2027/28

Colour cosmetics trends

Explore the colour of future

The future of colour cosmetics is about more than colour. Consumers increasingly expect products that combine performance, skin benefits, sensory appeal and sustainability, while also allowing them to express their individuality.

For 2027/28, three key trends are shaping product development across the beauty industry: skinification, emotional and sensory-driven beauty, and responsible innovation. Together, these trends are creating new opportunities for brands to develop colour cosmetics that deliver both immediate impact and long-term value.

Colour meets care

The skinification trend continues to expand beyond complexion products into lip, eye and nail cosmetics. Consumers are looking for hybrid formulations that combine colour with benefits such as hydration, barrier support and skin conditioning.

This demand is reflected in consumer behaviour. In Thailand, 73% of women are interested in buying makeup products with added skin benefits, while 70% of German dermacosmetics buyers consider clinical trial claims important for product credibility.

As a result, multifunctional products that blur the boundaries between skincare and colour cosmetics are becoming increasingly important.

Beauty beyond performance

Beauty is also becoming a source of comfort, creativity and self-expression.

Consumers are embracing products that deliver memorable sensorial experiences through innovative textures, nostalgic inspiration and playful aesthetics. This emotional connection is helping drive engagement, sharing and product discovery.

In fact, 40% of US consumers say they wear makeup more often because it is fun, while 61% of Thai Gen Z consumers enjoy experimenting with different makeup looks.

Sustainability remains essential

Alongside performance and sensory appeal, sustainability remains a key purchasing driver. Consumers increasingly expect brands to align with their values through responsible ingredient choices, transparent communication and environmentally conscious innovation.

From refillable packaging to biodegradable materials and plant-based alternatives, sustainability continues to influence every stage of product development.

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