Multi-benefit beauty can be defined in two ways: “Firstly, formulas [that] are designed to be multifunctional can be used on many different areas of the face, body and hair to cleanse or nourish,” tells Lisa. “Secondly, formulas feature sophisticated ingredient mixes that allow products to boast a range of benefits and functions in one. The biggest trend here is makeup infused with skincare.” “Beauty consumers are more mindful than ever of overconsumption,” adds Maya. “Sustainability is a pressing topic coming to the forefront of consumer decision making. Alongside this, K-beauty’s ‘skipcare’ trend is spurring consumers to adopt more streamlined routines based on smart multifunctional products, with the purpose of purchasing more sustainably, saving time and decluttering.” The ‘less is more’ adage appears more prevalent than ever, driven by busy schedules, economic circumstances, and, as Lisa suggests, an increased desire for cost-effective formulas: “There is now a “There is now a cool cachet in owning a curated edit of hardworking pieces than a beauty bag overflowing with inferior product” MULTIFUNCTIONAL BEAUTY
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