As we continue to look forward to next year, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 31 skincare brand founders and executives the following questions: What skincare trends do you see rising in 2024? What 2023 skincare trends do you think will be over in 2024?
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Anne Beal Founder, AbsoluteJOI There is definitely a rising trend around AI, machine learning, data analytics and how to apply them to skincare. That may be seen in great personalization, enhanced capabilities to meet customers’ needs or better diagnostic capabilities.
In addition to the customer experience, AI, machine learning and data analytics will impact our businesses and our abilities to do more, create more and be more precise in our marketing and customer segmentation. This is still a rapidly evolving area, and I do not think we have identified all of the potential applications of these new capabilities.
There is talking about AI replacing people, but I think it is people using AI who will replace people who do not use AI. So, it’s time for every business leader to understand this trend and figure out how it applies to her business.
Fading out in 2023 will be clean beauty. Don’t get me wrong, clean beauty is important, and as a brand committed to clean, healthy products, especially for women of color, I think clean beauty has reached a tipping point where clean practices and formulations are now the standard in our industry.
Since recent studies have shown links between certain hair straighteners and uterine cancer, no responsible brands, formulators or manufacturers can ignore the importance of using safe ingredients in their products.
But, from a business perspective, it is not enough to simply be clean to be distinguished in the market. In the past year, we have seen clean retailers and brands shut down. I think that’s because clean is no longer enough to get consumers’ attention. We now have to think about clean and something else to stay relevant.
- Justine Kahn Founder, Botnia
In my crystal ball for 2024, I think the skincare industry is poised to witness a shift in consumer preferences to sustainable and personalized approaches, emphasizing environmentally friendly packaging, expert-led advice, nourishing ingredients and a holistic view of skin health and aging.
Sustainable Packaging Is Everything
In 2024, I see a significant shift towards sustainable packaging in the skincare industry. Consumers are increasingly aware and critical of eco-friendly packaging claims. You should see our DM's! They demand genuinely sustainable options that reflect ethical skincare consumption.
Our brand's transition in 2023 from glass to aluminum packaging validates this trend. This strategic move towards sustainability led to a massive increase in sales, showing that consumers value both the quality of skin care products and their environmental impact.
Informed Skincare Choices Beyond Social Media Influencers
Another trend gaining traction is the preference for professional advice over celebrity endorsements in skincare. While social media influencers have influenced consumer choices, there's a growing demand for expert guidance.
We foresee a rise in the influence of micro-influencers with professional credentials like cosmetic chemists, estheticians, nurses and dermatologists. This shift towards seeking advice from skincare professionals mirrors a more mature approach to skincare, emphasizing personalized care over generic solutions.
The Death of Over-exfoliation And The Rise Of Nourishing Ingredients
I predict the skincare industry will move away from the over-exfoliation trend, focusing on nourishing and protective ingredients. Ingredients such as ceramides, seaweed, algae and sun-safe retinol alternatives are becoming more popular. These ingredients fortify the skin's natural barrier, offer deep hydration and protect against environmental stressors without the harsh side-effects of excessive exfoliation.
Plump Skin Over Glossy Skin
In 2024, I think there will be a shift from glossy skin to plump skin. Our customers love that we have so many water-based ingredients in our skincare, and they seem to be heading away from skincare products that are heavy oils and balms. The focus will be on achieving balanced, healthy skin through a simplified regimen combining oil and water-based products. I think this trend underlines a balanced approach to skincare, moving away from extremes.
Focus On All-over Skin Health
We're also seeing a holistic approach to skin health. Treatments addressing concerns like eczema, body pigmentation and body acne are becoming more prominent. The entire body, from hair and scalp treatments to all-over body care, is becoming a focal point in skincare routines, and we're seeing body services pop-up in many of the Botnia spas we supply.
Trends Fading Away In 2024:
The Era Of Sheet Masks
Sheet masks, which are both terrible for the earth and not entirely effective, are waning in popularity. The same goes for reliance on influencer-led skincare advice and overly complex 10-step routines. We're seeing a decrease in skincare advice from influencers, a change that's quite welcomed if you ask us. Heading into 2024, we hope people will increasingly turn to professionals for skincare advice.
Overly Complicated Skincare Regimens
The trend of overly complicated, 12-step skin care regimens is decreasing. Often associated with a one-size-fits-all approach, it’s giving way to more straightforward, effective skincare methods. Simplification in skincare is not just about reducing the number of steps, it's about focusing on genuinely beneficial practices for your skin.
Botox Is Moving To Notox
We are observing a significant trend among our customers who are moving away from Botox and embracing a more natural approach to aging. There's a growing appreciation for wrinkles and skin changes as symbols of earned wisdom and life experience. This shift aligns with a broader societal movement, where even models and influencers on platforms like Instagram are stepping away from the paralyzed look that Botox can create.
Instead, there's a rising preference for a healthy glow that reflects the natural beauty of aging rather than trying to conceal it. This change is not just about appearances, it's a more profound acknowledgment of aging as a natural and beautiful part of life. And while Botox is not going anywhere, we are getting many customer DMs and emails expressing that they have tried Botox and now are going no-tox.
