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Clean beauty and wellness trends in 2024

As we stride confidently into 2024, the beauty industry continues its transformative journey toward cleaner, more sustainable practices. Consumers are increasingly conscious of the products they use, demanding transparency, efficacy and environmental responsibility.

This year, the clean beauty movement is reaching new heights, with innovative trends that redefine beauty standards. Let’s delve into the top clean beauty trends of 2024 and explore what to watch out for:

1. Holistic wellness in beauty: Clean beauty in 2024 is not just about external beauty but also about holistic wellness. Brands are incorporating wellness practices into their formulations, recognising the interconnectedness of skin health and overall well-being. Expect to see skincare products infused with adaptogens, CBD and other holistic ingredients that address not only external concerns but also internal balance. This trend reflects a shift toward a more comprehensive approach to beauty that resonates with consumers seeking a harmonious connection between their bodies and the products they use. More ethical brands will also be launching gut health ingestibles to assist with healing the skin from the inside out.

2. Vegan & cruelty-free: In 2024, clean skincare trends have evolved to prioritise not only the health of the skin but also ethical considerations. With an increasing awareness of animal welfare, animal rights and environmental sustainability, consumers are gravitating toward products that are approved by the People for the Ethical Treatment of Animals (PETA), vegan and cruelty-free as well as 100% natural plant based ingredients. These labels signify that the products are not tested on animals and do not contain any animal-derived ingredients, appealing to those seeking ethical and environmentally conscious options. As more people prioritise these values in their purchasing decisions, PETA-approved, vegan and cruelty-free skincare products have become staples in the quest for clean and conscientious beauty routines.

3. Carbon-neutral beauty brands: In 2024, eco-conscious consumers are looking beyond cruelty-free and vegan labels; they’re seeking beauty products from brands committed to achieving carbon neutrality. From sustainable sourcing to eco-friendly, even biodegradable packaging, beauty brands are embracing holistic approaches to minimise their environmental footprint. Keep an eye out for companies implementing innovative strategies such as carbon offset programmes and renewable energy sources, to make beauty routines guilt-free for both consumers and the planet.

4. Cannabis balms – unlocking nature’s healing powers

The cannabis plant, often misunderstood, emerges as a skincare saviour in 2024. Packed with cannabinoids, particularly CBD, it boasts anti-inflammatory and antioxidant properties, effectively addressing issues like pigmentation, dehydration, acne and scarring. Cannabis balms hydrate the skin deeply, promote cell regeneration and balance oil production. The plant’s natural richness in omega-3 and omega-6 fatty acids enhances skin health, leaving you with a radiant and revitalised complexion.

5. The de-puff – nature’s anti-inflammatory arsenal

The de-puffing revolution is in full swing in 2024, tapping into the potential of botanical ingredients renowned for their anti-inflammatory prowess. Look for serums infused with chamomile, marula, baobab, argan oil, macula extract and aloe vera, each playing a crucial role in calming irritated skin and reducing puffiness. These natural wonders work synergistically, offering a gentle and effective solution to inflammation – leaving your skin refreshed and rejuvenated.

6. Butt facials – the ultimate body pampering experience

In 2024, butt facials transcend the conventional, offering a holistic approach to body care. Incorporating ingredients like sea salt, dark sugar, coffee grounds and nourishing oils, these treatments exfoliate, hydrate and promote circulation, unveiling smoother and firmer skin. Embrace the unconventional as butt facials redefine self-care, promising an indulgent and transformative experience beyond the face.

7. Proactive ageing ingredients from plants – nature’s fountain of youth

Discover the anti-ageing wonders of plant-based ingredients that redefine beauty standards. Ingredients like retinol from rosehip seed oil stimulate collagen production, while antioxidant-rich extracts from squalene, green tea, baobab and pomegranate fight free radicals. Plant-derived hyaluronic acid ensures deep hydration, plumping the skin and diminishing the appearance of fine lines. Embrace the natural approach to ageing gracefully.

8. Toxin-free colour cosmetics – beauty without compromise

Swap conventional cosmetics for toxin-free alternatives that enhance your natural beauty without compromising your health. Look for foundations enriched with nourishing ingredients like argan oil and aloe vera, cacao, maca and chia, providing coverage while caring for your skin. Lip and cheek tints infused with plant-based pigments and moisturising agents offer a vibrant and healthy glow, ensuring your makeup routine becomes a celebration of both beauty and well-being instead of a toxic wasteland. 

9. Hand facials – active ingredients for timeless elegance

Active ingredients like shea butter, vitamin E and jojoba oil take centre stage in hand facials, addressing signs of ageing and nourishing the delicate skin on your hands. These formulations promote collagen production, reduce age spots and protect against environmental stressors, ensuring your hands age gracefully alongside your radiant face.

10. Solid skincare – the eco-friendly beauty revolution

Minimal packaging meets maximum impact with solid skincare. Ingredients like coconut oil, shea butter and essential oils take the spotlight in shampoos, conditioners, body butters and soaps. These products not only contribute to sustainable beauty practices but also deliver potent, natural benefits – leaving your skin and hair nourished, revitalised and ready to face the world.

11. Biodegradable and compostable packaging – Packaging has long been a concern in the beauty industry, and 2024 is witnessing a surge in biodegradable and compostable alternatives. Brands are recognising the need to reduce single-use plastics and are investing in packaging solutions that break down harmlessly in the environment. From plant-based plastics to mushroom-derived materials, the clean beauty movement is reshaping the way products are presented, ensuring sustainability extends beyond the formula itself.

What to watch out for

While these clean beauty trends signal positive change in the industry, consumers should remain vigilant. Greenwashing, the deceptive practice of presenting products as more environmentally friendly than they are, is a concern. To navigate this, look for third-party certifications, transparent ingredient lists and eco-friendly packaging. Stay informed about a brand’s commitment to sustainability and its efforts to minimise its carbon footprint.

In 2024, the clean beauty landscape is evolving in exciting ways, embracing sustainability, innovation and holistic well-being. As consumers, let’s celebrate these positive strides while staying informed and holding brands accountable for their promises.

The future of beauty is not only clean but also conscientious, reflecting a harmonious blend of efficacy, ethics and environmental responsibility.

Nicole Sherwin

Founder: Eco Diva Natural Superfood Skincare

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