81% of global consumers are willing to accept non-invasive medical aesthetic procedures more than they were five years ago¹. As consumers seek non-invasive options for age-defying advancements, ‘notox’ is on the rise, marking significant opportunity for clinical cosmetics.

‘Notox’ is an emerging segment that reimagines firming, sculpting and lifting within the framework of makeup and skincare, delivering visible results through advanced, non-invasive solutions. 

‘Notox’ sculpting makeup solutions will enter as a new makeup product subcategory, offering short-term alternatives to professional tweakment and targeted contour applications. These formulas deliver the effects of professional lifting and plumping treatments through advanced active ingredients and sculpting techniques. Versatile delivery formats such as bronzer, blush, highlighter and lip products will be crucial to mimic lifted tweakment features and fillers.

Colour cosmetic tweakments upgrade lazy-perfection base makeup with functional formulas that mirror the results of cosmetic procedures. These formulations utilise skincare heroes such as collagen, exosomes, and vitamin K to improve complexions. Searches for “blurring foundation” increased by +85% YoY^². Expect ageing skincare actives like collagen, retinol, and PDRN to shape next-gen makeup, backed by clinical testing. Brands can mitigate skin prep concerns such as acne, hyperpigmentation and fine lines with colour correction features, emollients and silicates that lay a glass skin base effect.   

Colour cosmetic tweakments in base and lip makeup drive aesthetic ingredient usage, focusing on line smoothing, filling and plumping benefits.  ‘Plumping’ lip benefits have risen +3.9ppt YoY as consumers shift from ‘spicy’ plumping extracts to long-term lip care with maintained colour payoff or aesthetics³.