Tools like gua sha, buccal massage and face-lifting massage are also popular alternatives for supporting aging skin. We are even seeing consumers not considering facial massage to be a different service from facials. Spas like Den Mother and honest rituals are focused more on supporting the skin's structure than injecting it.
- Adeline Koh Founder and Formulator, Sabbatical Beauty
Consumer-Facing Trends For 2024:
As generation X ages into their 50s and 60s, in 2024 we’re going to see more debate around “anti-aging” as a skincare goal, more discussions around the “pro-aging” movement and its viability, and an increased focus on menopausal skincare—what menopausal skin conditions are as well as hero ingredients for these concerns. I also think we’re going to see more discussions on reframing what self-love and self-acceptance means at this stage in life.
After ignoring the skin barrier for decades, the American skincare industry has been going full throttle on barrier relief, with just about every major brand releasing a new skin barrier product in 2023. I see this trend progressing strongly into 2024. This is a welcome shift from its previous emphasis on barrier resurfacing products (retinol/retinoids, vitamin C, acids). What I hope to also see is more brands combining barrier relief ingredients along with gentle forms of barrier resurfacing products. I emphasize this dual approach within my own formulations as I find this leads to the most effective yet gentle results.
Industry-Related Trends For 2024:
As important skin microbiome research begins to finally impact formulations, I think we’re going to see an increasing amount of new product releases with live bacteria within them to treat skin issues in a radically different approach from the past. I’m especially interested in how this is going to change good manufacturing practice and change current understandings of what effective preservation means.
Preservation issues within cosmetic manufacturing are going to become more prominent. As the industry continues to shift towards more natural ingredients and a rejection of more robust, traditional preservatives, finding effective, yet “clean” methods of preservation are going to be an increasingly pressing problem. This has become such an issue for manufacturing at scale that the University of Cincinnati launched a graduate certificate on the topic fueled by demand from some of the largest cosmetic manufacturers (Proctor & Gamble, L’Oréal, Colgate, Unilever).
- Kerry Sullivan CEO, Versed
The concept of “quiet luxury” will be over due to inflation, the unstable economy and current state of the world. With that, consumer spend for 2024 remains top of mind. Sure, skincare splurges won’t fully fade to black, but a sense of sensibility will be prevalent.
Body care will continue to be a focus for consumers. Consumers have long approached skincare with a focus on ingredients and efficacy, and they’re demanding that within body care as well—and for good reason. Skin is our largest organ, and we need to take care of everything south of our chin.
Our [Press Restart] retinol body lotion sales are up 26% YoY (based on unit sales) on our DTC and up 850% YoY (based on unit sales) on our Amazon storefront, proof positive that consumers are craving efficacious products with proven ingredients for their neck and below.
Results are a must. Just saying or claiming a product does something isn’t enough. Consumers want to see clinical results; they want performance; they want benefits. We’ll start seeing more brands showcasing this via various consumer touch points.
Community will continue to reign supreme with skincare brands and beauty brands at large. In a world consumed by technology, AI, the latest social media platforms and so on, people still crave true person-to-person interaction and a sense of community.
They want to be part of something bigger. They want to be involved with brands who listen, engage, activate, innovate and create alongside their community. The power of community is unmatched, it’s what has powered and fueled Versed from the onset.
- Kelly McDonnell GM of North America, Grown Alchemist
2023 gave rise to the “everything shower,” and we will continue to see remnants of this trend in 2024, but with an aesthetic twist. As consumers become more educated and begin to focus more on the well-being of the body as whole, they not only want truly effective products with good-for-you ingredients, but ones that look good on the counter.
We see this reflected in one of our cult products, the Grown Alchemist Hand Wash, that comes in a sleek, minimalistic brown bottle and can be used daily without disrupting the skin barrier or the planet. We are actively working towards making sure all of our wash-off formulas are minimum 95% biodegradable from 2024 onward.
We expect to see consumers put an emphasis on beautifying their bathroom counters, entering into the bougie bathroom era. According to Mintel, body wash retail sales in the U.S. are up 6% to $4.2 billion, and body care grew 4% up to $3.6 billion. We are eager to introduce consumers to exciting new products we have launching in 2024 that will continue to level up their vanity aesthetic both in regard to product quality and style.
2023 saw the rise of “slugging” for its moisturizing benefits. However, consumers are becoming more educated and starting to realize that the trend is not “one skin type fits all.” According to Spate, slugging is expected to have a 54.4% decrease over the next year.
For those who are more acne-prone or have an oilier skin type, slugging can actually have the opposite effect, so consumers are starting to look for other products that can achieve the same effects, but are also friendly for all skin types. Our bestselling Hydra-Repair Day Cream is a perfect alternative, which according to user trials, 100% of users said it left their skin feeling nourished and 99% said the product restores the feeling of hydration in an independent user trial from 2022. Results are based on 120 participants over four weeks.
- Patricia Schuffenhauer GM of North America and Chief Product Officer, Erno Laszlo
As consumers continue to educate themselves on skincare types as well as preventative products, we’re seeing that skincare trends are rising accordingly. Spate trend data shows that “skin barrier repair” has a 24.5% estimated growth rate over the next 12 months, following a 22.4% year-over-year growth from 2022 to 2023. PH-balancing skincare that puts the focus on taking care of your skin barrier will be all of the rage as consumers get smarter about caring for their skin.
