8 Beauty and Wellness Trends That Are Going to Be Huge in 2024

Beauty enthusiasts are always looking toward the next big thing, and nowadays, the trend cycle seems to be moving faster than ever thanks to our culture of endless TikTok scrolling.

In 2023, we saw the rise of Russian manicures, the "Black Nail Theory," latte makeup, blueberry milk nails — and a whole bunch of other food-themed viral looks. It was also the year that injectable moisturizers officially became available in the U.S., continuing to drive the filler boom and interest in needle-forward aesthetics. And on the wellness front, TikTok continued to stir up controversy with all those greens powders; skin-care brands suggested we pill-pop our way to clearer complexions and we seemed to forget all about our once-collective infatuation with CBD.

So what does 2024 have in store? We've called upon beauty and wellness experts to share the inside scoop on the trends they predict will have us all obsessing during the next 12 months. Keep scrolling to see what made the cut, from the buzziest new ways to use injectables to the throwback hairstyles they see making a major comeback.

Voluminous '90s Supermodel Haircuts

As the old adage goes, "A woman who cuts her hair is about to change her life." According to hairstylist Andrew Fitzsimons, whose celebrity clients include Jennifer Lopez and basically every member of the Kardashian-Jenner family, this is the exact vibe for 2024.

Sure, throwback '90s hairstyles and blowouts have been seeing a resurgence over the past few years. But the 2024 take on this trend will lean even more into piece-y layers with a little less length.

"A shorter cut with volumized layers will definitely make a scene in 2024," Fitzsimons tells Fashionista. "It's a super sexy, yet versatile, look that is easy to achieve on all hair types and textures. If you have longer hair, a chop like this is a great way to start the new year."

2010s Layered Weave Installs

The '90s isn't the only throwback decade that's coming for our hair in 2024. On HairTok, styles from the 2010s are also poised for an all-out resurgence. Even though wigs have become widely popular, they can involve challenging upkeep and demand a particular level of proficiency to wear correctly. Many influencers and hair industry experts predict that 2024 will be a time when wigs take a back seat to sew-in weaves, like the ones that were ultra-popular in the 2010s. The hashtag #sewin is already making waves, boasting more than 826.6 million views on TikTok.

TikToker Shunty Ringfield is one hair enthusiast who's ready for the the traditional sew-in to make a comeback. "I'm so glad that sew-ins came back in style," she said in a recent video, adding, "Five hours on a wig install, just to have to do it again at the end of the week? Thank you for sew-ins."

Nina Aprile, a hairstylist and the founder of hair-care and accessory brand That Girl Did Your Hair, says that a major benefit of sew-ins is that they can help protect hair from damage. She also emphasizes that sew-ins can offer a more customizable and natural look than wigs, which is why she often favors them for her clients.

Brown Sugar Makeup

Hate to break it to anyone who is sincerely tired of the food-based beauty trend phenomenon — but our makeup sweet tooth doesn't seem to be going anywhere for 2024. Makeup artist Naseeha Khan, who is also the co-founder of CTZN Cosmetics, thinks that, like latte makeup before it, brown sugar-inspired tones are going to be big in the year ahead.

"I can see nudish-brown lip combos remaining buzzy on TikTok and in the industry. The bronzy, just-walked-off-a-beach look with shades of nude, tan and brown I think will continue to dominate — especially throughout the summer," she shares.

Androgynous and Genderless Fragrances

Fragrances have often played a role in affirming gender identity, with perfumes typically being marketed toward women and colognes towards men. But the perfume industry will continue to move away from this antiquated perspective on the gender binary in 2024, embracing the idea of scent for all. Coming in with 8.8 million views on TikTok, #unisexfragrances marks a significant shift in our approach to scent, and many brands have taken a stance to promote a more inclusive and diverse view of perfume and cologne.

