In our fast-paced world, one new trend that is quietly revolutionizing our daily routines and driving innovation is the idea of hybrid skincare where a single product not only nourishes your skin but also shields it from the sun's harmful rays, streamlining beauty regimens. A good BOGO (buy one get one free) is hard to resist. And as consumers have become increasingly more discerning, demanding more from their skincare products than ever before they are no longer satisfied with one-dimensional solutions, they crave efficiency, efficacy, and convenience in equal measure. Enter hybrid skincare – the marriage of skincare and sun protection in a harmonious blend that caters to both health and aesthetic needs.

In fact, having recently been interested in facial balms as a sort of daily wear primer/mattifier, I was surprised to find that the product I liked didn’t also provide any sort of sun protection. I’d expected more and was disappointed that I wasn’t given more. Consumers expect more from their products these days. Hybrid skin care has become a fascinating trend, and innovation opportunity, where lightweight textures, non-greasy finishes, and skin-friendly ingredients converge to redefine beauty rituals. Consider serum foundations and concealers, highlighters infused with SPF, and similar innovations. As this trend gains momentum, numerous brands are now providing these versatile, multitasking products.

Suncare products are perfect for a hybrid intervention. A recent study revealed that a significant portion of respondents do not reapply sunscreen, particularly on cloudy days, citing water exposure, time spent in the sun, and physical activity as primary reasons for reapplication (1). With skin cancer being one of the most diagnosed malignancies in the United States, strongly associated with sun exposure, designing products to encourage the use of products with SPF or “sunscreens” is critical (2). Making integration of suncare products seamless with other daily skincare routines helps to encourage their use, streamlining consumers’ products and creates frictionless behavioral change.

“Yes, and” is a pillar of improvisation. It’s the acceptance principle — when someone in an improv scene states something, you accept it as truth (the ‘yes’ part). The “and” part of this principle means to build on that reality that has been set. But “yes, and” is more than just a concept to make an improv scene wonderful, it’s also a philosophy used for building a healthy business and life. And… consumer products.

Today, we are witnessing an explosion of hybrid products. Often in food products, such as fortified breakfast cereals. But recently we have started seeing an expansion of this with even more functional ingredients, such as pasta with added protein or beverages with added antioxidants. Consumers are drawn to functional foods because they perceive them as offering additional utility beyond basic nutrition. Further, perceptually, functional foods often benefit from a "health halo effect," where consumers perceive them as inherently healthier than conventional options due to their added functional ingredients. This perception can influence consumers' purchasing decisions, leading them to choose functional foods over similar products without added benefits. But even more common examples of hybrid products and their adoption, has been the success of wearables such as smart watches, combining features of technology, fashion, and utility.

Skinification is a concept in haircare very much in line with the “more is more” consumer need (3). This trend demonstrates the growing influence of skin care habits on hair and scalp care needs, particularly when it comes to personal care ingredients. And is even beginning to show up for oral care and makeup. Active skincare ingredients in makeup have revealed the growing interest of active skincare ingredients like hyaluronic acids, peptides, antioxidants, vitamins, and natural extracts in makeup products. Global Cosmetic Industry recently highlighted that similar to hair care, the recent surge in makeup popularity has been propelled by skincare-inspired innovation spanning various product categories (4).

Hybrid skincare products represent a paradigm shift in the beauty industry, offering consumers a convenient solution to address multiple skincare needs in one step. Traditionally, incorporating both skincare and sun protection into a daily routine required multiple products and steps, leading to complexity and time constraints. Even further, the results of layering on multiple products can leave consumers feeling greasy or heavy. Unlike standalone sunscreens, which may feel heavy or greasy on the skin, hybrid formulas are lightweight and easily absorbed, allowing the active ingredients to penetrate deeply and work more efficiently. This ensures that the skin receives the full benefits of the active ingredients, resulting in improved texture, tone, and overall skin health. Hybrid products eliminate the need for layering multiple products, streamlining the process, saving valuable time, and the potential of a more controlled products sensorial experience for consumers.

Another benefit of hybrid skincare products is their ability to target specific skin concerns while also providing sun protection, for example mattifying coverage or anti-aging products. Whether it's combating signs of aging, reducing hyperpigmentation, or soothing sensitive skin, hybrid formulas are designed to address a wide range of skincare issues. As the demand for multifunctional beauty solutions continues to rise, hybrid skincare products are poised to remain at the forefront of the beauty industry, setting new standards for efficiency, effectiveness, and innovation. And in the case of suncare, encourage sun protection in a way that is easy to incorporate into daily routine.

