2024 Beauty Trend Theories

What's going to be big in beauty in 2024, and how to shop it now.

Here’s what’s been on my mind lately as we enter a new year. Some trend theories or perhaps; wishes of what I want to see more of in 2024 when it comes to beauty. In case you missed it, check out my fashion trend predictions for 2024 here.

Decora style

Starface original pimple patches $14, Glossier x starface patches $15

stick it

We’ve had kawaii style, weird girl style, maximalism and the basics—cute pimple patches and stick-on gems. Up next? Decora inspired beauty. Originating in Japan and part of Harajuku-associated culture, decora is all about bright, primary colors and excessive decoration. I see this manifesting as bright hair colors combined (yellow! green! blue! red!), stickers used as makeup, multiple hair clips worn at once and tons of cartoon-y DIY beauty influences like mini pom poms, fun band-aids, quirky bows and toy-like pieces integrated into hair too. It shares similar aesthetics with scene kid culture of the mid 2000s too.

Decora style

Obviously this is a trend rooted in finding fun objects and sort of upcycling them into a beauty look. You can decide how far you go with it. A star or heart shaped-sticker on the corner of your eyes is a definite Decora influence.

Doll beauty

doll life

One/Size white powder $38, Patrick Ta cream powder blush duo $36

Think of it as an extension of coquette style, but more extreme and more surreal. Doll beauty is ultra-feminine but has an undertone of uncanny valley to it. Earlier this year, all over TikTok, people were doing “uncanny valley makeup” to paint themselves like haunted versions of their former selves. Elsewhere, One/Size released a stage white version of his popular powder (above) which plays into this trend. I highly, highly recommend it to experiment with—under the eyes or all over.

Lynn Yaeger

I think we’ll also see it manifest in short, structured haircuts. Think: ultra short, stiff, slightly messy baby bangs. Also short little geometric haircuts inspired by the 1920s and distinct makeup markings that resemble doll-like features (harsh circle blush, painted cupid’s bow, very Lynn Yaeger). A dark, pigmented combo cream and powder blush (above) is key to the look.

“Weird” perfumes

strange smells

Ghost in the Shell perfume $105, Zoologist Squid $175

Niche perfumes feel like they’re finally getting their due. There’s a definite interest in having a signature scent that doesn’t just smell pretty. It has to be interesting, different, but also, sometimes dark. The brand Zoologist Perfumes creates wild and weirdly interesting scents inspired by animals like bats, cows, squid (!) and penguins with equally unique packaging and recently had to pause orders during the holidays due to high demand. Likewise, Toskovat creates scents like “Inexcuseable Evil” with descriptions like “Fallen buildings on the news, crying babies, burnt flowers. Memories lost, tears drowned, coffees never shared…” Both brands have been appearing all over TikTok in the form of perfume content. Others are rediscovering the OGs of weird perfume, like Etat Libre d’Orange. Ghost in the Shell (above) is my all-time favorite strange scent by the brand; milky, acidic and unfamiliar.

More below…