Makeup trends evolve each year, and here are the key trends we’re watching in 2024:

Medicalization of Beauty

Consumers are showing us that they are looking for more from their cosmetics. They are looking for ways to prevent damage to their skin and ways to rejuvenate it. They are more attuned to ways of caring for their sensitive skin, not just for the face but from head to toe, including makeup. They’re looking for sustainable products and products that are “of natural origin” in all types of personal care products – skin, body, hair, and face. And they’re targeting the skin's microbiome for that glowy, youthful look.

Maximize the makeup layering

Makeup applications require a healthy canvas to achieve the desired effect, and in 2024, we will see this strongly come together with makeup layering. Starting with skincare, serum-moisturizers balance, retexturize and strengthen the skin. Prepping and priming the skin for makeup with products including ingredients like Lubrizol’s Argireline^® YOUth peptide or PemuPur™ START polymer that smooth the skin and make the foundation sit better.

Consumers are looking for a soft matte finish without a cakey appearance. The gentle blurring of the skin reduces the appearance of fine lines and wrinkles. Powder primers that lock in moisture, control oil, and don’t cake can achieve that soft matte finish. Blurring balm powders reduce textures while boosting coverage. The popularity of tinted moisturizers is increasing as they give dimension to foundations and provide all-day soothing hydration.

Eye lift via a makeup effect

Consumers are seeking out “eye lifts” and utilizing a combination of antiaging and makeup solutions, targeting the eye contour in addition to eyebrows and lashes. Products that target the undereye range from liquid formats to powders. Undereye correctors and blushes that provide a lit-from-within glow, and mascaras or serums that make the eyebrows and eyelashes look better are becoming a must-have in makeup portfolios.

Lubrizol’s Resulook™ advanced botanical ingredient is a botanical extract from the Myrothamnus flabellifolius resurrection plant intended to revive the appearance of the eyes by improving hair nourishment and anchorage to promote the growth and density of eyelashes and eyebrows. On the other hand, Uplevity™ e-Lift peptide increases collagen contraction, which firms and lifts the skin.

Brontouring or Blushtouring

We’re seeing contouring taken to a new level by layering the contour with either bronzer or blush. With over 38 million views on TikTok, #bronzeglow brings a softer approach to warming and defining the face by offering a mix of light, shimmer and matte finishes. By contrast, using blush to contour works with the tones and undertones of the skin to correct any dull undertones.

Lubrizol’s Schercemol™ esters can be used in both fluid mattifying powder foundation and cream-to-powder face contour bronzers to elevate a healthy look to the skin with makeup that provides a soft definition to the face.

All these trends were spotted thanks to Foresee Lab™ within Lubrizol Life Science which applies future-thinking methods, consumer insights and scientific processes to help our customers see what’s coming next. Through our methods and AI digital platforms, we can deliver a bespoke analysis of the competitive landscape so brands can leverage key market data and focus on opportunities strategically.

Foresee Lab™ - Shaping the future of beauty.

What Is Next in Makeup Trends for 2024