In the dynamic world of beauty, skincare and makeup trends significantly influence how individuals express themselves and care for their skin. From enhancing natural radiance to making bold statements, the beauty landscape in the USA features a myriad of trends that cater to diverse preferences and lifestyles. Here are some of the hottest skincare and makeup trends currently capturing attention across the nation.
- Clean Beauty 2.0: Clean beauty has transcended being just a trend and has evolved into a movement emphasizing health, wellness, and conscious consumption. Consumers increasingly favor skincare and makeup products formulated with natural, sustainable and non-toxic ingredients, steering clear of harmful chemicals like parabens, sulfates, and phthalates. A Mintel survey revealed that 58% of Americans consider natural ingredients an important factor in skincare purchases. Brands that promote ingredient transparency and sustainable packaging are gaining traction among those prioritizing eco-friendly choices.
- Glowing, Hydrated Skin: The pursuit of luminous, even-toned, dewy skin remains paramount. The sought-after “glass skin” look, characterized by a smooth, radiant complexion with minimal imperfections, tops many beauty wishlists. This trend has fueled demand for skincare and makeup products such as hydrating serums, illuminating primers, luminescent foundations and facial oils that promote a healthy glow from within.
- Skincare as Self-Care: In today’s fast-paced world, skincare routines have become cherished rituals of self-care and relaxation. People are dedicating time and making conscious effort to upgrade skincare regimens by incorporating steps like double cleansing, facial massages, and sheet masks to pamper and rejuvenate their skin. The rise of self-care culture underscores the interplay between skincare and mental wellness, highlighting the importance of holistic well-being.Prevention and longevity are taking center stage as consumers of all ages become more proactive about their health. They seek better insights into how to predict and manage their well-being, recognizing the intrinsic connection between internal and skin health.
- The U.S. color cosmetics market is undergoing a renaissance, fueled by innovative makeup techniques and the influence of social media. According to Statista, 46% of American women use foundation daily, and 39% regularly apply mascara. There is also rapid growth in specialized cosmetic products, such as color-correcting primers, hydrating setting sprays, and multi-use makeup sticks, as consumers seek versatile, high-performance formulas to streamline their beauty routines.
- The Mob Wife Look, Bold Brows and Lashes: Bold brows and voluminous lashes continue to be prominent trends. Products such as brow gels, volumizing mascaras, and eyelash and brow serums remain popular for enhancing natural features.
- Expressive Eye Makeup: Alongside the minimalist makeup trend, there’s a growing fascination with bold and artistic eye makeup looks. Vibrant eyeshadows, graphic liners, and embellished designs allow for creative expression, infusing a playful element into makeup routines.
- Inclusive Beauty and Diverse Shades: There’s a rising demand for beauty products catering to a diverse range of skin tones and types, promoting inclusivity. Fenty Beauty’s foundation launch with 50 shades set a new standard for inclusivity in the beauty industry.
- Blue Light Protection: With increased screen time (60% of Americans spend more than six hours a day in front of digital devices, Statista), there’s a growing concern about blue light exposure and its impact on the skin, leading to a demand for blue light protective products. I noticed a significant rise in products claiming to protect against blue light damage, such as Chantecaille Blue Light Protection Hyaluronic Serum, Macrene Actives High Performance Concealer, and Pür Out of the Blue Light Up High Shine Lip Gloss.
- TECH AND DIGITAL BEAUTY: Digital diagnostics in retail, health and wellness monitoring via preventive wearables (i.e. L’Oréal’s My UV Patch), and immersive experiences are the latest frontiers in beauty. Tech-driven beauty and AI tools, such as Perfect Corp’s PerfectGPT™, AI Makeup Transfer, and HD Skin Analysis, empower all consumers to understand their unique skin needs and select the most suitable products. Smart packaging is revolutionizing the beauty industry through the integration of advanced technologies such as RFID, NFC, QR codes, and IoT sensors. These innovations enhance the user experience, offering interactive and informative educational “value-add.”
- TikTokTrends: Multifunctional Beauty According to Spate Consumer Trend Highlights Q1 2024, this past quarter, TikTok has seen a surge in beauty trends, particularly in skincare, nail art, and hair styling. Skincare enthusiasts are gravitating towards oil-free makeup removers and cleansing powders. In the realm of nail art, eye-catching designs such as citrus nails are gaining popularity alongside the minimalist baby French nails. The rising interest in glow, luminous, and dewy makeup highlights consumers’ ongoing preference for radiant finishes that showcase natural beauty. The uptick in searches for SPF and moisturizing makeup indicates a heightened awareness of sun protection and a desire for skincare benefits in makeup products.. Additionally, the popularity of setting and blurring features reveals a demand for makeup that delivers a smooth, youthful look—achieving a glow-from-within effect rather than a completely matte finish. The focus on clear and weightless makeup benefits underscores consumers’ preference for light, breathable products that enhance natural beauty.
From the clean beauty movement to bold, creative makeup looks, this dynamic industry continues to innovate and inspire, celebrating individuality, self-expression, and the integration of health and beauty.
Ewelina Aiossa
MakeUp in NewYork 2024 Ambassador
Founder of Topical Skin, clean cosmeceutical line with oleosome technology
