Find below the top 10 beauty industry trends for 2024 list.

The latest global beauty industry predictions, movements and new cosmetics developments in 2024.

Brought to you by Mau, a Senior Digital Marketing Specialist at eDigital.


Thousands of professional designers and art directors, marketers and creative professionals in some of the top fastest-growing industries are looking for new beauty and cosmetics opportunities,  possibilities, movements and shifts driving the whole beauty and cosmetics industries in 2024.


Generation Alpha and Gen Z are the first digital native generations.

Their expectations for beauty and cosmetics are different from predecessor generations (Gen X, Baby Boomers). 

This means marketers targeting the youth need to adapt their beauty and cosmetics products and services to resonate with these young audiences.

And, whether your customer service has not been that great or your brand is yet to meet your marketing objectives, becoming aware of the top beauty and cosmetics trends for 2024 is a great way to increase brand preference and trust which ultimately will boost leads, sales, profits and brand equity.

Becoming aware of the latest beauty industry trends does not mean you have to blindly follow them.

The below cosmetics and beauty trends can be a source of inspiration for your beauty, skincare or cosmetics product development.

You may also find some of the below trends featured in articles from top beauty and cosmetics brands, studios, schools, magazines and websites.

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Below, our best virtual assistants share some of the top beauty and cosmetics trends marketers can expect in 2024.

10. Mango ingredients

Mango’s antioxidant properties fight against skin aging, and its ability to improve elasticity makes it a versatile and potent skincare ingredient.

The benefits extend to hair care.

For example, Mango butter nourishes the scalp, stimulates hair growth, and imparts a natural shine.

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Expert tip: In a fast-paced category like beauty, where product innovation is key, understanding what’s trending is crucial. Beauty marketers who quantify growing trends can use the data to guide innovation efforts or optimise product messaging to consumers. Marketers can also use search data to measure the importance of certain product attributes to their buyers. For example, “sulphate-free” has been a popular, heavily-searched attribute for years. However, recent research argues that sulphates in products like hair care aren’t as harmful as previously thought. Searches for “sulphate-free” dropped -32% over the last three months. Beauty trends provide powerful, actionable insights for brands. From uncovering growth opportunities and bringing in products relevant to consumers to boosting product content effectiveness with insight into what consumers are looking for. 

9. Honey ingredients

Concentrated in active ingredients of natural origin, honey moisturizes, nourishes and regenerates the skin.

Thanks to its high sugar content, honey retains water molecules in the epidermis, boosts hydration and prevents skin dryness.

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8. Sodium Lauryl sulphate-free beauty products

Although experts agree that it’s safe to use, SLS can be drying.

This is more likely to be an issue for those who have dry, processed or afro hair, or suffer from skin conditions like eczema, dermatitis or psoriasis.

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7. Petroleum-free beauty products

A huge health concern with petroleum products is that they can generate 1,4-dioxane, a substance known to potentially contribute to some cancers. Petroleum is also a kidney toxin, neurotoxin, and respiratory toxin, not to mention a leading groundwater contaminant.

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6. Neem ingredients

Azadirachta indica (commonly known as neem) is a tree native to the Indian subcontinent and to parts of Southeast Asia. Its fruits and seeds are the source of neem oil.

Skincare products with Neem oil help protect the skin from sun tanning and remove discolouration.

Products with neem can clean the pores of the skin and remove surface impurities, including makeup.

Neem-based hair oils are commonly found in the market today.

These oils help relieve dry scalp and dandruff.

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  • Brooke Monk

5. Oil pulling

Oil pulling (the queen of oral hygiene) is an ancient Ayurvedic practice of swishing coconut oil in the mouth to clean and detoxify teeth and gums. 

By swishing for 10 minutes every day before brushing, you’ll treat your mouth to fresher breath, gorgeous gums and whiter teeth.

