The Beauty Trends Defining 2024 So Far
July 17 | 4 minute read
Words by Iain Jeffery
And this year has given us so much already: new ways to blush (boyfriend blush, anyone?), sleek hair, beyond-dewy skin and revived body mists, just to start. Now, we’re taking a mid-year moment to reflect and predict: what we’ve loved, what we’re seeing and where we think 2024’s beauty ride will take us next.
The Trends We’ve Loved
The bronzing drop: In 2020, Glow Recipe’s original Watermelon Glow Niacinamide Dew Drops™ achieved stratospheric virality; 2024’s tinted update, the appropriately named Hue Drops™, deliver a ‘same-but-different’ glow. Think: a subtle warm, golden bronze, plus the dewy ingredients to keep your natural glow going, even after washing your face.
Sensational K-Beauty: K-Beauty had already taken over our vanities, but nothing could prepare us for the colourful world of Dr.Jart+. We’re feeling (and looking) calmer with Cicapair™, lusciously more plumped with Vital Hydra Solution™ and stronger with Ceramidin™.
Lips, glorious, glossy lips: 2024 has all of us living our best lip lives! And the balm that’s been working overtime? Glossier’s Balm Dotcom, of course. Meanwhile, lip oils took a step toward tint; we can’t stop re-applying Summer Fridays’ viral sensation and Gisou’s latest honey-infused shimmer oil shade, ‘Coconut Frost’. Want to plump up? Reach for Polite Society’s ultra-tingly gloss or Hourglass’ chic Phantom Volumizing Glossy Balm.
The Trends on the rise
Flushed and blushed: Blush is back, big time, and we’re pining for that perfect Sabrina Carpenter flush while enjoying the blush journey we’re on. All the shades of Glossier’s cult-favourite Cloud Paint are stunning on their own, mixed together or layered under your favourite powders. bareMinerals’ Blonzer blends bronzer’s warmth with blush’s flush, and RMS Beauty’s next-gen powder blushes act like a blush-meets-highlighter, imparting glowy colour in every swipe. Finally, MECCA MAX’s Off Duty Blush Stick is the MVP of no-makeup days – swipe on, tap out, done!
Image credit: Instagram/@sabrinacarpenter
Start at the scalp: Haircare’s 2024 mantra? It starts at the scalp! The arrival of Act+Acre at MECCA also came with a realisation of the scalp's needs. Their Dermaroller, designed by a trichologist, invigorates, while the Scalp Exfoliator is the key to banishing flakes. Crown Affair’s offering soothes irritation, and Ceremonia’s nourishes, while Dyson’s latest hair dryer changed the game with a specific scalp protection mode to eliminate heat damage.
Maximising with minis: As certified beauty maximalists, minis mean we can fit more in our bags! First up: Charlotte Tilbury’s pint-sized powder is perfect for flawless touch-ups throughout the day. Next: dry shampoo – a need, not a want – and Living Proof’s bestseller makes hair feel freshly washed on the go. Finally: we’re keeping the 70mL version of Nécessaire’s The Body Lotion in gym bags, travel bags and more, for moisturised limbs in a flash. Plus, minis are also a great way to try without the price commitment (see: Maison Francis Kukdjian’s wardrobe that got us hooked!)
In-clinic treatments: There’s a beauty mantra that says, ‘Great skin is made in the clinic, and maintained at-home.’ MECCA Aesthetica’s range of bespoke treatments (including from the ultimate #IYKYK brand, Biologique Recherche) makes navigating skin a cinch. If you’re feeling lost, book in and make 2024 the year of skin.
The Trends Getting Bigger (and Bigger)
The skinification of body care: In 2024, skincare doesn’t stop at the décolleté; we’re seeking serious skincare actives, everywhere. San [ceuticals]’s all-over oil is infused with vitamins A and E to smooth, and Frank Body, the exfoliation experts, added AHAs (alpha-hydroxy acids) to scrubs and lotions to farewell lumps and bumps, stat. Elsewhere, Chantecaille encapsulated all-over retinol, and Nécessaire brought facial-grade hydration with hyaluronic acid. And no PM body care routine would be complete without kit:’s magnesium-enriched balm to promote relaxation.
Matte made modern: While the words ‘matte foundation’ may bring flashbacks of heavy, caky coverage, matte’s 2024 iteration is anything but. Tom Ford architects cashmere-like skin that doesn’t transfer. ILIA’s swipe-on stick is skincare-infused and oh-so-easy to use. And Too Faced’s Born This Way Matte has made long-wearing, shine-free coverage undetectable.
Sweeter with every spritz: We’d be remiss if we didn’t mention fragrance’s biggest trend of 2024: gourmands. They’re the olfactory desserts that demand another bite, starting with Sol De Janeiro, who brought back sweet body mists in style. For a sophisticated take, we’re spritzing A.N OTHER’s OR/2018 – sweet and spicy – while Vilhelm Parfumerie perfectly replicated actual fruit with Mango Skin. For the vanilla lovers, try Byredo’s night-time take, or if your tastes lean more toward the creamy foam of a lavender latte, take an endless Coffee Break with Maison Margiela.
