Multi-action cosmetics are gaining ground as one of the most relevant trends in the beauty industry. This is an evolution that responds to a profound change in consumption habits: users seek simplified routines, visible results, and versatile products that combine functionality with convenience. This scenario presents a great opportunity for cosmetic brands, OEM/ODM laboratories, and distributors interested in offering innovative and competitive solutions.

The growing demand for cosmetics that treat, protect, and beautify in a single step is driven by consumers who value efficiency, sustainability, and sensory experience. For manufacturers, the multi-action approach allows them to differentiate their proposition, increase average transaction value, generate greater loyalty, and optimise product turnover at physical and digital points of sale.

Furthermore, this trend responds to the new paradigm of self-care, where consumers demand intelligent products, evidence-backed formulations, and pleasant experiences in their daily use. Faced with a market saturated with options, multi-action cosmetics stand out as a solution aligned with wellbeing, time-saving, and environmental respect.

In this article, we will address how to develop high-value multi-action products, analysing formulation challenges, the categories with greatest potential, commercial benefits, and the keys to effectively communicating their properties.

1. What Are Multi-Action Cosmetics and Why Will They Be Key in 2025?

Multi-action cosmetics is a formulative approach that combines different functions in a single product, integrating properties that traditionally required the use of several separate cosmetics. Broadly speaking, these products can moisturise, protect, treat, beautify, and even prevent signs of ageing or external damage, all in a single application. The concept revolves around a logic of efficiency: more benefits, fewer steps.

This is a direct response to a new generation of consumers who value not only results, but also time, user experience, and the environmental impact of their consumption choices. Rather than applying five products in layers, multi-action cosmetics seek to resolve several objectives with a single well-conceived, safe, and scientifically validated formula.

This approach encompasses not only facial care, but also body, hair, and even intimate care, opening up a wide range of possibilities for brands wishing to position themselves as innovative and aligned with market expectations.

What Distinguishes a Multi-Action Product?

The difference between a traditional cosmetic and a multi-action one lies not in the quantity of ingredients it contains, but in the product’s actual ability to deliver complementary results in a synergistic way. For example:

  • A toner can soothe the skin, balance pH, provide antioxidants and prevent breakouts.
  • A serum can brighten, firm and protect against pollution at the same time.
  • A body cream can moisturise, soften, firm and leave an instantly luminous finish.

In this regard, multi-action cosmetics present a more demanding technical challenge than single-function formulations, as they require ensuring stability, compatibility between active ingredients, and demonstrable efficacy for each of the claimed benefits.

Impact on User Experience

Beyond their functionality, multi-action products are valued for their practicality. They reduce time spent in front of the mirror, save space in your toiletry bag or bathroom shelf, and simplify your routine without sacrificing effectiveness. This is particularly appealing to:

  • People with very busy schedules.
  • Minimalist consumers or those interested in reducing consumption.
  • Frequent travellers.
  • Men and women starting their skincare routines who prefer simple options.

For this reason, the sensorial design of these products becomes very important: melting textures, subtle fragrances, ease of application, and rapid absorption are differentiating factors that influence repurchase and brand loyalty.

Growing Relevance Towards 2025

Market projections indicate that by 2025, the multi-action product category will be one of the most in-demand within the skincare and haircare segments. This is due in part to the convergence of trends such as:

  • The digitalisation of cosmetic consumption, where products with multiple benefits stand out better in product listings and reviews.
  • The rise of clean beauty, which values concise formulas with fewer steps and responsible ingredients.
  • A preference for simplified experience, even in traditionally complex categories such as anti-ageing and make-up.

This evolution does not imply an abandonment of high-end cosmetics, but rather a transformation in their value proposition: it is no longer about creating overloaded formulas, but intelligent formulas, backed by science, designed to address multiple real needs.

In short, multi-action cosmetics not only responds to what consumers demand today, but also anticipates what they will value tomorrow: efficient, sensorial, sustainable, and functional products that simplify their lives without compromising quality.

A Trend Aligned with the Post-2020 Consumer

Since the pandemic, self-care routines have changed. Today, people seek practicality without sacrificing effectiveness: fewer steps, more benefits. Added to this is a growing interest in sustainability, waste reduction, and intelligent use of time. Multi-action cosmetics respond to these values by reducing the number of packages and products in use.

Current lifestyles—characterised by immediacy, mobility, and information overload—drive the desire for simple yet complete solutions. Consumers want to address multiple skin needs in less time, with fewer products, and without sacrificing results.

The Rise of Hybrid Beauty

This phenomenon encompasses products that combine skincare with makeup or sun protection. Notable examples include:

  • Moisturisers with SPF: which combine emollients, antioxidants, and UV protection.
  • BB and CC creams: which hydrate, correct, illuminate, and protect.
  • Lip tints with actives: which nourish whilst providing long-lasting colour.
  • Multi-function cleansers: such as those that exfoliate, soothe, and remove makeup simultaneously.

