Press Release Overview

Forever52, historically recognised as a makeup‑first brand serving professional makeup artists, beauty academies, bridal experts and enthusiasts across India and global markets, issued a press release on 12 June 2026 announcing its entry into a new category that merges skincare and makeup benefits.

Market Trend

The release notes a consumer shift away from lengthy 10‑step beauty routines toward simplified, multi‑functional products that save time while delivering results. Consumers now prioritize convenience, performance and products that combine skincare and makeup functions, a trend described as "skinimalism" and "hybrid beauty."

Forever52 Strategy

Through close interaction with beauty professionals, Forever52 identified a gap: most existing skincare items are formulated solely for skin health and do not consider makeup performance. Professional artists require a pre‑makeup product that hydrates without greasiness, creates a smooth canvas, improves foundation application, supports blendability and extends makeup wear for long events such as weddings, photoshoots and studio sessions. The brand decided to address this gap by developing skincare with makeup performance in mind, adopting a philosophy that products should both prepare, protect and enhance the skin while facilitating better makeup outcomes.

New Product Details

The first offerings under this philosophy are Hydra Crème and Velvet Matte Sunscreen. Both are positioned as more than traditional moisturisers or sunscreens; they are marketed as dual‑benefit solutions that provide skin health benefits while simultaneously improving makeup application and durability.

Industry Context

Forever52’s move is presented as being in sync with a broader industry transition where consumers increasingly seek products that combine functions, reduce routine steps and deliver higher efficacy. The brand argues that as the lines between skincare and makeup blur, future growth will belong to products that do not fit neatly into a single category but instead deliver combined benefits.

Disclaimer

The press release is distributed under an arrangement with NRDPL, and PTI disclaims editorial responsibility for its content.