Tinted Moisturiser Market Size
The tinted moisturiser market size was valued at USD 2.45 billion in 2024 and is projected to grow from USD 2.66 billion in 2025 to USD 4.00 billion in 2030, growing at a CAGR of 8.5% during the forecast period (2025-2030).
Key Market Insights
- Cream-based tinted moisturisers dominate the segment due to their ease of blending, hydration, and skin tone-evening benefits.
- Normal to dry skin types are the largest user group, driving demand for hydrating ingredients like glycerin and hyaluronic acid.
- Online sales channels are the primary growth engine, boosted by influencer marketing and virtual try-on tools.
- Women account for the majority of tinted moisturiser purchases, with multifunctionality and natural finish being key preferences.
- North America leads the global market, supported by strong clean beauty adoption and hybrid product demand.
- Asia-Pacific is the fastest-growing region, driven by minimalist skincare trends and growing e-commerce penetration.
The tinted moisturiser market is driven by increasing consumer preference for multifunctional beauty products that offer hydration, sun protection, and skin tone correction in a single formula. The demand for clean-label, dermatologist-tested, and hybrid skincare makeup products is rising, especially among Gen Z, millennials, and men. Consumers are shifting away from heavy foundations, favoring lightweight tinted moisturisers that enhance skin health while providing a natural finish. With the rapid expansion of e-commerce platforms, digital try-on tools, and influencer-driven product discovery, the global tinted moisturiser category is experiencing accelerated adoption.
Latest Market Trends
Clean beauty and natural ingredients
The rising demand for clean beauty has significantly shaped the tinted moisturiser market. Consumers are opting for formulas that avoid parabens, synthetic dyes, and harsh chemicals, favoring natural ingredients with skincare benefits.
- For example, in April 2024, ILIA Beauty's Super Serum Skin Tint SPF 40 surged in popularity across Sephora U.S., driven by its clean formulation featuring niacinamide, plant-based squalane, and marula oil. The product earned praise in Allure and Byrdie for delivering a dewy finish while supporting skin health.
As awareness of ingredient safety grows, consumers are prioritizing skin-first products free from parabens, silicones, and synthetic dyes. Tinted moisturisers with clean, dermatologist-approved formulations are increasingly viewed as daily essentials, especially by Gen Z and millennial users seeking simplified, multitasking beauty routines.
Market Growth Factors
Rising demand for hybrid skincare cosmetic products
Hybrid beauty products are becoming essential as consumers shift toward multifunctional solutions that streamline routines and enhance skin health. Tinted moisturisers that combine hydration, SPF protection, and light coverage meet this need, especially among busy millennials and Gen Z users.
- For instance, Glossier’s Perfecting Skin Tint remains a top-selling item across U.S. beauty retailers and is frequently cited in Allure and Byrdie roundups for minimalist makeup. Its lightweight, breathable formula with glycerin has gained a cult following, reinforcing demand for skin-first cosmetics.
As consumers increasingly reject heavy foundations, the tinted moisturiser category is expected to dominate everyday use, driven by convenience, clean ingredients, and the ongoing popularity of hybrid, skincare-focused innovations.
Men’s grooming and gender inclusive products
As beauty norms evolve, the beauty and self-care markets expand to include male and gender-neutral consumers. More men are now integrating skincare makeup hybrids into their routines, drawn to products that offer subtle coverage, hydration, and UV protection.
- For example, in January 2025, War Paint for Men, a UK-based male cosmetics brand, promoted its Tinted Moisturiser with SPF 15, which features skin-friendly ingredients like niacinamide and titanium dioxide. Marketed for ease of use and confidence-building, the product gained traction through digital campaigns targeting everyday grooming. The brand’s success highlights a wider shift in consumer behaviour toward inclusive, functional beauty solutions.
With men seeking minimalist, complexion-enhancing products, demand for gender-inclusive tinted moisturisers is expected to grow steadily across online and retail grooming platforms.
