Beauty and Wellness Trends for 2024 - Bespoke Advantage

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.


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



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.

As you can see, there is a lot happening in the beauty industry, and plenty of opportunities to support you in driving your growth! Wishing you a successful year in building your brand across the marketplace.

Bespoke Advantage is a London based brand consultancy specialising in working with award-winning brands, retailers, investors, trade bodies and embassies to support you in developing and growing your brand across the marketplace. If you are looking to launch a brand in the industry, or for support in expanding your brand across markets, get in touch, we would love to hear from you – Get in touch.