Multifunctional solutions have surpassed being a trend and solidified their place in the makeup category. Consumers are experiencing inflation and on-the-go lifestyles, causing them to gravitate to makeup products that simultaneously serve many purposes.Innova Market Insights data indicates that multifunctional makeup launches have surged 34% between April 2022 and March 2024. The market researcher says that brands increasingly incorporate skin-nourishing ingredients, long-lasting formulas and multi-use benefits to cater to consumers’ fast-paced lifestyles.
