10 Beauty Trends You Need To Know In 2024

Jessica Slack

In 2024, the beauty and makeup industry is one of the biggest ecommerce markets in the globe and it’s only set to grow!

In total, the beauty industry generates over $100 billion revenue across the globe and by 2025, this figure is set to reach $120 billion. It’s clear that consumer behaviour is changing when it comes to making purchase decisions with regards to beauty products, with more of us shopping beauty online than ever before, in addition to other factors such as sustainability, aesthetic packaging and social media having more influence on our decisions than ever before. If you want your beauty brand to stand out from the crowd this year, you’re going to have to get ahead of the competition by embracing the biggest beauty trends of 2024! Without further ado, here they are:

1. Beauty AI

First things first, it’s clear that AI is going to dominate pretty much every industry in 2024 and beauty ecommerce is no exception! AI is revolutionising the beauty industry as we know it, and not just in the ways you might expect. AI is not only aiding product development, promoting inclusivity and speeding-up customer service processes, it’s also creating a storm on social media. Since Lil Miquela first launched onto the social media scene back in 2018, there has been a flurry of AI-generated beauty influencers who are shaping the future of the beauty industry. This has opened up new opportunities for beauty brands who can now put out much higher quantities of high-quality content and improve brand reach by utilising AI models.

However, it’s important to note that there is lots of uproar and concern regarding the influence that these AI influencers are having on young people in terms of body image and a possible link to body dysmorphia. Notably, Calvin Klein used AI influencer Miquela in a controversial beauty ad way back in 2019 and since then, models such as Aitana Lopez have infiltrated the industry, leading to a growing concern for many as the line between reality and the virtual world becomes increasingly blurred.

I SPEAK MY TRUTH IN #MYCALVINS Campaign | Photography: Mario Sorrenti

2. Sophisticated Simplicity

In 2024, the beauty industry is expected to undergo a paradigm shift towards prioritising efficacy and functionality of products over extravagant packaging and high-end marketing campaigns. Due to current social-economic uncertainty, consumers are becoming more discerning with the products they purchase and much prefer to choose those that are backed by clinical studies and scientific research, as opposed to amassing large quantities of products to keep up with superficial trends. More and more, consumers are seeking transparency and beauty brands are expected to be at the forefront of the latest innovations and advanced formulations if they want to keep consumers engaged and loyal. All of these aspects have led to a the ‘sophisticated simplicity’ or ‘new-age minimalism’ trend that epitomises quiet luxury as consumers prefer to display sophistication as opposed to opulence.

3. NeuroGlow

NeuroGlow is a trend that encompasses the concept of mind-body beauty. Mental and physical wellbeing are intertwined and the future of beauty and wellness has emerged. As consumers are looking to more holistic methods of beautifying themselves (hello ice baths, cryotherapy and mindfulness, we’re looking at you), brands are increasingly recognising the importance of the mind-body connection when it comes to developing new beauty products. As a result, they’re incorporating technology, partnerships, inclusivity, and personalisation to offer holistic beauty solutions that combine mind and body. Practices such as psychodermatology and neurocosmetics are gaining traction, while wearable devices provide real-time feedback on stress levels and skin health.

NeuroGlow represents the convergence of neuroscience and cosmetic innovation, aiming to enhance both external appearance and mental well-being. It embodies a personalised and innovative approach to beauty that promotes neurological health and physical beauty simultaneously.

4. Aura Beauty

Aura Beauty is a concept that remains in its infancy but that doesn’t make it any less mighty! Identified as a leading trend of 2024, aura beauty revolves around ancient traditions that focus on both spiritual and physical wellbeing in addition to solely cosmetic beauty. Whilst this concept has been around for many centuries, the modern twist comes from innovative, sustainable processes and advancements in our scientific understanding, where ancient, authentic remedies meet innovative technologies to take traditional practices to new heights.

Let’s get to the nitty gritty! Put simply, our auras describe the energy fields around us that happen as a result of our own natural vibrations. Whilst this may sound too avant-garde to believe, recent scientific research (that aligns with quantum physics) suggests that our vibrations are actually very important to our wellbeing. In layman’s terms, our auras vibrate at various different wavelengths (much like how colours do) and these vibrations can significantly influence our mindset, moods and personality. Katy Meade-King is a spiritual professional and medium who explains how you can find your own aura by standing in front of a mirror with a white wall behind you and gaze at your forehead, you should start to see a faint colour around you and this is your aura!

Once you’ve found your aura, you can adjust your beauty decisions to suit your unique colour. For example, if your aura is Pink, Katy suggests that you’re likely to be a loving, caring soul so you should ensure your skincare and beauty routine is full of love and self care. However, if you’re aura is red, you’re likely to be fiery and passionate and as a result, your beauty routine should include some stable, practical and comforting practices to balance out your tendencies. Whilst many may believe this is a load of codswollop, the trend has truly taken off across social media and within the beauty industry, So watch this space!

