The beauty industry is set for another transformative year as we head toward 2025, identifying trends rooted deeply in cultural history yet refined by modern sensibilities. Curated by the influences of social media and shifting consumer behaviors, the upcoming trends encapsulate everything from aesthetic choices to sustainability modes.
Prominent among beauty trends for 2024 are the revival of past styles—now with polished updates—and entirely new phenomena. One standout is the "Clean Girl" aesthetic, characterized by models and influencers like Jasmine Tookes and Angel Aquino, who epitomize the dewy skin, perfectly brushed-up brows, and sleek hair. Although this look seems effortless, it requires considerable attention to detail and product finesse, making it both aspirational and challenging.
Marrying aesthetics with technique, this year's focus shifts significantly from matte finishes to achieving porcelain-like, reflective skin. The trend saw its peak at the Maison Margiela Spring/Summer 2024 show, where models dazzled with complexion treatments reminiscent of glass. Nevertheless, cultivating such beauty goes beyond makeup, necessitating hydration-focused skincare routines featuring serums and moisturizers.
Simultaneously, the Asian beauty influence has gained global traction. Characteristics such as the aegyosal—eye bags often accentuated rather than concealed—are becoming mainstream, showing how cultural beauty norms are merging. With this trend, hydration remains the underlying factor, signifying wellness as the backbone of beauty.
An emblematic shift arrives with the "Dark Femme" aesthetic, driven largely by TikTok and reminiscent of the sultry looks gracing the 90s. Influencers revamp smoky eyes and deep lips, demonstrating the cyclical nature of beauty trends.
Moving beyond facial aesthetics, hair trends are shifting too. The preference for volume and drama signals nostalgia for the 70s, invoking style cues from icons like Daisy Jones. This year, we say yes to layered hairstyles, full-bodied curls, and textured details, emphasizing personality over perfection.
Placement of color, particularly blush, has also evolved. Gone are the days of limiting color to cheekbones; it now extends under the eyes and along the jawline. This reimagining emphasizes the fluidity of beauty concepts, enabling new methods to combine influences from both Western and Eastern cultures.
When it reaches lips, 2024 is advocating for care over color. Brands like Rhode and Laneige underline the necessity of hydration with treatments becoming staples. Observing aesthetic shifts, cherry hues promise to dominate, echoing glamorous themes from Old Hollywood—offering the illusion of boldness and sophistication.
The trend of nudes resurfaces, but with enhanced palettes catering to all skin tones, steering away from simplistic definitions. Upon this backdrop, healthy nail trends also take the forefront, where well-maintained nails take priority over organic extravagance.
Meanwhile, sustainability is steering another major trend for both governments and consumers. South Korea's Ministry of Environment announced its initiative for label-free packaging on drinking water bottles, swapping conventional labels for QR codes. “We will introduce a new label-free QR code system for all such bottles,” they declared, showcasing efforts to streamline recycling and reduce waste. The underlying aim is to halve plastic waste production and double recycling rates by 2030—a bold step for eco-conscious governance.
On the global front, Vietnam is tackling consumption intimations, introducing plans to increase taxes on alcohol and sugary beverages significantly. According to Vietnam's Ministry of Finance, “Higher taxation is necessary to reduce consumption,” reflecting public health undercurrents stirring action. Both these eastern nations represent how cultural shifts and governmental action concertedly push boundaries toward sustainability.
Food trends are equally noteworthy as superfood rises, alternative proteins like cultivated meat gain public attention and scrutiny. While popular discourse on sustainability influences meat consumption, companies like Umami Bioworks strategize mergers for meaningful industry impact. Mihir Pershad, CEO of Umami Bioworks, expresses this urgency: “We needed to think about positioning...to be the obvious choice for seafood incumbents.”
Across the sectors, there is also rising interest around alternative proteins within plant-based markets. Regulations are remapping landscapes, as countries like India contend with the permissibility of dairy product terminologies on plant-based labels. The uncertainty looms large over industry practices yet promotes broader discussions about product labeling and consumer trust.
Nicely wrapped up, 2024-2025 carries promise, blending aesthetics with ethics, traditional beauty methods with modern mindfulness, and regulatory practices fostering sustainability with consumer choice. Staying attuned to these shifts allows us to appreciate how interconnected our choices become with social responsibility and stylistic expression, no matter where beauty and food markets may take us next.
