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 18 color cosmetics brand founders and executives the following questions: What makeup trends do you see rising in 2024? What 2023 makeup trends do you think will end?
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Rachel Reid Founder, Subtl While the dewy skin craze has undoubtedly been a staple, 2024 is anticipated to herald the resurgence of matte finishes. This evolution will witness a departure from the overly radiant complexion to a more refined soft-matte allure.
As customers embrace this change, the demand for blurring products is expected to surge, signaling a renewed interest in achieving flawlessly textured skin. Additionally, the latter part of the year is projected to showcase the resurgence of complexion powders.
As 2023 comes to an end, it's evident that the reigning color trend, pink, is gracefully bowing out to make way for a bold and assertive contender, red. The fashion runways of fall fashion week provided a glimpse into this impending shift, setting the stage for red to dominate the makeup scene in 2024. This vibrant hue will make a striking comeback, finding expression across lips as customers seek to make a bold statement.
- Camille Bell Co-Founder and CEO, Pound Cake
I think the “clean girl aesthetic” trend we saw at the end of 2022 that made its way into 2023 will die down in 2024. As we enter the fourth year post-COVID, I see folks wanting to dabble into color more. I’m seeing more cobalt blues, and consumers wanting to experiment with purple eyeshadows, but still including elements of that “dewy look” base look.
I’m unsure of who exactly is the “trendsetter” for this. However, I think Beyonce’s Renaissance World Tour (i.e., pops of color) played an important role in the resurgence of people experimenting with pops of color and not just having that “no-makeup makeup” look.
- Minara El-Rahman Co-Founder, Mora Cosmetics
In turbulent times, the beauty consumer is all about smelling good and feeling good. We will see a continued trend of personal fragrance to help lift spirits. Consumers will continue to try new fragrances and layering different ones to find a unique scent that boosts their confidence and mood.
We will see this trend carry over to sensorial beauty products such as delectably scented lip masks or balms, body lotions to layer, and color cosmetics that smell as good as they look.
Personal body care will continue to grow with skincare enthusiasts branching out to the body. Think body scrubs and serums with efficacious ingredients. Color cosmetics brands will also need to step it up with skin-loving ingredients like hyaluronic acid, plum oil and cocoa butter. Consumers want to feel comfortable, beautiful and care for their lovely faces.
I personally think that beauty lovers are over the laminated brow look. With TikTok filters showing beauty consumers how beautiful they can look with different brow shapes, plus the ‘90s skinny brow piquing interest, I think we will see different brow styles such as groomed thinner brows take the center stage again.
- Jeanne Chavez Co-Founder and Chief Innovation Officer, About-Face
Something we should expect to see rising in 2024 is more brands working with vegan formulations. They are becoming the gold standard as consumers and retailers alike are holding brands to a higher standard of accountability.
In all my brands, including About-Face, we have always done our best to start only with the good stuff. With transparency more important in our industry and consumer demands, expect to see more color cosmetics brands following suit with more conscious products.
That said, it continues beyond that to the trends in packaging and waste. It has been a slow moving process, but expect a continuing kibosh on more excessive secondary packaging and a trend towards streamlining and simplicity.
We are using PCR, a post-consumer recycled material for all of our secondary packaging. We have painstakingly color-matched our components to the formulations to highlight the richness of our pigments. The see-through secondary carton enables us to have it streamlined and fully visible for the consumer to explore on shelves, while being mindful of using recycled materials that are more environmentally friendly. Next step for us is to work on creating an environmentally friendly component across all of our formulas.
Shimmer and sparkle are thankfully here to stay, but moving to more responsible substitutes and alternatives will be key. In 2015, Congress passed the Microbead Free Waters Act prohibiting the use of plastic beads in personal care such as toothpaste, face wash, etc. This is a win for our waters. However, since then scientists have made the claim that glitter in makeup should also fall in this plastic microbead category. So, expect more innovation in the high shine and metallics categories.
I think we will see a change in the extremes in contour and complexion, moving beyond excessive or heavy layers and more dramatic contouring that eliminates individuality and presents a homogenized perfection. We are seeing less hiding and transforming to a perfect canvas, instead a desire to find more freedom with hybrid complexion products that correct, protect and offer more skin comfort.
I expect lip stains will continue to trend as we move ahead in 2024 where comfort without compromise will be key. Consumers can expect the same intensity and extended wear, with innovative new formulations that offer more hydration. On the horizon, too, are more sensorial products.
- Megan Rein Co-Founder, Siia Cosmetics
I think the “clean girl” and “no-makeup makeup” trends are on their way out. People want to look like themselves, but enhanced like the latte makeup trend.