5. Balletcore

Balletcore or ballerina-core has seen a surge in popularity with searches up a staggering 253% according to Beauty Pie’s 2024 white paper. Balletcore is a trend that focus on a pretty, girly, soft, floaty, romantic, elegant and pink aesthetic that embraces our inner child who always longed to be a beautiful ballerina! Defined by soft, powdery makeup, cloud pink blusher, glistening highlighter combined with wearing ribbons and bows in our hair, balletcore has already made its mark on beauty and fashion ecommerce and it’s set to continue to grow into 2024.

6. Advanced Skin Analysis

Smart skincare and advanced skin analysis is set to rise in 2024 and beyond with the likes of scientific skin assessments and tailored treatments gaining traction and popularity amongst consumers. Customers are increasingly craving in-depth analysis, preventative treatments and tailored skincare methods to ensure they’re caring for the skin in the best way for their unique needs. A great example of this trend is the Templar Skin Lab which utilises high-definition camera imaging and test probes to analyse factors such as pigmentation, redness, pore size, skin texture, hair structure, hair density and wrinkles before skincare experts can make tailored recommendations based on the findings. Fuelled by advancements in technology and science, this trend is sure to continue in 2024 and beyond.

7. AI-Enhanced Experiences

AI-enhanced beauty experiences have been gaining prevalence in the industry over the last few years. Particularly within the beauty ecommerce sector where consumers are looking for their perfect foundation match in terms of skin tone or skin type. Charlotte Tilbury has been leading the way in this area with an AI-powered, online skin analysis tool that allows customers to upload a photo and receive feedback and product recommendations based on four areas including dehydration, wrinkles, dark circles and pores.

Beauty brands are harnessing the power of AI to analyse customer feedback, identify gaps and create customised products that engage users and drive loyalty. AI has the power to enable personalised beauty experiences, including precise skin analysis, tailored product recommendations and real-time wellness monitoring based on individual preferences, genetics, lifestyles and we’re pretty sure this trend will exponentially grow over the next few years. Already there are some brands offering virtual try-on of lipsticks and eyeshadows, highlighting the demand that exists for this AI-powered beauty tech.

Charlotte Tilbury

8. Biotech & Sustainable Beauty

Sustainable beauty has been growing in popularity for the best part of the decade but it certainly gained pace in 2023. As consumers increasingly favour clean beauty, organic skincare, vegan and cruelty-free products, they’re also increasingly demanding that the products they use don’t cost the earth. Natural ingredients, plastic-free packaging and sustainable products are becoming more prevalent as technology advances and makes way for new innovations that are environmentally friendly and don’t contain nasty ingredients.

A brilliant example of biotech within the beauty industry is the natural alternative to squalane, which has been readily used in the cosmetics industry for many years and has to be extracted unethically from shark livers. Biossance is a clean beauty brand who has led the way in sustainable beauty and has worked with Amyris to develop a shark-friendly squalane alternative derived from sugarcane. This development saves a staggering 2-3 million sharks per year! In 2024 and beyond, we expect to see many more biotech innovations such as this one, as consumers demand clean beauty products that don’t cost the planet.

9. Skin-ification of Hair

As we touched upon earlier, the skin-ification of hair is gaining traction and consumers are increasingly wanting to care for their hair as they do their skin. Technological advancements have enabled brands to conduct hair analysis and develop products that specifically target various aspects of haircare such as nourishing the scalp or hydrating each strand. Products such as scalp oil, hair serum and superfood conditioners containing hero ingredients that would often be reserved for skincare such as squalane, niacinamide and hyaluronic acid are becoming increasingly sought after by consumers who want to treat their haircare as they would their skincare.

In the past, haircare was focused on making hair look healthy, whereas now we’re much more focused on the actual health and nutrition of our hair and are seeking product that address the root cause of issues such as breakage or dehydration, as opposed to putting a plaster over the problem.

10. Hyper-Personalisation

Considering that 58% of beauty shoppers are more likely to purchase from a brand that offers an online quiz to find specific beauty products to suit their needs, it’s clear that beauty is officially in its hyper-personalisation era. Hyper-personalisation is reshaping the beauty industry with advanced customisation capabilities that can increase customer satisfaction and loyalty. According to a recent report, 75% of consumers would spend more on a beauty product that is customised to their unique needs. Clearly highlighting the importance of personalisation in the cosmetics, skincare and haircare industry.

And there we have it! The top 10 beauty trends that will define 2024. If you’re wanting to ensure that your beauty ecommerce brand can beat the competition this year, don’t hesitate to get in touch to find out exactly how we can drive growth for your business.

Jessica Slack

Content Marketing Executive

When Jess isn’t writing content for clients, you’ll find her painting in her art studio, walking in nature and enjoying delicious coffee ☕️

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