first. Broad spectrum efficacy and PA ratings are non-negotiable. From there, we obsess over texture, blendability, finish and wear. Hybrid only works if every function forms. Otherwise, it is just marketing.”

Skin Health at the Center

Every expert interviewed mentioned the importance of skincare benefits when formulating their multifunctional product. 

“We use the highest quality ingredients that are carefully formulated and tested to provide the best results,” said Irene and Victoria Sanchez, founders of Brown Bee. “Formulas are carefully designed and manufactured to achieve both skincare and cosmetic benefits in one.”

Brown Bee, an Argentinian company set to launch in the United States this year, offers self-tanning products, including a body mousse and facial serum. The company states that its products include common skincare ingredients, such as hyaluronic acid and peptides, in combination with its proprietary sunless tanning formula. 

These products also reflect a growing awareness among consumers of the importance of taking care of one’s skin. As more and more literature is publishedBrown Bee's Gradual Face Tanning Serum includes skincare-grade ingredients, including hyaluronic acid, peptides and aloe vera.Courtesy of Brown Bee about sun damage and pollutants, they want to make sure that they are being protected as much as possible. In fact, 59% of Chinese sunscreen users agreed in a survey that these products should offer more skincare benefits, according to Mintel, and 57% of Canadian respondents said they apply sunscreen due to concerns about aging³. 

“Consumers understand that SPF is non-negotiable, but they do not want it to feel clinical or separate from their beauty routine,” said Mama Sol founder Arielle Moody. Hybrid products meet that moment. They protect, they enhance, they simplify. They allow women to get meaningful SPF coverage while still feeling polished and put together. That is exactly why we created Facebrella Tints and Eyebrella.”

Consumer Education

One of the other important aspects in hybrid products is making sure the consumer knows how it works. 

“Education is central to our brand,” Moody said. “Many consumers still do not apply enough sunscreen, especially when it is built into makeup. We focus on teaching proper application amounts and encouraging layering when needed. We also need to reframe SPF. It is not just beach protection; it is daily protection and it is part of your ritual.”

And education doesn’t just have to be about how to use the product. It can also be about how consumers can integrate the product into their routine to enhance it. 

ClearDea Mucin Collagen PDRN Tension Fit Pad is an intensive sheet designed to provide relief from puffiness and promote elasticity, refreshing and firming tired skin in just one step.Courtesy of ClearDea

“Through visual tutorials, short-form digital content and professional demonstrations, we show exactly how to use the product and why it works,” Oh said. “When consumers understand both the technique and the benefit, hesitation disappears. Confidence is built through clarity and experience.”

According to The Benchmarking Company, a San Diego-based market intelligence firm for the beauty and personal care industry, the top concern for consumers with multi-tasking products is whether it diminishes the effectiveness of each component⁴. This is where brands can leverage their education to show that their new product really can do it all. 

“We focus on visualizing the efficacy,” said a spokesperson at Korean brand ClearDea. “We create intuitive video content – such as our PDRN pad 'forehead lifting' demonstrations – to show immediate and long-term effects. Additionally, we frequently publish educational content on our official social media channels to guide consumers on how to maximize the benefits of our multi-care lineup.”

Have Your Makeup Cake and Eat it Too

Consumers want a simpler beauty routine, and brands are starting to meet that demand. We’ve seen medspa-inspired skincare lines, SPF-infused color cosmetics and tanning products with skincare-grade ingredients. Beauty shoppers want it all, and now they can have it all. 

Hybrid products with multiple benefits allow them to have their proverbial makeup cake. The key to these products: balancing each benefit while keeping the key elements at the forefront and showing consumers how it can enhance their routine. This starts at the formulation stage, allowing cosmetic developers to truly experiment and innovate. 

References

1. Shriber, S. (2024, September 3). Multi-use makeup trend gaining momentum among U.S. beauty buyers. CivicScience. https://civicscience.com/multi-use-makeup-trend-gaining-momentum-among-u-s-beauty-buyers/
2. Media, C. (n.d.). Multifunctional Makeup. https://www.personalcareinsights.com. https://www.personalcareinsights.com/product-innovation/haus-labs-7237/multifunctional-makeup.html
3. 5 ways BPC Brands can take Suncare “skinification” to the next level. Mintel. (2025, November 6). https://www.mintel.com/insights/beauty-and-personal-care/5-ways-bpc-brands-can-take-suncare-skinification-to-the-next-level/
4. The rise of Multipurpose Skin Care & Makeup: Meeting consumer demand for versatility | global cosmetic industry. (n.d.). https://www.gcimagazine.com/ingredients/skin-care/news/22932586/the-rise-of-multipurpose-skin-care-makeup-meeting-consumer-demand-for-versatility