While it's trending now, pH-balancing skincare isn’t a new concept. In 1927, Dr. Laszlo opened his Institute for Scientific Cosmetology in Budapest, complete with a lab for developing custom treatments. A man of innovation, he was the first to introduce the idea of a skincare ritual, double cleansing, pH-balancing skincare and more.
The brand carries that ethos still today, and Erno Laszlo’s Phelityl Night Cream is a product that we see growing in popularity in line with this trend. Our Phelityl formulas focus on nourishing and moisturizing all skin types with balancing, skin-loving ingredients rich in EFAs to support skin’s natural barrier.
When it comes to face masks, we’re starting to see less interest in a one-size-fits-all sheet mask as more consumers are looking for tailored mask solutions. While face masks are a skincare staple, we’re seeing that people are more interested in cream or gel masks as they can be more targeted in what issues they address, and they’re a better investment compared to single-use sheets.
There’s data on Spate that backs this up as well. Based on recent searches, the platform predicts an 8.6% decrease in consumer interest in sheet masks for 2024. Our new Clarifying Gel Mask is one to look out for. It features a unique gel formula that delivers a refreshing cooling sensation while actively targeting blemishes and excess surface oil.
- Peter Thomas Roth Founder and CEO, Peter Thomas Roth
Skincare that caters to stressed skin will be bigger than ever in 2024. Our skin gets hit with all sorts of stress—emotional, environmental—so products that nourish, soothe, repair and protect with calming and healing barrier-boosting ingredients like hyaluronic acid, squalane and ceramides will continue to grow in popularity.
My Water Drench Hyaluronic Cloud Rich Barrier Moisturizer is a bestseller because it provides enhanced barrier defense and drenches skin with protective moisture to combat the drying and distressing effects of external dehydrators, super important during the cold winter months.
And there’s a reason my customers love my Hydra-Gel Eye Patches. They’re the perfect instant soothing treatment for stressed-out eyes any time of day They’re saturated with the most effective and potent ingredients to deliver clinically stronger results from de-puffing and hydrating to brightening and firming, instantly and over time.
Peptides continue to be a hot ingredient in 2024. The demand for peptide products shows no signs of slowing as more and more innovations emerge that promise to plump and smooth the look of fine lines and wrinkles for younger-looking skin. The response to my new Peptide-packed Instant FIRMx Lip Filler has been phenomenal.
This hydrating lip treatment helps improve the look of lip plumpness and lip lines instantly and even helps to enhance the look of lip volume with continued use. And if you’re worried about lines on your face, it’s time to relax because my newest peptide innovation launches early January, and it’s fantastic. You’re going to see astonishing results.
I think the 2023 skincare trends that will be over next year are the ones that were all buzz, no real benefits—or worse were actually harmful to your skin like sunscreen contouring. Social media is brilliant for serving up the hottest skincare tips and trends, but it’s also flooded with hacks that sometimes do our skin no favors.
The good news is that I believe consumers are savvier than ever about how to care for their skin and which trends to invest in. They’re reading labels, researching ingredients and realizing that skin care isn’t one size fits all.
- Katy Cottam Founder, Luna Daily
Growth areas within body care will reflect what we’ve been seeing in wider skincare. “Clean” now needs to be a given (already an $8.3 billion category predicted to reach $15.3 billion by 2028), and customers are so clued up on INCI lists, it will be the combination of clean, efficacious formulas which have also been clinically tested and expert-/dermatologist-developed which will continue to outpace. This sub-category has grown 4X quicker than overall skincare over the last three years and in 2023 alone.
I’ve read the term “cleanical,” which I quite like. Luna Daily is free from the 1,300 ingredients banned by the EU and is clean at Sephora, so it’s a given our products are vegan, cruelty-free and free from a long list of conventional ingredients like parabens, silicones and more. Our range has been developed with dermatologists and gynecologists, tested on all skin types, including intimate skin, and from 2024 all our products will also be clinically tested.
I see skin barrier/microbiome health growth continuing, also linked to holistic health and the relationship between internal and external health and minimalism—products that are multi-symptom for multiple parts of the body with less ingredients in them, performance-driven, streamlined solutions.
Reflecting this, searches for key ingredients over symptoms will continue. My predictions are niacinimide, AHAs (alpha hydroxy acids) and vitamin A as well as tretinion for acne-prone skin. More than ever, education is key here, and I hope to see brands be responsible with warnings on pack. Too often I see brands bending the rules and not putting the FDA-approved warnings on pack (for AHA use, for example, you need to warn of not exposing skin to the sun for seven days).
An interesting trend is also consumers maximizing uses and actually educating us on new uses we hadn’t even intended. As some examples, we’ve seen our bestselling Everything Oil, which reduces in-grown hairs, redness, dryness and bumps, also used as a face shaving oil and our Spray to Wipe, an eco alternative to single-use wipes, even used as makeup remover (now tried and tested, its genuinely works).
Focus on intimate care as part of body care will continue to boom, but what is critical is how it’s made accessible to all, in terms of positioning, price point, retail availability and formats. It's been a key part of our success thus far with Luna Daily.
