Schwan Cosmetics introduces Cloud Touch Finish makeup collection
GERMANY – Schwan Cosmetics, a global private-label manufacturer of colour cosmetics, has released the Cloud Touch Finish makeup collection in response to the “cloud skin” social media trend.
The collection features six products for the eyes, lips, and face, including an Eye Soufflé liquid eye blush, Cheek Soufflé cheek blush, Lip Soufflé liquid lip blush, eye cushion liquid eye colour, blur stick liner for lips and lipstick blur crayon.
The products incorporate advanced technologies, such as 3D elastomer structures for flexibility, oil infusions, and gel-to-cream transformations.
Anke Krasser, SVP of Global Sales Americas at Schwan Cosmetics, said, “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 product categories.”
The launch of Cloud Touch Finish signals a transition from the dewy, high-shine “glass skin” trend, which emphasises glow and brightness, to more subtle finishes inspired by soft, mellow appearances.
Schwan Cosmetics reported that the production of Cloud Touch Finish makeup collection is responding to the trend to ensure beauty brands have access to market-ready solutions that align with consumer demands.
Theresa Lehner, product manager at Schwan Cosmetics, stated, “Consumers demand innovative offerings that are not only functional but also visually and emotionally captivating, especially on social media. The Cloud Touch Finish range offers a soothing sensorial experience achieved by soft and light materials.”
Schwan Cosmetics unveiled the collection at the MakeUp in Los Angeles 2025 trade show.
Schwan Cosmetics’ strong reputation for meeting international legal requirements and safety standards ensures their products are reliable and effective.
The company ranks in the top 5% by EcoVadis Sustainability Assessment for their outstanding ESG practices.
This recognition highlights their commitment to sustainability and responsible business practices, making them an attractive partner for beauty brands that prioritize environmental and social governance.
