Products that help you achieve a glowy complexion are slowly but surely taking over the market.
There has been an undeniable uptick in the number of complexion products marketed to give consumers a glistening glow, resembling a filter, within the past year. From high-end brands like Charlotte Tilbury to drugstore ones like Maybelline, the new launches are endless. Brands toting the promise of leaving customers with a luminous and vibrant appearance have drawn more people into wanting to achieve this desired look.
The term that has been coined to describe the glow that these products provide is “dewy skin.” This makeup/skincare phenomenon has been popular within Asian countries for a while now, with J Beauty and K Beauty already championing the bouncy dew-like finish to the skin. Within the past year, Western countries have adopted this and it has become one of the latest and most popular trends.
A now-notoriously known foundation in the beauty community that promises a glowy and filtered finish is Charlotte Tilbury’s Hollywood Flawless Filter. This has easily become the most popular foundation this year. There have been countless dupes, from Maybelline’s Instant Age Rewind Instant Perfector 4-in-1 Glow Makeup to E.L.F.’s Halo Glow Liquid Filter Glow Booster that have become close seconds to the more pricy options. This is further demonstrating just how much of a hold this category of product has on makeup consumers these days.
The rise in CC and BB creams, as well as skin tints, from Fenty Beauty to Rare Beauty to Laura Mercier is also worth noting. This has become a byproduct of people wanting their complexion products to do less as it pertains to covering or masking the skin, and more when it comes to light correcting and enhancing what is already present. These cream-based have been a thing, but lately, they’ve absolutely taken over the market as a viable alternative to a full-on foundation.
Skincare brands such as The Ordinary have even begun to produce “skin-loving” makeup products that more often than not provide a healthy glow to the skin. Seeing the fusion of skincare and makeup that has taken the world by storm in recent years has been an interesting phenomenon to watch unfold. This is likely due to the fact that within the past few years, skincare has become the it-thing and, as a result, makeup has had to take a backseat.
In producing more skin-focused and skin-like products, makeup companies are able to reign back in consumers who have forgone their cakey full-coverage foundation for lighter ones. This strategy has proven effective because, alongside the plethora of skincare videos being displayed on social media apps such as TikTok and Instagram, there have been a number of makeup videos as well. These videos have showcased these glowy, dew-infused products as they’ve easily become the products of the year.
People are ditching their full-coverage, full-glam looks and opting for more natural ones. In turn, they are looking towards a lighter coverage foundation in which their skin can peek through and breathe. The “glazed donut skin” and “cloud skin” looks have made their arrival within the past few years, and it looks like they’re here to stay!