Predicting the Next Makeup Trend

As the beauty world turns on a dime, our future makeup appeal is already reflected in the shifting trends we have today. Transient beauty movements have defined the 2010s and early 2020s. From the luminous glow of "dewy skin" to the sun-kissed flush of "heat stroke," makeup trends are deeply influenced by celebrity culture, social media, and evolving beauty standards. But are there any hidden patterns behind these fleeting makeup trends? Can we predict the next big makeup craze poised to take over social media?

To first dive into our current beauty trends and examine the shift in makeup culture, it is important to conceptualize the term “beauty standards.” Beauty standards are socially constructed ideals that characterize attractiveness. In the context of makeup, beauty standards dictate the aesthetics and product preferences. As the conversation around diversity and inclusivity evolves, makeup looks are becoming more varied and personalized, reflecting a broader range of beauty ideals, leading to trends shifting rapidly each season.

Let us dive into some of our recent favorites! The “Heat Stroke” trend is making waves on TikTok and Instagram, capturing our hearts with its sun-kissed glow and natural flush that embraces that outdoor, beachy feel popularized by U.S.-based beauty influencers. Then there is “Barbiecore,” which burst onto the scene in 2023, inspired by the iconic doll and the charming Margot Robbie film. This trend gives a fresh spin to traditional feminine aesthetics, opting for a lighter touch with pretty pink hues instead of heavy makeup—think easy-to-apply blush, lipstick, eyeshadow, and mascara. Around the same time, we saw the rise of “Latte Makeup,” known for its warm, earthy tones, reflecting a lovely minimalist shift towards neutral shades that flatter so many skin tones. This trend paid tribute to an Australian beauty influencer who painted her face with latte-inspired colors back in 2018. Recently, “Dewy Makeup” has been turning heads as well! Channeling those glowing Korean beauty standards, this look is about achieving that glassy, hydrated shine. Although it first appeared in the 2010s, it took off in Western cultures by 2020. Each of these trends has an underlying pattern: It showcases looks that are easy to create and pay homage to older beauty standards. 

So, what are the professionals saying about our evolved definition of beauty? According to industry experts and influential figures, 2024 is poised to introduce trends centered on simplicity and efficiency. Tasha Reiko Brown, a makeup artist based in Los Angeles, has indicated that the industry is trending toward "user-friendly" products, with consumers desiring a seamless, airbrushed appearance or a singular, impactful look, such as ombré lips or bold eyeliner. An increasing focus on clean beauty is evident, with a recent report from Nosto revealing that 68% of consumers seek “clean” products, while 59% place a premium on natural and organic ingredients. The aesthetics we have seen in recent years draw inspiration from the minimalist trends of the late 20th century, adopting the mantra of "matte but luminous (not shiny)." In Vogue’s makeup artist Rodrigues' words, “We have evolved to a minimalist, soft, and opaque finish that does not overuse compact powders. This translates into a perfect look for the red carpet and makeup that works on a day-to-day basis.” So, you’re either using that oily skin you hated to full advantage to deliver that luminous glow (I know my sister is basking in her oily T-zone glory) or you’re seeing this trend as I did when skinny jeans were in fashion and I had no thigh gap. For better or worse, the clean, dewy, and natural aesthetic is here to stay.

Fashion Week is also a great source of inspiration for the trend around the corner. During my time at Milan Fashion Week, I noticed that most designers and makeup artists chose a natural, cool-toned makeup look to pair with their designs. This included cool-toned eye shadows, a gentle blush, natural lip colors, and lots and lots of highlighters and shimmer (nodding back to “matte but luminous”). The designer and makeup artist worked together to select a makeup aesthetic for my runway look. This included an icy blue eyeshadow, a light blush to contrast with the blue, Vaseline instead of lipstick, and shimmery highlighters accentuating my cheekbones and collarbones. What set this look apart from past trends is that it truly complemented my skin tone. Having been part of many commercial and print projects, I have had many professionals apply “trendy” makeup looks on me that almost always missed the mark–I felt like a non-American desperately trying to adopt a makeup look heavily rooted in American beauty standards. This time, though, the look embraced my unique tones (including my dark waterline which has been an issue in past projects). This circles back to the growing glimmer of inclusivity and diversity in the evolution of beauty standards.

By examining the patterns behind our recent makeup trends and the discussions on beauty standards and culture highlighted by industry professionals and personal experiences, we might be ready for a winter makeup look! Most of the makeup looks we have had until now are flattering, especially for summer, or they work all year round. But as our society transitions into an effortless, natural allure, it has become essential to have fresh, dewy makeup for the cold months, too. Thus, the end of 2024 will feature a dewy, cool-toned glow focusing on light, almost faded-looking hues on the eyes, and prominent shimmery highlighters, which may go beyond the face and onto your shoulders and collar. Let us call this look the “Frosty Face!” It may be reminiscent of the "mermaid-core" trend, as we see newer trends inspired by past appeals, except there will be less glitter and boldness, more shimmer and gloss. With the rise of “Frosty Face,” we would get our first-ever official winter look, so as you take out your coats and gloves, make sure to get your palettes and brushes ready, too!