

Responding to the continued “cloud skin” trend for blurred, soft-focus, and matte-finish looks, the Cloud Touch Finish collection offers six new lightweight, high-performance formulations covering eyes, lips, and face products. The customizable 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.
LOS ANGELES, United States (February 5th, 2025) Schwan Cosmetics, German color cosmetics manufacturer and supplier to many of the world’s biggest beauty brands, is set to unveil a collection of six new formulations designed to deliver a blurry, soft-focus, naturally radiant finish. The new Cloud Touch Finish collection will be launched at MakeUp in LA on February 12-13, 2025. The range responds to the sustained but rapidly evolving trends “cloud skin” and “blurred makeup,” offering beauty brands swift access to market-ready, turnkey solutions that align with current consumer preferences and predicted upcoming trending looks.
The collection’s development was driven by significant social media engagement with the #CloudSkin hashtag, which has generated over 112 million views on TikTok. Following the previously prevalent trend of ultra-dewy complexions, the cloud skin trend has seen a shift away from high-shine looks to more subtle finishes. This trend looks 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 favored by many today, giving an understated, shine-free look and filter-like finish that smooths skin 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 both 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.
“In the fast-paced U.S. 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 capitalize on the trend for soft-focus, filter-like matte finishes with high-performance solutions and multifunctional concepts across multiple product categories. Customizable 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 includes the 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 color, a weightless blur stick liner for lips, and a cloud-like lipstick blur crayon. Each product 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.
“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.”
Schwan Cosmetics will be present at MakeUp in LA from February 12-13, located at booth G28 of the LA Convention Center.
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For additional information:
Corinna Zeidler, Director Brand Management
Schwan Cosmetics
Tel.: +49 911 567 2060
corinna.zeidler@schwancosmetics.com
About Schwan Cosmetics
Schwan Cosmetics is a global market leader in the development and production of cosmetic pencils. More than 3 000 employees at nine production facilities worldwide contribute to the company’s economic success. The global employer has its headquarters in Heroldsberg near Nuremberg, Germany, and is represented in eight countries. Schwan Cosmetics is a fully-owned subsidiary of the internationally active, family-run company Schwan-STABILO. www.schwan-stabilo.co