Market Restraints
Limited shade range and performance variability
Despite growing popularity, the market is restrained by limited shade inclusivity and inconsistent performance across skin types. Compared to foundations, many tinted moisturisers offer narrow shade ranges, often neglecting deeper and undertoned complexions. This limitation disproportionately affects buyers in ethnically diverse markets, reducing product accessibility and brand loyalty.
Moreover, some tinted moisturisers fail to deliver consistent coverage, longevity, or adequate SPF protection, leading consumers to question their effectiveness. While intended to simplify routines, subpar formulations can lead to patchiness, clogging, or inadequate UV defence, particularly in humid or high-UV climates. These issues can erode consumer trust and push potential users toward better-performing hybrid or full-coverage alternatives.
Tinted Moisturiser Market Opportunities
E-commerce growth and influencer-led discovery
Digital channels have transformed the way tinted moisturisers are marketed and purchased, especially among Gen Z. Social platforms like TikTok and Instagram amplify product discovery through tutorials, reviews, and influencer-driven trends.
- For instance, in February 2025, Rare Beauty’s Positive Light Tinted Moisturiser gained viral traction following a creator-led TikTok campaign, contributing to a 28% month-over-month sales spike. Online shoppers benefit from virtual try-on tools and personalised shade matching, which improve conversion and reduce returns.
As digital beauty experiences become more immersive, e-commerce is quickly surpassing brick and mortar for tinted product sales. With increased digital engagement and influencer credibility, tinted moisturisers are now a top-performing category across platforms like Sephora.com and Amazon, cementing their place in the digital-first beauty landscape.
Product Type Insights
Cream-based tinted moisturisers dominate the market due to their balance of hydration, smooth coverage, and user-friendly texture. These formulations are especially suited for normal to dry skin types, offering a nourishing base that blends easily without clogging pores. Their creamy consistency helps even out skin tone while delivering moisture, making them ideal for everyday use. Leading brands like NARS, BareMinerals, and Bobbi Brown have capitalised on this, offering multiple cream-based shades enriched with skincare actives and SPF. The versatility and comfort of cream-based products make them a staple in both drugstore and premium beauty categories, reinforcing their market-leading position.
Skin Type Insights
Tinted moisturisers are particularly favoured by individuals with normal to dry skin, as these products provide lightweight hydration while evening out skin tone. Formulas rich in emollients and humectants, such as shea butter, glycerin, or hyaluronic acid, are specifically crafted to maintain moisture balance throughout the day. This makes them ideal for users who seek a dewy finish without heavy makeup. For example, products from Laura Mercier and First Aid Beauty have gained popularity for their soothing, hydrating properties. As awareness of skin type compatibility grows, brands focusing on hydration-boosted, skin-type-specific formulations are expected to sustain high engagement among consumers with normal to dry skin profiles.
Distribution Channel Insights
Online distribution channels have become the primary growth engine for tinted moisturisers, driven by digital marketing, influencer campaigns, and virtual try-on tools. E-commerce platforms like Sephora, Amazon, and brand-specific websites offer consumers the convenience of home delivery, easy returns, and personalised recommendations. Influencers and dermatologists showcasing tinted moisturisers through tutorials and skincare routines on platforms like TikTok and Instagram have significantly boosted brand visibility and trust. Popular online-first brands such as ILIA, Rare Beauty, and Typology have successfully leveraged this space with clean, hybrid products that resonate with digital-native consumers.
End User Insights
Women are the primary consumers of tinted moisturisers, accounting for the vast majority of sales across global markets. Their preferences for multi-functional, lightweight, and skin-enhancing products drive innovation in this space. Tinted moisturisers appeal to women of all age groups. Young users enjoy the convenience and subtlety of makeup-skincare hybrids, while mature users value hydration and anti-ageing properties. Products offering natural finishes, breathable textures, and sun protection align well with women's everyday needs, especially for those prioritising quick, low-maintenance routines. Brands like Maybelline, Clinique, and L'Oréal Paris continue to release women-focused lines with inclusive tones and skincare benefits.