Our range of products are for everywhere, including intimate skin, uniquely resolving the tensions which have previously existed, harsh body care products causing gynecological issues for women versus incumbent “vulva-specific” brands which customers don’t want to engage with. We’re accessibly priced, available in wide distribution in Sephora in the U.S. and Boots in the U.K.
Leaning into key category entry points for customers for relevance will be important. For us, we see specific life stages for women and people with vulvas as key (early womanhood, motherhood and menopause) to really connect with women at a time when physiological and hormonal changes drive changes in their needs.
- Mark Curry Co-Founder, The Inkey List
Brand new ingredients aren’t going to drop out of the sky, but iterations of a next generation of those ingredients will start to come through. Linked to that, we’ll explore how ingredients work in tandem with “bioavailability” when applied topically and how that bioavailability can increase product efficacy. It will be up to brands to communicate and educate consumers on that point.
I think consumers will also swing around to wanting to experience skincare in new formats, whether that be leave-on technology, masks, pads or patches as well as using devices to increase ingredient penetration.
- Kim Day Founder and Formulator, Biotrium Lab
As we move towards 2024, the landscape of skincare and beauty is evolving dynamically, driven largely by the innovative approaches of gen Z and millennials. There's a clear trend towards individualism in beauty routines, which I believe will catalyze a significant shift towards personalized skincare.
As a skincare formulator, I anticipate a growing demand for customized skincare solutions. These solutions aren't just tailored to individual skin types, but also address specific life stages and their effects on the skin such as hormonal changes during pregnancy or menstruation. The potential for leveraging AI technology in formulation design and skincare analysis is immense and opens exciting new avenues for personalization in skincare.
For 2023, while the “glass skin” trend has been popular encouraging a pursuit of flawless, dewy skin through extensive skincare routines, I foresee a transition. The rising cost of living in the U.K. is influencing consumer priorities and forcing skincare formulators like me to work even closer with our ingredient suppliers to provide products formulated from innovative ingredients that address more than one skin concern.
Given that achieving “glass skin” often requires an array of at least 10 products, this trend may not be sustainable or desirable in 2024. Instead, there's a growing inclination among consumers to understand their skin's unique needs and nourish it accordingly. This shift emphasizes natural, healthy skin, reducing reliance on filters and heavy makeup. The focus is moving towards skin health and wellness, rather than just aesthetics.
- Shannon Davenport Founder, Esker
I think hybrid skincare/makeup products with multi-product benefits will continue to rise next year, with more categories becoming infused with high-performance skincare ingredients (like lash/brow, lip, etc.).
I also think at-home tools and devices will continue to rise. Tools elevate the experience of skincare and make it more active and experiential, which I think is important now that consumers are so educated around skincare and want to take things to the next level.
To me, super harsh, irritating products that over-strip or damage the moisture barrier are on their way out as people embrace the idea of skin cycling and a more gentle treatment of the skin.
- Blair Murphy-Rose Founder and Dermatologist, Skincare Junkie
I have so many patients confused and intimidated by skin cycling. I love that so much awareness was brought to the concept of taking breaks from certain actives like retinol. However, skincare does not have to be so rigid, and there truly is no one size fits all answer for skincare.
Simpler than following a set schedule of alternating retinol on this day and acid on this day, I prefer patients to listen to their skin and to skip vitamin A derivatives any time their skin has had too much. And look for the early signs to avoid significant irritation! Some of these signs include redness, tingling, and noticeable peeling or flaking.
There are so many variables that affect our skin on a daily basis—hormones, the weather, our salt and water intake, what we ate this day versus another, the products that we put on our skin, the list goes on and on. As the largest organ of our bodies, the skin is dynamic and subject to many factors. The best thing is to listen to your skin and to skip products when your skin tells you to, not necessarily to follow a set schedule because that can take you down the wrong path, and I see it every day in my practice.
I believe that the high concentration niacinamide products are going to lose some of their spotlight—or should anyway. Niacinamide is a fabulous ingredient with many skin benefits. However, in higher concentrations, it is irritating to many consumers. This is not a “more the merrier” thing. Moderation is key to getting all of the great benefits from niacinamide.
- Maria Hatzistefanis Founder, Rodial
The customer has been overwhelmed with thousands of new skincare brands and new product launches making it hard to understand what is here to stay and what is a one hit wonder. It is also hard to understand if there is skincare technology and a story behind the brand or just another white label range. There will be a return to heritage skincare brands and hero products that the customer can trust.
The customer has less time and budget, so will prefer skincare formulas that combine a range of ingredients, giving a “one-stop-shop” effect and ticking a lot of points in favor of single ingredient serums that need to be mixed or layered.
- Dimitra Davidson President and COO, Indeed Labs
The “active alternative trend” specifically as it relates to more powerful actives in skincare (and those in which consumers have been told that they cannot live without) retinol, vitamin C, salicylic acid, benzoyl peroxide, acid, etc., will rise.
