Modern makeup formulations are doing more than they ever have before. Now, they perform their original function and provide additional benefits. Whether that’s SPF, moisturising, or brightening, it gives those products more appeal. One particular product where skincare benefits and cosmetic performance combine is makeup primer.
Manufacturers who are ahead of the trend have been expanding their face makeup development for brands to include primers. While these products fix makeup in place to last longer, that’s not their only role. Many also deliver skincare-inspired benefits, enhancing the overall user experience and adding value for increasingly informed consumers.
What Are Multifunctional Primers?
Primers are a natural fit for modern makeup formulations thanks to their versatility. Among them there’s a specific category that deserves a special mention, and they are multifunctional primers. They are products that prime the area for makeup application and have additional benefits. That comes from additions such as hyaluronic acid, vitamins, and argan or jojoba oil.
In fact, research confirms the benefits of multifunctional primers. That applies to immediate and long-term improvements. The benefits depend on the formula, but some of the most effective products are the ones that enhance coverage, include a high, broad-spectrum SPF, and add skincare benefits that hydrate, nourish, and support the skin for a more refined overall appearance.
Types of Primer
While makeup can follow seasonal trends, it also evolves to meet the changing preferences of consumers. Modern primers of all kinds are doing just that. When formulating makeup primer, it’s no longer only a question of staying power. There are several product types that offer different skincare-inspired or functional benefits.
Face Primer
One of the most popular types is face primer. Its primary purpose is to prepare the skin for a smooth and flawless makeup application, with many also helping products to stay in place. Additional benefits of on-trend face primers are SPF, hydrating ingredients, like hyaluronic acid, and glow boosters, such as niacinamide.
Eyeshadow Primer
A traditional eyeshadow primer prepares a smooth base for eyeshadow and stops the product from rubbing off and looking patchy. However, hybrid primers do even more, such as providing a neutral base to make the eyeshadow stand out more. They can also include vitamin C and vitamin E to brighten, protect, and moisturise.
Lash Primer
When users want to boost the volume and impact of their mascara, a lash primer will do the trick. Newer formulations don’t just coat the lashes to extend wear time, though. They also include conditioning and protective ingredients, as well as oils aimed to promote healthier-looking lashes.
The Growth of Primers
In the past, some users might have viewed primers as optional products, used mainly for occasions when they particularly needed their makeup to last all day. Modern formulations are changing that.
Audiences now see a makeup primer as a multifunctional tool, making it a more valuable addition to their skincare and makeup kits. As a result, the market for these products is expected to grow at a CAGR of 6.9% in the next eight years.
