Want to get a jumpstart on the 2024 makeup trends to know about? We tapped up some of our favourite makeup artists to ask them to spill on the looks, techniques and details they're most looking forward to going viral, as well as their top makeup forecasts for the year ahead. Here's what they had to say…
Soft glam
One trend our pros firmly agreed on was soft, subtle glam that plays up natural features, rather than masking them. “The biggest overarching makeup trend in 2024 will be naturally balanced makeup looks,” confirms top celebrity makeup artist Ash K Holm, who counts Ariana Grande, Shay Mitchell, The Kardashians and J.Lo among her clients. “We are seeing more [of these looks] on TikTok, with celebrities also gravitating to softer glam moments,” she adds. “I think the overall trend for 2024 will be a clean aesthetic with radiant, healthy, softly-sculpted skin,” agrees pro celebrity makeup artist Diane Buzzetta, who has created looks for Hailey Bieber, Camila Morrone, Kendall Jenner and Sofia Richie.
How does this translate? Think flushed cheeks, feathered brows, dewy complexions, freckles and hydrated lips, says pro celebrity makeup artist, Shelby Smith – whose clients include Dua Lipa, Maddie Ziegler, Addison Rae and The Kardashians. Try “pops of colour to the cheeks, and lip liners topped with lip balms or gloss,” she adds.
“The focus on skin will still be huge,” adds global celebrity makeup artist Harold James, who has painted the faces of Laura Harrier, Rosie Huntington Whiteley, Tina Kunakey and Whitney Peak. “We can expect to see more natural looks that embrace the skin's texture, pores, imperfections, and even pigmentation spots,” he says. This will form the basis of the soft glam looks that will continue over from 2023 such as “latte-inspired makeup, glossy finishes, and a nod to the '90s aesthetic and grunge,” Harold says.
To get the look, try “concealing in areas only where needed,” says Shelby. “Allowing freckles to be visible and even making them pop more by deepening them with a freckle pen allows makeup to feel like a part of the skin,” she says. She also reveals she'll be coveting cream-based products “that blend into the skin to keep the face looking fresh while enhancing natural features.”
Blue tones
One shade in particular has been spotlit by the forecasters at Pinterest, who named blue as the one to watch in their Pinterest Predicts 2024 report. “Aquamarine makeup is back and bolder than ever,” they say, predicting that “in 2024, Gen Z and Millennials will find new ways to incorporate this '60s staple into their modern beauty routines.” As for crunching numbers, searches for “blue eyeshadow aesthetic” went up by 65% this year, while “fun blue nails” saw a whopping 260% growth – and “aqua makeup look” is up 100%.
Glazed blush
We've seen glazed skin, we've seen glazed nails. Now, it's the turn of our blush. “I think we will see the texture of blushers get more glossy and balmy, to give a subtle flush and a more hydrated appearance,” predicts Diane. We're expecting lots of layers, such as liquid highlighters teamed with cream blush. “Cream blush is perfect for creating a healthy flush and you can easily blend your blush with your fingers or beauty blender,” advises Ash. And, “they still feel like skin and are buildable to a personalised intensity,” adds Shelby.
As for placement, we'll see more of “the doll-like blush on the apple of the cheeks for 2024,” says Ash. Or for a more sculpted finish: “I love placing blush slightly above the apples of the cheeks for a more lifted, glowy effect,” says Diane, who adds: “I have been using the Chanel Lip and Cheek Balm and Kylie Lip and Cheek Glow Balm on my clients recently and it looks really fresh and youthful.”
We're also waiting patiently for the Patrick Ta Major Headlines Double Take Creme and Powder Blush Duos – used by makeup artist Melissa Hurkman on the look below – to become available in the UK.
Ombré lips
Ombré lips aren't new for 2024, but they're going nowhere after headlining 2023. “The Ombré lip is here to stay,” confirms Ash. And Diane is all about the trend, too. “Ombré lips all day,” she told GLAMOUR. In case you missed it: “this lip look shows a deeper contour and definition around the edges of the lip, leaving it lighter in the centre, blending different shades for a gradient effect,” Diane explains.