Consumers will continue to look for solutions that have the same benefits, but without the irritation. Some of the “heros'' of the “active alternative” trend we will see are bio-succinic acid (effective alternative for salicylic acid that does not break down the skin’s microbiome), astaxanthin (shown to be stronger than vitamin C, up to 65 times more powerful, lutein and beta-carotene), n-acetyl gucosamine (NAG) (a more effective yet gentler alternative to glycolic acid), and perhaps the biggest trend, polypeptides (to stimulate collagen production, smooth fine lines and wrinkles, a microbiota-friendly solution to treat acne conditions, polypetides’ many benefits will surely give rise to its popularity).
The one trend we believe is on the way out is “pared-down skincare” or more simplified skincare. Although this trend may be convenient for consumers, we do know that each individuals’ journey with their skin is personal and cannot be treated with a “one-size-fits-all” approach. Due to the many unique needs of our own skin, consumers will continue to focus on finding solutions that address their individual concerns.
And, finally, we believe that in-home devices which can be costly will also see a slow down as consumers tighten their spending.
- Hannah Penn Founder, HPPY Skin
Clean, better-for-you ingredients will rise. Clean beauty has become more and more popular as customers understand that their skin is their biggest organ. The next step is focusing on fresh-from-the-earth ingredients. We've seen the shift in how people eat (with Whole30, keto, paleo, etc.), and we think we'll see a similar shift to clean ingredients in skincare next.
We think generic white labeling will be over. There's so much opportunity for innovation happening across the industry that everyone using the same formula and just using a different label will be over.
- Philip Taylor Founder and CEO, Carbon Theory
In 2024, waterless beauty will truly emerge as a transformative trend, redefining the landscape of skincare and cosmetics with a focus on sustainability, innovation and mindful consumption. This movement is not just a passing phase, but a conscientious shift towards more eco-friendly and water-conscious beauty practices.
Water scarcity concerns and environmental awareness have prompted the beauty industry to rethink traditional formulations heavily reliant on water. Waterless beauty products are designed to minimize water usage in production, packaging and application. This innovative approach not only addresses environmental issues, but also enhances product potency and longevity.
Consumers are increasingly drawn to waterless beauty for its sustainability credentials and the promise of concentrated, potent formulations. From powder-to-lotion cleansers to solid skincare bars and water-free serums, brands should be creatively reimagining product formats to reduce water waste without compromising efficacy.
In addition to reducing the carbon footprint, waterless beauty encourages a mindful approach to consumption. By prioritizing quality over quantity, consumers are adopting a more conscious and intentional beauty routine, selecting products with a lasting impact on both skin and the environment.
- Cherry Robinson Founder and GM, Symphonic M.D.
A greater understanding of balance, protection and safety without compromising efficacy will be a rising trend. Whilst we always seem to be on the hunt for the latest miracle ingredient, innovation will also be achieved by looking at those active compounds that are already known to be highly effective at treating our most pressing skin concerns (think retinol, vitamin C, AHAs and peptides), but incorporating them into formulas in a new ways that boost performance, maintain a healthy skin barrier and mitigate any adverse reactions.
Current reports indicate that consumers intend to scale back their purchases in 2024, but will continue to invest in skincare. Most likely this means that the number of steps in the skincare regimen may be reduced, resulting in an increase in the use of multifunctional products.
The category growth of nutri-cosmetics (beauty from within) will continue. However, unlike the appeal of multi functionality in skincare formulas, a one-size-fits-all approach to supplements will not be as appealing. Watch for products that are focused on a specific concern. For example, a shift from the ubiquitous hair, skin and nails to an ingestible that will solely target acneic skin.
- Christin Powell Co-Founder and CEO, Kinship
Based on the ambient level of stress and anxiety that people are feeling today from macro events happening in our world, I think people will look for joy and relaxation in their skincare routines, craving an uplifting experience versus a chore. Fewer products—less consumerism—will play into 2024 as people become attuned to higher quality ingredients, science-backed efficacy and good value for the money, which are key purchase drivers.
I also think there will be more attention to preventing future skin damage than ever before. With the rise of TikTok filters showing how one might look in old age—and the reaction being mostly positive—young people are getting in touch with their older selves and loving the aging that they see.
This is another reason to continue wearing sunscreen daily and look to gentle forms of retinol and barrier-restoring ingredients to protect and build the skin’s immune system. In terms of trends that will be over, skincare lines/brands designed for certain ages or genders will be out as people are now understanding that skincare is universal and can benefit everyone regardless of their demographic.
- Olga Parno Founder, Masktini
Rising Trends In 2024:
Results-Driven Clinical-Grade Products
According to NIQ's most recent presentation to beauty executives, consumers are more interested in clinical-grade, innovative beauty that delivers results. This notion started with gen Z’s interest in anti-aging products and ingredients and continues on. 87% of beauty executives stated that product innovation is important and will continue to be an area of focus in 2024.
Body Care
We’ve seen double-digit growth in the body category for the past two years. I think we’ll continue seeing more advanced body care products. Masktini is launching Skin Taut, a Body Sculpting Cream in Q1 of 2024. This rich, buttery body sculpting cream will improve the appearance of body contours, skin texture and tone.
By combining potent ingredients that are clinically proven to affect the moisture content of skin and other factors contributing to body contour issues such as cellulite, this daily treatment will visibly and statistically improve stubborn areas such as upper arms, abdomen, thighs and derriere. Customers are looking for results-driven body care products and are no longer impressed with simple formulations.
