The skinification trend is at its strongest in foundations, where skincare benefits have become an expectation. Brands are differentiating with new formats and bold claims of long lasting results, which they are also building into multifunctional base products. Now, the skinification movement is extending into other colour cosmetic spaces, including lip, nail and eye cosmetics, says Hennigan. Lip oils and tinted balms, in particular, increasingly offer a dual functionality of beauty and care.
The Beauty Crop is one such brand which positions itself significantly within the space on the mass/masstige level, with a mission to create ‘a brand that’s fun on the outside but serious on the inside with plant-based, nutritional formulas that transform the skin from within- without breaking the bank!’ Beauty Crop’s Juice Pot Lip & Cheek Tint ‘is formulated with skin-loving vitamin E, elderberry and bilberry to provide a youthful, dewy pop of radiance’. As always though, it remains vital that product efficacy isn’t affected by these claims.