Beauty’s biggest hits in 2024 were a fast-paced blend of what experts successfully predicted – looking and smelling expensive, for example – plus a few wild cards.
Brat, the slime green-led aesthetic inspired by musician Charli XCX’s studio album of the same name, was the year’s defining trend and a Gen Z manifesto.
But it burst into summer 2024 seemingly from nowhere.
And who could have envisioned this time last year that a moist-skinned, pink-cheeked pygmy hippo would be 2024’s most beloved tastemaker?
Amid the many trends of the past 12 months, from mob wife to blokecore via ‘demure and mindful’, Cosmetics Business’ editorial team selects the beauty stories they believe defined 2024.
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