Hand Care
Hand care is becoming increasingly important as consumers realize that, while they are only focusing on the face, the skin on the hands is taking a serious beating, revealing signs of aging. According to Straits Research, the global hand cream market size was valued at $484.1 million in 2022. It is expected to reach $838.9 million by 2031, growing at a CAGR of 6.3% during the forecast period (2023 to 2031). Fashion magazines call it “the luxury beauty industry’s latest fixation.” As a result, we’ll see more professional treatments marketed for hands, post-treatment and at-home treatments, including gadgets.
Digital/AI
According to NIQ, while 27% of beauty executives are concerned with sustainability, 22% are adopting and implementing AI in order to deeply understand the category landscape to get ahead of the competition. We’ll see more of that in 2024.
Skincare Rituals
The idea of meaningful beauty, beauty inside out will continue on in my opinion. At Maskini, we believe consumers’ mindset is changing. While routines can be actions that need to be done, rituals are viewed as meaningful practices that have a real sense of purpose and intention.
We believe skincare is a ritual, an experience that not only enhances your complexion, but also boosts your confidence, allows you to meditate, glow from inside out making a conscious effort, a commitment, an intention to uplift an otherwise ordinary and quite mundane act. As your evening skincare ritual, cleansing and nourishing your skin can be linked to taking off the mental and emotional burdens of the day.
2023 Skincare Trends That Will Be Over In 2024:
Skin Cycling
I believe skin cycling is a short-lived trend that only works for some. If you are new to retinoids and AHAs, you might need to start with really low concentrations and slowly increase the strength of products you use. Those who already use daily retinoids and chemical exfoliants will continue using them and see no need to back down on the frequency of use.
I believe in quality multitasking products that include more actives at lower percentages. Using these types of products consistently for a prolonged period of time will be gentler on your skin and easier on your lifestyle.
Skincare Tools
We’ve seen a surge in skincare tools during the pandemic when all spas, med-spas and dermatological offices were closed or partially closed. Anything from microdermabrasion, skin tightening, microneedling, LED, micro-current, photo rejuvenation was marketed and sold directly to consumers. Majority of these devices are operated by aestheticians, nurse practitioners or dermatologists.
Dermatologists and aestheticians reported multiple side effects, skin irritation, scarring after seeing patients who have been using multiple at-home devices during the pandemic. I believe there are fairly safe therapies like LED or micro-current that can be performed at home. Everything else should be left for trained professionals able to properly look at your skin, analyze and use the appropriate modality at the appropriate strength/level.
- Colleen Carey Founder and Creative Director, Skin Rx
This past year I have noticed a rise in skincare tools and at-home treatment devices. Red light therapy has gained a great deal of attention this past year for a wide range of concerns, from improving fine lines and wrinkles to treating the effects of acne and acne scarring. As more products enter the market, I see that trend growing in 2024.
Skincare tools such as microcurrent wands used to lift and tighten skin can cost hundreds of dollars, but continue to gain popularity. There are also very economical facial tools such as gua sha tools claim to reduce swelling and lift muscles in the face. The market is ever expanding for devices and tools to enhance skincare results and concerns.
With the public wanting more transparency from celebrities and influencers as well as expecting to pay for honest, genuine products that will give the results that they claim, I expect that celebrity-/influencer-owned brands will continue to decrease sales and followings. Brands that are solely based on a famous face to endorse the products without a real interest in the beauty industry are not selling as well as they used to.
Consumers are smart and can tell when a product is produced with authenticity and expertise and are turning their backs on highly marketed brands that are low quality and endorsed by non-beauty experts. And, frankly, I'm here for it! Consumers trust beauty experts and are wising up to big names jumping into the market without any knowledge or consideration for what they are promoting and endorsing.
- Brittany Lo Founder, Beia and Beautini
In 2024, I expect the lines between skincare and wellness to continue to blur, whether with ingestible beauty products or with sexual wellness products that double as skincare formulas, like with our brand. I believe we will continue to see consumers take a holistic approach to their beauty routines and put more of an emphasis on their wellness, mental health and sexual wellbeing.
Additionally, I believe that we are going to see less harsh ingredients used in skin treatments and an increase in preferences towards hydration, gentle exfoliation and barrier repair for the face, scalp, body and overall have a gentler, more simple approach to skincare.
- Julie Longyear Founder, Blissoma
Social media means trends now are "of the moment" rather than lasting for a year or more, and it's really tiring for people to try and follow. Overwhelm has turned into a constant state of being these days. I think, with budgets being tight and people being stressed, there will be more focus on doing just what's right for you personally rather than following trends.
If someone wants to have matte skin and you like dewy, there is nothing stopping you. Dewy might be getting attention again in 6 months, and in the meantime, you are happy and comfortable and staying on budget by buying products that you really like. It's also so much more eco-friendly to just buy what you love and really use it rather than discarding half used products.
Doing what's right for yourself is always a great course of action because when you're happy and comfortable you feel confident, and confidence is more important than any product or any other trend.
