The 2024 Beauty & Skincare Trend Report

We’re in lower Manhattan; It’s November, 2017.

There’s an eternal line on the corner of Canal and Lafayette the size of a Supreme drop.

Shoppers—in droves, and mostly female—descend on the premises like it’s their personal Mecca, with phones in hand, ready to flick up their surroundings like a shutterbug grabbing extra credit after school.

Where are they headed?

Why, the Glossier store at 123 Lafayette, of course.

A brand whose product and storefront served as the creative muse for other brands to imitate during the DTC golden era of the mid-to-late 2010s.

It’s hard to imagine another beauty brand (during that time) that had the kind of chokehold on Gen Z and millennials the way Glossier did for that moment.

No doubt, Glossier was the product of an appetizing brand presentation. It was also the first brand for shoppers to discover brands and products purely on Instagram.

And ultimately, it ushered in a new wave of marketing to diverse consumer groups, not just white people.

In many ways, Glossier created a new language for interacting with consumers by leveraging the best of both online and IRL tactics. Its success has paved the way for an explosion of brands and products in the beauty space at large.

Over the last decade, beauty as a consumer category has exploded into a class of its own, with the overall market opportunity at roughly $100 billion in the US alone.

So—as we do—we decided to research more on this space and explore how beauty and body brands have grown, focusing on:

• The rise of eCommerce and social media

• The evolution of marketing tactics and trends

• The way influencers have leveraged personal branding for their own products

• The use of technology from brands

• much more

A huge thanks to Vaan Group for partnering with us, yet again, on another banger research report. If you missed the previous one we partnered with them on covering the state of luxury brands and their online presence, you can find that here.

Download the free report here 👇️ 

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