What's trending in beauty for 2024?

WGSN's experts reveal the beauty trends for 2024. Read on to get essential insights into product development and consumer behaviour influencing the beauty industry this year.

Plant milking

The end of abundance and the need for alternative ingredient sourcing will drive a revolution in sustainable beauty. Plant milking will emerge as one solution.

This alternative cultivation method uses aeroponic cultivation and the extraction of active ingredients from the plant's roots. Appealing to our Protopian beauty consumer persona, this sustainable method makes more with less, maximising yields and minimising land and water use.

Plant milking is environmentally friendly and non-destructive, with the same plants ‘milked’ several times a year. It’s also 100% traceable, allowing beauty consumers to follow their product origins from root to routine.

Backyard beauty

As sustainability shifts focus to preservation, soil will be recognised as a vital resource to be protected and replenished.

Sustainable beauty brands will encourage caring for soil as we would our skin, implementing circular systems and regenerative farming and making use of ‘soil saviours’ such as microbes and worms.

Soil and insects will be embraced as alternative and abundant sources of beauty ingredients, rich in skin-beneficial actives. In packaging, active compostable materials that release soil-beneficial elements, such as nitrogen and potassium, when composted will gain traction.

Get ahead of the curve and discover the top trends that will shape product and service development for 2024 and beyond. Download The Top Trends for 2024 & Beyond report at no cost here.