MakeUp in World

2025 February, 12 & 13

LA Convention Center

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US Skincare and Makeup trends

Flexcare: Skincare adapts to a transient world

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We are living in a world in a constant state of flux. Major lifestyle shifts, fuelled by the rise of digital nomadism and the surge in travel, call for a new approach to innovation that addresses the needs of untethered living.

Cosmetics Inspiration & Creation has defined this perspective territory as FLEXCARE – a new category of beauty that addresses the impulse to travel and the influx of unfixed lifestyles with multitasking products that fit with, and adapt to, transient needs. FLEXCARE is one of six universes identified in the agency’s latest trend report, Transformative Beauty: Skincare & Wellness Inspiration from the US. Below is a snapshot from the FLEXCARE universe, offering an insight into two major new drivers: the desire for cooling sensations in the context of rising temperatures and the need to redefine practicality for the new era of on-the-go lifestyles.

1- COOLBOMING: Resort sensoriality

As society adapts to rising temperatures, keeping cool is a new imperative, leading to
innovation in fabrics and formulations that offer relief from the heat. Clothing brand
LifeLabs has developed CoolLife technology – a polyethylene fabric that regulates
body heat to cool the wearer’s temperature 3°F more effectively than comparable
fabrics. While in beauty, new textures and tools that deliver refreshing effects are
replicating the same cooling sensations.

● The Chasin’ Rabbits Ice-Cold Soothing Serum Roller (May 2023) provides
pore-tightening and cooling in one gesture. The surgical steel roller applicator
glides over the skin to deliver an instant cooling sensation.

● The After Sun Gel (April 2023) from cult US suncare brand Vacation is a modern
take on nostalgic aloe vera aftersun products but with a refreshing non-sticky,
alcohol-free formula infused with cucumber, and Bisabolol. The gel is cool-totouch,
bringing soothing relief to sun-exposed skin.

2- TRANSIENT ADAPTIVE: Reinventing practicality

Since the pandemic, increasing numbers of young people have been drawn to a
nomadic lifestyle, while at the same time people are spending more time outdoors
(linked to the mental health benefits of nature and the travel boom). These lifestyle
shifts, combined with rising sustainability concerns and the global financial crisis, are
driving the market for #summerskincare (230M TikTok views) miniatures and multiuse
products adapted to on-the-go and outdoor lifestyles.

● New brand Utu developed the Tinted Sunscreen Stick Broad Spectrum SPF50
(May 2023) specifically for people with a love for the outdoors – the stick is
marketed as “the perfect companion for every adventure under the sun”.

● New products are designed to combat the effects of humidity on the skin.
Florence by Mills’ Mind Over Matte-R Oil Blotting Stick (July 2023) is an oil
blotting stick, which blurs and minimizes shine for a visibly smooth, matte
appearance. While the First Aid Beauty Anti-Chafe Stick (April 2023) addresses
the issue of skin chafing by creating a sweat-resistant shield that lasts for
10,000 steps.


Despite financial concerns, US consumers intend to travel even more in 2024 (Source:
Skyscanner, October 2023). The travel surge will continue to grow demand for
skincare products that are easy to use and portable, while also driving the need for
intelligent suncare and quick fixes that reinvent practicality for the nomadic age.
At MakeUp in Los Angeles, the Cosmetics IC team will be diving into the rise of flexible
lifestyles at our Beauty Talk, Transient Utopia. Chief Innovation Officer Leila Rochet
will be joined by a panel of industry insiders who will explore how the nomadic lifestyle
shift will impact future beauty innovation. Also, drop by our booth (L36) where the
team will be on hand to talk you through our latest trend reports in more detail!
Our Inspiration Bar will also be open for the duration of the event, where the team
will be delighted to talk you through the latest products sourced from all over the
world, illustrating our four key trends for the years ahead.

Register for MakeUp in Los Angeles here.

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