- Elina Wang Co-Founder and CEO, ESW Beauty
2024 Rising Skincare Trends:
The Intersection Of Food And Beauty
This year, we have seen a noticeable trend among brands to integrate food-inspired ingredients into both their branding strategies and product formulations. This blend resonates positively with consumers, providing them with an enhanced sensory experience. Whether it's the antioxidant richness of blueberries or the skin-nourishing qualities of avocado and green tea, these ingredients are widely embraced for their potential benefits to the skin.
Holistic Beauty
Beauty goes beyond external applications. For long-lasting effects, adopting a comprehensive approach by considering both ingestibles and topicals is essential. Whether the goal is achieving clear skin or voluminous hair, an increasing number of emerging brands are emphasizing inner beauty.
From formulations rich in collagen nutrients to ingredient blends that reduce stress, brands are stepping into the idea of inner beauty. I believe we will see a shift in formulas that are created to better the consumer's overall well-being.
2023 Skincare Trends That Will Be Over In 2024:
Overcomplicated Routines
In recent years, the trend of adopting elaborate, multistep skincare routines gained immense popularity. However, I anticipate a shift towards simplicity. The use of numerous products can burden the skin, making a straightforward routine more effective.
With this shift in trend, I believe using a one-step sheet mask will become popular to achieve a simple skincare routine. Ultimately, the era of overcomplicated routines will fade, giving way to a simpler regimen that avoids overwhelming the skin and causing irritation.
Harsh Physical Exfoliants
In the past few years, exfoliants have become widely popular, with the promise of quickly reducing your acne. However, the realization is setting in that excessive exfoliation and harsh ingredients can compromise the skin barrier, leading to increased sensitivity, irritation and acne.
Allowing the skin to undergo its natural process and opting for gentle ingredients can prove to be more effective. I believe overall this trend will slowly fade, and we will see companies create gentler products to help those who have irritated their skin barrier with harmful exfoliants.
- Noreen Galaria Founder and Dermatologist, Inner Glow
2024 Rising Skincare Trends:
Better Sunscreen Use
2023 was the hottest year on record. With derm influencers and others on social media beginning to educate people on the dangers of the sun and UV exposure, people are becoming much more conscious about sun protection. I tell my patients every day that the sun is responsible for 80% of our aging.
Having said that, there will be a big push for more cosmetically elegant sunscreen formulations, especially since the U.S. is the slowest to approve new sunscreens. Europe and Canada as well as many other countries have more options available to them. For example, in Europe there are 29 approved UV filters, but here in the U.S. we have about 13.
Social media is full of dermatologists and influencers going to other countries to get more elegant and easy-to-use products. There are rumors that this will be the year that the FDA changes UV standards in this country. If that happens this, will be the biggest skincare trend in 2024.
In addition, given that skin cancer is the No. 1 cancer in America and the sun is also responsible for most of our aging, people are looking for adjuncts to sunscreen. This is exactly why our Inner Glow Sol Defense gummies were developed. Marketed as sunscreen’s new best friend, they provide an additional layer of sun protection that helps patients to burn slower.
It’s like an internal boost of sun protection, and it’s one of the fastest-growing products being recommended by dermatologists. They have polypodium, a fern that works like an internal layer of sunscreen, plus niacinamide and passion fruit in a delicious on the go gummy.
Snail Mucin
The second trend is snail mucin. Hyaluronic acid as a great light moisturizer had its time in the limelight a few years back, and I believe this will be the year for snail mucin as a moisturizer.
At-Home LED Treatment Devices
At-home LED skin care technology will continue to improve and become popular, even though we don’t have good long-term data on it. Because there aren’t any risks we know of, I think this will be an area of incredible growth in 2024.
2023 Skincare Trends That Will Be Over In 2024:
Makeup Remover Wipes
I think makeup remover wipes will go the way of exfoliating beads this year. Bad for the environment and not great at removing makeup, I have been telling my patients for years that wipes should really be used only when you don’t have access to a sink because they just wipe makeup around and can even further clog your pores.
Lengthy Skincare Routines
I think people will hopefully leave their 10- or even 15-step skincare routines behind. There is only so much your skin can absorb, and mixing multiple products also increases the risk of skin irritation.
I see so many teens who come in with extensive, yet ineffective routines. They have been watching influencers whose skin type, color, texture and maturity is completely different from theirs and just assume products will work the way they do for these influencers. Simple routines with high-quality active ingredients are the most effective, and I finally see people trending toward skin minimalism.
- Natalie Hammermann Founder and CEO, Natalie’s Cosmetics
I believe that, through personalization/AI/ very targeted products/protocols, consumers are really able to treat their skin concerns, giving them the confidence to use less makeup, thereby consuming and spending in a more selective manner.
I also think body care is seeing a hype throughout 2023 (we really saw this at Natalie’s Cosmetics), but this trend will become a staple within 2024. People just want to treat their skin from the neck down.
On the other hand, I think trends that look great, but are either not great for the environment or for yourself will die down. Personally, micro-needling at home (it just doesn’t work and can cause infections), super tight slick-back buns causing hair breakage, UV exposure from excessive gel manicures or glittery makeup (these particles are terrible for the environment) will just not stick around.