We also observe an expansion of this logic into new categories:

  • Intimate hygiene products with soothing actives
  • Body creams that also offer firming effects
  • Toners with illuminating properties

This type of product fits perfectly with urban, digital, demanding, and conscious consumers. The “hybrid beauty” segment is no longer a niche, but rather a desired and expected formulation model.

2. How to Formulate a Single Product That Treats, Protects, and Beautifies

Formulating a multi-action cosmetic product is not simply a matter of mixing ingredients. It involves comprehensive and rigorous planning where each active plays a strategic role within a functional matrix. The challenge lies in combining efficacy, safety, stability, sensoriality, and compatibility in a single product that fulfils multiple objectives without compromising its performance or user experience.

To achieve this, a collaborative approach is necessary between the R&D team, the regulatory department, sensoriality experts, and the OEM/ODM laboratory that will support the technical development. Each phase—from ingredient selection to final product validation—must consider the multiple promised benefits, their scientific evidence, and their perception by the end user.

A key strategy involves identifying ingredients that are not only multifunctional, but also possess good stability, high dermal tolerance, and a safe profile. Ingredients such as niacinamide or hyaluronic acid are popular not only for their isolated benefits, but because they help maintain product integrity when combined with other actives.

Furthermore, encapsulation and controlled release systems can enhance the performance of certain sensitive ingredients, such as antioxidants, increasing their stability and efficacy over time. For example, using liposomes to transport vitamin C can ensure it reaches the deeper layers of the skin without premature oxidation.

Another key factor is sensoriality. Multi-action products must be pleasant to use to ensure consumer adherence. This involves balancing texture, absorption, finish (matte or luminous), and fragrance. The sensorial experience can reinforce the perception of efficacy and contribute to a higher repurchase rate.

Finally, clinical and usage trials allow verification that all promised benefits are effectively delivered. This involves a battery of tests, both objective and subjective, including:

  • Evaluations of hydration, elasticity, and luminosity
  • Tests for wrinkle or blemish reduction
  • Real user perception studies under controlled conditions

Transparency in these results is vital for building trust. Publishing percentages of perceived improvement or results from double-blind studies can significantly strengthen the product’s communication strategy in marketplaces, on social media, and at points of sale.

Ultimately, formulating a multi-action cosmetic is both a technical and scientific art. It requires vision, experience, resources, and a capable laboratory that supports each stage of the process.

Active Ingredient Compatibility and Formulation Stability

Combining ingredients with different functions (e.g., antioxidants, sunscreens, and pigments) may lead to instability or affect efficacy. Rigorous testing is required for:

  • pH and viscosity
  • Photostability and oxidation
  • Individual and combined efficacy
  • Sensory and absorption evaluation

The development of complex formulations requires adjustments in the choice of emulsifiers, preservatives, and delivery systems to ensure that each ingredient acts without interference.

Key Ingredients in Multifunctional Formulations

Some ingredients highlighted for their versatility are:

  • Niacinamide: anti-inflammatory, brightening, sebum-regulating.
  • Hyaluronic acid: broad-spectrum moisturiser.
  • Stabilised vitamin C: antioxidant, unifying.
  • Mineral sunscreens (zinc oxide, titanium dioxide): safe photoprotection.
  • Mineral pigments and volatile silicones: for immediate beautifying effect.

Other notable ingredients include:

  • Centella asiatica extract: healing, soothing.
  • Biomimetic peptides: firming and anti-ageing effect.
  • Ceramides: skin barrier restorers.

Efficacy Studies and Usage Tests

Multi-action products must demonstrate their properties through:

  • In vitro and in vivo tests
  • User perception studies
  • Dermatological and sensory evaluations

Clinical support not only validates the product but also allows for the construction of scientifically grounded advertising messages.

Collaboration with an expert OEM/ODM laboratory is key to meeting these requirements and scaling up production without compromising quality. These technical partners also provide advice on packaging selection, regulatory compliance, and international adaptations.

3. Categories with Greatest Potential in Multi-Action Cosmetics

The versatility of multi-action cosmetics allows for their application across various categories which, by their nature, can capitalise on the demand for comprehensive solutions. These categories not only address real consumer needs, but also represent opportunities for innovation and differentiation within a brand’s product portfolio.

One of the main advantages is that this approach can be adapted to both premium and entry-level ranges, allowing the proposition to be customised according to the target profile. The following categories show outstanding growth within the multi-action approach:

2-in-1 Gels

Ideal for sensitive skin or minimalist consumers, 2-in-1 gels combine cleansing action with additional benefits such as moisturising, gentle exfoliation, or dermal soothing. They are especially valued in travel formats or by users who prioritise efficiency. Incorporating ingredients such as aloe vera, panthenol, and lactic acid enables multiple functions to be delivered in a light, well-tolerated base.

