A Practical Guide to Cosmetic Formulation for Beginners
Why do some products feel great when used—but fail to drive initial purchases?
Many brands still focus heavily on ingredients.
But in reality, the way consumers choose products is much simpler.
“How will it feel when I apply it?”
In today’s social media and review-driven market, the user experience—
especially texture and application feel—has become the key factor that drives purchase decisions.
Ultimately, texture determines the purchase.
1. Why Has Texture Become More Important?
In the past, ingredients and functionality were the core competitive factors. But today, the criteria have changed.
Products are no longer just about function— they must be designed around the moment of use.
On short-form platforms like TikTok, a few seconds of visual experience—how the texture spreads and absorbs into the skin—can directly drive purchasing decisions. Consumers describe products like this:
“It’s not sticky at all.”
“It layers well under makeup.”
Consumers don’t remember ingredients. They remember how a product feels.
That’s why purchases are ultimately driven by texture.
2. What Consumers Mean by “Good Texture”
Even with the same ingredients, how the texture is designed can completely change the final product quality.
In the end, what consumers remember is not the ingredient— but the experience of application.
3. 3 Key Factors for Choosing the Right Formula
So how should you choose the right formulation?
