CLASS OF 2024: THE BEST BEAUTY TRENDS
As the year draws to a close its time to unwind and reflect on your most memorable times… or in this case the best beauty trends. From glass skin and pimple patches to rosemary hair and fluffy brows we’ve lost count of the viral sensations that surfaced in 2024 – and could be following us into the new year.
With that in mind, here at Cult Beauty we’ve done some digging and uncovered the best beauty trends of 2024. By adding up the total TikTok, Pinterest and Instagram tags of each beauty buzzword we can see which skin care, make up, hair care or body & wellbeing trend has come out on top.
And as if that wasn’t enough, we’ve also enlisted the help of our expert buyers to reveal what we should be adding to our wish lists come the new year…
So, without further ado, it’s time to find out the best beauty trends of 2024 and our predictions for the year ahead!
IN THIS ARTICLE
- Meet The Experts
- Skin Care Trends of 2024
- Make Up Trends of 2024
- Hair Care Trends of 2024
- Fragrance Trends of 2024
- Body & Wellbeing Trends of 2024
- Beauty Trends of 2025
MEET THE EXPERTS
- Hannah Grimes, Cult Beauty Skin Care Buyer
- Sophia Ghwedar, Cult Beauty Senior Make Up Buyer
- Abigail Routley, Cult Beauty Senior Fragrance Buyer
- Polly Yeung, Cult Beauty Junior Hair Care Buyer
- Lindsey Whiteford, Cult Beauty Body & Wellbeing Buyer
THE BEST SKIN CARE TRENDS OF 2024
As we step into 2024, the skin care industry continues to evolve with cutting-edge formulations, potent ingredients and a strong emphasis on self care. With so many options on the market, it can be overwhelming to choose the right blends for you. But some skin care products are rising above the rest, setting new standards in both efficacy and innovation. “This year we have seen a shift with customers investing in tech to step up their at-home routine, making it a huge year for masks – including LED, eye patches and sheet masks. Our number one product this year has been the Dr Dennis Gross DRx SpectraLite FaceWare Pro as it offers instant brightness, hydration and gratification” explains Hannah. So, whether you’re looking for dew-drenching serums, the latest ingredients or at-home gadgets these are just some of the skin care trends leading the charge.
NATURAL SKIN CARE
Driven by a desire for healthier, more sustainable beauty routines, natural skin care has solidified its place as the leading trend in the beauty industry. With an increasing focus on wellness, consumers are seeking products that not only nurture the skin, but also support its overall health. With over 13 million Instagram searches alone, natural ingredients (we’re talking plant-base oils, herbs and botanical extracts) are replacing synthetic chemicals to not only promote a holistic regime but to provide complexions with gentle, restorative and radiant results too.
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MICRONEEDLING
“Tweakment-adjacent skin care such as microneedling has continued to gain momentum as people seek tools that offer efficiency from home” says Hannah. Driven by advancements in technology and a growing interest in self care, microneedling is known to improve skin texture, boost collagen production and reduce the appearance of scars, fine lines and wrinkles.
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RETINOL
While the rise in retinol isn’t necessarily new news, this year we’ve seen the powerhouse ingredient spike in a different way. With over 5 million social searches (5,116,760 – to be exact), “retinols and natural retinol alternatives – such as resveratrol – have taken a step up. Instead of traditional retinol, more advanced and strengthened versions of retinals saw the biggest growth. These formulas feature super strength concentrations and are targeted to more experienced users, achieving effective results” Hannah tells us.
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THE BEST MAKE UP TRENDS OF 2024
This year the make up space has championed bold innovation while returning to classic glam. From vibrant colour pops to skin-focused minimalism, the best make up beauty trends of 2024 are all about celebrating individuality, creativity and effortless beauty. “We have seen a huge focus on lip and blusher this year, even more so than we have seen in recent years. Our customer is trend driven so these follow the trends that have trickled down from editorials and social virality” explains Sophia. From black and bold lips to blush sticks and radiant skin, it’s time to experiment and reminisce the best make up looks of 2024!
SMOKEY EYE
Evolving over the years, the Smokey Eye trend can be customised and catered to suit any look. Popularised for its bold, sultry sign off, it can be as soft and subtle or intense and dramatic as you want. For 2024, the Smokey Eye was all about creating depth and definition by blending matte and shimmery shades. From deep, charcoal blacks to warm browns and even vibrant jewel tones, it can be paired with everything from minimalistic skin to full-glam finishes, proving its timeless adaptability.
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DEWY SKIN
With an average of 972k million social searches, dewy skin has is all about feeling fresh faced with glowing results. Far from a passing fad, the trend dates back to the ancient Egyptians, when Cleopatra was said to have used olive oil and fragrant frankincense to increase her skin’s shine. But don’t worry, today there’s simpler solutions to achieve this look. Think subtle highlighters, tinted moisturisers, dewy setting sprays and more. “Our customer’s have loved focusing on their complexion this year with the Huda Beauty Easy Bake Loose Powder, Charlotte Tilbury Airbrush Flawless Setting Spray and Patrick Ta Crème & Powder Blusher being our top three bestselling products for this year” says Sophia.
