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Join Our Team

+44 (0)20 3332 0343

E: request@thebespokeadvantage.com

Beauty and Wellness Trends for 2024

In the ever-evolving beauty industry, staying ahead of the game is important. The beauty and wellness industries are ever evolving with new innovations popping up across social media on a daily basis. Regardless of how frequently brands launch new products, consumers happily adopt those they love, fuelled by the latest videos on TikTok, YouTube and Instagram.

But how do you know which trends consumers are going to love? Good question. To kick off 2024, we are sharing the latest trends taking this year by storm. From mushrooms in skincare to aromatherapy and wellness.

Upcycled and refillable products

Consumer interest in sustainability has been growing for decades, and whilst sustainable products have long been a smart choice for consumers, soon they will be the primary one. As sustainability becomes more prevalent in makeup, skincare, and beauty accessories, we are likely to witness a surge in consumers adopting these eco-friendly practices for their perfumes.

A new era of scents created from upcycled ingredients could be about to change the way we smell forever. With 65% of consumers expressing a desire for more environmentally responsible scents, as reported by fragrance company Firmenich, pursuing this direction makes both ecological and financial sense. Brands that prioritise reduced packaging waste and lower carbon footprints can attract a broader audience.

Smart Beauty Devices

Beauty devices are designed to amplify the results of skincare formulations. Whether you want to define cheekbones, reduce visible wrinkles, or tackle a frustrating skincare problem like acne or rosacea, there is a beauty device that fits the brief. The rise of smart technology has influenced various aspects of our lives, and beauty is no exception. In 2024, smart beauty devices will take centre stage in our daily routines. These innovative gadgets will leverage artificial intelligence (AI) and machine learning algorithms to enhance our skin care and hair care regimens.

Mushrooms

Mushroom extract is set to take centre stage as the new trending ingredient of 2024. A 2020 study in the International Journal of Medicinal

Aromatherapy

Scents that elevate moods and add a thoughtful moment to routines will become more popular. There will be a shift towards self-care products that promote overall wellness, whether in or outside the home. Aromatherapy will be infused into the bath and body segment in the future. Additionally, solutions to combat stress, improve mood, promote sleep, and energize the mind will be in high demand.

Diversity and Inclusion

It’s no secret that diversity has been a major topic for the personal care and cosmetics industries. From advertising that perpetuates unrealistic beauty standards to products that complement diverse shades of skin, today’s consumers are making it clear that exclusivity is no longer acceptable. A 2020 study by Business of Fashion and McKinsey & Company found that two-thirds of consumers consider themselves ‘belief-driven buyers,’ where a brand’s values matter just as much as the products they’re selling.

Brands are now becoming more aware of this and including this in their product development strategies.

Anti – aging skincare

As people continue to seek ways to maintain their youthful appearance, and skin health, anti-aging cosmetics are gaining significant popularity within the personal care sector. Cosmetics brands manufacture products that contain ingredients like retinol, hyaluronic acid, peptides, and vitamins to reduce wrinkles and other signs of aging. Procedures such as chemical peels, microdermabrasion, laser therapy, and dermal fillers are becoming more popular to combat aging.

Innovative skin treatments, like microdermabrasion stimulate collagen production, resurface skin, and provide noticeable rejuvenation effects. Additionally, handheld devices that utilize LED therapy, microcurrents, and radiofrequency promote skin rejuvenation. This allows consumers to perform non-invasive treatments at home.

Working with Bespoke Advantage
Bespoke Advantage is a London based international beauty brand consultancy. We are a team of experts, associates and business partners specialising in supporting our clients – award-winning entrepreneurs, well established beauty and wellness businesses, retailers, investors, trade bodies and embassies – in developing and growing their brands across the beauty and wellness marketplace. If you are looking to launch a beauty or wellness brand or you are looking for support in expanding your brand across markets, GET IN TOUCH.

Strategic Beauty. Global Expertise.

Bespoke Advantage is an international beauty brand consultancy. We support you with translating your blue sky thinking into reality. From brand identity and visual language to product development and go-to-market strategies we provide you with a seamless, turnkey service
We are proud to work alongside a diverse portfolio of clients across the globe—from the Middle East, Asia, Africa, Australia, North America, and Europe – including visionary entrepreneurs, multi-award-winning brands, investors, retailers, trade bodies, and embassies.
By partnering with us you will come to realise that we shine a global lens on every brand we collaborate with, and our insights are underpinned by creativity, commerciality and deep industry expertise.
If you’re ready to build something remarkable, get in touch, we would love to hear from you.
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Bespoke is a brand management expert with deep industry knowledge, extensive experience and a comprehensive understanding of the beauty and personal industry in the UK and Europe, complemented by an extensive network of contacts in the relevant market segments. Bespoke’s expertise, experience and contacts significantly contributed the success of the UK/Europe project with the companies that Bespoke assisted successfully entering or well on track to enter the UK and European markets. The Bespoke team was very professional, responsive and obliging and always delivered within timeframes. It was a pleasure to work with them.
Director, International Markets, TIQ, Queensland
‘I have been working with Janet and her team at Bespoke Advantage for over a year and my experience has been nothing short of excellent. My dream of developing a brand is coming to life with Janet’s expertise and her team’s patience and perseverance. Janet is organized and delivers on what she promises. As I set out on a mission to develop a brand, I quickly learned that there are details that I would not be able to manage without the Bespoke team. From packaging to branding, testing and compatibility, developing a brand requires a team that has experience. Janet and her team are wonderful to work with since they have the experience and the understanding of how to build a brand that will be attractive to the consumer. Janet never makes decisions without my approval and always listens to what my vision is for the brand. They are working toward making my dream come true. I highly recommend Bespoke Advantage to help anyone who is looking to develop a brand.’
Wellness BrandFounder & CEO
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
Founder, Standard Procedure
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
MD, Global Travel Retail Company
“Pop up started yesterday with everyone raving about how nice our branding/packaging looks!”
FounderSkincare Brand
“It has been an absolute pleasure to work with you and your team. Thank you for the excellent work. I am very pleased to see the outcomes are starting to flow through and demonstrate the return on the investment.''
Foreign EmbassyHead of Trade
Working with Janet over the past year has been a real pleasure, she has fantastic industry experience and knowledge of the UK beauty market. She has delivered a number of webinars for my clients looking at how to enter the UK market, providing an overview of the market and how to build a strategy. She took the briefs we provided and added real value to them, included key insights and information that my clients have found incredibly useful. Feedback on these sessions has been very positive. Janet is a clear communicator and has always delivered as agreed and on time. We are continuing to work together on other projects and I very much value the conversations we share.
Senior trade advisor, Enterprise Ireland
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
Buyer, M&S, London
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
General Manager, Harvey Nichols, Al Tayer Group, Dubai
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’
Founding Member, BeautytoLife, Bridgette
“Thank you Janet and Team, we thoroughly enjoyed the presentation, and the quality of your materials is outstanding!''
Alive Bodycare CEO