Could it be that a wind of simplicity is blowing across the beauty planet? According to a recent study by the American foresight firm The Benchmarking Company, more and more women are turning to multi-benefit cosmetics to lighten their beauty routines.
To carry out this study, The Benchmarking Company surveyed 3,900 American women in January 2025.
For the respondents, taking care of oneself is necessary (36%), and the different steps must be consistent (36%). For 94%, convenience is important when doing their routine.
93% of respondents appreciate time-saving tips, and 93% seek to simplify their ritual without compromising results.
60% of respondents use four to ten different products a day. 31% apply more than 11 products daily. Face care (96%), hair care (57%) and make-up (56%) are among the most frequently used product categories.
One reference = many benefits
Two-thirds (67%) of American women say they regularly buy multi-tasking beauty products. They expect them to be as effective as single-benefit products.
In the last 12 months, 94% of those surveyed have bought a multi-purpose skincare product, and 89% have bought a multi-purpose make-up or hair color product.
Panellists appreciate these “Swiss-knife” skincare products because they save time (83%), simplify their routine (76%) and save money (57%).
They also say they save shelf space (56%), and reduce waste (44%).
Serums containing a combination of vitamin C and hyaluronic acid, lip balms formulated with SPF and exfoliating …
