Hybrid Beauty Trend Blends Skincare and Makeup

The beauty industry is increasingly embracing “hybrid beauty,” a trend that blurs the line between skincare and makeup.

Korean brand The Saem has drawn attention with its launch of the “Skin Perfection Glutathione Toning Cushion,” which contains 64% skincare ingredients. The product provides both blemish coverage and skin tone improvement while reducing skin burden with ingredients such as glutathione, vitamin C, and Madecawhite.

Global ODM company Cosmax has developed a powder formulation infused with brightening ingredients, applying skincare benefits to color cosmetics like blushers and highlighters. Further expansion is expected, including products with moisturizing and wrinkle-improving functions.

Meanwhile, global brands are also joining the hybrid beauty race: Benefit introduced a foundation enriched with niacinamide and rosehip extract, while Laura Mercier unveiled a hydrating fixer that combines moisturizing and fixing functions.