Mintel’s 2024 predictions for beauty and personal care

The global trends for beauty and personal care in 2024 have been revealed in a new report by Mintel.

The report describes 2023 as a year featuring ‘the lingering effects of the COVID-19 pandemic, fluctuating economic instability, increasing political unrest and new artificial intelligence around every corner’ – the combination of which has led to consumer distraction, overwhelm and ‘interesting behaviour shifts’. 

Born out of this are three trends which the market research company says brands should pay attention to in order to ‘gain an edge’. 

NeuroGlow

Dubbed ‘NeuroGlow’, the first trend is defined as mind-body beauty – a space in which ‘mental wellbeing and physical appearance are interconnected’ – and is expected to gain popularity globally in 2024 through approaches such as psychodermatology and neurocosmetics, exploring the mind-skin connection. 

“Consumers are prioritizing wellness to feel better in body and mind. Brands can help usher consumers into the next chapter, which involves incorporating stress relief techniques, healing practices, targeted supplements and revised beauty routines to elevate the role of beauty in a more enriching life,” say the report’s authors. 

“The ‘NeuroGlow’ trend offers a comprehensive approach to beauty, improving external appearances and enhancing mental and emotional wellbeing through technology integration, partnerships, inclusivity and personalization.”

“Products and rituals incorporating sensory experiences, aromatherapy and positive affirmations can be developed to uplift the mind and promote healthier skin. Mental and physical wellbeing are different for every person. As a result, brands need to acknowledge that personalized approaches to beauty and wellness are necessary so that individuals can tailor their routines to meet their specific needs.”

The report notes that recognizing the importance of nutrition in achieving beauty from within remains a central part of mind-body connection, and points to targeted supplements and nutrient-rich snacks as helpful tools for daily routines. 

And while there has been a marked increase in beauty and personal care products claiming to offer benefits to mental wellbeing, there has been an equal climb in rates of loneliness and depression. “Consumers are beginning to recognize that while appearance and self-care are important, [beauty and personal care] products are not a ‘cure-all’ for life’s challenges. They will increasingly mistrust brands that pretend otherwise.”

Beaut-AI

This personalization already highlighted in the report will be elevated through AI technology which is currently revolutionizing much of society, including beauty. 

With AI accelerating NPD and promoting inclusivity, the ‘Beaut-AI’ trend refers to how brands can leverage customer information to ‘identify gaps and create innovative products tailored to specific needs’, while encouraging customer loyalty. 

Hyper-customized recommendations and virtual try-on experiences will ‘permeate the beauty industry’ as brands use data-driven insights from social media trends and market research to fine-tune their offer and identify public appetite for eco-friendly options. AI algorithms trained on diverse datasets will promote inclusivity and cater to a wide range of beauty needs.  

But, cautions Mintel, ‘governance and transparency will be critical to growth’. “Transparency in AI systems will be crucial to building consumer trust and ensuring the disclosure of data sources and decision-making processes.”

“TikTok will continue to be an excellent platform for beauty brands because it’s highly engaging, visually focused, Gen Z- and influencer-friendly, and data-driven,” say the authors. “As the platform becomes more popular, beauty brands will need to find ways to use AI to create more engaging and personalized content.”

Sophisticated Simplicity

Expect a ‘paradigm shift’ as consumer demand for effective, functional, high quality beauty products skyrockets, overtaking ‘extravagant packaging and flashy marketing campaigns’. The ‘Sophisticated Simplicity’ trend places emphasis on the proven efficacy of quality ingredients and ‘the reassurance of simplicity’. 

“Consumers are more inclined to seek justification for premium pricing based on tangible results rather than superficial factors.”  

Mintel expects consumers to demand more ingredient transparency, and to seek greater understanding of what they use on their skin and hair. Beauty enthusiasts will demand that brands ‘provide clear information about the benefits of active ingredients’, enabling them to make informed purchasing choices. “Brands that can provide research, clinical studies or certifications to substantiate their claims of effectiveness will gain credibility and trust. Demonstrating the scientific basis behind a product will help consumers feel confident that they are investing in solutions that deliver tangible results.”

An emphasis on minimalism and simplicity in packaging design – clean lines, muted colours and elegant aesthetics – will ‘create a sense of understated luxury’. Embracing this approach to packaging, Mintel predicts, will convey a premium image and align with the developing trend for ‘uncluttered, striped-back beauty routines’. 

Previous consumer tendencies to amass an extensive array of products are set to be replaced by a focus on carefully curated collections of high-quality essentials which address specific needs.

Within marketing, brands which foster engagement and collaborate with influencers will amplify their message, increase their visibility, build a sense of community and establish a loyal, lasting customer base, Mintel concludes.

By Rosie Greenaway, editor