Booktok, foodtok, GRWM…whatever vids have you accidentally scrolling until 2am, there’s no denying that TikTok has become the ultimate beauty trend bible, with beauty fans and influencers bringing us showstopping new looks on the daily. From latte makeup and strawberry-girl aesthetic to glazed doughnut nails and glass skin, TikTok beauty trends has seen a 70% increase in searches YoY and continues to influence an array of innovative beauty moments. But, what’s coming up?
We scoured the FYP and spoke with expert make-up artist and aesthetician Katie Onyejekwe to find out what TikTok’s biggest beauty trends are predicted for 2024.
Katie says: “With the rise of TikTok as a hub for product knowledge and discovery, my biggest piece of advice when it comes to navigating beauty this year is to really think about your individual skin type, concerns and goals. It can be so easy to get swept up by viral products and trends that you can lose sight of ensuring you're looking after your skin's health.”
Looking at the year ahead, our UNiDAYS team conducted TikTok trendspotting to identify the leading movements in beauty for 2024.
1. Mob wife aesthetic #Mobwifemakeup
2024 is throwing off its ‘Clean girl’ robe and embracing its inner badass boss with the mob wife inspired aesthetic. This trend isn't for the faint hearted; it's a full-blown dive into the world of opulent glamour, inspired by the iconic (and often fictional) wives of organised crime figures. Making a bold statement, the #mobwifemakeup hashtag has surged to over 57M views!
To channel your inner mob wife, opt for winged eyeliner, sculpted brows and bronzed smoky eyes, completed with an OTT strip lash. Daring red lips then become the focal point, whether you choose a classic crimson or a rich burgundy. It’s all about that nostalgic luxury, baby.
2. Scandinavian hairline #Scandihairline
The soft, natural-looking 'Scandi hairline' trend is sweeping TikTok, offering a subtle yet impactful way to brighten your look. This hair lightening technique focuses on the delicate baby hairs around your face to create a natural, sun-kissed effect that frames your features and is particularly useful between your full hair appointments to maintain that just-stepped-out-of-the-salon freshness.
Emerging last year, the trend has continued to gain traction in 2024, garnering over 70M views and counting on TikTok. With this trend being particularly promoted by Colourists are the experts at this hair trend, so we recommend a trusted hairdresser over a DIY job.
3. Bow nails #Bownails
Yep, nail art isn’t going anywhere in 2024! But, it gets a kitsch and cutesy upgrade. Bows have been gracing runways, celebrity hairstyles and now, even our nails. Moving the spotlight away from the famous glazed doughnut nail trend of 2023, the #bownails phenomenon has taken over TikTok with a staggering 30M views.
Likely influenced by the wider balletcore fashion movement, this trend isn't about going big and bold. It's about delicate, intricate bows crafted from nail polish, 3D accents and tiny fabric appliqués or nail stickers. Achieve this look by hand-painting delicate bows in neutral colours or, if you’re feeling a bit more adventurous experiment with playful fabric appliqués using craft glue. We might just ask our nail tech instead…
4. Cloud skin #Cloudskin
A powdery, matte foundation finish was all the rage in the 90s/00s and it's making a comeback with a modern twist. This isn't about a flat, cakey look but rather a soft, hyper-blended finish that makes your skin look like a flawless cloud, kissed by the sun that looks amazing on camera. No more harsh lines or glare under studio lights, just a soft, airbrushed finish that's perfect for both real life and your next Snap story.
Even celebrity makeup artists are raving about cloud skin's transformative effect, while creators on TikTok are gaining millions of views from their tutorials. To achieve this look at home, blend dewy primers and creamy concealers with a foundation sponge, or choose a satin-finish foundation as your base before a light dusting of translucent setting powder.
5. Frosted lips #Frostedlips
Frosted lips are having a major glow-up on TikTok generating over 32M views and counting! The 90’s aesthetic is back with a vengeance but comes with a modern twist, yet again. Using icy shimmer textures that won't dry out your pout, the frosted lips trend involves applying lip products with a shimmery or metallic finish creating a cool look that catches the light, as subtle or as bold as you want to be.
Beauty enthusiasts on TikTok share versatile ways to create the wintry-inspired lip, experimenting with various shades and textures. To create the ultimate frosty lip, you’ll need a nude lip liner, moisturising metallic lipstick (think pale pink with silver) and a touch of sheer eyeshadow pressed into the centre of your bottom lip. For extra dimension, add a clear gloss over the top.
6. Ballet Core makeup #Balletcoremakeup
2024 is all about the graceful elegance of ballet core makeup, the trend has been pirouetting across TikTok with over 3.7m views. Think of it as the chic, older sister of "clean girl"— minimal, subtle, and glowing, like a satin ballet slipper.
From dewy complexions and glossy lips to slicked-back buns and playful bows, ballet core beauty takes inspiration from the wider ‘ballerina’ fashion aesthetic. Think sheer, polished skin, long feathery lashes, and a generous use of rosy blush across the jawline, temple and eyes.
7. Smellmaxxing #Smellmaxxing
TikTok is also majorly shaking up the fragrance industry, with many beauty creators promoting the best ‘It girl’ perfumes and colognes on the market to find your new favourite scent. As a result, ‘Smell-maxxing’ is gaining millions of views on TikTok and quickly becoming a major fragrance trend.
Mainly gaining traction amongst male audiences, ‘smellmaxxing’ takes an extra leap beyond simply smelling amazing, with the aim being to smell like no one else. To try this trend, start with finding a scent which connects with your persona and experiment with layering throughout your routine, that means shower gels and body moisturisers, too. The trick with this trend is to also invest in a high-quality fragrance to make sure you smell amazing all day long. Although a little pricier, parfums are higher quality and more concentrated than eau de parfums, meaning the scent is more potent and long-lasting—so it could save you money in the long run.
8. Skin flooding #Skinflooding
Diving into the world of TikTok skincare, this new trend on the block focuses on layering lightweight, hydrating products to ‘flood’ your skin with moisture. Think hydrating toners, essences, serums and moisturisers applied in thin layers for maximum absorption. Products from French pharmacy brands like La Roche-Posay, have seen a surge in interest too thanks to a TikTok buzz around stripped-back skincare, with the hype around dermatological skincare products showing no signs of dying down.
Katie Onyejekwe says “terms such as 'skin flooding' have been used on social media and in the press over the past year, but the actual method itself is something aestheticians/facialists have advised for years, particularly for those struggling with dehydration and barrier issues.”
“Skincare trends that I predict to be big this year are: exosome treatments, collagen preservation and a resurgence of exfoliating products—particularly chemical exfoliants—but moving away from the most commonly known glycolic acid towards alpha hydroxy and polyhydroxy acids such as mandelic acid and gluconolactone.”
The skin flooding method helps achieve a plump, bouncy complexion with a healthy glow, loved by dermatologists and perfect for all skin types, especially those looking to combat dryness or flakiness. To recreate this look, consider premium skincare to help enhance the ‘flooding’ results.
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Methodology
UNiDAYS analysed 2024 beauty trend predictions from an array of sources including Cosmetics Design Europe, Happi, HELLO! and Vogue, then analysed video views across a set list of TikTok beauty trends which have been gaining popularity between November 2023 to February 2024.
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