2024 Beauty and Personal Care Trend Recap

As we’re entering the last few months of the year and starting to look ahead to 2025, we thought it would be a good time to recap some of the biggest skincare trends we saw this year. From products designed to tackle scalp concerns to those featuring ingredients from food to simple formulations with tried-and-true ingredients, these are some of the trends that we predict will keep going strong.

Scalp care

In recent years, we’ve seen a rise in targeted scalp care products. While scalp concerns have historically been addressed by haircare companies, your scalp is indeed skin and should be treated similarly. Recently, skincare brands have been tapping into this market, helping consumers take care of their scalps in a similar way to the skin on their faces.

At this year’s Cosmoprof North America in Las Vegas, we saw a rise in not only scalp-specific products, like those from NatureLab, but also entire brands dedicated to scalp care, like Skelp. These brands are helping to shine a light on common scalp issues and how to address them using ingredients and product formats that skincare users are familiar with.

Food ingredients

Food trends have been influencing skincare trends for many years, but lately, there’s been a rise in brands built entirely on specific foods.

Blessed Bananas is a brand that focuses on hair and scalp care through the power of banana oil. Tying in with the scalp care trend, Blessed Bananas works to teach consumers that the scalp is an extension of the face, and how the nutrients in banana oil can help to address some common concerns.

Byroe has created a line of salad-inspired luxury skincare products, including a Tomato Serum, Kale Hydrating Gel Moisturizer, and Kiwi Detox Gel Cleanser. These products harness the power of superfoods to provide benefits to the skin.

In a recent study done by Mintel, 31% of respondents said that they look for familiar food and drink ingredients in their personal care products¹, so we will likely see the number of food-inspired products and brands continue to grow in the coming years.

Simple, straightforward formulas with trusted ingredients

For a while, it seemed like everyone was constantly looking for the hot new ingredient in skincare and consumers were always itching to try new things – but now the pendulum is swinging the other way.

In a saturated market, beauty consumers are craving simplicity, and they’re starting to seek out products that have simple, straightforward formulas featuring ingredients that they are familiar with. Ingredients we all know and love like ceramides, hyaluronic acid, and vitamin C are standing strong and don’t appear to be going anywhere any time soon.

Whether your brand is looking for innovations in scalp care, inspiration from food ingredients, or timeless formulas with tried-and-true ingredients, we’re here to help! Our Product Innovation Team has launched products that draw inspiration from all three of these categories, such as our Scalp Serum, Scalp Scrub Shampoo Bar, Kiwi Jelly Mask, and Ceramide Serum Stick, among others. If you’d like to learn more about our approach, reach out to a member of our sales team to get the conversation started.

Source: Mintel, Personal Care Consumer – US – 2024