What Will Be The “It” Beauty Look Of 2024?

In a recent episode of the “Fat Mascara” podcast, co-hosts Jennifer Sullivan and Jessica Matlin discussed The New York Times article, “Why Culture Has Come To A Standstill.” Written by Jason Farago, the article asks, “What piece of clothing or accessory could you give a model to mark her as ‘Young …

Rachel Brown·December 5, 2023·2 min read

The 30-second read

In a recent episode of the “Fat Mascara” podcast, co-hosts Jennifer Sullivan and Jessica Matlin discussed The New York Times article, “Why Culture Has Come To A Standstill.” Written by Jason Farago, the article asks, “What piece of clothing or accessory could you give a model to mark her as ‘Young Lady in 2023’? A titanium-cased iPhone is all that comes to mind, and even that hasn’t changed its appearance much in a decade.”

Sullivan and Matlin stretched the article’s theme to the beauty industry, pondering the beauty products and trends that characterize the modern era. In beauty, many trends of late have been references, directly or indirectly, to past trends. It seems like every Hailey Beiber-inspired viral TikTok beauty moment is a 1990s throwback. Whether it’s lip stains, lip oils or hot pink blushes, a big portion of buzzy items have a yesteryear quality to them, too. The result is that there may not be a distinct beauty look this year that people years from now will recall as prototypically 2023.

As we peer ahead to 2024, we’re curious if next year will be the year that encapsulates beauty in the 2020s. To try to pinpoint a beauty style that will epitomize this period of beauty, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 23 beauty entrepreneurs and executives the following question: What do you think will define the beauty look of 2024?