These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
A game-changer in the realm of inclusive beauty, Fenty Beauty's Eaze Drop Blurring Skin Tint offers a lightweight, buildable formula that instantly blurs and smooths the skin's appearance. This product is celebrated for its ability to even out the complexion without masking it, leaving a natural, soft-focus finish. Its success lies in its revolutionary approach to shade diversity, ensuring a perfect match for a wide range of skin tones and reinforcing the idea that "barely-there" beauty is for everyone. The formula is also humidity-, sweat-, and transfer-resistant, making it a durable option for a fresh, effortless look.
Key Product: Eaze Drop Blurring Skin Tint
MARKET LEADER
Ilia's Super Serum Skin Tint SPF 40 stands out by merging makeup, skincare, and sun protection into one iconic product. This serum-like tint provides light, dewy coverage that evens out skin tone and leaves a radiant finish. It pushes the "barely-there" trend forward by being a skincare-first formula, packed with ingredients like hyaluronic acid, plant-based squalane, and niacinamide to hydrate and improve the skin over time. Its clean, fragrance-free formulation and mineral-based SPF 40 appeal to the health-conscious consumer, making it a top-of-mind product for those seeking a natural look with tangible skin benefits.
Key Product: Super Serum Skin Tint SPF 40
MARKET LEADER
Merit's The Minimalist is a versatile stick product that can be used as both a foundation and a concealer, perfectly aligning with the minimalist ethos of the "barely-there" trend. It provides lightweight, buildable coverage that looks incredibly natural on the skin. The stick format allows for precise application, making it easy to cover imperfections where needed while leaving the rest of the skin looking fresh and untouched. Its creamy formula blends seamlessly, offering a "your skin but better" effect that is highly coveted by trend-conscious consumers. The brand's focus on "clean beauty" and simple, effective products has made The Minimalist an iconic choice for achieving an effortlessly chic look.
Key Product: The Minimalist Perfecting Complexion Stick
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
The trend exhibits strong engagement through consistent search interest and cultural relevance, supported by growing sales in the premium segment and stable, albeit cooling, sales in the value segment.
Search interest for barely-there skin tints shows a consistent upward trend with recent peaks, indicating growing consumer demand. This aligns with the trend's focus on natural beauty and effortless makeup, which resonates with current consumer preferences.
Google Trends (12 Months)
TikTok Posts
43 posts analyzed
6 posts analyzed
Hourglass
A model, media personality, and founder of the popular skincare brand Rhode. She is widely credited with popularizing the "glazed donut skin" trend.
Hourglass
A celebrity noted for using skin tint to achieve a sought-after radiant look.
Unspecified
An Emmy-winning actress and global style icon with immense influence over fashion and beauty trends, particularly among Gen Z.