With the year coming to a close, we’re excited to think about 2024 with a brand-new lens. We’ve accomplished some amazing feats in 2023: launching our fully sustainable packaging to the world, distilling six amazing seasonal hydrosols, and we’re now planning new initiatives for the new year!

When we look to the future, in our crystal ball for 2024, we think the skincare industry is poised to witness a shift in consumer preferences to sustainable and personalized approaches, emphasizing environmentally friendly packaging, expert-led advice, nourishing ingredients, and a holistic view of skin health and aging. Here are the skincare trends we see rising in 2024!

Sustainable Packaging Is Everything.

In 2024, we see a significant shift towards sustainable packaging in the skincare industry. Consumers are increasingly aware and critical of eco-friendly packaging claims (you should see our DM's!). They demand genuinely sustainable options that reflect ethical skincare consumption. Our brand's transition in 2023 from glass to aluminum packaging validates this trend. This strategic move towards sustainability led to a massive increase in sales, showing that consumers value both the quality of skin care products and their environmental impact.

Informed Skincare Choices Beyond Social Media Influencers

Another trend gaining traction is the preference for professional advice over celebrity endorsements in skincare. While social media influencers have influenced consumer choices, there's a growing demand for expert guidance. We foresee a rise in the influence of micro-influencers with professional credentials like cosmetic chemists, estheticians, nurses, and dermatologists. This shift towards seeking advice from skincare professionals mirrors a more mature approach to skincare, emphasizing personalized care over generic solutions.

Death of Over-exfoliation and the Rise of Nourishing Ingredients

We predict the skincare industry will move away from the over-exfoliation trend, focusing on nourishing and protective ingredients. Ingredients such as ceramides, seaweed, algae, and sun-safe retinol alternatives are becoming more popular. These ingredients fortify the skin's natural barrier, offer deep hydration, and protect against environmental stressors without the harsh side-effects of excessive exfoliation.

Plump Skin Over Glossy Skin

In 2024, we think a shift from "glossy" skin to plump skin. Our customers love that we have so many water-based ingredients in our skincare, and they seem to be heading away from skincare products over heavy oils and balms. The focus will be on achieving balanced, healthy skin through a simplified regimen combining oil and water-based products. We think this trend underlines a balanced approach to skincare, moving away from extremes.

Focus on ALL over Skin Health

We're also seeing a holistic approach to skin health. Treatments addressing concerns like eczema, body pigmentation, and body acne are becoming more prominent. The entire body, from hair and scalp treatments to all-over body care, is becoming a focal point in skincare routines, and we're seeing body services pop-up in many of the Botnia spas we supply.

Trends fading away with 2023:

The era of sheet masks is coming to an end

Disposable sheet masks are both terrible for the Earth and not entirely effective. The same goes for reliance on influencer-led skincare advice and overly complex 10-step routines. We're seeing a decrease in skincare advice from influencers, a change that's quite welcomed if you ask us. Heading into 2024, we hope people will increasingly turn to professionals for skincare advice.

Overly complicated skincare regimens

The trend of overly complicated, 12-step skin care regimens. Often associated with a one-size-fits-all approach, is giving way to more straightforward, effective skincare methods. Simplification in skincare is not just about reducing the number of steps - it's about focusing on genuinely beneficial practices for your skin.

No-tox, not botox

We are observing a significant trend among our customers who are moving away from Botox and embracing a more natural approach to aging. There's a growing appreciation for wrinkles and skin changes as symbols of earned wisdom and life experience. This shift aligns with a broader societal movement, where even models and influencers on platforms like Instagram are stepping away from the paralyzed look that Botox can create.

Instead, there's a rising preference for a healthy glow that reflects the natural beauty of aging rather than trying to conceal it. This change is not just about appearances; it's a more profound acknowledgment of aging as a natural and beautiful part of life. And while Botox is not going anywhere, we are getting many customer DMs and emails expressing that they have tried Botox and now are going no-tox. Tools like gua sha, buccal massage, and face lifting massage are also popular alternatives for supporting aging skin. We are even seeing consumers not considering facial massage to be a different service from facials. Spas like Den Mother and Honest Rituals are focused more on supporting the skin's structure than injecting it!

We’re looking forward to a more balanced and holistic approach to the skin in 2024 and see these trends at the forefront of our customers' minds next year. Do you have any skincare trends you think you’ll see next year? Let us know in the comments below! Cheers to healthy, plump, nourished skin in 2024!

Xo,
Botnia