As we step into 2024, the beauty industry continues to evolve at a rapid pace, embracing new trends that reflect not just aesthetic preferences but also deeper cultural shifts. From sustainable practices to nostalgic revivals, this year’s beauty trends are diverse and exciting. Here’s a look at what’s making waves in 2024—and what’s starting to fade into the background.
What’s In
1. Skinimalism: The Barely-There Look
Skinimalism, the trend of embracing natural beauty with minimal makeup, is here to stay in 2024. This approach focuses on skincare first, enhancing the skin’s natural glow rather than covering it up. Think of it as the opposite of heavy contouring and full-coverage foundations. Instead, people are gravitating towards lightweight, sheer products that let their skin breathe.
Products like tinted moisturizers, BB creams, and light serums are taking center stage. The idea is to highlight the skin’s natural texture and imperfections rather than mask them. Brands are also launching multipurpose products that combine skincare benefits with a hint of color, reflecting the increasing demand for simplicity and efficacy in beauty routines.
2. Bold, Expressive Eye Makeup
While the face may lean towards minimalism, eyes are becoming the canvas for bold expression. Graphic liners, neon shadows, and exaggerated lashes are making a strong comeback. This trend is about using the eyes as a statement piece—whether through vibrant colors, unusual shapes, or a mix of both.
Expect to see more people experimenting with eye makeup, inspired by both runway looks and social media influencers. It’s a fun, artistic approach that contrasts beautifully with the more understated trends in other areas of makeup.
3. Glossy Everything: Lips, Lids, and Skin
Glossy finishes are everywhere in 2024. The matte look that dominated for years is taking a backseat to dewy, high-shine alternatives. Glossy lips are back in full force, with everything from clear glosses to tinted balms making lips look luscious and full.
But it doesn’t stop at lips. Glossy lids are becoming a popular trend, with many makeup artists using clear or lightly tinted glosses over eyeshadows to create a wet, reflective look. The skin, too, is being treated to a glossy finish, with products that provide a hydrated, dewy appearance, giving the complexion a healthy glow.
4. Sustainability and Eco-Conscious Beauty
Sustainability isn’t just a buzzword—it’s a driving force in the beauty industry. Consumers are increasingly aware of the environmental impact of their beauty products and are seeking out brands that prioritize eco-friendly practices. This includes everything from biodegradable packaging to cruelty-free formulations and ethically sourced ingredients.
Refillable beauty products are becoming more common, as are brands that offer recycling programs. In 2024, the emphasis is on transparency, with consumers demanding to know where their products come from and how they’re made. As a result, beauty companies are doubling down on their efforts to be more sustainable, which is influencing everything from product development to marketing strategies.
5. Multi-Functional Products
The busy lifestyles of modern consumers have paved the way for multi-functional beauty products that can do more than one job. Think of a lip balm that doubles as a cheek tint, or a moisturizer with SPF and a hint of color. These products are not only convenient but also align with the growing trend of minimalism in beauty routines.
In 2024, multi-functional products are becoming more innovative and sophisticated, offering high performance without the need for a dozen different items in your makeup bag. This trend is all about efficiency—getting the most out of fewer products while still looking and feeling great.
6. Inclusive Beauty
The demand for inclusive beauty products is stronger than ever, and in 2024, this trend is expected to become even more mainstream. Brands are expanding their shade ranges, offering products that cater to all skin tones, and creating formulas that work for different skin types and conditions.
Inclusivity is not just about shades but also about gender-neutral products and marketing. Beauty is for everyone, and more brands are embracing this philosophy, creating products that appeal to a broader audience. This shift is not only important for consumers but also reflects a more progressive and socially conscious approach within the beauty industry.
7. Nostalgic Beauty: A Nod to the Past
Nostalgia continues to influence fashion and beauty, with many 2024 trends drawing inspiration from past decades. The 90s and early 2000s, in particular, are making a comeback, with trends like frosted eyeshadows, lip liners, and even butterfly clips re-emerging in the beauty scene.
This trend is all about reinterpreting classic looks with a modern twist. It’s playful, fun, and offers a sense of comfort in familiar styles. Expect to see a mix of old-school favorites blended with contemporary products and techniques, creating a fresh yet familiar aesthetic.
What’s Out
1. Heavy Contouring
The days of heavy contouring, à la the Kardashian look, are waning. This year, the emphasis is on a more natural, subtle approach to defining the face. Instead of layers of contour and highlight, people are opting for techniques that enhance their natural bone structure without dramatically altering their appearance.
Cream contours and light bronzers are replacing thick, powdery products, with blending being the key to achieving a seamless, natural look. The goal is to accentuate, not reconstruct, leading to a softer, more flattering finish.
2. Matte Lips
While matte lips had their moment, 2024 is all about glossy, hydrated pouts. Matte formulas are being replaced by creamy, moisturizing lipsticks and glosses that add dimension and shine. This shift aligns with the broader trend towards dewy, glowing skin, as people seek a fresher, more youthful appearance.
Matte lips can often feel drying, so the move towards more nourishing, glossy products is a welcome change for many. It’s not that matte lips are completely out—they’re just no longer the dominant trend.
3. Extreme Instagram Brows
Remember the super-defined, almost stencil-like Instagram brows? They’re taking a backseat this year. The trend is moving towards more natural, softer brows that complement the face rather than dominate it. People are embracing their natural brow shape and texture, using lighter products like brow gels and pencils to enhance rather than overhaul.
Fluffy, feathered brows are in, with a focus on creating a more effortless, lived-in look. This trend is part of the broader movement towards authenticity and natural beauty.
4. Over-the-Top Highlighter
The blinding highlighter trend is dimming. While highlighter isn’t going anywhere, the super intense, almost metallic look is being replaced by more subtle, luminous finishes. People are still highlighting, but in a way that enhances their natural glow rather than creating an obvious streak of shimmer.
Cream and liquid highlighters are becoming more popular, offering a dewy finish that blends seamlessly with the skin. The goal is to look radiant and healthy, not overly shiny or artificial.
5. Complicated Beauty Routines
Gone are the days of 10-step skincare routines and overly complicated makeup applications. Simplicity is key in 2024, with people gravitating towards easy-to-use products that deliver results without the fuss. This trend reflects a broader lifestyle shift towards minimalism and efficiency, with beauty routines being streamlined to fit into busy lives.
Multi-functional products, as mentioned earlier, play a big role in this trend, offering everything you need in just a few steps. The focus is on quality over quantity—choosing a few excellent products rather than cluttering your vanity with a plethora of options.
2024 is shaping up to be an exciting year for beauty, with trends that reflect both innovation and a return to simplicity. Whether you’re embracing the bold eye looks or paring down your routine with skinimalism, there’s something for everyone this year. As always, beauty is about personal expression, so take these trends and make them your own—because what’s truly in is feeling confident in your skin.
