I'm a beauty editor - the 6 trends that will be huge in 2024
NEW year, new beauty agenda! Here’s everything set to shake up your stash over the next 12 months…
In 2023 we watched as hair cycling, makeup minimalism and damage-free styling took centre stage.
But with the new year rung in, it's time to hail a new set of beauty trends.
So, from OTT body care to banking up your collagen supplies, here's your 2024 beauty forecast.
IMMEDIATE FIXES
These days, there’s a waiting time for everything, and it just keeps getting longer – an Uber, the GP, concert tickets… It seems there’s no such thing as a quick fix – except when it comes to beauty where the opposite is happening.
Despite a skin cycle taking around six weeks on average, the desire for tweakment-like instant results has led to the rise of clever formulas that deliver immediately.
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Elizabeth Arden Retinol + HPR Ceramide Capsule Serum, £51 from Elizabeth Arden - COMING SOON
These new capsules launch in February and promise to visibly reduce wrinkles in just one week. While Fresh Lotus AHA Gentle Resurfacing Serum, £60, boots radiance and reduces dark spots in 10 days.
The Inkey List Bio-Active Ceramide Repairing And Plumping Moisturiser, £18.99 from Boots - BUY NOW
The Inkey List's new moisuriser is clinically proven to strengthen the skin barrier from first use and visibly reduce the 6 main signs of ageing (fine lines, wrinkles, plumpness, firmness, lift, elasticity and barrier function) in 28 days!
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FUN BEAUTY
The space that lies between fun and functional beauty products has finally converged – and the overlap is only growing. When Glossier X Starface Hydro-Stickers, £15 – spot stickers that look like childish doodles in the signature Glossier style – launched before Christmas, they sold out almost instantly and left fans demanding a restock.
Bubble Fresh Start Gel Cleanser, £16 from Boots - BUY NOW
Slightly easier to get hold of is the eye-catching skincare brand Bubble, which launched in Boots just last month and is already a huge hit with Gen Z and Millennials alike.
The hard-working, no-fuss formulas are everything you could want, and with all items costing less than £20, it’s more affordable than, say, Drunk Elephant products which, although just as fun and highly regarded, cost around three times as much.
BIG, BIG HAIR
Pageant-girl super-big blow-dries have taken centre-stage over the last year, and we’re set to double down on more-is-more styles, with Pinterest searches for “big braids hairstyle” up 30% and “big bun” up a huge 230% in the last year.
Hair By Sam McKnight Cool Girl Volume Blow Dry Foam, £32 from Cult Beauty - BUY NOW
As hairstylist to the supermodels, Sam McKnight knows exactly what it takes to craft show-stopping styles, which is why Hair By Sam McKnight Cool Girl Volume Blow Dry Foam is a no-brainer if you need a helping hand adding body and hold to limp locks that fall flat quickly.
Aussie Mighty Mega Everyday Clarifying Vegan Shampoo, £3.59 from Tesco - BUY NOW
Just as essential is a good clarifying shampoo, like Aussie Mighty Mega Everyday Clarifying Vegan Shampoo to remove any product build-up and prevent scalp irritation. Similarly, a massage tool like Ful Scalp Massager Shampoo Brush, £9.50, will save your hair line if you wear high-tension styles regularly.
COMMUNITY SPIRIT
Want something from a beauty brand? Ask for it! As companies strive to build their loyal customer base, those in charge are easier to reach than ever before.
Indu Lift Up Lash Gel, £14 from Indu - BUY NOW
Teenage beauty brand Indu commissioned a study of 2,000 teens to discover their product preferences and purchasing behaviour before launching last autumn. Since then, Indu has created a committee of over 160 teens to vet everything from its products to the brands aesthetics. Fear not, there are plenty of brands consulting grown-ups, too, like Beauty Pie, where so-called “insiders” get access to products that are otherwise unavailable to buy, and are asked to provide their feedback via an on-pack QR code to decide whether the products go permanent or stay as limited editions.
Relevant Your Skin Seen 13 Stems Eau de Parfum, £90 from Sephora - BUY NOW
As more independent brands soar to success, their founders are far easier to contact and willing to listen to feedback – like Sculpted By Aimee’s Aimee Connolly, or Relevant’s Nyakio Grieco, who are both active on Instagram. So, whether it’s a new product entirely or the return of an old favourite you’re hoping for, getting in touch with the brand via social media or their customer care team could make all the difference.
BEAUTY BANKING
This emerging trend is all about investing in your future beauty. It might sound as unpredictable as cryptocurrency but, according to dermatologists, we can build up stocks of vital proteins like collagen before they start to naturally deplete to help stave off the impact of lower levels. In the case of collagen, that means fine lines, sagging skin, dryness and sensitivity.
Dermalogica Pro Collagen Banking Serum, £89 from Dermalogica - COMING SOON
Naturally, there’s a whole host of in-clinic treatments to help bolster your reserves like mesotherapy – AKA body contouring – micro-needling and LED treatments, but you can also get ahead of the game at home with hard-working skincare, like Dermalogica Pro Collagen Banking Serum, which launches next week.
BODY ROUTINES
The focus on skincare below the chin has steadily grown over the last couple of years and it’s showing no signs of slowing down, with “body
skincare routine” searches up a colossal 1,025% on Pinterest. While the growth is probably a result of the #everythingshower trend, this
year’s bodycare launches are sophisticated enough to rival those you’re slathering on your face. Better yet, they barely add any time to your routine, so it’s easy to integrate this step into your pre-existing self-care ritual.
Nécessaire The Body Retinol, £56 from Space NK - BUY NOW
This Nécessaire retinol product launched this week, and it combines 0.1% pure retinol, 10% AHAs, five different peptides, glycerin, and niacinamide to reduce hyperpigmentation.
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First Aid Beauty Ingrown Hair Treatment Pads, £20 from Look Fantastic - BUY NOW
Skincare concerns that appear primarily on the body are also getting their turn in the spotlight, with #keratosispilaris racking up over holding 765 million TikTok views, and retailer Lookfantastic.com reporting a 297% increase in searches for products that treat the common and harmless condition which causes skin to look rough or bumpy, as if covered in permanent goose pimples. Look for brands such as Ameliorate and First Aid Beauty, as they have developed ranges to help reduce its appearance on the body.
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