The keyword is tinted

Generation Z end of 2020 choice for cosmetics brands was based on affordable price cute packaging and soft colors.

Their top 3 brands are :

  1. Canmake- Japanese cosmetic brand with the concept of Cute , Fun and Shiny.

Photo Source : Instagram canmaketokyo

2. rom&nd is a Korean brand created by a Korean beauty Youtuber. Putting her color personal colorist degree in the cosmetic creation, fans love her choices of subtle colors.

Photo Source : Instagram romandyou

3. MAC - MAC is popular among the young generation for its wide variety of lip tinted colors that won't stain under the mask.

Photo Source : Instagram maccosmeticsjapan