"Unisex fragrances have evolved into a major trend in the beauty space, transcending traditional boundaries. I expect no different for 2024 — the industry is witnessing a surge in gender-neutral and inclusive scents," says makeup artist, content creator and fragrance expert Theo Turner. "This rise of gender-neutral scents signals a shift toward appealing to a diverse audience, highlighting a more inclusive and fluid approach to personal expression through fragrance."

The High Shine Effect

It seems that for 2024, beauty retailers are in agreement on one thing: We're ready to get back into makeup, particularly maximalist looks that glow, gleam and shine.

According to Sephora Beauty Director Melinda Solares, high-shine finishes are going to grow in popularity in the coming year. "Glossy skin [is] still trending hard," she notes, adding, "metallics for the eyes have been popular in the second half of 2023 and they aren't going anywhere anytime soon. The focus will be on icy, metallic pastels like Danessa Myricks Beauty Colorfix Pigment in Lilac Flame. Don't be surprised if you see this trend translated to lip and brow as well."

It seems beauty brands have taken note of the effect that Beyonce's Renaissance Tour era had on the masses, and have catered their makeup launches for 2024 accordingly. No complaints here.

Advanced Peptides

No, peptides — short chains of amino acids that act as building blocks of proteins, including collagen, elastin and keratin in skin and hair — aren't new. They've been used in skin care for years, and have been going particularly strong since 2022, when Hailey Beiber's Rhode Skin captured the beauty industry's hearts and wallets with the drop of its tinted Peptide Lip Treatment. But in the coming year, Ron Robison, cosmetic chemist and founder of skin-care brand Beautystat, posits that the love for the buzzy ingredient will continue on — and will become even more advanced. (It's also worth noting that Robinson helped to formulate Rhode's peptide-centric formulas, so he's particularly well-versed in the ingredient's appeal.)

"Though neuropeptides are not new, I'm seeing some big innovations in these peptides that may deliver more significant results than the current neuropeptides on the market. So effective, they might truly be Botox-alternatives," Robinson explains. "The peptide-and-proteins trend is part of a larger understanding of the Skin Proteome, the microbiome where the bacteria and microorganisms live in our skin."

The Injectable Moisturizer Boom

One of the most significant beauty developments of 2023 was the FDA's approval of Skinvive, a hyaluronic acid-based "injectable moisturizer" by Allergan Aesthetics, the makers of Juvéderm and Botox. This marked the start of widespread stateside availability of the first treatment of its kind, allowing injectors to address crepe-iness and dryness with a targeted approach previously available only in Europe and Asia. While the official on-label use of the injectable is for "improving smoothness of the cheeks," injectors are getting experimental with treatment areas — and finding plenty of other potential benefits.

In 2024, the injectable moisturizer boom will only continue to take off. In addition to placing Skinvive in the forehead, neck and chest, other areas on the body may also benefit from its hydrating, plumping effect. Plastic surgeon Dr. David Shafer of the Shafer Clinic in New York City, for example, has used the injectable in his elbows to give them a smoother appearance.

Metabolic Aesthetics

As technology advances and wellness treatments become more influenced by scientific findings, one primary focus will be on optimizing the body's immune response. Sure to appeal to anyone who feels like they've had a lingering cough since 2020, this burgeoning field involves advances in ingestible supplements and peptide therapies that can improve the body's natural defenses against diseases. At the same time, managing overall hormonal health will also be a key area of interest. This is because hormones play a crucial role in regulating various critical functions in our body.

Dr. Shafer predicts that in the year ahead, "Metabolic Aesthetics" will be a primary area of interest of those looking to enhance their health status. "We will see a surge in stem cell and related therapies for rejuvenation and improved wellbeing such as AdVitam, which focuses on hormone replacement and peptide therapy," he notes.

Influencer and wellness expert Ava Lee also believes that hormonal wellness will be a major area of interest in the coming year. "Doing hormonal checkups and realizing a 360 approach to wellness to treat issues such as hormonal acne will be key for 2024, rather than relying on pimple patches," she explains. "Really focus on what works for you. Green juice and raw salads aren't for everyone."

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