Responding to the " cloud skin "Schwan Cosmetics, German manufacturer of color cosmetics and supplier to many leading beauty brands, has unveiled a collection of six new formulas designed to deliver a blurred finish. The new Cloud Touch Finish collection was launched at MakeUp in LA on February 12 and 13, 2025. The range responds to the "cloudy skin" and "blurred make-up" trends, offering beauty brands access to turnkey, market-ready solutions.
The Cloud Touch Finish range combines matte finishes with a blurred sheen. It also responds to the minimalist beauty routines favored by many people today, delivering a discreet, shine-free look and filter-like finish that smoothes out skin imperfections while retaining a natural, skin-like texture.
"In the fast-moving US market, beauty brands, especially innovative new labels looking to expand, need to respond quickly to emerging trends while preserving their unique identity. Our role is to anticipate and quickly identify trends and translate them into versatile products that help our customers stand out from the crowd, explains Anke Krasser, SVP Global Sales Americas. The Cloud Touch Finish collection illustrates this approach. The range offers solutions that enable brands to capitalize on the trend towards blurred and filtered matte finishes with high-performance solutions and multifunctional concepts across multiple product categories. Customizable options, such as packaging formats, also help individual brands maintain their unique market positioning while closely satisfying fast-changing customer demands with rapidly implemented product launches."
The Cloud Touch Finish collection includes a liquid eye blush, a liquid blush for cheeks, a liquid blush for lips, a liquid eye cushion, a stick liner for lips and a blurred pencil for lipstick in the shape of a cloud. Each product incorporates advanced technology that transforms lightweight formulas into silky, long-lasting finishes. Incorporating technologies such as 3D elastomer structures, nourishing oil infusions and gel-to-cream transformations, the Cloud Touch Finish collection offers blendability, long-lasting performance and sensory appeal.
