Makeup trends for 2024 you need to try now
Makeup in 2024 is reflecting broader shifts in beauty standards, cultural attitudes, and consumer habits. Minimalism is shifting toward a more polished look, while makeup with skincare benefits remains a top seller. Consumers are becoming more ingredient-conscious, demanding products that deliver both style and skin benefits. TikTok and other social platforms are driving trends at high speed, as creators launch viral styles that brands quickly adopt. Meanwhile, runway designers are bringing bold, editorial aesthetics into mainstream wearability, pushing boundaries without alienating the everyday user.
1. Skin-First Makeup: Hybrid Products Take Over
The clean girl look is growing up in 2024, and it's doing so with smarter formulations. The demand for hybrid beauty products (think tinted serums, SPF foundations, and peptide-rich primers) is stronger than ever. These products blur the line between skincare and makeup, offering benefits like hydration, anti-aging properties, and sun protection while delivering a natural finish.
Makeup brands have doubled down on skincare ingredients such as niacinamide, hyaluronic acid, and ceramides in their cosmetic lines. This trend aligns with consumer preferences for minimalist routines that don’t compromise on results. ILIA, Kosas, and Saie stand out for creating complexion products that improve appearance while supporting skin health.
For those dealing with sensitive skin or acne-prone concerns, these hybrid products allow for daily wear without fear of irritation. It’s no longer about masking flaws, it's about enhancing natural features while supporting long-term skin health.
| Product Type | Essential Components | Skin Benefits |
|---|---|---|
| Tinted Serum | Hyaluronic Acid, Squalane | Hydration & Light Coverage |
| SPF Foundation | Zinc Oxide, Vitamin E | Sun Protection & Even Skin Tone |
| Glow Primer | Niacinamide, Peptides | Pore Refining & Radiance Boosting |
2. Graphic Liner and Color Blocking Are Back (But More Wearable)
The resurgence of graphic eyeliner isn’t limited to editorials or red carpets anymore) it’s made its way into real-life routines. The difference in 2024 is that it’s far more wearable and customizable. Soft pastels replace harsh blacks, floating creases are more blended than geometric, and liner shapes adapt better to eye shapes for practical day-to-day use.
This trend owes much of its popularity to Gen Z influencers on platforms like TikTok who showcase simplified tutorials using colored pencils or gel liners from brands like About-Face and Nyx Cosmetics. These looks often require minimal tools and can be layered over neutral shadows for dimension without overpowering the face.
Color blocking follows a similar trajectory. Instead of clashing hues across the eyelid and cheekbones, we’re seeing strategic placement of monochrome tones in soft finishes. Think one shade (like coral or dusty lavender) blended across cheeks, lips, and lids.
- Use cream-based formulas for easier blending across multiple areas.
- A thin angled brush helps achieve precision with graphic liner.
- Pair bright colors with muted outfits for visual balance.
3. Velvet Matte Lips Make a Sophisticated Comeback
Velvet matte lip finishes are gaining popularity in 2024, emerging alongside (rather than overtaking) the dominance of glossy styles from recent years. Unlike the drying mattes from the early 2010s, today’s versions use hydrating formulas that glide smoothly and stay comfortable for hours.
Brands such as Rare Beauty and Lisa Eldridge are releasing lipstick collections with blurred edges meant to mimic naturally stained lips rather than sharply outlined ones. This soft-focus effect is trending because it delivers impact without harshness and it suits every age group.
The most popular shades this year lean deeper: terracotta browns, berry mauves, and vintage reds are particularly popular in colder months. During spring and summer, muted rosewood tones offer a fresh take on pink without veering into bubblegum territory.
Not sure how to wear matte lipstick without it overpowering your look?
- Keep eyes minimal, a coat of mascara might be enough.
- Use fingers or a brush to blur the lipstick edges slightly.
- Add balm beforehand to prevent cracking or flaking throughout the day.