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BLUE EYESHADOW
“Our customers love for cosmetics has been refuelled, with colour being a growing category for 2024” recalls Sophia.” And this year, it’s the colour blue that has come out on top. Yes, that’s right with 137K searches on TikTok, blue eyeshadow’s resurgence can be credited to its ability to complement all skin tones and add a pop of vibrant colour to any look – whether for daytime wear or evening allure. From subtle pastel shades to bold cobalt and electric blues, this versatile hue is not just about nostalgia for the 80s or 90s, it also reflects a shift toward more playful, experimental looks… not to mention a symbol of self-expression.
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THE BEST HAIR CARE TRENDS OF 2024
This year, the hair care sphere has seen a real focus on nurturing both scalp and strands with innovative treatments, clean beauty ingredients and wellness-inspired routines. From hair growth treatments to heatless curls, the top hair care trends are all about achieving long-term hair health while indulging in luxury experiences. “Masks and scalp care saw dominance this year with K18’s Leave-In Molecular Repair Mask being the overarching hero product for 2024. I think the niche of K18 is not just the technology behind the ingredients, but also the ease of usage for the maximum results and hair health” says Polly. From restoring shine and boosting volume to protecting your hair from damage, 2024’s best hair care trends offer something for everyone —redefining the way we care for our mane.
ROSEMARY HAIR
Celebrated for its powerful, natural benefits and ability to promote healthy, vibrant lengths, rosemary oil has also been renowned for its scalp benefits in 2024. “Scalp care is still very dominant following the back of the post-covid era and so our customers continue to incorporate it into their daily rituals as frequent as their shampoo and conditioning routine” explains Polly. What’s more, rosemary-infused products have become a go-to remedy for boosting hair growth, reducing dandruff and enhancing overall hair health too.
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NATURAL HAIR
When celebrity hairstylist Larry Sims forecasted that Natural Hair would be the hottest trend of the year, he was not wrong. With over 1.4 million searches on TikTok, people all over the world were embracing their natural hair type and textures, colours and curls. Gone are the days of indulging in hair styles that put the integrity of your mane at risk, it’s all-natural form here on in. “Our customers are very educated. They want healthy hair and look for products to feed this with fast, yet long lasting results. Hair masks, leave-in conditioners and hair oils have seen incredible demand – Gisou’s Hair Oil, Davines’ Oi All in One Milk and Color Wow’s Money Mist are amongst the most sought after. They each have an array of benefits such as high UV protection and damage control but are also effortless and interchangeable” Polly concludes.
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HAIR SPA
Bringing the salon home, Hair Spa treatments offer a comprehensive approach to hair care, combining deep conditioning, nourishing oils, scalp massages and specialised therapies to address a variety of concerns. With a focus on relaxation, the routine incorporates advanced technologies like LED light therapy, revitalising masks and customised treatments tailored to specific tress types. In 2024, the accessibility of enjoying hair spas from your own bathroom has made them a convenient option to ensure healthier, shinier and more resilient strands.
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THE BEST FRAGRANCE TRENDS OF 2024
Going beyond traditional notes, 2024 put our fragrance focus on personalisation, layering and unique scent profiles that reflect individuality. Making the olfactory world accessible to all, we also saw a surge in hair perfumes, mists and more. “Fragrance mists remained a game changing way to purchase fragrance in 2024, with many brands introducing this format within their fragrance range to appeal to all demographics. It’s a great way to introduce new consumers to the brand as the price point tends to be very accessible. Everyone has seen the success of Sol de Janeiro!” Abigail tells us. From refreshing floral sprays to luxury, smokey ouds, the best fragrance trends of 2024 cater to a wide range of preferences, occasions and generations.
FLORAL PERFUMES
Holding the title for one of the most beloved fragrance families, floral scents are adored for their timeless elegance and versatility. Evolving to capture a wider range of emotions in 2024, the trend has seen a renaissance of classic floral notes such as rose, jasmine and lavender alongside more exotic blooms such as tuberose, ylang-ylang and magnolia. The result? A rich, diverse bouquet of fragrances to appeal to every taste.
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NICHE PERFUMES
Unlike mainstream fragrances, niche perfumes focus on artistry, exclusivity and craftsmanship. Often blending rare and luxurious ingredients that result in distinctive, one-of-a-kind scents, these fusions are typically created by independent brands or smaller houses, which prioritise creativity and innovation over mass-market appeal. With 135K searches on Instagram, the trend showcases how consumers are moving away from generic aromas and instead are seeking personalised olfactory experiences that reflect their personality and taste.
