After the mind-blowing tediousness of the 10-step Korean beauty regimen comes the great relief of hybrid beauty products: multifunctional cosmetics that combine skin care and makeup without compromising on either. “Consumers are looking for multifunctional products for many reasons, such as to simplify their routine, for cost savings, and for sustainability reasons,” says Jen Novakovich, a cosmetic scientist and host of The Eco Well beauty science information platform. In a survey by The Benchmarking Company from last year, 67 per cent of the 3,900 respondents said they regularly buy beauty products that perform more than one function or solve multiple problems. They want them to work just as well as the individual items—and they want proof of that too.
