The German manufacturer of color cosmetics is adding a lip gloss and a growth-boosting brow gel to its portfolio of color cosmetics. The two innovations will be showcased at BeautyWorld Middle East from 28-30 October, 2024 at Dubai World Trade Centre.
The launches combine color cosmetics with boosting and caring ingredients, in line with the ongoing shift towards multifunctional products and minimalistic makeup trends while simultaneously meeting specific local needs in the Middle East.
According to Schwan Cosmetics, the skinification of makeup has made lip care an essential and popular part of the daily skincare routine, and the Y2K nostalgia has made lip gloss a lifestyle accessory. Earlier this year, Cult Beauty reported a 73% increase in online searches for lip gloss.
A hybrid of a gloss and balm
Schwan Cosmetics’ extra-tingly new lipbloss – a hybrid of a gloss and balm – combines the hydrating properties of a lip balm with the shine of a gloss. Lipbloss contains 17% jojoba oil and 0.2% peptide-hyaloron blend to achieve a high-gloss plumped finish without a sticky feeling on the lips.
For the Middle East, peppermint, ginger, and chili can be added to the formula, creating a more intense tingling effect on the lips. These ingredients stimulate blood circulation in the lips and bring a spicy or refreshing scent.
“Key feedback we’ve received from our clients in the Middle East has been to increase the sensorial effects of products. Quite simply – if the consumers don’t feel the products working, they don’t believe they work at all,” said Stefanie Strittmatter, Director Global Product Management Lip at Schwan Cosmetics.
3-in-1 BrowFix
To meet the growing demand for growth-supporting brow makeup, Schwan Cosmetics launches the 3-in-1 BrowFix that strengthens, colors, and fixes eyebrows in place. “Natural, statement brows continue to be a sought-after feature, and TikToks hashtagging brow growth have accumulated over 40 million views,” explained the manufacturer.
The clean and vegan formula is made of 94% natural ingredients and contains 3.95% boosting care ingredients, such as eriobotrya japonica leaf extract, and panax ginseng root extract. Altogether, the formula has six ingredients combined to promote healthy brow hairs.
“Our carefully selected blend of active ingredients is designed to maximize results,” underlined Leonardo Luce, Head of Competence Color and Care Formula Research & Development.
