Rating beauty trends of 2024: Our top picks & the biggest misses

Skincare trends: The merge of beauty and functionality

As we move into 2025, we're stepping towards more holistic and intentional routines, blending innovation with long-term care. It's about more than just treating your skin today; it’s about nurturing, protecting, and strengthening it for tomorrow. Let’s explore the trends set to shape our routines for the incoming year and beyond. 

Cooling skin tools: Relaxing for your mind and your skin

Cooling skin tools have surged in popularity throughout 2024, combining functionality with a refreshing, soothing experience. These tools, such as gua shas and facial rollers are designed to depuff, tighten, and awaken the skin by encouraging lymphatic drainage and improving blood circulation. The cooling effect from storing them in your fridge also helps reduce inflammation and redness, making these tools especially beneficial for those with sensitive or reactive skin. As a bonus, using these tools in the morning can provide a revitalizing boost, giving skin a plumper, firmer appearance that helps it feel awake and refreshed. In short, cooling tools are perfect for a relaxing, spa-like moment at home, making them a delightful addition to any skincare routine focused on wellness and self-care. 

Preventative skincare: Protect today, glow tomorrow

It’s easier to prevent than to cure – this philosophy has been gaining momentum in the world of skincare, and in 2025, we expect to see a surge in the interest of products developed to protect skin from future damage. Instead of waiting for signs of aging or environmental stress to appear, more people are embracing a proactive approach. This includes antioxidants, UV protectants, and barrier-boosting formulas that shield the skin from pollution, blue light, and other external aggressors. And who doesn’t love a multipurpose product that not only hydrates but also protects and strengthens the skin’s barrier, such as our Niacinamide Lifting Mist. 

Dewy skin is in: Plump skin from the inside out

2024 has been all about the radiant, dewy skin look. A hydrated, luminous complexion is not just a fleeting trend; it’s a reflection of healthy skin, laying the grounds for its popularity. Skincare routines are now focused on boosting hydration levels and locking in moisture, ensuring that the skin looks plump and glowy throughout the day. Think lightweight moisturizers, hydrating serums, and facial oils that create a smooth, radiant complexion without any greasiness.

It’s all about achieving that natural, lit-from-within glow, and stacking your routine with ingredients that make it happen. Hyaluronic acid is a golden standard ingredient for this specific purpose, helping to infuse and retain moisture within the skin, hence its moisture-magnet nickname! You can find it in a wide range of our products, but we especially love it in our Intense Hydra Serum and Intense Hyaluronic Mask, which promote the supple, plump result we dream of.  

Hair care trends: A new era of hair health

In 2025, we’re saying goodbye to quick fixes – now, it’s about caring for your scalp, embracing your natural texture, and keeping your hair healthy from the roots and to your tips. Let’s dive into the trends that pave the way for scalp and hair health. 

The skinification of hair care: Treat your scalp like your skin

The trend of ‘skinification’ has been gaining ground, and in 2025, it’s becoming a major focus in hair care. This means treating your scalp with the same care and attention you give your facial skin, recognizing that healthy hair starts at the root – literally.  

Look for hair care products infused with caring ingredients that aim to address scalp issues like dryness, irritation, and oil imbalance, while also supporting hair growth and strength. Because your hair deserves the same love as your skin. We based our complete hair collection on this approach, ensuring your hair and scalp the care and need it deserves, leaving your locks visibly healthier with every wash.

Heatless styling: Beautiful hair without damage

If you own any digital device, it probably hasn’t passed you by that more and more people are moving away from damaging heat tools in favor of gentler, low-maintenance styles. From satin rollers to braiding techniques that give you natural waves, the options for creating gorgeous hair without a blow dryer or curling iron are expanding. Not only is this better for your hair’s long-term health, but it also aligns with the growing trend of embracing your natural texture. Whether you’re into beachy waves or curly locks, there are endless possibilities to achieve the look – without the risk of heat damage. 

Scalp stimulation: Boost growth, improve health

Scalp stimulation has become a go-to practice for those aiming to boost hair health and growth, and it’s easy to see why. By stimulating the scalp through gentle massage or with specialized tools like scalp massagers and brushes, you can promote increased blood flow to the hair follicles, increasing the flow of nutrients and thereby promoting hair growth. Scalp massages are also known to reduce tension, helping to relieve stress. As we head into 2025, scalp stimulation is one trend that shows no sign of slowing down, and we sure don’t mind it!

Psst... the bristles of our brushes promote this exact effect, ensuring healthy blood flow in the scalp while distributing the hair’s natural conditioning oils to promote strong hair stands. What's not to love?

Trends we hope to leave behind in 2024

While we’re all for innovation, not every trend deserves a place in the future – according to us. Here are a few of the 2024 trends we hope to leave behind as we move forwards.

One-time-use products

As the world shifts towards more mindful approaches to beauty, one-time-use products – like sheet masks and eye patches – are falling out of favor. In 2025, we hope to see a rise in multi-use products with reusable packaging that are kinder to the environment. 

Product overloads

We’ve definitely seen an expansion of 12-step routines and excessive product use, but do we really need that much? The trend of over-consuming skincare and hair care products has left many with cluttered shelves and irritated skin. If you ask us, it’s time to rethink the idea that more is better. Fewer, well-chosen products that match just your skin and hair type can be just as effective (honestly more). Streamlining your routine not only saves time and money but also reduces waste and helps your skin and hair breathe. Let’s leave the unnecessary steps behind and focus on the products that make a difference for our unique hair and skin. 

Hair wash training

Hair wash training has gained traction as more people recognize the benefits of balancing natural scalp oils to avoid over-washing. This trend aims to train the scalp to produce oil in moderation by gradually reducing how often you shampoo. However, there is actually no proof that this tactic will reset your scalp’s sebaceous glands or make them less active (cf. source 1). On the contrary, allowing oil to build up on your scalp can actually block hair follicles, restrict nutrient flow, and ultimately increase the risk of hair loss. So, how often should you wash your hair, you may ask? If you ask experts, the answer is quite simple: When it feels or looks oily (cf. source 2). 

The obsession with 'perfect skin'

The chase for flawless, poreless, ‘perfect’ skin has led to a rise in airbrushed makeup and skin-blurring filters alike. This trend has created unrealistic beauty standards, leaving many feeling like they need to hide their natural skin texture. In 2025, we hope we’ll all learn to embrace our real skin with all its quirks – pores, spots, and imperfections included. Let’s leave behind the pressure for perfection and give love to the skin that simply looks and feels like skin. We discuss this further and give advice on how to feel confident in yourself just the way you are in our blogpost Breaking beauty ideals: How to love the skin you're in.

So, what’s the conclusion? As we step into 2025, the focus is on more thoughtful, effective, and mindful beauty routines. Whether it’s the rise of tools or the skinification of hair care, these trends are here to make our beauty rituals both indulgent and purposeful. We can’t wait to see what 2025 will bring! 

Sources:

• Source 1: Cherney, K. (2019) How to Wash Your Hair Properly, medically reviewed by Cobb, C., healthline.com 

• Source 2: Ferreira, M. (2018) How Often Should You Wash Your Hair? Medically reviewed by Cobb, C., healthline.com