The 2024 season has reshuffled priorities in-store and online. Full-coverage makeup is taking a backseat to a skin-first approach where skincare precedes cosmetic application. Full-coverage foundations are giving way to tinted serums, moisturizers with integrated SPF, and blurring primers that allow the skin’s real texture to show through. Understanding this shift helps make better purchasing and routine decisions.
Hybrid skincare-makeup formulation: the technical pivot of 2024
Cosmetic laboratories have accelerated the development of dual-function formulas. A tinted serum now combines moisturizing actives (hyaluronic acid, niacinamide) with adjustable pigments. The result: a light coverage that adapts to skin tone without a mask effect.
This convergence changes how we evaluate a tinted product. The criterion is no longer pigment density, but the quality of the residual film after eight hours of wear. A good hybrid should neither migrate into fine lines nor dehydrate the skin by the end of the day.
To explore references aligned with this approach, the selections offered on Owly Mary’s beauty page provide a coherent starting point with the skin-first logic.
On the lips, the same dynamic is observed. Pigmented balms made from plant oils are gradually replacing ultra-dry matte lipsticks. The glossy texture, long considered out of fashion, is returning in a reformulated form: less sticky, more nourishing, with decent wear without frequent touch-ups.
Anti-greenwashing directive and cosmetics: what is changing concretely
The European anti-greenwashing directive, whose application to cosmetics has been detailed by Personal Care Insights, redefines product communication rules. Terms like “natural,” “clean,” or “eco-friendly” can no longer appear on packaging without verifiable proof and transparent methodology.
For informed consumers, this regulatory evolution serves as a purchasing filter. A product that claims “green formula” without third-party certification or a coherent INCI list becomes suspect. We recommend checking three elements before validating a “green beauty” purchase:
- The presence of a recognized certification (Ecocert, Cosmos, Natrue) rather than a proprietary logo created by the brand itself
- The consistency between the INCI list and the marketing claims, particularly regarding the actual percentage of natural origin ingredients
- The absence of vague terms not defined by regulations (“clean,” “pure,” “toxin-free”) used as main selling points
An appealing package does not replace a careful reading of the ingredient list. The most rigorous brands now publish their life cycle analyses or carbon footprints product by product.
Connected beauty and virtual try-on: beyond the gadget
Virtual makeup try-on via augmented reality has reached a new level in 2024, particularly in Asia. According to a survey cited by Gaugius, consumers have tested cosmetic products through augmented reality and used AI-based recommendations to choose their shades.
This is not just a fun filter. Algorithmic personalization of shade selection reduces product return rates and improves customer satisfaction. The tools analyze skin undertones, skin texture, and lighting conditions to provide an accurate match.
In Europe, adoption is slower, but several retailers have integrated connected mirrors in-store. The principle: scan the face, virtually project a lipstick or eyeshadow, then adjust the shade before purchase. For industry professionals, this technology transforms in-store advice.
Current limitations of these tools
Color fidelity heavily depends on camera quality and ambient lighting. A try-on done under store neon lights will not yield the same result as in natural light. Algorithms are improving, but no tool can yet replace a physical test on the skin to evaluate texture, finish, and wear.
Eye and lip makeup: the technical choices that matter
The eyes remain the main area of expression in 2024, but techniques are evolving. Graphic eyeliner, omnipresent on runways, requires a line mastery that tutorials often oversimplify. In practice, the consistency of the line depends as much on the type of brush as on the formula.
Soft-tip pens offer better control for fine lines. Gel pots, applied with an angled brush, are better suited for thick lines or smoky effects. Choosing the right applicator is as important as choosing the right color.
For lips, the trend of overlining persists, but with a more subtle approach than in 2023. Lip pencils are returning as standalone products, not just as a base. Applied all over the lip and then blended, they provide a velvety matte finish without the dryness of liquid lipstick.
- A lip pencil used as a main product offers better wear than a gloss alone, with a more natural finish than a liquid matte lipstick
- “Berry” shades (raspberry, blackberry, blackcurrant) dominated the backstage of fashion shows, worn in a solid color or gradient from the center of the lip
- The duo of pencil plus tinted balm on top is the most versatile combination for a modifiable finish depending on the context
Hairstyles and hair: the return of controlled volume
Ultra-smooth hairstyles like the “sleek bun” now coexist with more generous textures. Volume does not mean mess: it is structured volume, achieved through precise drying techniques (low-temperature diffuser, upside-down drying) and suitable pre-styling products (light mousses, alcohol-free texturizing sprays).
Worked natural looks replace neglected natural looks. Curls are defined but not stiff, lengths are shiny but not weighed down by silicones. This approach paradoxically requires more technique than full straightening.
Beauty in 2024 rewards those who invest in understanding their skin and hair rather than accumulating products. A reliable skin diagnosis, well-chosen hybrid formulas, and increased vigilance regarding marketing claims form the foundation of a truly effective routine.
