The beauty industry has finally caught up with a trend that not only makes sense but also makes life a whole lot easier: multifunctional beauty products. It’s as if the gods of cosmetics have heard our collective sigh of frustration and responded with a chorus of efficiency. By Kiesha Meikle
The brilliance of these products lies in their capacity to streamline our often-overstuffed beauty routines. Take, for instance, the ingenious double-ended contour and highlight stick, a tool that not only saves precious minutes but also carves out cheekbones with hard to beat precision. Or the rose-tinted lip and cheek stain that gives you that ‘just-pinched’ look in one effortless swipe. These aren’t just products; they’re everyday time AND budget saviours.
Of course, some of us have been multitasking long before it became a commercial trend. Using lipstick on your cheeks isn’t new, but what is new is the beauty industry’s recognition—and capitalisation—of this practicality. In the past, brands have benefited hugely from selling skincare and makeup with ONE specific function, often simply relabelling products that perform the same tasks (…but let’s not dwell on that). The truth is, this approach works great for brands – not only does it simplify consumer choices, it also allows for targeted marketing, and commands higher prices. This strategy enables brands to expand their product lines without significant additional costs, encouraging multiple purchases and inventory management by predicting demand more accurately…ultimately leading to increased sales and higher profit margins.
But what about the customer’s need to get value for money?
It’s 2024 and what brands have finally realised is that promoting products capable of more than one function builds customer loyalty not just for the product but for the brand itself. Why? Because it shows they’ve been created with the customer in mind, and that they have listened to what customers actually want.
The excitement around multifunctional beauty is palpable, and nowhere is this more evident than with tinted SPFs. Here, we have the ultimate hybrid, combining the vital necessity of sun protection with the cosmetic delight of a flawless complexion. It’s the kind of product that makes you wonder how you ever lived without it, offering a radiant glow while shielding you from UV rays.
‘The excitement around multifunctional beauty is palpable, and nowhere is this more evident than with tinted SPFs.’
Whether you’re a seasoned makeup artist or a staunch minimalist, the multifunctional beauty trend has something to offer everyone. The market is teeming with must-haves that promise to declutter your vanity and refine your regimen. Picture hydrating primers that also serve as your daily moisturizers, or eyeliners that can be deftly smudged into eye shadows, transforming your look with the flick of a wrist.
As we cruise through 2024, it’s clear that this trend isn’t just a fleeting fashion but a seismic shift towards practicality and sustainability. So, embrace these multifunctional marvels and let them simplify your life, proving once and for all that, in the realm of beauty, less (money spent) is magnificently more.
