At MakeUp in LA in February, Schwan Cosmetics unveiled the Cloud Touch Finish collection of six lightweight, high-performance formulations for eyes, lips and face.
The German colour cosmetics manufacturer and supplier to many of the world’s biggest beauty brands launched Cloud Touch Finish in response to the ‘cloud skin’ trend for blurred, soft-focus, and matte-finish looks. The new lightweight, high-performance formulations include eye, lip and face products. The customisable range enables beauty brands, from innovative emerging labels to established bestsellers, to differentiate while responding quickly to market demands and trends across multiple product categories.
Through its approved distributor SDK Laboratories, South African beauty brands have access to Schwan Cosmetics‘ Cloud Touch Finish range, which responds to the sustained but rapidly evolving trends ‘cloud skin’ and ‘blurred makeup’. These market-ready, turnkey solutions align with current consumer preferences and predicted upcoming trending looks.
Inspired by social media
Significant social media engagement with the #CloudSkin hashtag, which generated over 112 million views on TikTok, inspired Schwan Cosmetics to design the new collection. Following the previously prevalent trend of ultra-dewy complexions, the cloud skin trend has seen consumers moving away from high-shine looks to more subtle finishes. This subtle makeup look is set to continue throughout 2025, along with ‘90s nostalgia-inspired matte finishes and blurring, haze-like textures.
The Cloud Touch Finish range offers a new take on the evolving trend, blending matte finishes with a blurry glow. It also caters to the minimalist beauty routines favoured today by many consumers. The result is an understated, shine-free look and filter-like finish that smooths imperfections while maintaining a natural, skin-like texture. The collection offers longevity, versatility and a fresh look that photographs beautifully under a variety of lighting conditions, making it ideal for daily wear and high-profile events.
As a white-label supplier to many of the beauty industry’s leading brands, as well as the most exciting, emerging innovators, the new Cloud Touch Finish portfolio is another example of how Schwan Cosmetics’ agile product development quickly turns trends into innovative, globally compliant, and market-ready products.
Stand out solutions for emerging brands
“In the fast-paced colour cosmetics market, beauty brands, especially innovative new labels looking to grow, need to respond quickly to emerging trends while preserving their unique identity. Our role is to anticipate and identify trends early and translate them into versatile products that allow our customers to stand out,” explains Anke Krasser, SVP Global Sales Americas. “The Cloud Touch Finish collection exemplifies this approach. The range offers solutions that enable brands to capitalise on the trend for soft-focus, filter-like matte finishes with high-performance solutions and multifunctional concepts. Customisable options, such as packaging formats, also help individual brands to maintain their unique market positioning while closely satisfying fast-evolving customer demands with rapidly implemented product launches.”
The Cloud Touch Finish collection
Each product in the collection incorporates advanced technology that transforms from lightweight formulas to silky, long-lasting finishes. By incorporating technologies like 3D elastomer structures, nourishing oil infusions, and innovative gel-to-cream transformations, the Cloud Touch Finish collection delivers superior blendability, long-lasting performance, and sensory appeal. The products include:
- Cloud Touch Eye Soufflé liquid eye blush
- Cloud Touch Cheek Soufflé liquid cheek blush
- Cloud Touch Lip Soufflé liquid lip blush
- a lustrous touch eye cushion liquid eye colour
- a weightless blur stick liner for lips
- a cloud-like lipstick blur crayon
“Consumers demand innovative offerings that are not only functional but also visually and emotionally captivating, especially on social media,” explains Theresa Lehner, Product Manager at Schwan Cosmetics. “The new Cloud Touch Finish range offers a luxurious, soothing sensorial experience that is achieved by soft, light, and caring materials and products. The collection expands on our Blotted Mochi Bounce multitasker launched in 2024 and focuses on creating diffused, seamless transitions, particularly in products like blush, lipstick, and eyeshadow.”
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