Schwan Cosmetics expands makeup portfolio with new hybrid products

The German makeup manufacturer is adding lip gloss and eyebrow-boosting gel to its makeup portfolio. The launches, which combine makeup with nourishing and caring ingredients, are in line with the current shift towards multifunctional products and minimalistic makeup, while also addressing specific local needs in the Middle East.

According to Schwan Cosmetics, the dermatification of makeup has made lip care an essential and popular part of daily skincare routines, while the Y2K nostalgia trend has made lip gloss a lifestyle accessory. Earlier this year, Cult Beauty reported a 73% increase in online searches for lip gloss.

Schwan Cosmetics' new lip gloss - a hybrid of lip gloss and lip balm - combines the moisturizing properties of a lip balm with the shine of a lip gloss. The lip gloss contains a blend of 17% jojoba oil and 0.2% peptide hyaluronic acid to achieve a high-shine, plump lip effect without leaving lips feeling sticky.

For the Middle East, formulas can include mint, ginger and chili peppers for a more stimulating effect on the lips. These ingredients stimulate blood circulation to the lips and deliver a spicy or refreshing scent.

“The main feedback we receive from our customers in the Middle East is to increase the sensory effect of products. It’s simple - if consumers can’t feel the effects of products, they simply don’t believe they work,” said Stefanie Strittmatter, director of global lip product management at Schwan Cosmetics.

In response to the growing demand for cosmetics that promote eyebrow growth, Schwan Cosmetics has launched a 3-in-1 Brow Repair product that strengthens, tints and sets brows. “Natural, bold brows remain a popular feature, and the TikTok hashtag about eyebrow growth has accumulated more than 40 million views,” the manufacturer explains.

The clean, vegan formula is made with 94% natural ingredients and contains 3.95% enhancing care ingredients such as loquat leaf extract and ginseng root extract. In total, six ingredients come together to promote healthy eyebrows.

“Our carefully selected blend of active ingredients is designed to maximize effectiveness,” emphasizes Leonardo Luce, Head of Color and Care Formulations R&D.