A few years back, “clean beauty” swept through the industry, sending brands racing to filter their formulas to eliminate sulfates, parabens, and other potentially harmful ingredients from their products. While cutting out questionable chemicals can certainly benefit skin health, the term “clean” quickly became so overused—and often misapplied—that greenwashing accusations followed, diluting the once-pristine blends behind “clean beauty.” Now, the term has completely fallen off the beauty marketing vocabulary, replacing it with a previously uncharted territory: skincare-infused makeup.
Now, the term has essentially disappeared from the beauty marketing vocabulary, making way for an entirely new frontier: skincare-infused makeup. If you really break it down, clean beauty—whether in the form of makeup, skincare, or haircare—was all about protecting and nourishing the dermis while being planet-friendly. The new skincare-infused makeup trend, however, doesn’t always come with a toxin-free formula; rather, it artfully blends the universe of skincare and color cosmetics, eliminating the need for excess consumption.
Take tinted moisturizers, for example. Why clutter your routine (and your vanity) with three separate products (sunscreen, moisturizer, foundation) when one multitasker can do it all? Not only does this cut down on waste, but it’s also a win for your wallet. And let’s not forget the texture. These hybrid formulas are refreshingly lightweight, unlike full-coverage foundations that can feel heavy, cakey, and dry.
Major beauty players like Charlotte Tilbury, Anastasia Beverly Hills, and NARS have all jumped on the skincare-infused makeup wave, rolling out sheer, skin-loving face tints. Meanwhile, clean beauty favorites Ilia and Saie have put their own spin on the trend. And then there’s TikTok sensation Kosas, whose ‘Skin-Improving’ SPF 25 Foundation is packed with skincare superstars like niacinamide, hyaluronic acid, and squalane, proving that makeup can do more than just cover; it can actually care for your skin.
But tinted moisturizers are just the beginning. The year kicked off with a wave of skin-focused “makeup” products, leaving many of us wondering if we’re shopping in the skincare aisle or the makeup section (spoiler: it’s both). Take Hailey Bieber’s Rhode Skin, which introduced a precision lip product that the brand insists is “not a lip liner.” Instead, think of it as a hydrating, contour-enhancing stick equipped with a rounded tip for a gently diffused effect. The formula includes peptides and fenugreek extract, meant to support a plumper, smoother look over time. Clinical results, according to the brand, indicate that lips look more defined immediately and feel noticeably firmer, softer, and more hydrated after four weeks.
If that’s not enough to entice your lips, Laniege just teased its ‘Glaze Craze’ Tinted Lip Serum, complete with a donut-shaped applicator and a blend that’s 95 percent skincare in every swipe. Infused with polypeptides for volume, argan ceramides to reinforce the moisture barrier, polyglutamic acid for a hydration boost, and antioxidant-rich pomegranate seed oil, each coat is designed to keep your pout looking fresh and feeling nourished.
Similarly, Glow Recipe has just launched a niacinamide-fueled cheek serum, billing it as a subtle “flush, not a blush.”
All these products sit at the intersection of skincare and makeup, and they’re proof that beauty fans are looking for the best of both worlds. What is the point of investing in a makeup product if it cannot simultaneously nourish your skin?
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