Bioengineering and AI predicted to transform multifunctional beauty
The spaces between skin care, health, and technology are blurring, and as a result, consumers are seeking multifunctional ingredients. Moving from focusing on appearance to overall well-being, personal care companies mix bioengineering, smart technologies, and longevity when creating cosmetic formulations.
Personal Care Insights sits down with experts from Gencor and Schwan Cosmetics, who tell us about how consumers are looking for fewer products with more benefits. The companies explain how nutrition is influencing skin care and how technology holds the power to make it possible.
“We’re seeing multifunctionality become a major driver across several cosmetic categories. In skin care, moisturizers are increasingly formulated with SPF, antioxidants, and barrier-supporting actives, delivering hydration, protection, and anti-aging benefits in one product,” Maggie McNamara, VP of global marketing at Gencor, tells us.
She also points to skinimalism, “a new movement in which consumers are streamlining their routines and looking for products that combine steps, such as serum-moisturizer-SPF blends.”
“Protective beauty is another area, with formulas that defend against UV, pollution, and blue light. We’re also seeing wellness crossovers, where cosmetics incorporate adaptogens, probiotics, or calming actives that support beauty and mental well-being,” says McNamara.
“Ultimately, multifunctionality is closely tied to inclusivity, with more gender-neutral, universal products designed to meet a broader range of needs in a single formulation.”
Schwan Cosmetics' AI model reflects a broader cultural shift.Trending in multifunctionality
Iris Hubbes, manager for trend and design directions at Schwan Cosmetics, discusses how consumers are shifting from caring about “looking good” to “feeling good,” and that beauty is becoming a form of self-care.
“A recent study confirms that 77% of people now prioritize what feels good over what makes them look good. The rise of biohacking in beauty is a clear sign of this shift. People are no longer satisfied with products that only address the surface, but they demand solutions that work with their biology,” says Hubbes.
“At Schwan, we imagine a future consumer we call Nova. AI powers her beauty routine, adapts to her environment, and integrates seamlessly with her wellness data. For her, beauty is alive, intuitive, and health-driven. This vision reflects a broader cultural shift: cosmetics are not just about appearance but also about supporting overall well-being.”
Further pointing to longevity, bioengineering and smart technology coming together, Hubbes says future products may bring pigments that adapt to emotional states, temperature-responsive lipbalms, or microbiome-friendly mists.
“These trends clearly reflect a broader desire for products that are not only effective but also responsive and personalized.”
McNamara from Gencor adds that there is an increased focus on cosmetics and the gut microbiome.
“Research continues to demonstrate the significant role of the gut microbiome in various aspects of our health, including immune function, digestive health, nutrient absorption, brain and cognitive health, and skin health.”
The relationship between nutrition and skin health has garnered increased attention.
“Epidemiology and clinical research have established a connection between nutrition and tissue and organ function, suggesting that diet and nutrition significantly impact skin health and aging. As consumers become more health-conscious, it is clear that skin health is essential to their overall well-being,” says McNamara.
Skin care has evolved from solely topical applications for the surface to beauty-from-within applications.Health and beauty intertwine
The beauty industry is heavily focused on natural, clean products with proven efficacy, and fewer products that deliver.
With that in mind, McNamara explains that minimalization has evolved over the past few years, from reducing the number of ingredients within a product to the number of products needed for their daily routine.
“But this ‘less is more’ approach comes with great expectations of effectiveness and value. Shoppers expect clinically proven, multi-targeted products that promote beauty from the inside out. They are adopting a multipronged approach to beauty care, focusing on topical and ingestible products.”
Skin care has evolved from solely topical applications for the surface to beauty-from-within applications. Companies are implementing new techniques to address the consumer demand of looking good by feeling good.
“Customers realize that topical skin care only covers a limited section of the skin. A wider range of ingredients that promote cardiovascular health for proper circulation and skin and nail benefits, such as Gencor’s Levagen+, which provides restful, restorative sleep and has been clinically proven to affect skin health, are finally recognized for their importance,” says McNamara.
“The global nutricosmetics market is estimated to be valued at US$7 billion in 2023 and is expected to reach US$15 billion by 2033.”
Multifunctionality is especially seen in hybrid products that combine skin care and color cosmetics.Color cosmetics and skin care
Both companies say color cosmetics are tapping into skin care, as makeup users seek formulations that enhance appearance and overall skin health.
“Foundations and tinted moisturizers now often include skin care ingredients like hyaluronic acid, niacinamide, or peptides to provide both coverage and treatment. In hair care, shampoos and conditioners are evolving to support scalp health while offering strengthening or color-protecting benefits,” says McNamara.
“Consumers are looking for convenience and value, so brands that can deliver multiple benefits in one step stand out.”
Meanwhile, Katrin Hollmann-Raabe, director of global formula development at Schwan Cosmetics, says: “We’re seeing a lot of multifunctionality, especially in hybrid products that combine skin care and color cosmetics. For example, foundations that not only provide coverage but also improve skin condition over time through exosome-enhanced delivery systems.
She adds that a “real technology leap is happening in cosmetic raw materials right now.”
“It’s an exciting time. If I had to focus on just one standout, it would be exosomes. These microscopic messengers significantly increase the bioavailability of active ingredients like vitamin C and retinol, helping them stay active longer and work more effectively.”
Hollmann-Raabe explains that exosomes deliver benefits when used separately and enhance the performance of other ingredients by working in harmony with the skin’s natural processes.
Schwan Cosmetics predicts that multifunctionality will become the baseline for beauty products.Looking at the future
Science is increasingly used to develop multifunctional cosmetic ingredients. According to Gencor, billygoat weed, palmitoylethanolamide (PEA), and curcumin are clinically researched ingredients with the potential to target multiple health areas.
“HairAge, available as a topical and ingestible billygoat weed ingredient, has been scientifically proven to enhance hair health for both men and women, improve the appearance of hairline recession, balance inflammatory response, and inhibit 5-alpha-reductase type in men,” explains McNamara.
She further details Gencor’s Levagen, which contains PEA and protects against inflammation and mast cell damage. It is said to tackle imperfections such as blemishes and redness, boost skin elasticity, and fight off oxidative stress-related damage.
McNamara says studies have found curcumin to support skin tone and texture and help protect the skin from free radicals, such as pollution. A recent study also found it holds potential for natural skin brightening formulations and to tackle hyperpigmentation.
Schwan Cosmetics predicts that multifunctionality will become the baseline for beauty products.
“The future is in personalization and precision. The industry is exploring innovations like climate-adaptive formulations and exosome-based personalization, and we’re closely watching how these technologies evolve. Our goal is straightforward: to create biologically intelligent products designed for your skin, environment, and lifestyle,” says Hollmann-Raabe.
“We believe the next generation of cosmetics will be defined by more than what they contain. How they interact with the skin will also define them. Exosomes are just the beginning. They represent a shift from chemistry to cellular strategy. It’s an exciting time to innovate in this space.”
Hubbes adds: “Consumers will expect every product to do more: treat them, protect them, adapt to them, and even evolve with them. This almost hyper-functionality means we must start thinking of products as part of interconnected systems rather than isolated silos. The line between skin care, wellness, and tech is blurring.”
