The biggest beauty trends of 2024
Back-to-basics skincare, romantic makeup looks, and super-smart treatments you can do at home… these are the trends making waves in beauty this year
2023 was the year of the beauty trend. Press-on nails, curtain bangs, glass skin, faux freckles… it seemed every week there was a new look being coined, rediscovered or reimagined on TikTok – or, sorry, ‘skintok’, as this corner of the internet has come to be known. This was the year that social media birthed the viral beauty fad.
The rampant popularity of products, rituals and ‘hacks’ isn’t going anywhere in 2024. But what will lead the charge? Data from Google and social media can reveal the trends that are on the ascendancy. In skincare, we’re going back to basics, focusing on natural looks, stripping out unnecessary steps in our regimens, and enhancing and optimising what we have naturally. In hair, blonde and short seems to be the name of the game, and makeup and nails are still good enough to eat, with styles inspired by cola, milk, and various other foodstuffs. Technology is also making leaps and bounds in the beauty world, whether that’s in the form of buzzy ingredients or at-home treatments.
Here are the trends set to dominate 2024.
Skincare
At-home skincare devices
As skincare gets more ubiquitous and technology advances, products that allow us to execute beauty procedures without having to go to the clinic or salon are on the rise – think a collagen-producing microneedling tool or a bacteria-fighting LED light. In 2024, you can laser your own body hair, give yourself red light therapy or cryotherapy, or try ‘facial toning’ from the comfort of your own home. Dr Ifeoma Ejikeme, founder and medical director of Adonia Medical Clinic, recommends the Qure LED Mask and the ZIIP Halo, which are “gaining traction as convenient, cheaper and effective alternatives to professional clinic treatments”.
Filter-free skin
Dr Sach Mohan, founder of Harley Street-based Revere Clinics, foresees natural beauty coming to the fore in 2024, and, with the ubiquity of ‘no makeup’ makeup last year, we’re not surprised. Beauty is moving away from vast lashes and cartoonish brows and towards subtle embellishment and natural and neutral tones. Dr Mohan believes that more women will opt to wear “little to no makeup… instead focusing on nurturing the health of their skin beneath, with the goal [of having] skin so naturally radiant and fresh that makeup becomes redundant.”
Regenerative beauty treatments
Similarly, Dr Mohan predicts a less-is-more approach in the world of procedures. Not only will people be wearing less makeup, but they will also reject things like hyaluronic filler in favour of ‘regenerative beauty treatments’ like P2-P5 facials, which utilise nutrients that naturally occur in the body to revitalise the skin. “I foresee a future where beauty treatments are less about immediate dramatic change and more about gradual, sustainable rejuvenation. It’s about a deeper connection with one's own body, using its innate capabilities to restore and renew,” he says.
Skin streaming
In keeping with a clear pattern of paring back, beauty brand Beauty Pie’s annual Trends Report foresees people opting to streamline their skincare routine, whittling it down to three or four essential products (usually a cleanser, serum, moisturiser, and sunscreen). In a world where social platforms demand baffling 10-step routines (applied in a certain order which, by the way, changes from day to night), a swing the other way can only be a good thing. Indeed, dermatologists agree that using too many products can either cancel out their effectiveness or irritate the skin.
Niacinamide
According to Dr Ejikeme, this must-know ingredient is “recognised for its ability to brighten the skin, soothe redness, minimise the appearance of pores, and reduce hyperpigmentation”. It is a form of vitamin B3 and works with the natural substances in your skin to tighten stretched pores, improve uneven skin tone, and soften fine lines. Another benefit of niacinamide, she says, is its affordability, which “makes it an excellent choice for gradually integrating into your skincare regimen, offering significant benefits without a hefty price tag”.
Hormonal skincare
According to trend forecasting company WGSN, people are waking up to the benefits of tailoring their skincare to their hormonal fluctuations. Hormones play a big role in skin health; for example, days one to 14 in a woman’s cycle are known as the follicular phase, during which estrogen levels rise, leading to a boost in collagen production and hydration. Similarly, there are products that can help support your skin during the luteal phase (days 15-28), when progesterone levels increase – a shift that can lead to increased sebum production and breakouts. Adapting your routine can, for some, reap serious results.
