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Why multipurpose wonder products have become a top beauty trend

A single item that does more than one thing; this is the concept being championed by new beauty brands, and it’s proved lucrative.

New beauty brands are launching multipurpose wonder products that promote the convenience of owning one item that boasts a number of functions, from cleansing and moisturising to highlighting and taming hair – contradicting the trending multi-step Korean beauty routine. Just as coconut oil brands such as Vita Coco have succeeded in marketing the elixir’s multipurpose beauty/food nature, the natural, high-quality ingredient element of these do-it-all products is key. Dominkia Minarovic and Elsie Rutherford – the duo behind London’s first wellbeing event Clean Cult and authors of Clean Beauty – have released a multi-functional balm under their new beauty brand The Clean Beauty Co. Babe Balm is the debut in a line of high-performance skincare products called Hero Beauty that are redefining the concept of eco-luxe beauty. The 100% natural product is marketed as an all-rounder to be used as a highlighter, moisturiser, cleanser and hair tamer. Its high-performance ingredients include monoi oil, vitamin E, mango butter, kaolin clay and murumuru butter. Cult British cosmetics brand Charlotte Tilbury’s Multi-Miracle Glow balm is billed as a 3-in-1 skin remedy. The cream-to-oil product acts as a facial cleanser with anti-ageing benefits, as a skin-regenerating overnight mask, and as an on-the-go moisturising fix for lips and dry areas. The paraben-free formula boasts an active-filled ingredients list, which includes anti-oxidant sea buckthorn oil and vitamins A, C and E for skin brightening and wrinkle reduction. British facialist and make-up artist Frances Prescott launched Tri-Balm under her eponymous beauty brand to offer a product that simplifies the daily skincare routine without compromising on quality and effective results. The balm (which is free from synthetics, parabens and silicone) claims to cleanse, exfoliate and moisturise in one step. By paring down the multi-step beauty routine and developing lightweight, travel-friendly packaging, the brand is also tapping into a growing need for fast, easy lifestyle solutions. Luxury British natural brand Vanderohe harnesses this all-in-one strategy with its No.1 Nourishing Face Serum, which it markets as a pillar of any skincare regime. The 100% natural formula is made up of wild harvested organic essential oils (such as rosehip and rose geranium) to address a number of skin concerns associated with dehydration. While not combining a number of beauty routine functionalities into one product, the oily serum is billed as the hero product that can be worn alone or mixed with existing moisturising product. There are bankable benefits to selling a carefully curated portfolio of active-ingredient-filled hero products. US millennial brand Glossier’s slow, considered release of one star product from each category – think one moisturiser, one cleanser – has been wildly successful. Meanwhile in the UK, new start-up The Hero Project’s production model is dedicated to this focus on singular, catch-all products. Equally, strategies focusing on using one product in more consumptive ways have proved lucrative for brands and e-tailers.

Originally published on Stylus.com