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2024 Makeup Trends: What’s In and What’s Out

As we move forward into 2024, the makeup world continues to evolve, bringing fresh trends to the forefront while gently nudging some older styles into the background. This year’s makeup trends are all about embracing individuality, natural beauty, and innovative products. Let’s dive into what’s in and what’s out in the vibrant world of makeup in 2024.

What’s In

2024 Makeup Trends Blog (Model)

1. Skinimalism: The ‘less is more’ approach continues to dominate the beauty scene. Skinimalism focuses on a minimal makeup look that emphasises healthy, glowing skin. Lightweight foundations, tinted moisturisers, and products with skincare benefits are in vogue. When it comes to makeup, we recommend ARTDECO’S Wonder Skin Primer and Light Luminous Foundation to get this look.

2. Sustainable, Clean Beauty: The beauty industry’s focus on sustainability continues to grow. More consumers are leaning towards brands that offer eco-friendly packaging, cruelty-free testing, and clean ingredients. This ethical shift is not just a trend but a movement towards more responsible beauty consumption. If you’re looking for an exceptional brand that focuses on sustainability as well as science, we recommend Dermalogica. Dermalogica are recognised cruelty-free by PETA (People for the Ethical Treatment of Animals) and Leaping Bunny. They are certified vegan on all of their products and their formulas are all manufactured in California, which boasts some of the world’s strongest environmental and consumer protections.

2024 Makeup Trends Blog (Model)

3. Bold Eye looks: While skin may be getting the minimal treatment, eyes are the perfect place for expressing your unique style in 2024. Embrace vibrant eyeshadow colours, graphic liners, striking glitters, and coloured mascaras. This year is all about having fun with eye makeup and making the eyes pop with bold, artistic expressions. Have fun experimenting with your eye look and let your imagination run wild! Try ARTDECO’s High Performance Eyeshadow Stylos to for intense and long-lasting colour. We especially love the shade 53 Nights in Apulia for a striking blue look that will complement any eye shade!

4. Multi-Purpose Products: 2024 is seeing a rise in the popularity of multi-purpose makeup products, and it’s not hard to see why! Consumers are looking for items that can be used in multiple ways – like lip tints that double as blush or highlighters that can be used as eyeshadows. This trend allows for ultimate convenience, and aligns with the growing desire for minimalism and sustainability in beauty routines. We recommend ARTDECO’s Multi Stick—it’s an all-rounder for a plain nude look: whether as eyeshadow, lipstick or blusher – the six nuances of the ARTDECO Multi Stick are suitable for every application on the face.

2024 Makeup Trends Blog (Model)

5. Glossy Finish: The glossy, illuminated look is back, and not just for lips. Dewy skin is IN, and it’s all about achieving a fresh, hydrated look that gives off a youthful and radiant vibe. In order to avoid looking greasy, focus on the highlights of the face, such as the cheekbones, nose bridge, eyelids and outer corners of the forehead, keeping the rest of the skin shine-free. The Luminous Skin Stick from ARTDECO is the ideal product for achieving a delicate and precise shimmer.


What’s Out

2024 Makeup Trends Blog (Model)

1. Over- Contouring: The days of sharp, heavy contouring are done. In 2024, makeup is all about enhancing your natural features rather than reshaping them. Focus on embracing what you have, as this will lead to your own unique look. Subtle, soft contouring that gently defines the face rather than transforming it is what you should aim for, and this can be accomplished with soft highlighters, natural bronzers, and smartly-placed blush.

2. Matte Full-Coverage Foundations: While there’s still a place for full-coverage foundations, the heavy, matte look is less popular. The trend is shifting towards foundations that offer a more natural, skin-like finish, aligning with the skinimalism trend. Let you natural skin, in all its glory, shine through for a youthful and glowing look.

2024 Makeup Trends Blog (Model)

3. Overdrawn Lips: Overdrawn, heavily outlined lips are out as more natural lip looks take the stage. The focus is on embracing natural lip shapes, using softer liners and tints to enhance rather than alter. Finish your lip look with a bit of gloss to highlight your perfect pout!

4. Baking: In 2024, the trend of baking makeup, a technique involving applying a heavy amount of translucent powder over foundation and concealer to set and highlight, is becoming less popular. This technique, once favoured for its ability to create a flawless, creaseless finish, is giving way to more natural, less heavy approaches to setting makeup.

2024 Makeup Trends Blog (Model)

5. Overly-sculpted eyebrows: In 2024, the trend of starkly defined, overly sculpted eyebrows is losing its appeal. Previously, bold and heavily filled brows dominated the beauty scene, often creating a very pronounced and artificial look. The current trend is shifting towards more natural, softer brow styles. This involves using lighter products to gently enhance the brows, maintaining their natural shape and texture.


The makeup trends of 2024 reflect a broader cultural shift towards authenticity, sustainability, and individual expression. While some trends may be phasing out, the beauty of makeup remains its versatility and ability to adapt to personal styles and preferences. As always, the most important thing is to wear what makes you feel confident and beautiful! Turn to Strala beauty for all of your beauty and skincare needs. We stock the best products from the most beloved brands so that you can create a look you love!