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European Skincare and Makeup trends

2024 Annual Trends Report

Annual Trends Report

In the dynamic world of beauty, keeping abreast of emerging trends is essential for brands to thrive in a competitive environment. Spate’s thorough examination offers insights into the expected trends, claims, and consumer interests for 2024, covering Skincare, Hair, Makeup, Fragrance, and Bath & Body.

A prominent feature of the report is its focus on incorporating health-oriented components into hair care, makeup, and body products. There’s a growing consumer preference for beauty items that enhance physical appearance and promote overall well-being. This holistic view marks a shift from purely aesthetic values to a broader perspective on beauty that includes health and self-care.

A significant trend identified for 2024 is the rise in ASMR-driven beauty experiences. There is a noticeable consumer shift towards beauty practices that stimulate multiple senses, crafting distinct and enveloping routines. This adaptation signifies the industry’s recognition of the importance of a multisensory approach to amplify the beauty experience.

Following the popularity of food-themed makeup in 2023, Spate forecasts a surge in gastronomy-inspired fragrances for 2024. This trend indicates a growing curiosity for scents that mimic gastronomic experiences, diminishing the boundaries between beauty and sensory enjoyment.

The report not only presents a comprehensive overview of upcoming trends in skincare, makeup, hair care, body care, and fragrance but also illuminates key consumer claims and concerns. This valuable information equips brands with the necessary insights to refine their products and strategies, aligning them with evolving customer preferences.

Adding unique industry perspectives, Spate has partnered with Jennifer G. Sullivan and Jessica Matlin, co-founders of the esteemed beauty podcast Fat Mascara. Their contributions illuminate the nuances of each category, offering an in-depth look at present conditions and future projections in the beauty sector.

“Spate’s 2024 Predicted Beauty Trends Report serves as an invaluable resource for brand executives seeking to stay ahead of the curve in the dynamic beauty landscape. By embracing the integration of health-focused elements, multisensory experiences, and innovative fragrances, beauty brands can position themselves at the forefront of the evolving consumer preferences outlined in this comprehensive report,” says Spate Co-Founder, Yarden Horwitz.

Download the full report to learn more.


Spate analyzes over 20 billion search signals and 700 billion TikTok views to identify the next big trend in beauty. Through search, consumers reveal their most secret selves, offering a clear and honest picture of consumer interests to brands. Over 100 of the top beauty brands, such as L’Oreal, Estée Lauder, and Olaplex, leverage Spate data for product development and marketing.