Cosmetic Treatments
Skin resurfacing
Resurfacing treatments use a laser to tackle everything from acne pigmentation to scarring, clogged pores, and fine lines. Dr Ejikeme sees such treatments, which include CoolPeel and carbon peels, taking off in 2024: “[They] deliver remarkable results without causing thermal harm to surrounding skin tissue, and also offer precise control over recovery time,” she explains. Dr Molan agrees, highlighting Cool Laser technology as “one of the most powerful resurfacing tools on the market, adept at treating everything from stretch marks to deep scars and wrinkles”.
Plant-based exosomes
‘Exosomes’ has been an industry buzzword for a while but their benefits are just now being fully understood. These nano-sized sacs play a vital role in cell-to-cell communication in our bodies; when they encounter cells in need of repair, they set the wheels in motion for restoration. When used therapeutically, Dr Ejikeme explains, they “enhance firmness and skin texture by activating skin cells for improved collagen and elastin production. This safe and effective approach addresses elasticity loss, luminosity, firmness, skin brightening, pore size reduction, and texture improvement.”
Haircare
The Scandi hairline
The Beauty Pie Trends Report puts the Scandi hairline at the top of the list of hair trends for 2024, with Google searches for the term having surged by 6,748 per cent. Popularised by the likes of Matilda Djerf, whose blonde mane achieves an almost halo effect, this colouring hack aims to frame your face in a way that looks completely natural. How? Well, while highlights usually focus on the two front sections of hair, the Scandi hairline sees the colour applied to the baby hairs around the face. Concentrating colous here makes your hair look like it’s been naturally lightened by the sun.
Bobs
When the likes of Hailey Bieber, Ciara, and Elsa Hosk opted to chop their locks above the shoulder, it was almost a given that a stampede would follow. Bob-mania shows no sign of slowing in 2024, with a slew of creative takes on the style popping up. Searches for the 'butterfly bob' have had a 466 per cent spike according to the Beauty Pie Trends Report, while interest in the preppy bob has increased by 311 per cent. There are the Italian and French bobs, too. Bouncy, nostalgic, layered, with a fringe and without… cropped hair is all the rage.
Vanilla chai hair
Traditionalists will baulk at the idea of dying one's hair lighter during the winter: traditionally, blonde is reserved for the sunny summer months, while colder climes call for insulating shades of copper and brown. ‘Vanilla chai’, therefore, is a cold-weather appropriate shade for blondies – an ashier hue blended with brunette roots. This buzzy colour, which leans cooler than the brighter highlights we see in summer, saw a 257 per cent surge in Google searches ahead of 2024.
Makeup
Cherry cola lips
While many of the food-inspired trends of the last year have leaned into neutrals and pastels (think latte makeup and blueberry milk nails), bolder shades are also having a moment. Enter cherry cola lips, a nostalgic, sultry look straight out of Lana Del Rey’s playbook. To achieve it, combine reds and browns with high-shine textures. According to Revolution Beauty, the term has exceeded more than 4.9 million views on TikTok, and celebrity proponents include Kylie Jenner and Amelia Gray.
Balletcore makeup
Given the ascendancy of ballet flats over the last year, it doesn’t come as a surprise that people have decided to take up the romantic, ethereal aesthetic wholesale. Balletcore makeup consists of soft shimmers, shades of glossy pink, and a generally doe-eyed yet glamorous effect. An endorsement from Hailey Bieber is enough to send any trend stratospheric – she shared a ballet-inspired look with a pink hair ribbon to match on TiKTok.
Bold blush
In 2023, we saw trends like tomato girl, coquette makeup and Barbie makeup burst onto the scene – all of which have one ingredient in common: blush. The rosy look is huge right now, and comes in various iterations; this year, however, our cheeks will be flushed bold red or coral, as well as taking on a more glossy or balmy texture for a more hydrated appearance.
Nails
‘Milk’ nails
Manicures in 2024 are still emulating creamy textures and tones – we’ve had blueberry and strawberry milk, and now it’s time for chocolate. To achieve the look, the technician applies a semi-sheer wash of colour along the entire nail bed in a rich brown. If you really want to commit to the lactose theme, try ‘milk bath’ nails; on TikTok, the trend has 17.5 million views and counting. The semi-transparent shade is touted as the softer version of a white manicure.
French tip, but different
The French tip isn’t exactly pioneering and, in fact, was considered deeply uncool for a time, but the fact is that this is a classic manicure and undeniably chic. Plus, there are many things that you can do with a French tip that keep it fresh – hence its spot on this list. In 2024, we’re looking at the neon French tip, the metallic French tip, the double French tip, and the minimal or micro French tip. The latter is everywhere thanks to its adherence to ‘quiet luxury’.