We've seen it on the SS24 runways and on every red carpet, so it figures – but going forward, it's getting more creative. “The fun part of an ombré lip is you have so many different versions of ombré. You can create a deep black berry ombre lip. Or use your natural lip tones to create an extremely subtle ombré,” says Ash. “I think we will see different intensities of the ombré lip, depending on the shade contrast, product textures (whether matte or glossy), and the choice between a bold, defined line or a more blended approach,” agrees Diane.
‘90s continued
Another trend that will be taking us into 2024 (and tapping up the trend above), is the ‘90s. “Last year makeup was highly influenced by ‘90s supermodel nostalgia and I think we will continue to see more of that in 2024,” predicts Diane. “The iconic ‘90s supermodels like Cindy Crawford, Naomi Campbell, Claudia Schiffer and Kate Moss will forever be used as references," she adds.
So what is the anatomy of '90s glam? "The makeup was glamorous, yet effortlessly chic. It consisted of neutral eyeshadows – sometimes with a subtle, sultry smoky eye, defined brows, a healthy complexion, with soft contour and flushed cheeks and beautifully-lined lips that were often topped with gloss,” says Diane. So, you heard it here: the '90s vibe is here to stay – “and I’m absolutely loving every moment of it,” Diane confirms.
C-sculpting
Contouring has come for our blush, offering a little soft sculpting. “When it comes to blush, the ‘C-sculpt technique’ will be a popular trend in 2024 that will add some dimension and contour to the cheeks,” confirms Harold. “It involves applying blush in the shape of a ‘C’ on the cheeks to give a subtle yet impactful contour. It helps to create a more defined and structured look, enhancing the natural bone structure,” he says. Looking for specifics? “You can achieve this with a matte or satin finish blush, like the luminous silk glow blush from Armani,” Harold tells us.
Elevated lashes
Whopper, fake-looking lashes are out. As techniques and product innovations have elevated, so have our expectations for our everyday lash look. “A soft and natural glam is key,” says Ash. “We are seeing less salon-style lashes and more natural false lashes. In 2024, your false lashes should be unclockable. Whether you’re going out for brunch or date night, your lashes should look natural and lifted. Just think: your lash but better,” she adds. For this, we're in love with the new KISS Impress Press On Falsies which are an absolute game-changer, since they come pre-bonded with adhesive and remove the faff of glue.
Feathered brows
Like our lashes, brows are getting softer and more natural, according to Shelby, who says feathered brows will be leading the way – “filled in only in the areas needed for a soft frame to the face,” she says. “Overly structured brows are on their way out and a more subtle brow will be seen in 2024,” agrees Ash, adding: “embrace your natural brow frame and lightly fill in gaps where needed.”
Or, if you want to add a little intensity without going in with your eye pencil each morning, try tinting them. “I think we will see less bleaching and more tinting,” says Diane, “making brows look as full as possible, while being polished and feathery.” Although, she admits: “Anastasia brow pencils, powders and gels are a staple in my kit.”
Geometric liner
TikTok has seen lots of us get way more experimental with our makeup. So, if you want an upgrade from a simple winged liner, geometric and graphic shapes are in. “Get ready for some graphic liner action,” warns Harold. “This trend is all about creating bold and geometric shapes with eyeliner. Think: sharp angles, graphic lines, and negative space. It's a fun and edgy way to make a statement with your eye makeup,” he says. Likewise, “I anticipate all different shapes,” says Diane. For instance: “straight long wings to elongate eyes, a feline flick to add a cat eye lift," she says.
Glossy lips
This might not come as news given their stratospheric popularity, but headlining for 2024 makeup trends… are glossy lips. “Glossy lips will continue to be a trend in 2024,” confirms Harold. “Using lip gloss or lip oils will create a shiny and plump effect,” he adds. The focus will be on “natural and sheer shades,” he says.