The introduction of hybrid skincare products has been driven by advancements in formulation technology, resulting in lightweight textures, non-greasy finishes, and skin-friendly ingredients that deliver optimal results without compromising on comfort or aesthetics. These innovative formulations represent a fusion of science and beauty, offering consumers a luxurious skincare experience that meets their evolving needs and preferences. The term “cosmeceutical” has been used to describe that a product has characteristics combining the aesthetic appeal and benefits of traditional cosmetic products with a therapeutic component. The therapeutic component can be associated, in the strictest sense, with pharmaceutical products. It is a much-needed term to describe cosmetic products that have some therapeutic advantage over traditional cosmetics yet are not drug products. Hybrid products, however, may be a more consumer friendly description.

Exciting advancements in cosmetic technology are fueling the rapid development and launch of products containing ultraviolet light filtering agents. These cutting-edge formulations offer a dynamic blend of cosmetic enhancements and protective properties, revolutionizing skincare routines and setting new standards for multifunctional beauty solutions. Innovations in hybrid skincare formulations have led to lightweight textures that feel weightless on the skin, unlike traditional sunscreens, which can feel heavy and greasy. Hybrid formulas use advanced emollients and silicones to provide a silky-smooth texture, allowing for effortless application and quick absorption without leaving residue. Another advancement is the achievement of non-greasy finishes, leaving the skin fresh and matte. These formulas contain oil-absorbing ingredients and mattifying agents to control excess oil and minimize shine, resulting in a smooth, velvety finish that lasts all day. Hybrid skincare products prioritize skin-friendly ingredients, such as hyaluronic acid and botanical extracts, to nourish and protect the skin while providing sun protection. Free from harsh chemicals and fragrances, these formulations are suitable for all skin types, including sensitive and acne-prone skin. Technological advancements, such as innovative delivery systems and encapsulation techniques, allow for precise delivery of active ingredients to target specific skin concerns, such as fine lines and dark spots. This harnesses the power of science to deliver optimal results without the need for multiple products or complicated routines. Research is actively exploring alternatives to current topical sunscreen application methods to overcome the need for frequent reapplication, which could significantly benefit the cosmeceutical market amidst a substantial rise in products offering dual anti-aging and sun protection properties (5).

In addition to their existing advancements, hybrid skincare suncare products present a ripe opportunity for further innovation, particularly in leveraging behavioral cues and higher-order rewards to enhance user experience. By tapping into behavioral psychology principles, such as habit formation and reward mechanisms, brands can encourage consistent usage of these products and reinforce positive skincare behaviors (6). For example, incorporating sensory cues, such as pleasant textures and refreshing scents, can create a more enjoyable application experience, making consumers more likely to incorporate the product into their daily routine. Moreover, by offering higher-order rewards, such as visible improvements in skin health and appearance over time, hybrid skincare suncare products can provide added motivation for continued use. As consumers increasingly prioritize holistic wellness and self-care, there is immense potential for brands to explore innovative approaches that not only deliver effective sun protection but also foster positive skincare habits and deliver meaningful long-term benefits. This represents an exciting frontier for the beauty industry, where science, technology, and consumer psychology converge to create transformative skincare experiences.

Marketers and product developers should consider conducting consumer research to understand perceptions, preferences, and behaviors related to hybrid products. Additionally, collaborations between academia and industry could facilitate further research into product categorization and its implications for design and positioning. Researchers can also leverage insights from existing research on visual and technological factors affecting cognition of use to inform product development and marketing strategies. By adopting a consumer-centric approach and incorporating insights from both academic research and market trends, marketers can maximize the likelihood of successful adoption and acceptance of hybrid cosmetic products in the market.

Ultimately, skincare is meant to provide a positive, measurable change in your skin over time — so a skincare makeup hybrid should do those together.

The beauty industry is seeing a shift towards more efficient beauty practices, with consumers opting for quality over quantity and embracing conscious consumption. Consumers want makeup that performs to the standards they expect and is going to help improve their skin along the way. The trend of minimalist skincare routines replaced elaborate 10-step regimens, driven by concerns of overstimulating the skin. Additionally, the "clean girl" aesthetic gained popularity, promoting a natural, minimal makeup look and prioritizing skincare over heavy makeup. Hybrid beauty products have emerged as a preferred choice, offering both cosmetic and skincare benefits in one. While makeup isn't inherently harmful to the skin, the appeal of products that also provide skincare benefits reflects the growing preference for multifunctional beauty solutions.

As consumers demand more from their products, hybrid skincare meets the need for convenience and effectiveness. As hybrid products continue to flood the market, it's crucial to develop frameworks aiding marketers in differentiating, positioning, and displaying these products effectively. Collaborations between marketing and product development with consumer-centric approaches and insights from existing research can guide product success. Embracing this holistic approach will maximize the success of hybrid cosmetic products in meeting consumer needs and preferences and encourage better suncare practices.