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Beauty Trends 2024: What are the 3 key beauty trends for 2024?

It feels like new beauty concepts are appearing and being adopted by consumers worldwide faster than ever before. Driven by social media with hashtags like #TikTokMakeUp or #BeautyBlogger, brands need to know what next year’s trend is today to stand a chance of keeping up. So, get ahead of the game with these 3 beauty trends for 2024.
peach coloured rose petals

What’s driving trends in 2024?

The main macro trend driving these top 3 trends is well-being, which has become the top priority for consumers in beauty and fragrance. This also includes well-being, which skin care and face care products can contribute towards improving.

Alongside wellness, 2024 will put the emphasis on freedom, under all the shapes it can take: freedom to move, freedom to think, freedom to feel good about who you are and freedom to express yourself!

Inclusivity is a also a major factor with men’s beauty and women’s needs in the spotlight. The pleasure to experience new things will give a new sense to ancestral traditions, with a more futuristic and fantastic approach, and will mark the return of crazy nights out.

WGSN has outlined the innovations and lifestyle drivers that will shape the beauty industry next year. We have analysed the latest reports and selected the most relevant and high performing beauty trends that will attract consumers next year.

You can discover them by downloading the Beautanical Times #3 (located on the right hand side of this page), dedicated to how 2024 will shape the beauty industry.

1. Fem Care

While feminine care and intimate health are still taboo subjects in many parts of the world, we can see an increasing number of independent brands tearing down walls on these topics, as they create open conversations, educate consumers, and answer the demand for personalised care meeting the biological needs of women as they vary throughout their lives.

This new trend in self-care feeds women’s sense of personal well-being and security, so they can feel free and well-resourced to go through their busy flexi-lifestyles. With the proper ingredients, Fem Care cosmetics can provide a helping experience during the upheavals of the hormonal changes and fluctuations that women may experience during puberty, menstruation, fertility, pregnancy, or menopause. Dedicated to one of the forgotten areas of body care, these intimate care products support the body positive movement: they help every woman to be beautiful by relying on who they simply are!

While facing hormonal fluctuations, women may seek a bubble of softness and comfort, and this is a main facet of Fem Care. Lipolami™ ER is the perfect ingredient to provide such moments of solace, by bringing a luxurious sensation of softness during application. Besides improving the quality and sensoriality of emulsions, our milk thistle seed ester has proven effects in preserving the structure of the stratum corneum from external aggressions, and in fighting against dryness and delipidation of sensitized skin. Lipolami ER is an essential ingredient for cocooning and protective care.

We believe that Fem Care should not only be about comfort, but also about letting women glow with happiness and confidence. Phytofleur™ French Rose EC, the ultimate feminine flower, can help to meet this demand for intimate care, Thanks to its antioxidant properties, this blend of French rose extract and Damask rose essential oil is a real asset for a boosted, fresh and radiant skin, whatever the woman’s age or the important physiological step she is undergoing.

2. Let’s Party

The second main pattern we identified is about embracing joy and ingenuity, and let our freedom and creative expression flourish. After the period of confinement and restrictions imposed by lockdown, nightlife is making a great come back, with a stronger desire to be together and celebrate life. The Let’s Party beauty concept gathers new behaviours and expectations for products designed for going out as well as for the aftermath of a great night of fun.

Festive make-up reflects the boldness of those who wear it, and they are expected to give a fresh and shining effect, while protecting the skin. Our Phytessence™ White Peony is a key ingredient for a perfect and ‘glowy’ complexion: it is shown to act on the homogeneity of skin colour by correcting excessive redness and reducing age spots. The ‘flower with a thousand petals’ does wonders for a uniform, dazzling skin, making our faces seem young, full of life and attractive so we can be the queen or the king of the night. To top this off, Phytessence White Peony protects the skin against pollution-induced ROS.

Partying all night is great, doing so without the dread of a hard tomorrow is even better. The Let’s Party beauty concept also focuses on the treating the accumulation of make-up, perspiration, sebum and pollutants in post-party skin. It consists of two parts:

  • a purifying care, eliminating all external aggressors and allowing the skin to breath,
  • a boosting care, restoring the trace elements skin loses during nocturnal shenanigans.

Cosmephytami™ Kiwi EC is the ultimate energising and purifying ingredient for such combined expectations after an intense night with short sleep: the high content of fruit acid eliminates residues on the skin and restores freshness and radiance with a gentle keratolytic effect. The sugars, vitamins and minerals naturally present in the fruit will also rehydrate and tone the skin.

3. Aura Beauty

A third beauty trend we selected is the merging of old and new, natural and artificial, ancestral wisdom and modern science to open new paths for daring beauty narratives and create hyped-up solutions. Consumers are free to think outside the box and mix two practices that don’t have much in common at the first sight.

The Aura Beauty lets its inspiration go free and digs into ancient knowledge, to then transcend it with the best of what today’s science has to offer.

The consistent increase of interest in well-being and alternative care for relaxation and therapy has led to this new approach of spiritual and physical well-being, where they will provide a guarantee of effectiveness and authenticity. Mystical healing practices, traditional medicines, alternative therapies are modernised and enhanced thanks to scientific advances.

The holistic Aura Beauty concept also seeks to offer spiritual well-being besides personal care, thanks to their effects on the mood of their users, allowing a reconnection with oneself. And natural ingredients are an ideal choice for that.

PhytAura™ is a perfect example of ancestral practices that have been adapted and boosted to meet modern needs and lifestyles. This blend of four botanicals is inspired by traditional Chinese medicine. We analysed its properties with modern R&D expertise, and discovered the active benefits in these ancient practices. PhytAura stimulates the body’s own regenerative mechanisms and has been shown to (at 3%):

  • soothe the skin by reducing redness by 16% and reducing chronic inflammation (-86% PGE2, -56% IL6),
  • maintain skin hydration by reducing water loss by 33% and by increasing the synthesis of hyaluronic acid (+47%)
  • protect the skin against oxidative stress caused by ROS (-28% O2 singlet, -57% DPPH, -65% lipoperoxidation)
  • strengthen the ECM by reducing the expression of MMP1 (-50%) and by stimulating the synthesis of ECM compounds (+78% laminin, +46% collagen VII).

The effectiveness and authenticity of ancient medicines used as inspiration for our new ingredient PhytAura make it a wise choice to naturally restore and strengthen skin well-being. Its extraction process also combines heritage and modern science to perfectly fit this trend.

Mediterranean beauty rituals have also shown their effectiveness credentials. Many millennia of use in food and beauty make olive an exceptional inspiration. Modern science and technology have confirmed this ancient empirical knowledge to extend to all parts of the tree. Our olive leaf extract offers a high content in polyphenols, oleuropein and vitamin E. Besides soothing and antibacterial properties, olive leaves have demonstrated exceptional antioxidant effects. As an ingredient of choice for well-ageing and better-ageing, Cosme-Phytami™ Olive Leaf will work wonders for mature skin care.

Take the lead in 2024!

Well-being and positive beauty will truly shape the cosmetic market in 2024, with inclusive and holistic care. Freedom under many forms will allow users to express themselves and to rely on traditions and modern science to take care of their skin and feel more beautiful than ever.

In the Beautanical Times, you will be able to find a summary of what beauty will be about in 2024, analysed by our Croda Beauty Botanicals team. Yes, there are more beauty concepts than the three featured here.

For a full presentation of 2024 beauty trends, make sure to contact your local sales representative: they will be delighted to share with you all the details about each major trends and beauty concepts, and propose the very latest of Croda Beauty ingredients and formulation innovation, designed to meet evolving customer needs, also with a commitment to sustainability and social responsibility!