The Harsh Challenges of Summer Base Makeup

Under the intense heat, pores suffer as base makeup becomes trapped in a constant cycle of oiliness, caking, and fading. This is not just a summer struggle—it's a universal beauty challenge faced by consumers around the world. While traditional liquid foundations strive to balance long wear and comfort, an innovative wave emerging from Asia is advancing base makeup toward smarter, more responsive solutions.

According to Mintel data, cushion products are increasingly becoming a significant part of global color cosmetic launches, highlighting differing consumer preferences between East and West. In Western markets, there is a growing trend towards a "matte look with high coverage," with consumers prioritizing both coverage and breathability for a natural, skin-like appearance. In contrast, the Asian market continues to focus on "natural radiance and multi-benefit integration." Consumers in this region expect products to offer brightening and revitalizing effects alongside skincare benefits, making base makeup an essential part of their daily routine.

According to Mintel data, cushion products are increasingly becoming a significant part of global color cosmetic launches, highlighting differing consumer preferences between East and West. In Western markets, there is a growing trend towards a "matte look with high coverage," with consumers prioritizing both coverage and breathability for a natural, skin-like appearance. In contrast, the Asian market continues to focus on "natural radiance and multi-benefit integration." Consumers in this region expect products to offer brightening and revitalizing effects alongside skincare benefits, making base makeup an essential part of their daily routine.

Additionally, the needs of oily and combination skin groups are fueling a wave of "zone-specific care" cushion innovations. As refined shade ranges and efficacious ingredients become the standard, this once-dubbed "novelty compact" has evolved into a global base makeup solution that caters to diverse skin types and transcends regional preferences. How, then, has this base makeup evolution—which emerged from Asia and swept across the world—succeeded in breaking the seasonal spell?

The Five Core Requirements for Summer Cushion Foundations

Marshmallow Summer New Product Cushion Recommendations

Exclusive "SANDWICH STRUCTURE " Patent Technology, Refreshing the Makeup Application Experience

·Simple filling, controllable net content

·No floating product or sponge exposure issues

·Even product pickup, improving makeup effect and user  experience

·Enhances cushion stability, reducing oil leakage and other  phenomena

·Unique empty compartment design directly accommodates  formula, excellent dispensing effect

Marshmallow launches four cushion foundation solutions focusing on different makeup finishes and skin type needs, meeting diverse 

summer makeup scenarios.

Flawless matte lock foundation

A"Matte Lock Makeup" solution specifically for oily skin, addressing issues like easy makeup meltdown and oiliness. Innovative dual film-forming technology quickly forms a stable, flexible makeup film, presenting a high-end matte finish that visually softens pores. The formula contains smart oil-control powder, maintaining an all-day matte look, fresh without excess shine.

*Test image: VISIA test

8-Hour Wear Test Results for Flawless Matte Lock Foundation:

Makeup remains about 80% intact, with slight oiliness in the T-zone but no melting; coverage maintains 80%, blemish coverage is good, overall adherence is acceptable, no significant dullness.

Luminous Long-Wear Cushion Foundation

For oily skin, this "no-makeup makeup" foundation offers a perfect balance of coverage and a natural look. It utilizes surface-treated pigment technology along with a patented craft process that features a fine, color-true powder that melts upon application. This foundation provides strong coverage without creating a powdery appearance.

The triple film-forming technology includes a soft film for extension, a hard film for stability, and an oil film for oil control. Together, these elements work synergistically to prevent caking and pilling effectively, ensuring a fresh matter finish that lasts for extended periods. The foundation has a fine, smooth texture, offers long-lasting wear, and creates a clean, complete makeup look without any powdery feeling or settling into fine lines.

*Test image: VISIA test

8-Hour Wear Test Results for Luminous Long-Wear Cushion:

Makeup remains about 70% intact, overall natural and adherent; wear is stable, no obvious patchiness or settling into lines, edges blend naturally; coverage maintains 70%, skin tone evenness is acceptable. 

Velvet matte cushion Foundation

A safe choice for dry and sensitive skin, solving problems of dryness-induced clinging and sensitivity irritation. Creamy velvet texture, soft and moist touch, smooth application, easily creating a fine, even base. Patented "Peach Blossom Feather" pigment and plant lipid treatment technology provide oil control without dryness, maintaining matte finish while preserving moisture. Minimalist formula, free from cyclopentasiloxane, alcohol, and talc, low allergenic potential, suitable for sensitive skin and seasonal transitions. Balanced coverage, can cover acne marks and redness, presenting a fresh, natural makeup look.

*Test image: VISIA test

8-Hour Wear Test Results for Velvet Matte Cushion:

Makeup remains about 70% intact, no tightness or flaking in dry areas, moisturizing performance is stable; coverage maintains 60%, acne marks and redness are still covered, and edges slightly faded.

Sheer stay cushion foundation

A "Soft Glow Long Wear" solution specifically designed for combination skin, addressing oiliness in the T-zone and dryness on the cheeks. Makeup instantly reveals a natural soft glow, radiant without oiliness, smooth texture adheres lightly with patting, creating a "no-makeup makeup" healthy glow. Equipped with dual breathable film-forming technology, locks makeup in place long-lasting while avoiding tightness. Multi-angle light refraction softens pores and fine lines, presenting a fresh, natural radiance, becoming more adherent as the day goes on.

*Test image: VISIA test

8-Hour Wear Test Results for Sheer Stay Cushion:

Makeup remains about 70% intact, with cheeks adhering naturally without melting. Freshness is maintained well, and the glow is soft without being oily. Coverage is stable at 60%, with no significant dullness or clinging to dry patches.

As cushion products continue to evolve, Marshmallow will continue focusing on foundation trends and real skin feel feedback, jointly 

exploring more adaptable and stable product solutions.

To learn more about innovative makeup products, please contact us at marketing@marshmallowmakeup.com