Where Color Becomes Storytelling
Step into MakeUp 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 naturerooted 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. - Makeup With a Bit of Magic
Consumers want makeup that cares like skincare – hydration, protection, barrier support – within high-performance color formats. - Joyful Multisensory Experiences
Textures that shift, melt, bounce, or transform create playful, ritualistic moments perfect for social sharing and self-expression. - Nature as the Modern Enchantment
High natural-origin content, waterless systems, and eco-friendly formats reflect rising expectations for environmentally conscious beauty.
Our Four FairyTale Chapters
1. ENCHANTED ARMOR
A Tale of Strength and Shielding: Beauty that protects, performs, and empowers.
High-performance, multifunctional protection for consumers wanting hybrid SPF, resilience, and long-wear benefits.
Hero Formulations:
- LumiProtect Foundation SPF 30
- Winged Sapphire Lift Mascara
2. FOREST WHISPER
A Tale of Gentle Power: Serenity, sustainability, and nature-rooted beauty.
Natural-origin, waterless, eco-conscious formats for those seeking simplicity, nourishment, and softness.
Hero Formulations:
- Green Rune Correcting Primer Stick
- Blossom Whisper Lip Veil
3. SPELLBOUND TEXTURES
A Tale of Transformation and Delight: Playful textures that shift like magic.
Sensory, transformative formats for consumers eager to experiment and play with textures.
Hero Formulations:
- Amethyst Cloud Fusion Shimmer
- Charming Tangerine Blush Stick
4. MYSTIC RADIANCE
A Tale of Light and Belonging: Celestial glow for every complexion.
Featherlight glow and multi-zone brilliance for those desiring inclusive, breathable radiance.
Hero Formulations:
- Golden Hour Enchantment Bronzer
- 24K Starfall Glow Drops
Meet Our Five Consumer Characters
Inspired by Mintel’s color cosmetics personas1, our characters guide shade direction, sensory profiles, and claims positioning:
- The Alchemists of Aesthetics – premium innovation seekers
- The Curious Apprentices – guided, confidence-building explorers
- The Joyful Tinkerers – playful, practical trend-dabblers
- The Timeless Nobility – effortless classicists
- The Gentle Guardians – minimalists who value clarity and calm
Explore the Full Collection on intoBeauty®
Dive deeper into each tale, texture, formulation, and performance test through our digital platform.
Want a sneak peek?
Curious to see how a makeup routine using our collection would look?
FAQ - MakeUp Magic explained
It is a storytelling-driven concept collection featuring four formulation groups – each aligned with key beauty trends such as hybrid makeup, sensory transformation, nature-led formulations, and personalization.
MakeUp 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
References
Mintel: Colour Cosmetics – Germany – 2025 https://store.mintel.com/report/germany-colour-cosmetics-market-report