4. Micro-Brows Replace Over-Defined Arches
The pendulum has swung once again in brow trends, but not towards extremes. Rather than the hyper-defined Instagram brows of years past or the overly sparse Y2K plucks making headlines in 2022-23, 2024’s micro-brow trend centers on realistic texture with slight tapering at the ends.
This look involves fine-tipped brow pens or pencils used to mimic individual hairs rather than create solid blocks of color. The focus is on lifting the arch subtly while maintaining softness throughout the structure of the brow. Laminated brows remain relevant but now appear less stiff; think brushed-up fronts with natural tails instead of fully shellacked styles.
Anastasia Beverly Hills’ Brow Pen and Glossier’s Brow Flick continue to top consumer lists due to their precise application and long-lasting formulas. Brow gels now include fiber particles that boost volume while keeping the texture smooth and flexible.
5. Undereye Blush Is Not Just Editorial Anymore
This unexpected technique started gaining traction on runways last year but has now moved into everyday experimentation zones thanks to TikTok tutorials showcasing its subtle lifting effect. Placing blush slightly under the outer corner of the eyes creates a youthful glow and can even reduce shadowy hollows when done right.
Cream formulas work best for this placement as they blend seamlessly into concealer or foundation without emphasizing texture. Shades like peachy nude or rose beige tend to look most natural across a wide range of skin tones.
The trick is subtlety, aim for a gentle hint of color that blends naturally into your skin, not bold streaks that stand out.
- Tap product gently using your ring finger or a small stippling brush.
- Avoid shimmer-heavy formulas to keep focus on shape instead of sparkle.
- Blend upward toward temples for added lift effect.
6. Futuristic Finishes: Chrome Eyeshadow & Holographic Highlighter
Luminous textures take center stage in 2024, with chrome eyeshadows in metallic lavender, silver-blue highlighters with holographic shifts, and light-responsive duochrome powders featured across collections from brands such as Urban Decay and Fenty Beauty.
These finishes are surprisingly versatile when paired with neutral bases elsewhere on the face, they become a statement rather than an overload. A single swipe across the eyelid adds instant drama without requiring multiple steps or heavy contouring elsewhere.
This reflects a broader movement toward playfulness in makeup: trying something new not because it’s practical but because it feels fun, even if only worn for an evening out or special event.
7. Sustainable Makeup Choices Matter More Than Ever
The environmental cost of beauty products continues to influence purchase decisions significantly. Consumers today expect transparency from brands regarding packaging practices, ingredient sourcing, and carbon emissions during manufacturing processes.
A growing number of companies now offer refillable compacts (like Kjaer Weis) or waterless formats (like Ethique). According to Vogue.com, Google Trends shows a more than 60% rise in searches for sustainable makeup since 2020, with momentum continuing into 2024 as Gen Z consumers (now reaching peak purchasing power) prioritize environmentally friendly products.
This isn’t just about recycling, it’s also about performance parity: people want green choices that perform just as well as traditional counterparts without compromise on pigment payoff or longevity.
Thinking about switching to sustainable products means prioritizing options that reduce environmental impact and support long-term resource use.
- Look for third-party certifications (such as Leaping Bunny or Ecocert).
- Avoid excessive secondary packaging where possible.
- Support indie brands focusing on zero-waste innovation over mass-produced items.
The project demonstrates clear progress and sets a strong foundation for continued development.
Makeup trends in 2024 show a stronger focus on self-expression, everyday usability, and conscious consumer choices. From blending skincare with foundation to trying subtle takes on graphic eyeliner, this year encourages personal expression without stepping too far from what feels familiar. Consumers are reshaping trends to fit their daily routines and personal style.
Intentional beauty now reflects a broader move where personal expression drives trends instead of simply reacting to them. From futuristic finishes to nostalgic nods re-imagined for today’s audience, makeup in 2024 encourages expression without excess and invites everyone to engage at their own pace while caring more about what goes onto their skin and into their routines alike.