People are having a bit more fun and playing with more colors and expression, so the minimal looks are moving over for something in the middle, what I like to call the “naturally polished” look or bringing in a single pop of color while keeping everything else minimal.
Consumers are super educated and smart when it comes to skincare, ingredients and quality, and I think we are going to see a focus on highly effective products and routines that are minimized from the 20- to 35-step process made popular during the pandemic.
Now that we are all busier, out at work and school and traveling again, efficient routines and products that still give the benefits they are looking for will be the big trend.
For the beauty industry, I think by the end of 2024 we will see a surge in new brands launching. A large number of brands have closed over the past year and will probably continue to close, which creates room for new entrants. And, with the rise in social commerce, gen Z and now even gen alpha, there will be many new niches brands can open into.
- Jillian Dempsey Founder and Celebrity Makeup Artist, Jillian Dempsey
Skin will continue to persevere and be the star for makeup looks. A dewglo-semi-matte supple finish will be seen a lot.
Eyes will be colorful with bolder hues of purple deep blue. Edges of eyes will be flicked out, and for editorial looks, we will see exaggerated lines extending the liner beyond the usual mark for drama.
The overly brushed-up brow shape should begin to phase out.
- JERROD BLANDINO Co-Founder, Polite Society
I believe in 2024, you’re going to start seeing bolder color again, playing with one part of your face in a more extreme way. The washes and the easy no makeup-makeup look will not be guiding us so much.
I see us looking towards the future, while also looking towards the past, playing with the most fun times in the ‘90s, when there was kind of a little bit more of a rebellious, sexy thing going on. It's tussled hair, Pam Anderson beach waves, sexy lips, lashes, more defined brows, playing with things again and experimenting with sex and femininity.
I think the trend that is going to be over is this trend of being intimidated by beauty and not everything has to be sheer or natural. Of course, I love embracing ourselves, embracing our natural beauty, embracing who we are and not wearing a mask, but there was a laziness that took over. Girls stopped wearing eyeshadow, barely wore blush, one swipe of mascara. Let’s have fun again! The pageantry of getting ready, lets lean into that!
- Terri Bryant Founder and Makeup Artist, Guide Beauty
The runways have been full of standout makeup moments setting trends for 2024. While almost too many to mention, a few well worth noting are graphic eyeliner, ethereal skin and blurred out lips and cheeks.
The trend in eyeliner is stylized with no rules. We’ll be playing freely with shape, placement and color. While bold shades will be everywhere, classic black is equally on trend, and this striking yet artfully subtle example from ArdAzAei is pure perfection.
In contrast to bold, graphic lines, we’ll see a diffusion of pigments for skin, cheeks and lips. For me, Ulla Johnson’s RTW Spring 2024 show is the pinnacle. While a neutral ombré lip is trending in a big way for ‘24, the subtle duo lip that tops off this look is such a modern, fresh and pretty take.
- Shelagh Wong North America Regional Managing Director, Kiko Milano
In 2024, I think the trend will be focused on products that deliver high performance—anything that is long-lasting, high color payoff, transfer resistant, etc. Over the years, the beauty consumer has purchased so many products from so many new brands on the market that they are going to be more selective about what products will win coveted space on their vanity and in their makeup bags.
I think the glossy look will continue to gain popularity, and we’ll see that consumers outside of gen Z will start to experiment with gloss, but ask for it in a more wearable form with benefits. Gone are the days of the basic lip gloss, as consumers look for gloss with nourishing ingredients and high-tech formulas that aren’t sticky or messy.
Next year, I think the large format palettes of 2023 will become less in demand as consumers have bought more giant palettes than they can ever use. They will likely move towards smaller palettes or single-color shades to supplement what they already have.
- Jeff Lee Co-Founder and CEO, DIBS Beauty
We see a resurgence in powder. Customers continue to be creative with cream blushes and bronzers, but they're also playing with combining those formats with powder products. The market is ready for multi-use, elegantly formulated powders that are mess-free and can either set or stand alone.
There's also a cycle between the ultra-dewy and slightly more matte finishes that will probably swing towards the latter in the coming year. 2023 had a lot of quick, boom-bust looks that combined food and TikTok. A lot of these specific trends have had their moment, but the overall pattern of pairing something delicious with an easy mood board is probably not going anywhere in the near term.
- Wende Zomnir Co-Founder, Caliray and Urban Decay
The topic that keeps coming up which I’m very excited about is the whole intersection of beauty and wellness. It’s something I’ve always believed in, and it is what we are doing at Caliray. It’s going to manifest itself in a variety of ways. It’s going to be beauty products that take a wellness look at things like our Surfproof Setting Spray, which we call sprayable skincare because it has transdermal magnesium in it.