“Neutral lip liners topped with tinted lip balms or oils will be popular,” Shelby concurs. “This trend enhances the lips' natural colour and texture, adding a youthful and fresh touch to the overall makeup look,” Harold says. You can even pair it with an earlier trend. “You can layer it on top of an ombre lip to give more dimension,” he says.
Colour play
If you're looking for a trend that's a little more fun and experimental, the experts are in agreement: colour play is the way forward. “Let's not forget about the pops of colour – whether it's on the eyes or lips – adding a fun and vibrant touch will be a must,” says Harold, who reveals “coloured eyeliners will be taking centre stage.”
“It’s time to step away from your traditional black winged liner and have fun,” agrees Ash. “Go a step forward and match your eyeliner to your outfit,” she says. “Instead of traditional black, experiment with vibrant shades like electric blue, emerald green, or even neon pink,” says Harold, who points out: “coloured liner can be a great way to complement your eye colour.” Diane is in as well. She recommends “experimenting with bold colours to add drama and intensity," adding “some of my favourite eyeliners are from Victoria Beckham Beauty, Charlotte Tilbury and KVD.”
Or, remix your mascara. “An easy way to update your makeup is by adding mascara with colour,” says Ash. ”Put away your black mascara and have fun with royal blue, green, and purple," she says. The good news is that Maybelline has just released it's TikTok-approved Sky High mascara in experimental shades of neon pink, cobalt blue and sultry burgundy.
Kitty liner
On the other end of the spectrum, for a minimal liner look, try kitty liner: the baby sis to the cat-eye. “I love thin cat-eye liners that extend out from the outer corner to elongate the eye without feeling like a dramatic eye look,” says Shelby.
Ethereal skin
A spin-off of the soft-glam trend (as aforementioned) is ethereal skin, which quite literally creates the base for those delicious, pared-back makeup looks. Diane forecasts that “lit-from-within ethereal skin will dominate 2024, with ”healthy skin" that has a “reflective glow”.
“2024 will be all about pared-back skin with a fresh and glowing complexion,” concurs Harold. “We'll see a more natural approach to makeup,” he says. “This means using minimal foundation and concealer, and instead emphasising skincare to achieve a flawless complexion. It's all about enhancing the skin's natural beauty and radiance, rather than covering it up with heavy makeup. Lightweight foundations that give a healthy-looking skin will be popular. Think of it as a glazed skin effect, but with a more subtle highlighting,” he adds. “Skin should truly look like skin,” agrees Ash, who adds: “we are seeing more brands creating foundations that feel light on the skin with a beautiful satin finish.”
But alongside using lightweight coverage that allows the skin's natural texture to show through, we'll be giving it an extra dose of glow, says Diane, who recommends: “layering a soft highlight to the high points of the face for a celestial, dewy finish. Some of my favourite highlighters to use for a magical shine are the Chanel multi use glow stick, Westman Atelier highlighter stick and Charlotte Tilbury beauty highlighter wand,” she says.
Blurred lips
A final trend for lips that will be a hit amongst lazy girls is blurred lips. The beauty is you won't have to babysit them like a crisp, bold lip or statement lip liner. “This technique provides a subtle flush of colour that's soft and natural,” says Harold. “Prep your lips by exfoliating and moisturising them. Choose a lipstick shade that complements your skin tone. Apply a small amount of lipstick to the centre of your bottom lip. Press your lips together to transfer some colour to the top lip, then use your finger or a small brush to gently blend the lipstick from the centre towards the outer edges,” says Harold. Pretty and low-key. We're in.
Monochromatic makeup
Finally, cohesion and uniformity will level-up your makeup look and pull it all together. “An easy way to look cool and modern is to opt for a neutral, monochromatic look,” says Diane. Harold agrees. “90s monochromatic looks will bring back that minimalist vibe,” he states.
As for how to do it: “monochromatic makeup involves using shades from the same colour palette for a harmonious look. It’s stunning and easy to do by using a multi-use a cream stick, like Nudestix, for eyes lips and cheeks,” explains Diane. “You can never go wrong keeping your look simple and elegant.”
For more from GLAMOUR's Beauty Editor, Elle Turner, follow her on Instagram @elleturneruk
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