The Rise of Multipurpose Skin Care & Makeup: Meeting Consumer Demand for Versatility

Denise Herich, The Benchmarking Company

Multitasking skin care and color cosmetics have become the norm. 67% percent of the 3,900 U.S. beauty-buying females surveyed in The Benchmarking Company’s January 2025 beauty habits study say they regularly buy beauty products that perform more than one function or solve multiple problems. Whether it’s skin care products that contain SPF, or makeup providing added anti-aging skin benefits, buyers expect strong multifunctional performers that are as effective as single-benefit products—and have proof to back up those claims.

The Basics—Beauty Usage and Routine

Facial skin care is the most common category of general beauty and wellness products used by U.S. beauty consumers (96%), followed by hair care products (95%), body skin care (89%) and color cosmetics (78%). Of those categories, facial skin care is used most often, with 49% saying they use it daily, and 46% use/apply multiple times per day. Body skin care comes in as a close second, with 59% saying they use body skin care products each day, and 28% using body skin care multiple times daily (T-1; follow the link below for all charts and tables).

Hair care and color cosmetic/makeup usage is nearly identical in this regard. At least one color cosmetic/makeup product is used daily by 56% of respondents, but only 10% reapply throughout the day. For hair care, 57% of respondents said they use at least one hair product each day, with 10% reapplying that product throughout the day.

Applying body skin care products takes the least time in their routine, with 32% saying they get it done in less than 5 minutes. Most users of each product take between 6 minutes and 20 minutes to apply products on a typical day, with more time devoted to the precision involved in applying color cosmetics or perfecting their hair style. Most consumers (92%) are looking to simplify their beauty routines without compromising outcomes if possible (F-1).

The chief concern (T-2; table accessible via the link below) about multitaskers is doubt that each component of the multitasking benefit would be as strong as it would be as if it was an individual product (35%). As an example, whether an SPF moisturizer will have enough SPF for their needs or be as moisturizing as a standalone non-SPF moisturizer.

Other concerns center around the strength of each ingredient (30%), ingredient interactions (24%), and whether the product could be personalized to their needs (21%), as top concerns. Twenty percent of respondents, however, have no concerns about multifunctional beauty or personal care products.?

??Full Report: Unlocked

Multitasking beauty products are changing how consumers approach their routines, but what truly drives purchasing decisions? Dive deeper into the full article to discover what’s most important when buying skin care and color cosmetics, strategies to build consumer interest, and more insights into beauty habits and trends. Click through for all the details, including charts, data, and expert analysis! ??https://www.gcimagazine.com/ingredients/skin-care/news/22932586/the-rise-of-multipurpose-skin-care-makeup-meeting-consumer-demand-for-versatility