Whether its founders or influencers, everyone is into their wellness lifestyle and how they are incorporating supplements to meditation in their personal routines as must-haves. It's not just woo-woo things they’re dabbling in. Beauty products and supplements are looking to fulfill those needs, and people are more knowledgeable about their supplements.
They are not just taking any gummy anymore. I was talking to someone the other day who knew what NR (nicotinamide riboside) is. It’s the key ingredient in our Get Lit Beauty Supplement drink. These ingredients aren’t such mysteries to people anymore.
To me, products in 2024 should make you look glowy and lifted, but you don’t see the makeup. We are working on a product that provides illumination and lift. The products will provide visible results, but you don’t really see them on the skin. There are so many great new ingredients, but keeping them clean is really important because customers are looking for that.
- Melanie Cruickshank Founder, Da Lish Cosmetics
The trend that will be left to 2023 is the pop of pastel shades. 2024 is about latte tones. Hybrid lip products are going to become the focus for many brands. We will see lip oils stay along with lip plumpers, which go hand in hand with another trend, “notox.”
It’s all about aging well and not anti-aging, and being transparent with ingredients. Notox has been trending for a while and will continue to do so, hence the direction of softer tones and lips. For 2024, I think nudes and natural tones will continue to bloom.
Beauty tools aren't going anywhere and will for sure be expanding. Technology is going to have a more prominent role, and the environment will still be top of mind in beauty.
- Tisha Thompson Founder and CEO, LYS Beauty
In 2024, I’m predicting a decline in eyelash extensions or dramatized lash looks. With such a strong emphasis on achieving that clean, flawless-looking complexion, I think we will see more makeup wearers swapping our falsies for brown and black mascara on their natural lashes.
There are incredible mascaras on the market that offer the volume and length that we all love without the hassle or upkeep of lash extensions. These also come with a steep price tag and consumers are becoming increasingly more mindful of how they are spending their money across their entire beauty routine.
I also think we’ll see the emergence of glowy cheeks with the introduction of blush and highlighter hybrid products. Liquid and cream blushes have been popular in recent years and will continue to be, but I’m anticipating the return of the highlighter as well to round out the look. This time, instead of the 2010s powder highlighter with glitter, we'll see a more flexible cream or liquid formula—the 2024 rendition.
- JEREMY LOWENSTEIN CMO, Milani
Emerging makeup trends for 2024 are set to redefine the beauty industry with a blend of nostalgia, sustainability, inclusivity and technological innovation. Nostalgia with a modern twist will play a significant role as styles from past decades like the ‘90s and early 2000s make a comeback.
However, this resurgence will not be a mere repetition of the past. Instead, classic trends such as skinny eyebrows and lined lips are expected to be reimagined with contemporary techniques and products. Subcultural trends will also continue to be relevant as the new generation leans into individualism rather than macro trends encompassing an entire generation.
Building on the momentum from 2023, there were a few big product trends such as lip oils and tubing mascaras that we anticipate will still be going strong into 2024, aligning with our most viral launches Highly Rated Lash Extensions Tubing Mascara & Fruit Fetish Lip Oils. Products previously considered ancillary such as setting spray and primers are gaining importance as essential elements for both the start and finish of any makeup look.
The skinification and functional flexitasker trends, which focus on multitasking products with skincare benefits, are expected to expand beyond just foundation. The growing hashtag trends of #cloudskin, #healthyglow and #douyinmakeup highlight a consumer preference for buildable, lightweight complexion products with radiant matte finishes.
Sustainability and ethical beauty are expected to move from niche to mainstream. Growing awareness of environmental and ethical issues is influencing consumer choices, driving a demand for sustainable and cruelty-free beauty products. This trend extends beyond the products themselves to encompass eco-friendly packaging, natural ingredients and ethical sourcing. Brands that prioritize these values are likely to dominate the market as more consumers align their purchasing decisions with their environmental and ethical concerns.
Inclusivity and diversity in beauty trends represent a significant shift, reflecting societal changes. The industry is moving towards offering a broader range of products that cater to various skin tones, types and concerns. This inclusivity is not limited to product lines, but extends to marketing campaigns and representation within the beauty industry, making beauty more accessible and resonant with a diverse customer base.
Technology-enhanced products, driven by advances in AI technology, will continue to shape the beauty sector. Expect to see beauty products and experiences that are personalized and high tech such as customized skincare routines based on personal data, augmented reality for virtual try-ons and innovative product formulations. These technological integrations are set to offer consumers more personalized, effective and engaging beauty solutions.