| By Product Type | By Skin Type | By Distribution Channel | By End User |
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Regional Insights
North America: Dominant region
North America remains the leading market for tinted moisturisers, driven by advanced skincare awareness and consumer preference for hybrid products. Shoppers in the U.S. and Canada increasingly choose multitasking cosmetics that offer hydration, SPF, and light coverage in one step. The region has witnessed widespread adoption of clean beauty, leading to growth for brands like Glossier, Tarte, and Neutrogena that emphasize skin-first benefits. Retailers such as Sephora and Ulta Beauty have expanded their tinted moisturiser offerings, supported by online reviews, tutorials, and virtual try-on tools. With strong digital infrastructure and evolving beauty standards, North America is expected to maintain dominance through a combination of innovation, inclusivity, and convenience-focused skincare solutions.
Asia-Pacific: Fastest-growing region
Asia-Pacific is the fastest-growing region, fueled by changing beauty ideals, rising urbanization, and increasing skincare consciousness. Countries like South Korea, China, and India are seeing strong consumer interest in lightweight, functional cosmetics that align with minimalist routines. The "skip care" trend in South Korea and the influence of K-beauty and J-beauty have popularized tinted products that hydrate and even skin tone without feeling heavy. Consumers in humid climates prefer breathable, low-maintenance solutions that suit daily wear. E-commerce platforms and social media apps like Douyin and Instagram are central to product discovery and trend amplification. With increasing interest in hybrid, clean label, and dermatologically supported beauty, the region is poised for sustained growth in tinted moisturisers across both domestic and international brands.
Europe: Innovation and sustainability driven
Europe holds a strong position, supported by its long-standing commitment to eco-conscious beauty. Consumers in countries like France, Germany, and the UK seek clean, vegan, and dermatologist-tested products that combine functionality with sustainability. The preference for minimal yet effective routines has made tinted moisturisers an ideal solution. Pharmacy and organic beauty channels continue to grow, promoting trusted brands such as Bioderma, Nuxe, and Garnier that emphasize skin safety and environmental standards. Regulatory bodies like the European Chemicals Agency (ECHA) push brands toward transparent labelling and safer ingredient usage. As interest in multi-benefit, inclusive beauty grows, Europe remains a hub for innovation focused on skin health and responsible formulation.
| North America | Europe | APAC | Middle East and Africa | LATAM |
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Company Market Share
The global tinted moisturiser market is competitive, with leading brands investing in clean formulations, multifunctional features, and inclusive skincare solutions to expand their market share. Companies are focusing on hybrid innovations that combine cosmetic appeal with dermatologist-backed skin benefits.
- In July 2025, Bare Minerals continues to be a strong player in the hybrid beauty segment with its Complexion Rescue Tinted Hydrating Gel Cream. Known for its mineral-based, non-comedogenic formulation, the product offers hydration, light coverage, and SPF, making it a go-to choice for clean beauty enthusiasts.
Key Companies in the Tinted Moisturiser Market
- Bare Minerals
- Neutrogena
- Maybelline
- Rare Beauty
- Glossier Inc.
- Tarte Cosmetics
- NARS Cosmetics
- ILIA Beauty
- Laura Mercier
- War Paint for Men
Recent Developments
- April 2025- Allure highlighted the resurgence of K-beauty, influencing global makeup trends with a focus on natural, multi-functional looks. The 'butter skin' trend, characterized by a smooth, satiny complexion, is gaining popularity, replacing glossy finishes. This movement favors lightweight, hydrating skin tints and creamy bronzers, aligning with the demand for products that enhance natural beauty while providing skincare benefits.
- January 2024- Kosas expanded its tinted skincare line with the launch of BB Burst Tinted Gel Cream. This lightweight, airy formula delivers light, buildable coverage while offering a soft blurring effect. Infused with hydrating ingredients, BB Burst is designed to support the skin’s moisture barrier and lock in hydration, blending skincare benefits seamlessly into everyday makeup routines.