As the year 2024 comes to an end, we look back at the beauty industry and the trends that dominated the year. Beauty Content Creators help us decode what went “viral,” what was “trending” and which make-up brand was on everyone’s “follow list.” Check the article and let us know which trends, looks, and brands were on your list of “make-up favourites in 2024.”
What dominated in 2024
According to Sakshi Jain, a fashion and beauty content creator, “authenticity” took centre stage in 2024. She says, “I feel that creators embraced imperfection, sharing raw, unfiltered moments alongside polished content.” The concept of “Skinimalism” remained at the top, where people embraced simple skincare and makeup routines and prioritised skin health and natural beauty. This concept took a backseat in the past years, but 2024 was a driving force in bringing that to the forefront.
Emphasising the domination of natural looks, Sonal Agrawal, a lifestyle, fashion and beauty creator, says, “A very clean and minimal makeup that brings alive the natural features of your face was the highlight of 2024.” “People opted for a look that brought their best inner self by flaunting a not-so-bold make-up,” adds the content creator.
Make-up styles that shone in 2024
Moving on from the looks, these creators talk about the make-up styles that were the hot favourites in 2024. Where the dewy make-up with an emphasis on hydration and glow-enhancing products was ahead, the matte look particularly was left behind. The brands also understood the assignment well and jumped into promoting more dewy products. “They promoted products with Hyaluronic acid and focused a lot on moisturisers and serums that gave that dewy look to your skin,” says Sonal.
Beauty Brands that were on the rise in 2024
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Talking about the brands, there were a lot of beauty and make-up brands that made rounds in 2024, but a few stood out from the rest and were preferred by make-up enthusiasts and the general audience. Kay Beauty by Katrina Kaif was the highlight launch of the year, with it getting attention, not only because of its popularity but also because of the quality and range of products. Sakshi, in regards to this particular brand, said, “Kay Beauty stood out with its inclusive, high-performing products that cater to diverse skin tones.”
For Sonal, it was Dew Skincare and Beauty by Bie, who topped in 2024. “I personally have used a lot of products from these two brands and they give amazing results. The quality of these brands can be compared to top Korean beauty bands,” says the creator.
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Foreign beauty brands that the Indian audience tried and loved included Rare Beauty, Kylie Cosmetics, Fenty Beauty, Rhode, and others.
The rise of celebrity make-up brands in 2024
This year also saw many celebrities creating hype with their newly launched or already launched beauty and skincare brands. Some of them were Kay Beauty by Katrina Kaif, Hyphen by Kriti Sanon, Mira Rajput’s Akind, 82°E by Deepika Padukone, and Love Child by Masaba.
Overall, 2024 was a year of embracing natural beauty with the no-makeup, no-makeup look. Eco-conscious beauty continued to grow, with consumers favouring brands that embraced sustainable practices and offered refillable packaging.
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