Beauty buzzwords: 2024’s biggest trends

Emerging trends like the “ABC skincare method,” “MBTI-inspired makeup,” and scalp-health-focused haircare reflect a deepening connection between wellness and aesthetics in China. These innovations are reshaping product formulations and redefining how Chinese consumers approach beauty in their daily routines. Whether it’s the rise of barrier-friendly skincare, personality-driven cosmetics, or multitasking products for busy mornings, 2024 is proving to be a year when science, self-expression, and simplicity take center stage. ABC skincare (ABC 护肤法) The once-dominant “morning C, night A” routine is being replaced by the “ABC skincare method,” which integrates vitamins B, A (retinol) and C to address irritation and sensitivities. Vitamin B, particularly niacinamide and panthenol, offers barrier-repairing, hydrating, and soothing benefits, making the regimen suitable for a broader range of skin types, including sensitive and dry skin. This shift mirrors consumers’ growing preference for skin-friendly, high-efficacy formulations. For example, Dr Wu has tapped into the trend by launching a line specifically designed to deliver the ABC approach with active stabilizing ingredients. Meanwhile, Proya’s dual-action products combining antioxidants with barrier-strengthening ingredients demonstrate how brands are blending science and comfort to address rising demand for gentler, holistic skincare solutions. High cranial vault (高颅顶) The “high cranial vault” aesthetic is not just a beauty ideal — it’s a movement. Defined by an ideal ratio between the hairline and the top of the head, this trend has sparked a surge in haircare products promoting scalp health and volume. It’s not only about aesthetics; the pursuit of a fuller crown also reflects rising concerns over hair thinning among younger demographics. L’Occitane’s scalp-balancing shampoo, marketed with the catchy formula “50% scalp care + 30% oil control + 20% hair root lift,” surged in popularity after aligning its messaging with this trend. Search volume surged 152% during promotions on Xiaohongshu. Similarly, Kérastase, René Furterer, and Olaplex have leveraged the buzz to highlight their volumizing products positioning themselves as essentials for achieving this look. Thanks in part to the buzz phrase, the haircare industry has burgeoned in China, with a growing number of consumers giving greater importance to their scalp health and adopting spa-level haircare routines at home. MBTI makeup (MBTI妆容) In a society increasingly captivated by personality-driven narratives, MBTI-inspired makeup has become a cultural phenomenon. This concept links psychological profiles described by the Myers–Briggs Type Indicator test to makeup styles, emphasizing self-expression and individuality. Whether you’re an ISFP (adventurer) personality type drawn to playful hues or an INTJ (architect type) commanding attention with bold red lips, this trend allows users to showcase their identity through beauty. Notably, “four seasons color analysis,” trending from the West to Asia, is often dubbed the MBTI of beauty. It matches individuals to seasonal palettes, helping them identify colors that suit their style and complexion. K-beauty brand Etude House has led the charge with customized eyeshadow palettes (MBTEye) designed for extroverts and introverts alike, while brands like 3CE and Cilo have incorporated four-season color theory into their collections. These offerings not only provide tailored recommendations but also deepen emotional connections with consumers, transforming makeup into a storytelling medium. Foundation as skincare (养肤底妆) Gone are the days when base makeup was purely aesthetic. The surge of “skincare-infused foundation” is rewriting the rules of beauty, as consumers increasingly demand products that nourish while perfecting the skin. On Xiaohongshu, the terms “healthy glow” (健康感肤色) and “blood circulation beauty” (气血感美人) have experienced a 178% and 1,946% YoY increase in searches, respectively, reflecting the growing appetite for products that bridge skincare and makeup. Meanwhile, the hashtag “foundation as skincare” has generated over 90,000 instances of related UGC on the lifestyle app. Leading brands such as Florasis and Carslan have set the benchmark with innovative formulas like multitasking sunscreens and hydrating powder compacts. Carslan’s “makeup-care hybrid” approach, developed through cutting-edge ingredient research, has redefined competition in this space. Similarly targeting the sensitive skin segment, homegrown makeup brand Fangli recently launched a “special care foundation” designed specifically for sensitive skin. Cosmetics brands that offer natural, gentle formulas targeting sensitive-skin are increasingly preferred by beauty shoppers, reflecting the growing importance consumers are giving to their facial health, even when selecting makeup products. 8am makeup (早八妆) For urban professionals juggling packed schedules, the “8am makeup” trend promises effortless, polished looks in record time. This lifestyle has given rise to an entire “lazy morning” industry, where efficiency is a necessity. From bare face to fully made up, the time it takes to get ready is compressed. It’s not about cutting corners, but perfecting the art of minimalism — achieving radiant skin, defined eyes, and a hint of color with just a few well-chosen products. The related hashtag has amassed over 40,000 instances of UGC on Xiaohongshu. Brands are responding by creating multitasking innovations. Armani Beauty’s Neo Nude range, designed for lightweight, luminous coverage, and Perfect Diary’s time-saving cream blush sticks or its lipstick that can also be used as blush and eyeshadow are staples of this aesthetic. The emphasis on “fast and flawless” aligns with Gen Z’s desire for convenience without sacrificing style, proving that efficiency can indeed be beautiful.

Beauty buzzwords: 2024’s biggest trends

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Published November 28, 2024

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Beauty buzzwords: 2024’s biggest trends