The shift is driven by ingredient-conscious consumers and routine fatigue.
Hybrid beauty is increasingly reshaping the personal care sector by blending skincare and make-up into single, multifunctional products focused on performance rather than layered routines, according to GlobalData research.
The shift is being driven by greater consumer attention to ingredients and growing fatigue with complex routines.
GlobalData’s 2025 Q1 survey found that 85% of respondents globally say they pay at least a medium level of attention to what goes into their beauty and grooming products.
At the same time, post-pandemic habits have reinforced a move away from maximalist beauty routines toward simplified, skin-focused products.
Ingredients typically associated with skincare—such as peptides, niacinamide, hyaluronic acid, collagen, bakuchiol, ceramides, and SPF—are now being integrated into foundations, concealers, blushes, lip products, and eye make-up, changing how consumers evaluate cosmetics.
Consumer interest in functional ingredients is also evident in product preferences.
In GlobalData’s 2025 Q1 data, 55% of consumers said collagen is appealing or very appealing, whilst 46% said the same about hyaluronic acid.
However, this demand comes alongside uncertainty: 48% of consumers also say they find it confusing to know which products are right for them, pointing to a gap in understanding that hybrid products are attempting to fill.
Ingredient scrutiny is also shaping purchase decisions. In a 2025 Q4 survey, 50% of consumers said simpler ingredient lists are a desirable factor, and 27% said they see it as essential.
This reflects growing emphasis on clarity and credibility in formulations, even as expectations around efficacy rise.
Digital platforms are further influencing buying behaviour. Social media, influencer content, and dermatologist-led education are increasingly shaping how ingredient information is interpreted.
Around 48% of consumers say they are likely to buy products recommended by influencers, underscoring the role of online channels in steering beauty purchases.