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Scandi hairline -

Inspired by social media influencers like Matilda Djerf and model Elsa Hosk (pictured), the Scandi hairline involves having light blonde highlights that frame the face. Bleach is placed as close to the scalp as possible.

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Butterfly bob -

Feathered, dream-girl layers that frame the face in a shorter chop have been popular in 2023 and the trend is set to continue in 2024. The two-tiered "butterfly bob" has been seen on celebrities like Zendaya.

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Cherry cola lips -

Kylie Jenner started a trend for the high-shine Cherry Cola lip, a brown-toned red gloss. Darker in hue at the lip edges, it's a more dramatic take on a classic red lip stain.

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Espresso makeup -

Searches for "espresso" makeup are on the rise as we enter 2024, and it's no surprise when you see celebrities like Hailey Bieber wearing this burnt brown palette so well. 

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90s glamor -

The '90s are never far from our minds, and they don't seem to be going anywhere when it comes to beauty. Think big, va-va-voom hair, paired with soft glam for the modern-day take: feathered brows, stained gloss, and natural-looking highlighter.

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All about ombré -

Ombré is here to stay: and it's a trend that applies to everything. Grown out roots, gradient-color eye makeup, and lips too. 

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Pantone peach fuzz effect -

Pantone's color of the year for 2024 is 'PANTONE 13-1023 Peach Fuzz,' a color that translates easily to beauty looks. This warm and wearable tone is one you might already have in your makeup bag.

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Milk chocolate nails -

Cocoa colors are big for nails too in 2024. Milk chocolate is a versatile, nude hue that pairs well with your favorite hair and makeup looks.

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Peptides -

Peptides are amino acids that make up certain proteins, some of which help the skin to function. Peptides have been used in skincare for years, but they're getting a revamp.

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Peptides -

The newest innovations in peptides are helping to deliver more targeted skin results than ever before. In fact, it's believed they could become alternatives to Botox in the future for their skin-smoothing effects.

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Plant alternatives -

Potent, powerhouse plant alternatives to chemical ingredients will be a hot topic as the clean beauty movement gathers pace. 

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Plant alternatives -

Synthetic chemicals like retinol already have a plant alternative in the plant-based bakuchiol, which was found just as effective at erasing lines and improving pigmentation in one study. Watch this space for more!

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Protective personal care -

The year 2023 saw extreme heat in many places, and it's expected to increase beauty buyers' interest in protective skincare products.

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Protective personal care -

Sophisticated UV and pollution protective products are set to be in high demand as we witness the effects of climate change taking hold.

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Body care -

Body care is getting bigger in 2024. In fact, body skin care routines are a highly searched term on Pinterest. Brands are responding to the demand. 

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Body care -

Serums to address body skin care concerns such as spots and aging, as well as products formulated to best care for the skin below the neck, are becoming more mainstream.

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Injectable moisturiser -

A new injectable moisturizer is causing a buzz in the beauty world. It claims to replenish the hydration of the skin without changing the shape or volume of the face.

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Injectable moisturiser -

Delivering hyaluronic acid directly into the skin, it is supposed to smooth out wrinkles. It also has minimal downtime and a relatively low entry price point compared to other injectables.

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The brain-skin connection -

The mind-body axis will come further into the spotlight in 2024, as the relationship between how we look and feel is becoming better understood.

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The brain-skin connection -

Beauty practices as self-care and the way we lean on them to create comfort and a greater sense of wellbeing will mean a move away from looking at "results" from a physical-only perspective. Neurocosmetics, a new category catering to this specific niche, is on the way.

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Fermented skincare -

Biotechnology isn't just for food: it's coming for your skincare too. Fermented ingredients are becoming popular, thanks to their probiotic action. 

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Fermented skincare -

Expect an increased number of skincare products to reflect growing research about the skin benefits of fermented actives and post-biotics.

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A cryotherapy resurgence -

Cryotherapy is nothing new. In fact, it's been around since the '70s. However, it's experiencing a resurgence; in part perhaps, thanks to TikTok.

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A cryotherapy resurgence -

Cryo treatments boast de-puffing and de-bloating benefits, and are said to bring down swelling and boost circulation, giving a (temporary) glow.

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New scent-sations -

Personalized scents will be bigger in 2024. Experimenting with different notes to create a signature scent is set to become a norm.

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New scent-sations -

Trends like "scent-hacking" aim to find the most mood-boosting fragrances and use neuroscience to guide choices. Scent is a growing segment, with #PerfumeTok having over 11 billion views.

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Biohacking skincare -

Greater longevity surely means healthier skin too, right? The trend for biohacking our bodies extends to skincare supplements in 2024.

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Biohacking skincare -

Treatments that stimulate collagen production in the skin are biohacking its processes, allowing for greater regeneration of tissue to maintain the skin's elasticity.

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Epigenetic advancements -

Epigenetic, or DNA-led skincare treatments, are continuously being developed to target the external sources of aging and skin damage. Exosomes are the AI of skincare: stem cells that have the potential to be used for a rejuvenating effect. 

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Sunflower shoot extract -

Meanwhile, a co-enzyme central to DNA repair named NAD+ is set to gather more attention. Sunflower Shoot Active boosts NAD+ levels faster than the popular niacinamide, while also preventing UV damage.

Sources: (Vogue Scandinavia) (Vogue India) (Harper's Bazaar) (Happi) (Byrdie) 

See also: Ancient beauty treatments from around the world

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