Tendency ; Hybridization
When Glossier launched their Futuredew oil-serum hybrid, I was skeptical, though I accepted their offer of sending a press sample for me to try. It felt somewhat new, yes – a skincare product that behaves like makeup that looks like skincare. However, Glossier is far from the only brand to blur the lines between makeup and skincare.
This summer, I attended an event launching a beauty brand called Make the Make, and this was described to us as “makeup-infused skincare”. I would have thought it was the other way around, but they were really pushing the product as skincare first and makeup second (sound familiar?). Claims of various active ingredients were attached to the products, like a bronzer with vitamin C or a highlighter with hyaluronic acid.
Similarly, sunscreen brand Supergoop launched “Shimmershade” cream eyeshadows with spf30. To me, adding sunscreen to makeup is the most logical skincare inclusion – it’s been done with foundations for years, but why not other products? Linda Hallberg famously formulates her multi-use Fantastick lipsticks with spf15, which makes the brand another frontrunner in the skincare-makeup hybrid category. And sure, it’s not uncommon to market makeup with nourishing ingredients, but it’s rare to see an actual skincare claim, or to have a product truly blur the lines between product categories.
Futuredew is one of those products that really does this successfully – it’s literally supposed to act like makeup and look like skincare, freshly applied, making your face look like it does at the end of a skincare routine. And it does! It’s not something I’d normally go for, personally – having oily skin means I supply my own dew, and it’s rarely flattering – but futuredew did kind of work for me. It’s weird, but not necessarily in a bad way.
I just wonder if this is a passing fad or if we’ll be seeing more – if the actual look of a skincare routine will become even more aestheticized and marketed in this way. It’s a dizzying idea in a way – the artificial masquerading as natural, in a way even more extreme than regular old “no makeup-makeup”. I suppose we can only wait and see.
I really appreciate how you charted the hybrid product trend in this post, and it was very well written! You have definitely piqued my interest for the Futuredew product – plus I love how you photographed it, heh.
Thank you! I’m so glad you like reading my blog <3
There was a very rare ray of light I could utilize lol. And I do think the photo is very you, so pink ; )
I love your aesthetic! Are there any other beauty blogs (almost) as good as yours? Where do you go for beauty updates, inspiration…
(not just beauty blog such as in a blog with reviews of different products, I love your mix of highlights, fashion, texts and perspective on/about popular culture, critique etc.)
Thank you so much, I’m very flattered that you like my blog so much! Well, blogs are hard – they’re not the phenomenon they used to be, so I don’t really have a strong recommendation for you. I kind of started this blog exactly because the kind of beauty blog I wanted to read didn’t exist. Autumn Whitefield-Madrano used to write an amazing blog called The Beheld, and it’s still online though hasn’t been updated since 2017. Other than that, I do mostly read digital press but none are really dedicated to beauty… except maybe Beautypapers. I also enjoy Dazed beauty, Man Repeller, The Cut, T magazine and Business of Fashion. Sorry, I realize this isn’t super helpful…
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