With 2024 drawing to a close, beauty enthusiasts are reflecting on this year's standout products and brands. From the trendsetting K-Beauty to eco-conscious lines, the beauty industry has seen compelling developments, fueled by changing consumer preferences and innovative ingredients.
According to Boots, one of the biggest high street retailers, significant growth has been observed across various beauty categories, with products featuring superfood ingredients taking center stage. Grace Vernon, head of global trends at Boots & No7 Beauty Company, remarked, 'The lines between beauty and wellness certainly blurred this year, as we saw more product trends span holistically across skincare, haircare, wellness, and health.' Consumers now prioritize ingredient-focused purchases, and recognizable trends have emerged.
One major trend this year has been the increasing demand for magnesium-based products, which significantly support bone health, muscle function, and overall energy. Boots reported astounding 50% year-over-year growth for magnesium-containing items, including supplements, lotions, and mists. Meanwhile, hyaluronic acid, known for its exceptional moisturizing properties, was the most searched skincare ingredient on boots.com. Leading products like The Ordinary's Hyaluronic Acid 2% + B5 ($11.34) became best-sellers.
This year also marked the continued dominance of K-Beauty brands, which expanded their appeal through unique ingredients, innovative formulas, and exciting marketing. Boots welcomed 10 new Korean brands to its lineup, with Beauty of Joseon’s Relief Sun: Rice + Probiotics ($19.10) rising to the top as the best-selling K-Beauty product. Promising SPF protection and lightweight formulations, it’s no wonder this product has become so popular among consumers.
Haircare trends also shifted, with the buzz around scalp serums taking off by 99% as consumers embrace hair health as part of their overall beauty regimen. OUAI's Scalp Serum ($58.50) landed as one of the top sellers, reflecting this change. This growing trend around hair treatments indicates consumers are increasingly preoccupied with not just hair but scalp health too.
On the product front, lip salves emerged as another consumer favorite, with Google searches hitting 240k monthly, marking up 38% year over year. Boots saw one lip balm selling every 30 seconds at its launch, highlighting the demand for hydrating lip care.
Also creating waves was the search demand for mushroom and supergreen-infused products for gut health, signifying another pivotal shift toward holistic wellness. Brands are capitalizing on this consumer awareness with highly sought-after products and powerhouse ingredient formulas.
Alongside individual products, certain beauty brands have burst onto the scene, gaining traction and public interest over the year. Spate shared insights on the top beauty brands increasing their search popularity. Among them, Laura Geller Beauty gained steam with 106.2k added search interest, demonstrating its appeal to mature consumers. Products like the Serum Blush Cheek Tint ($28) have garnered much interest from fans.
Similarly, Saie Beauty saw remarkable growth of 23.8k monthly searches thanks to its commitment to eco-friendly, skin-care-based makeup. Their Slip Tint Tinted Moisturizer ($36) and Dew Blush ($25) reflect the growing desire for clean, effective beauty products.
Tower 28, another rapidly rising brand, experienced 23.6k search increase, proving its mix of makeup and skincare is appealing more consumers. Their SOS Rescue Spray ($28) and Make Waves Mascara ($20) are fan favorites for makeup lovers.
New to the beauty scene, Judydoll surged with 21.3k increased searches, indicating potential for even greater success. Their products include the Ice Watery Lip Gloss ($14) and 3D Curling Eyelash Iron Mascara ($14), captivating beauty lovers who seek bold and innovative options.
Other notable brands include Haus Labs by Lady Gaga, which continues to innovate and excite its audience with products like the Triclone Skin Tech Medium Coverage Foundation ($49) and Triclone Skin Tech Hydrating + De-Puffing Concealer ($32), solidifying its presence.
Flower Knows, with its enchanting Rococo aesthetic, and Huda Beauty, known for its wide range of skincare, makeup, and fragrances, have also witnessed increased popularity. Each brand caters to diverse beauty preferences, ensuring there is something for everyone.
While established brands like YSL Beauty may have seen the smallest increase on the list, their continuous release of products keeping the brand fresh proves relevant to consumers seeking luxury and quality.
Overall, 2024 has served as witnessing the beauty industry significantly reshape itself around consumer demand, wellness priorities, and sustainability, leading to diverse product offerings appealing to all beauty lovers. The end of the year offers anticipation for what new trends, brands, and products 2025 will bring, as consumers remain committed to exploring and embracing beauty.