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MILKY PERFUMES
While the demand for dairy has rapidly declined over the year, the love for milky scents certainly has not. Accumulating 145k social searches, this famed fragrance note is characterised by its smooth, creamy and soft blend that evokes the feelings of warmth and comfort. Typically blending subtle elements like vanilla, coconut and almond musk with a milky, almost powdery texture, these offerings create a delicate, enveloping scent profile that feels both familiar and soothing. What’s more, tapping into the ongoing gourmand trend “milky perfumes are perfect for scent layering, allowing people to access this trend with aromas that are already in their fragrance wardrobe” explains Abigail.
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THE BEST BODY & WELLBEING TRENDS OF 2024
We said it before and we will say it again, 2024 has been year of holistic health. The focus on body and wellness continues to evolve, with a strong focus on mental wellbeing, physical vitality and overall balance. From cutting-edge fitness routines and nutritional breakthroughs to skin care innovations and wellness rituals, 2024 is all about nurturing both body and mind. “Taking a more conscious position (which skin care has championed for years) brands are incorporating SPF and solution-focused formulas to combat body concerns. Plus, there is also still a strong appetite for wellness gummies and powders too” Lindsey reveals. Designed to care from top-to-toe and from the inside, out the best 2024 body and wellbeing trends work hard to get you feeling and looking your very best… Self care session incoming!
MAGNEISUM
Dubbed the leading wellness trend of 2024, magnesium has captured the attention of health enthusiasts for its wide-ranging benefits and essential role in maintaining overall wellbeing. As a key mineral involved in over 300 biochemical processes in the body – from supporting muscle function to promoting better sleep and reducing stress – the compound has become the go-to remedy for individuals looking to unwind after a long day. But it’s not just found in your vitamin supplements, with magnesium taking over the wellness space, it also features in your favourite lotions, skin care and bath salts too.
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PROBIOTICS
As the link between gut and skin health has become more widely recognised, probiotics took centre stage in many 2024 beauty routines. With the beneficial bacteria now being incorporated into a wide range of body care products – from moisturisers and cleansers – it balances the skin’s microbiome to improve its overall health, reduce the appearance of redness and maintain hydration levels.
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KOMBUCHA
Over the years it’s become apparent that many popular beauty (in particularly wellness) ingredients are related to food. Think: turmeric, rosemary, coconut and now kombucha. Generally known for its probiotic-rich properties and health benefits when consumed, kombucha has now made its way into body and skin care products, offering natural, reviving results. Packed with antioxidants, acids and beneficial bacteria, kombucha helps promote skin hydration, combat oxidative stress and supports a healthy microbiome.
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TOP TRENDS TO WATCH OUT FOR IN 2025…
Now we’ve reminisced 2024 through all the best beauty trends, it’s time to see what to expect in the year ahead…Crystal balls at the ready!
SLEEP-FFICIENT SKIN CARE
Overnight treatments offering ‘beauty sleep in a bottle’ solutions are forecasted to reign supreme in the upcoming year. This includes everyday essentials such as leave-on creams, masks and lip hydration treatments, along with products that offer a satisfying ‘morning shed’ experience.
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COVETABLE COMPLEXIONS
There is some exciting newness continuing to come through in the blusher, powders, concealer and setting sprays category. These base players will focus on how you can build and curate your routine as you wish, championing unique artistry and self-expression.
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DRY SHAMPOO INNOVATIONS
Upping its game to offer more than just a quick fix for oily hair, dry shampoo innovations will focus on improving performance and customisation, making it an even more indispensable part of your in between wash day routine. While some formulas will gradually release fragrance and oil-absorbing ingredients, maintaining a clean and refreshed look all day, others will be specifically designed for different hair types, textures, and concerns.
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SCENT LAYERING
Providing the opportunity for the personalisation of fragrances, scent layering creates something completely signature to the wearer. This trend will not only transform how we approach perfumes but will also extend to all aspects of a beauty routine, from body lotions and oils to hair mists and deodorants.
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SEXUAL HEALTH
The line between beauty and sexual wellness will blur further as we look ahead, with a growing focus on holistic health. This means incorporating mindfulness, stress reduction and mental health into the conversation about sexual wellness. Products like CBD-infused lubricants, stress-reducing skin care will rise in popularity as people seek to balance physical and emotional well-being.
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There you have it, we’ve celebrated the past and looked into the future, so all that’s left to do is decide which trends you’ll be staying loyal to...
Cult Beauty’s Senior SEO Copywriter, Trifonia started out in the industry when bold brows were just becoming a ‘thing’, and shares a passion for all things fashion and beauty. Currently embracing her curly girl journey (after endless years of straightening her strands), she is finally reverting to her natural ways! When Triffy isn’t busy testing out the latest curl-saving solutions, you’ll find her binging the latest reality TV show or on a long walk listening to her ever-evolving country music playlist.