  • Cleansing + moisturising: gentle formulations with non-aggressive surfactants and moisturising actives.
  • Exfoliation + soothing: with AHA/BHA and extracts such as arnica or centella asiatica.

This type of product is ideal for minimalist routines, sensitive skin, or travel environments.

All-in-One Treatments

These creams or emulsions cover functions such as deep moisturising, anti-ageing, sun protection, tone uniformity, and even microbiome improvement. Their success lies in replacing multiple steps of the traditional routine without sacrificing results. Perfect for:

  • Everyday use
  • Extreme climates
  • Frequent travellers

They are especially popular in subscription channels, starter kits, or genderless propositions.

Skincare-Makeup Hybrids

This segment has grown significantly with products that offer colour and coverage whilst caring for the skin. Examples include:

  • BB and CC creams
  • Treatment concealers
  • Primers with peptides
  • Tinted formulas with SPF

These formulations allow customisable propositions by skin tone and type, facilitating line expansion. They represent a gateway to facial care for younger audiences or those who don’t use extensive routines.

Multi-Purpose Serums

Thanks to their high concentration of active ingredients, serums are perfect for integrating functions such as brightening, firming, moisturising, blemish control, and antioxidant protection. With actives such as:

  • Niacinamide
  • Vitamin C
  • Peptides
  • Ceramides

They can be applied as a standalone product or as a booster within more extensive routines. These high-concentration formulas are valued by informed and discerning users.

Multi-Benefit Hair Care

Hair routines are also simplified with formulations such as:

  • Conditioning shampoos
  • Masks that repair and protect against heat and UV
  • Leave-in sprays with reparative, moisturising, and anti-frizz actives

A simplified yet complete hair routine that responds to new lifestyle rhythms and formats such as co-wash. This approach is ideal for professional ranges, vegan brands, or extreme climates.

New Emerging Categories

More and more brands are exploring multi-action products in niches such as:

  • Intimate care: moisturising, soothing, and even preventing pH imbalances.
  • Post-hair removal care: reducing redness, accelerating recovery, and offering a silky texture.
  • Mists and sprays: setting makeup, moisturising, soothing, or refreshing throughout the day.

These innovative propositions respond to niches with high growth potential and allow differentiation through powerful storytelling, sensorial formulations, and strong brand identity.

Exploring these categories with strategic vision allows brands to respond to real needs, differentiate themselves in the market, and strengthen their value proposition in segments where the saturation of traditional products is already evident.

4. Commercial Advantages of Launching a Multi-Action Line

For brands, investing in multi-action cosmetics represents an effective commercial strategy aligned with new market demands.

Increased Perceived Value

A single product with multiple benefits is perceived as more sophisticated and convenient, justifying a higher price. This type of product allows premium positioning without requiring luxury packaging, leveraging functional content as a differentiating element.

Higher Repurchase Rate

By simplifying the daily routine, it increases consumer loyalty and stock turnover. Furthermore, these products tend to run out more quickly due to more frequent use, especially if applied morning and evening.

Ideal for Digital Channels and Travel Retail

Their practicality and compact format make them ideal for:

  • Marketplaces
  • International e-commerce
  • Travel or subscription kits

They also facilitate the “first product” strategy for capturing leads in digital channels.

Competitive Differentiation

Especially in mature markets, they allow brands to stand out against conventional propositions. Multi-action products demonstrate versatility, functional design, and integrated solutions—values that are increasingly appreciated.

5. Best Practices for Communicating Multi-Action Benefits

Having a good formula isn’t enough. It’s essential to know how to convey its value in a clear, credible and attractive way.

Effective Claims

  • “5 benefits in a single step”
  • “Corrects, moisturises and protects”
  • “Everything your skin needs in one product”

Claims must be verifiable through studies or tests.

Functional and Educational Packaging

  • Clear design: indicate uses and benefits.
  • Direct visuals: infographics, pictograms.
  • Sustainability: recyclable or refillable materials.

Well-communicated packaging acts as a sales tool in itself, especially in e-commerce or in shops without personalised assistance.

Channel Adaptation

  • In e-commerce: detailed descriptions, videos, reviews.
  • In physical retail: testers, informative displays.
  • In premium/spa channels: storytelling and experience trials.

The omnichannel strategy must adapt the message without losing coherence or value.

Conclusion

Multi-action cosmetics isn’t a passing trend, but rather a strategic response to a more informed, demanding and conscious consumer. It represents a way to innovate without complicating, to offer more with less, and to align performance, convenience and sustainability.

For brands seeking to differentiate themselves and provide real value, developing multi-action products with the backing of an expert OEM/ODM laboratory can make the difference between a standard proposition and a winning solution.

Do you want to launch a multi-action cosmetics line with strategic vision? At MS Cosmetics Lab, we help you make it a reality. Contact us to start creating.