The most searched beauty trends on social media in 2024
As the year draws to a close it’s time to look back at the beauty trends that defined the year and dominated social media, inspired countless routines and turned lots of heads across the world.
From glass skins flawless glow to pimple patches saving the day, and rosemary hairs growth obsession to fluffy brows taking over our beauty look books, 2024 was packed with beauty viral sensations.
To uncover the trends that truly captured our attention Cult Beauty delved deep into the social media buzz across TikTok, Pinterest, and Instagram. By analysing millions of mentions, this report reveals the standout trends across skincare, makeup, haircare, and wellbeing that not only shaped our routines this year but are set to influence beauty standards well into 2025 too.
Which trends made the biggest impact this year? Read on to find out more!
The Top 20 Beauty Trends of 2024
Rank | Trend | Category | TikTok | Total Searches | ||
1 | Natural Skincare | Skincare | 41,760 | 9,280 | 13,263,200 | 13,314,240 |
2 | Magnesium | Wellbeing | 5,163,320 | 1,456,320 | 3,042,180 | 9,661,820 |
3 | Microneedling | Skincare | 672,120 | 271,650 | 6,733,708 | 7,677,478 |
4 | Probiotic | Wellbeing | 2,456,920 | 823,560 | 4,324,820 | 7,605,300 |
5 | Kombucha | Wellbeing | 1,667,890 | 612,230 | 3,123,870 | 5,403,990 |
6 | Retinol | Skincare | 2,573,520 | 659,780 | 1,883,460 | 5,116,760 |
7 | Korean Skincare | Skincare | 624,070 | 129,540 | 4,139,230 | 4,892,840 |
8 | Vitamin B12 | Wellbeing | 1,563,330 | 529,730 | 2,450,120 | 4,543,180 |
9 | Niacinamide | Skincare | 2,609,600 | 483,460 | 899,740 | 3,992,800 |
10 | Glass Skin | Skincare | 1,657,640 | 325,360 | 1,549,520 | 3,532,520 |
11 | Rosemary Hair | Haircare | 2,251,770 | 197,460 | 821,360 | 3,270,590 |
12 | Natural Hair | Haircare | 1,432,680 | 320,140 | 912,310 | 2,665,130 |
13 | Wall Pilates | Wellbeing | 1,050,000 | 324,870 | 870,340 | 2,245,210 |
14 | Planking | Wellbeing | 545,510 | 183,240 | 1,240,670 | 1,969,420 |
15 | Hair Spa | Haircare | 1,016,520 | 223,780 | 432,150 | 1,672,450 |
16 | Collagen Supplements | Wellbeing | 554,310 | 203,120 | 856,420 | 1,613,850 |
17 | Smokey Eye | Makeup | 1,087,740 | 119,940 | 4,560 | 1,212,240 |
18 | Dewy Skin | Makeup | 58,670 | 8,370 | 904,704 | 971,744 |
19 | Blue Eyeshadow | Makeup | 136,590 | 36,620 | 624,132 | 797,342 |
20 | Fluffy Brows | Makeup | 5,080 | 1,600 | 758,231 | 764,911 |
Here’s what topped the charts:
Natural Skincare
Total Searches: 13,314,240
Natural skincare is crowned the most searched beauty trend of 2024. Driven by a desire for healthier, more sustainable beauty routines, natural skin care has solidified its place as the leading trend in the beauty industry. With an increasing focus on wellness, consumers are seeking products that not only nurture the skin, but also support its overall health. With over 13 million Instagram searches alone, natural ingredients (we’re talking plant-based oils, herbs and botanical extracts) are replacing synthetic chemicals to not only promote a holistic regime but to provide complexions with gentle, restorative and radiant results too.Magnesium
Total Searches: 9,661,820
A powerhouse ingredient in wellbeing, magnesium became a staple in both skincare and dietary routines for its stress-relieving and skin-calming properties. Magnesium-infused lotions, bath salts, and supplements were among the top-sellers for those seeking inner and outer balance.Microneedling
Total Searches: 7,677,478
Known for rejuvenating the skin by boosting collagen production, microneedling gained popularity as a go-to treatment for smoother, more radiant complexions. Its ability to address fine lines, acne scars, and hyperpigmentation made it a favourite among beauty enthusiasts.Probiotic
Total Searches: 7,605,300
With a focus on gut health and glowing skin, probiotics shined in both skincare and nutrition, strengthening the microbiome inside and out. Probiotic-infused serums, moisturizers, and dietary supplements topped the list for their multifunctional benefits.Kombucha
Total Searches: 5,403,990
This fermented tea emerged as a dual-purpose beauty staple, favoured for its antioxidant properties in beverages and skincare alike. Kombucha-based toners and creams offered hydration and detoxification, making them a standout in wellness routines.Retinol
Total Searches: 5,116,760
Renowned for its anti-aging properties, retinol solidified its place as a skincare essential. Its ability to boost cell turnover, smooth wrinkles, and enhance skin texture made it a key ingredient in night time routines.Korean Skincare
Total Searches: 4,892,840
Known for its innovative products and multi-step routines, Korean skincare continued to dominate the beauty world. Popular items like essence toners, sheet masks, and snail mucin creams reflected a commitment to hydration and glow.Vitamin B12
Total Searches: 4,543,180
As an energy-boosting and skin-revitalizing nutrient, Vitamin B12 gained traction in supplements and topical treatments. Its role in combating fatigue and promoting healthy cell turnover resonated with those seeking all-day vitality.Niacinamide
Total Searches: 3,992,800
A versatile ingredient for all skin types, niacinamide addressed concerns from redness to enlarged pores. Its inclusion in serums, creams, and sunscreens highlighted its role as a key player in achieving a balanced, radiant complexion.Glass Skin
Total Searches: 3,532,520
This trend epitomized the pursuit of a flawless, dewy complexion. Originating from Korean beauty, glass skin techniques focused on intense hydration and layering lightweight products for a luminous finish.
