From prestige companies such as Bobbi Brown, LORAC, Stila and Laura Geller, to mass companies such as Milani and e.l.f., baked shadows, blushes, foundations and bronzers are becoming consumers’ first choice, as they’re richer pigmented and easier to blend.

“I think customers are looking for new innovations and new colors. At first, consumers were wary about what baked meant but now they understand it and they know that the color pay-off, pigmentation and application are there,” said Samantha Sheldon of Milani Cosmetics, which sells products such as Tantastic, a baked face and body bronzer.

At Makeup New York’s recent show in September, most formulators were showing baked products, as they’re known for their richer color experience. One company there, Poland-based Joko, was showing a baked shadow with glycerin, which allows for a smooth and long lasting payoff.

Laura Geller last month introduced a Baked Elements Foundation, which is infused with Italian thermal spring water to create color-matching coverage while hydrating and nourishing skin.

Like Laura Geller, Milani bakes their cosmetics on terracotta tiles inside an oven. Another benefit, they said, of the baking process is that it creates a smoother product that can be worn wet or dry. After all, unlike traditional methods, which require the pressing of materials, baking directly takes a liquid product and turns it into a solid, allowing the product to naturally alter itself without any interference.

“People who want a big color pop really like it,” added Samantha. “We are actually in the process of looking into expanding our color range of baked products.”