Curly hair, skin care, and sun protection lead 2024 beauty trends

There is an increasing demand for products tailored to curly, coily, and Afro-textured hair.

Curly hair care, proactive skin care, and multifunctional sun care are driving new product launches and reshaping consumer preferences, according to Euromonitor International

The report said that a global shift towards embracing natural hair textures, particularly curly, coily, and Afro-textured hair, is driving demand for specialised products. 

According to Euromonitor’s Voice of the Consumer: Beauty Survey, nearly a quarter of global consumers report having curly hair in 2024. Brands like L'Oréal’s Kérastase, Color Wow Curls, and Redken are leading the charge with products tailored to curly hair, featuring ingredients like shea butter and olive oil for anti-frizz and protection.

Consumers are also increasingly seeking proactive skin care solutions, particularly those with active ingredients and clinical formulations to address aging and other concerns. 

Euromonitor’s data shows a rise in the use of facial serums and SPF moisturizers, as consumers look for multifunctional products. Over 4,800 new skin care brands launched since 2023, with a focus on day and night treatments.

Sun protection is also becoming a daily essential, with growing interest in mineral-based sunscreens and SPF-infused products. 

The report noted an increase in regular use of SPF creams, as more consumers seek ethical and multi-benefit sun care solutions, including alternatives like self-tanning products.