- David Kim Founder and Dermatologist, Lightsaver
Products that have calming and soothing ingredients will get a lot of attention. For the past couple of years there has been a surge of products with lots of active ingredients to brighten, resurface and exfoliate the skin. There's going to be a shift to using less active ingredients and focusing more on keeping the skin hydrated, restored, calm and less irritated.
Sunscreen cocktailing was a trend on TikTok for a hot second this summer, but dermatologists, including myself, have talked about how it's not a good idea. In order for sunscreen to provide the indicated UV protection (SPF), it needs to be evenly distributed on the skin. If you mix the sunscreen with serums and moisturizers, it will interfere with the sunscreen from providing the proper UV protection, and it won't be as effective.
- Baylee Relf Co-Founder and Master Aesthetician, Dime
2024 Rising Skincare Trend:
There will be a rise in ingredient alternatives that are gentle, effective and better for you. For example, the use of clean retinol alternatives.
2023 Skincare Trend That Will Be Over In 2024:
Skin cycling or the idea that giving your skin a break after using aggressive treatments and ingredients will allow your barrier to repair itself. At Dime, we don’t believe you should use anything that damages your skin barrier function. It should be nourished and strengthened.
- Colleen Rothschild Founder, Colleen Rothschild Beauty
Skincare-Centric: "Skinimalism" is all about putting skincare first. Rather than relying on makeup to conceal imperfections, people are investing more in their skincare and routines that promote radiant, flawless skin and enhance the skin's overall health.
Dewy And Glowing Skin: Dewy and luminous skin will be a hallmark of this trend, and products like hydrating serums, lightweight moisturizers and lightweight makeup with skincare benefits will be in high demand.
Minimal Makeup: With "skinimalism," makeup takes more of a backseat. Light, breathable makeup products like tinted moisturizers and sheer lip tints will be favored over heavy foundations and intense color palettes. These products enhance the skin's appearance instead of concealing it, promoting a natural and radiant look.
Barely-There Makeup: The goal is to create a "barely-there" makeup look. Think about makeup that enhances your natural features such as tinted brow gels to define eyebrows, mascara to accentuate lashes, and lip balms for a subtle hint of color.
Confidence In Imperfections: "Skinimalism" encourages individuals to embrace their imperfections like freckles and moles. These natural features are seen as unique and beautiful, promoting a sense of self-confidence and authenticity.
Minimal Effort, Maximum Results: "Skinimalism" embodies the philosophy of minimal effort and maximum results in daily beauty routines. It encourages individuals to achieve a naturally beautiful appearance with simple, effective skincare practices and minimal makeup application, if any. The goal is to streamline beauty routines for effortless, yet remarkable results.
Skincare Education: People will invest time in understanding their skin's needs and choosing products accordingly. Expect to see a rise in skincare education, with consumers seeking expert advice on creating effective skincare routines.
A Holistic Approach: "Skinimalism" goes beyond skincare and makeup, it's a holistic approach to beauty and well-being. Wellness practices such as healthy eating, mindfulness and staying hydrated, play a crucial role in achieving glowing skin from within.
- Cindy Lee Founder, Lapcos
2023 saw the rise of “glass skin”—the term for crystal-clear, poreless, lustrous skin that's so exceptionally smooth that it appears glass-like—as a viral trend, but this one I believe has real lasting power and is here to stay. After all, it’s really just the effect of skin that is well toned, moisturized and consistently cared for.
To achieve glass skin and the perfect gleamy, dewy foundation, make sure you prioritize:
- A good cleanse
- Incorporate a hydrating toner
- Follow with a facial oil and gentle facial massage always
- Seal everything in with a moisturizer and/or a super hydrating sheet mask like Lapcos Daily Aqua or Collagen Sheet Masks
When it comes to prioritizing skin health through daily care, any helpful step that nourishes your complexion should not be considered a fleeting trend. That said, a more minimalist approach has been on the rise over the past year, and I believe it is here to stay.
Beauty and skin enthusiasts have been prioritizing quality over quantity and tweaking their regimens to target their exact skin type and needs. Therefore, I think that 2024 will continue to see a decrease in the 10-plus step, maximalist routines and a continued focus on personalized, ingredient-driven skincare.
- Lorrie King Co-Founder, Caire Beauty
I’ve seen a significant trend around perimenopause and the overall menopausal transition. While the focus is primarily on hot flashes and, trend-wise, “genitourinary” concerns, which encompasses a whole host of outcomes, I’m also finally seeing acknowledgement around the link between skin and peri/menopause.
For example, Oprah Daily in their annual Beauty O-Wards (last September) created a specific “menopausal” category for the first time ever. Our TGM, The Grownup Moisturizer, was cited as Best Midlife Hydrator.
- Celeste Lee Co-Founder, Caire Beauty
The skin barrier trend is getting bigger—its purpose, its components and layers, what to do about it. I believe we’ll see more new science around how to restore and protect it at every price point, with crossover into skincare-first cosmetics.
TikTok is driving a fascination, verging on obsession with skincare ingredients, in gen Z and gen alpha. At our recent Bryant Park Winter Market kiosk, we met girls as young as 12 or 13 asking whether Caire includes “hyaluronic acid” in its Serum and pronouncing it like they are already biochemists. On that note, this newest generation is particularly keen on serums, far more than any other skincare category.
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