As 2023 draws to a close, the beauty industry is likely to witness a decline in certain micro trends, signaling a shift in consumer preferences and industry direction. Food- and drink-inspired makeup trends such as the glamorous shimmer of martini girl makeup, the vibrant tomato girl and the latte makeup are expected to see a decrease in popularity.
In line with evolving lifestyle trends, there's a noticeable movement towards eco-conscious and minimalistic beauty routines. This shift is leading to a decline in makeup trends that rely on excessive products or non-sustainable ingredients, with a growing preference for products featuring eco-friendly packaging and formulations. Moreover, increased awareness of digital wellness and mental health is driving a trend away from elaborate, time-consuming makeup routines to simpler, quicker beauty routines that focus on skin health and a more natural look.
Additionally, heavy makeup styles that mimic social media filters, characterized by exaggerated contouring and ultra-smooth skin, are losing popularity in favor of more authentic and natural beauty. Viral makeup challenges that promote unusual or over-the-top looks are expected to fade, giving way to more practical and everyday beauty styles.
Specific makeup techniques and products are also evolving. Heavy contouring, intense overdrawing of lips and full-coverage foundations are likely to be replaced by more natural-looking alternatives such as lightweight creams, serums, whips and sticks. Matte powders are evolving into blurring powders with radiant matte finishes, and sculpted blush is giving way to softer, more diffused placement.
This transition towards minimalistic makeup or skinimalism (skincare-focused minimalism) reflects a broader shift in beauty ideals. It emphasizes natural beauty, sustainability and authenticity over high-glamour and heavily altered looks.
In line with these changes, the ubiquitous Barbie pink color, which had a significant presence in 2023, is also seeing a decline. While pinks will always have a place in makeup palettes, they have reached a saturation point. The trend of laminated brows is being overtaken by a preference for fuller, more natural-looking brows, marking a return to more understated and genuine beauty expressions.
- JASMINE ROSE Founder, Laws of Nature Cosmetics
In 2024, the trend will likely continue to lean towards makeup that enhances beauty and contains skincare ingredients for a healthy, second-skin finish. This focuses on nurturing and protecting the skin rather than just aesthetics.
Brow lamination is a brow grooming trend that I suspect will phase out in 2024 as more consumers favor more natural brow textures and shapes, moving away from the precise look.
- Sue Katz Founder, Amazing Cosmetics
It seems like there is a new makeup trend every week since TikTok took over! Many of these trends or techniques are not necessarily new to the makeup world, but when a cute or kitschy name gets attached to the technique and goes viral, it becomes the latest must-do.
Latte makeup is one of those that really hit big, and it’s pretty much just bronzing and contouring, but attaching our obsession to coffee with this technique was brilliant. Latte is here to stay for a while.
So, what’s over? My guess is matte makeup. It tried to make a comeback earlier in 2023, but has already fizzled out. We are all focused on looking younger and what makes us look young is dewy and natural, not the dramatic and dry that matte finish brings.
What’s rising and moving into 2024? Anything anti-aging, yet fun and easy. Glass skin comes to mind along with mermaid makeup, which keeps it youthful and fun without getting too complicated. Glitter is king, and who doesn’t want their skin to look like glass?
- Ashley Prange Founder, Au Naturale
Lit-from-within, effortless makeup has been a clear trend, with our community begging investment in clean, complexion products that speak to a fresh, flawless face. Regimented skincare and focus on nutrition are necessary in achieving a natural, radiant glow. Hence, the continued focus on wellness and nod to peptides and ceramides in serums that prep the skin will continue to be echoed into 2024.
For example, I hydrate with peptide and vitamin C ampoules from Lovinah mixed into my Linne Renew serum prior to beginning my Au Naturale makeup application. Au Naturale concealers and foundations offer nourishing color with buildable coverage that lasts. Our finishing powder sets the look. All of these products have seen a jump in sales with consistency in retention. We expect this to hold through 2024.
Minimalist makeup does not preclude color. We have been seeing a focus on blush and a pop of color on the lips that is the essential French girl makeup that I predict will be the natural look of 2024. I am loving the embrace of an authentic face that shies away from a full face of makeup that contours and contorts and celebrates a natural, healthy look.
- Brandie LaBomme Founder, LaBomme Beauty
The makeup trend that I see on the way out is the cookie-cutter overly contoured face. In 2024, the makeup trend that I see making an appearance is the opposite of the 2023 trend. I see more softness in the way makeup is done in the colors and techniques used.
If you have a question you’d like Beauty Independent to ask beauty entrepreneurs and executives, please send it to editor@beautyindependent.com.
Feature photo credit: DIBS Beauty
