Where Color Becomes Storytelling
Step into Make-Up Magic: A Beauty Tale, Evonik’s new fairytale-inspired color cosmetics concept designed for modern creators, brand innovators, and beauty formulators. This anthology brings four immersive worlds to life – each translating emerging beauty trends, sensory innovations, and hybrid formulations into relatable, inspiring stories.
From ethereal glow to transformative textures and nature-rooted serenity, this collection equips brands with the tools to create the next generation of color cosmetics that perform, delight, and connect.
Let the beauty tale begin…
Key Trends Shaping Today’s Color Cosmetics Market
- Beauty as Escape
Consumers turn to fantasy-driven beauty to find emotional relief, choosing ethereal palettes, nostalgic references, and whimsical textures that create a sense of wonder. - Each Consumer Is a Protagonist
Modern beauty celebrates inclusivity and individuality. Personalized routines, shade diversity, and authentic representation guide product selection. - Make-Up With a Bit of Magic
Consumers want make-up that cares like skincare – with benefits such as hydration, protection, and barrier support integrated into high-performance color formats. - Joyful Multisensory Experiences
Textures that shift, melt, bounce, or transform create playful, ritualistic moments designed for self-expression, discovery, and social sharing. - Nature as the Modern Enchantment
High natural-origin content, waterless systems, and eco-conscious formats reflect rising expectations for beauty solutions that combine performance with environmental awareness.
Our Four FairyTale Chapters
Meet Our Five Consumer Characters
Inspired by Mintel’s color cosmetics personas1, our characters guide shade direction, sensory profiles, format choices, and claims positioning.
- The Alchemists of Aesthetics
Premium innovation seekers who look for the next big beauty idea, elevated textures, and high-impact product experiences. - The Curious Apprentices
Guided explorers who value clear benefits, confidence-building routines, and approachable innovation. - The Joyful Tinkerers
Playful, practical trend-dabblers who enjoy color, texture, and fun formats without adding complexity to their routines. - The Timeless Nobility
Effortless classicists who seek refined, reliable beauty staples with quality cues and proven performance. - The Gentle Guardians
Minimalists who value clarity, calm, comfort, and dependable essentials for streamlined beauty routines.
Explore the Full Collection on intoBeauty®
Dive deeper into each tale, consumer persona, formulation inspiration, performance story and see how each hero product brings the Make-Up Magic story to life.
Want a sneak peek?
Curious to see how a make-up routine using our fairytale-inspired collection could look? Watch the concept in action and discover how the story comes together in a modern color cosmetics routine.
FAQ - Make-Up Magic explained
It is a storytelling-driven concept collection featuring four formulation groups – each aligned with key beauty trends such as hybrid make-up, sensory transformation, nature-led formulations, and personalization.
Make-Up Magic: A Beauty Tale combines storytelling, advanced formulation science, and consumer personas to make color innovation more relatable and actionable for beauty brands.
For product developers, marketers, and formulators seeking trend-aligned, sensory-rich, natural-origin color cosmetics with strong storytelling value.
- Build new hero SKUs
- Develop seasonal collections
- Expand shade ranges
- Spark innovation through texture-first thinking
- Translate consumer trends into lab-ready formats