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Expert tip: E-commerce is increasingly important for the beauty industry. In 2023, 40% of dollar sales came from online channels. Before consumers make their online purchases, most of them search retailer websites, and 90% of those searches are unbranded. For beauty players, it’s important to understand that consumers are more focused on product types (“mousse” and “strip”) and need states (“free-from” or “tone correcting”) than specific brands. By looking at search patters, marketers can see what is top of mind for consumers, whether it be ingredients, product forms, claims, or packaging types, and then validate the findings with sales data.  For example, and according to NIQ, in May 2023, the term “pineapple ingredients” increased +247% in skin care searches. In the latest 12 weeks, sales of skin care containing pineapple increased +35.0% and the number of skin care items with pineapple ingredients grew +11.5%.

4. Water-based beauty, cosmetics and skincare products

Water-based beauty products generally do not contain oil or silicone at the top of their ingredient lists.

Some water-based cosmetics may have silicones in them, but the quantity is so small that it isn’t worth mentioning.

If you’re prone to breakouts, a water-based skincare product will be the most gentle on your skin.

This is also a great option for dry skin because these formulas tend to be nourishing and packed with skin-loving ingredients to help maintain a moisturised look.

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3. Jojoba Oil

Jojoba extract, or jojoba oil, comes from the seeds of the jojoba shrub. The oil makes up about 50% of the seed and is extracted by cold pressing, a method which helps the oil maintain its nutritional value, says Kelly O’Hara, a registered dietician at Lutheran Health Network.

Jojoba oil is made up of almost 98% pure waxes, as well as hydrocarbons, sterols and vitamins with few triglyceride esters1. Jojoba oil’s waxy substance once applied to the skin’s surface, causes the outer cells of the skin to swell and create a moisture barrier, like sebum, explains Kirk Aronstam, owner of Oro de Sonora Pure Jojoba Family Farms in Brea, California. A highly sought commodity, jojoba oil doesn’t break down in the jar or on the skin, he adds.

The oil also has a variety of other uses, including pharmaceuticals, such as cosmetic, topical and transdermal products, and industrial applications like insecticides, lubricants and bioenergy.

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2. Stick form

The latest demand in cosmetics is stick packaging, designed to compactly encase solid formulations by simply twisting and swiping on the product.​ Stick packaging has always been a staple part of beauty routines through the forms of lipsticks, deodorants and lip balms.

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1. Snail slime in skincare creams

According to Joshua Zeichner, MD, the director of cosmetic and clinical research in dermatology at Mount Sinai Hospital in New York City – who has lectured on this topic before at the American Academy of Dermatology – there’s no downside of Snail Slime, but we need more data before we know whether the ingredient is better than a good ol’ jar of Olay.

“Snail slime has been shown to have antioxidant properties, as well as the ability to stimulate collagen production and enhance wound healing,”

Dr. Zeichner.

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  • Tone correcting
  • Silicone
  • Citrus ingredients
  • Biodegradable
  • Kale
  • Vegan fragrances
  • Pineapple ingredients
  • Travel size
  • Refillable
  • Bulk


  1. Gad HA, Roberts A, Hamzi SH, Gad HA, et al. Jojoba Oil: An Updated Comprehensive Review on Chemistry, Pharmaceutical Uses, and Toxicity. Polymers (Basel). 2021;13(11):1711.
  2. NIQ reports 1 & 2.

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The top beauty trends are important to the beauty industry, driving innovation, competitiveness, and consumer engagement.

By staying informed and responsive to trends, marketers in the beauty industry can remain relevant, competitive and successful in driving leads and sales for their beauty businesses. 

eDigital can help you conceptualise, plan, develop, run and optimise successful Beauty marketing campaigns that generate leads and sales for your brand.

Our digital marketing services include:

  • Strategic planning for social media and other digital marketing channels.
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  • Marketing training: social media training and digital marketing training. 
  • SEO strategy and execution. Including content development:articles, stories, eye-catching and SEO-optimised visuals.
  • Celebrity and influencer marketing campaign strategy. 
  • Brand development. Logo creation, brand personality development and design of marketing materials.
  • Consumer contests/competitions/giveaways.
  • Email marketing. Dip sequence design and deployment. 
  • Conversion rate optimisation. It is also called “path to purchase” optimisation. 

Contact us today and start boosting your leads and sales.

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