From purple lashes to sex appeal nails, the 4 weird and wonderful beauty trends that shaped 2024
2024’s BEEN one of the biggest years for beauty ever – the reason? Social media.
We’re no longer just using social media to swipe our time away, stalk our exes, or find new restaurants – it’s also our go-to for sourcing beauty products.
With 52% of TikTokers using the app to watch beauty content, and 89% admitting they’ve bought products after seeing them on the platform*, 2024 has been one of the biggest years for buying beauty.
This year, we’ve hit ‘like’ on snow queen make-up, cocktail nails, and everything in between – and our obsession with swiping beauty content isn’t slowing down.
“Social media has a seismic impact on beauty shopping habits, driving trends, and shaping purchasing decisions, often leading to the discovery of new brands and prompting products to sell out,” says Grace Vernon, Head of Global Foresight and Trends at Boots and No7 Beauty Company.
TRENDS ON TRIAL
MAKE-UP
This year’s social media make-up trends have been random and fluid, shifting between bold and glam to natural and understated almost hourly.
Earlier this year, shimmering, radiant #icymakeup clocked up over three million views, and in June, bright, bold mascara took centre stage as searches for ‘colourful lashes’ clocked up over 63.9m views on TikTok.
“This year, I’ve also loved seeing people revert to ’90s make-up trends on social media – especially smudgy, scribbly black kohl looks, which were part of the Brat Girl Summer trend,” says make-up artist Emily Wood.
HAIR
In 2024, social media hair trends have focused on health and wellbeing, with “Healing My Hair” videos – where users perform nurturing haircare routines – occupying our feeds in September.
“We’ve seen more people on social media embracing their natural hair, be that loose waves or tight coils, thanks to new innovations in the curly and textured hair space,” says hairstylist Tom Smith.
From January’s flicky, textured butterfly bobs – now mentioned in over 130 million TikTok posts – to September’s soft, wispy cloud curls, social media users have also had plenty of fun with their hair in 2024.
“We’ve seen lots of side partings, swept-over styles, but fewer very short cuts. Plus there has been a massive shift towards warm golden and copper tones while ashy or colder tones took a back seat,” adds Tom.
Expert advice on how often we should really be washing our hair
HAVE you ever wondered how often you should be washing your hair?
According to stylist Scott Miller of Bauhaus salons in Cardiff, Wales, washing every day may be too much – and some people only need to wash once a week.
Hopefully, you’re bathing yourself daily – but that doesn’t mean you need to wash your hair along with your body.
Miller said that washing your hair every day, as some people do, might be overkill – and overwashing your scalp and strands will stimulate the sebaceous glands to produce more oil, making it more greasy.
He told Wales Online: “Unless you’ve been working really hard at the gym or have been on a building site and it’s covered in dust – you don’t need to wash your hair every day.
“There’s a big #nopoo movement at the moment, with people boasting about going weeks without shampooing, but for most of us, cutting out one or two washes will make a big difference.”
The frequency with which you should wash your hair depends on several factors, including your hair type, lifestyle, and personal preferences. Here are some general guidelines:
Hair Type:
Oily Hair: If you have oily hair, you might need to wash it more frequently, such as every day or every other day, to keep it looking fresh.
Dry Hair: Those with dry hair should aim to wash it less often, perhaps once or twice a week, to avoid stripping the hair of its natural oils.
Normal Hair: If your hair is neither too oily nor too dry, washing it two to three times a week is usually sufficient.
Lifestyle:
Active Lifestyle: If you exercise regularly or sweat a lot, you may need to wash your hair more frequently to remove sweat and dirt.
Less Active Lifestyle: If you’re less active, you can extend the time between washes.
Scalp Health:
Dandruff or Scalp Conditions: If you have dandruff or other scalp conditions, consult a dermatologist for specific advice, as you may need to use specialised shampoos more frequently.
Hair Treatments:
Coloured or Chemically Treated Hair: If your hair is coloured or chemically treated, you may need to wash it less often to preserve the treatment and prevent damage.
Personal Preference:
Ultimately, how often you wash your hair is a personal choice. Some people prefer the feel of freshly washed hair, while others find that washing less frequently works better for them.
NAILS
Whether short, long, plain, or patterned, social media (namely Pinterest) has been full of nail designs this year.
“Short, square and elegant almond nails have been the dominant shapes, while sheer candy pinks, milky colours, and chromes have taken centre stage,” says manicurist Paiwa Drew.
The Red Nails Theory, which saw users speculate that men are attracted to burgundy nail shades, gained traction in January, spiking global online searches by 160%.
In June, bright, peachy shades, known as Aperol Nails, shot to social media stardom, racking up 2.1m posts on TikTok.
“Social media is raising the profile of nail art and care, meaning I’m increasingly seeing manicures featured in high-fashion magazines and on catwalks as a result,” adds Paiwa.
SKIN
Skincare remains one of the most searched-for topics across social media, with views jumping 80%.**
“In 2024, more people have embraced their natural beauty, opting for skincare that enhances their skin’s glow. Influencers and celebrities are leading the charge, sharing their unfiltered, makeup-free faces on social media,” says Dr Ifeoma Ejikeme, Skin Expert and Founder of Adonia Medical Clinic.
Optimising skin health has been high on the agenda, with #skinbarrier – how-to videos for reducing skin irritation and moisture loss – gaining over 5.7 billion views on TikTok in February.
Meanwhile, views for Unsexy Skincare, which highlights simple yet effective products, jumped +103.47 in just eight hours during April.***
“The days of trending over-complicated multi-step skincare routines are over – less is more, especially as we move toward skin minimalism and the no-make-up trend in 2025,” adds Dr Ejikeme.
2024’s BIG HITTERS
Garnier Vitamin C Daily UV Brightening Fluid, £8.66
“We’ve seen an increased awareness of pairing your SPF with an antioxidant, like vitamin C, to protect your skin from free radical damage caused by environmental stressors like pollution,” says Dr Ejikeme.
Prada Beauty Blushing Care Blue Lip Balm, £39
“PH-powered beauty made a resurgence in 2024 as beauty lovers looked for colour-adaptive cosmetics for a unique and personalised shade,” says Grace.
Revolution Pro Miracle Water Cream, £12.99
“The glossy, glass skin trend has seen people caring for their skin with hydrating serums and moisturisers, balancing natural beauty with skincare,” says Emily.
Dyson Airwrap I.D, £479.99
“Hot tool styling devices that combine airflow with heat in one have been hugely popular this year, especially among those who find styling their own hair challenging,” says Tom.
Manucurist Active Glow Polish, £16
“A clean manicure, kissed by a sheer pink shade with a glossy shine won’t be going anywhere – it’s minimal but perfect,” says Paiwa.
*Linney.com
**Statista
***Spark Trends, L’Oreal data 2024