For beauty consumers today, a simple lipstick or skin creme is not enough. According to presenters at the HBA Marketing Session “Color Cosmetics and Multifunctionals,” shoppers are demanding formulations with anti-aging benefits besides pops of color and shine.

Tammy Yaiser, director of product development at Fusion Beauty, said “Multi-functionals are not just a trend, but a lifestyle..these high–performance hybrids are color meets cutting edge.”

Yaiser added that the secret to the success of a multifunctional product “lies in the balance between skin physiology, chemistry, marketing and regulatory.”

The session also touched on how to make indie brands stand out amongst the masses. Trae Bodge, co-founder of Three Custom Color, shared her sage industry experience on the topic. For more on this session, check out an upcoming story on Happi.com.