The Vogue Business Beauty Tracker, produced in collaboration with Spate, tracks the top five brands, trends and ingredients that are driving the most significant positive change in year-on-year growth that have also demonstrated consistent upward growth historically. Each week, we’ll spotlight a different beauty category and the top five beauty hashtags on TikTok.
Makeup (November 2023 to October 2024)
When it comes to makeup trends, there is a clear consumer preference for natural finishes, versatility and impactful results. It’s why cushion foundation and boyfriend blush are proving popular as they emphasise a seamless, skin-like appearance and a natural flush that enhances without being overwhelming. Brown mascara stands out for its versatility, allowing consumers to create both subtle and bold looks depending on the shade, while cluster lashes cater to those seeking a more dramatic effect. The top-growing brands in the space reflect consumer interest in innovation and self-expression. Wonderskin stands out with its cutting-edge lip stain technology, appealing to those seeking unique, long-lasting solutions. BBIA, a Korean brand, highlights the continued influence of K-beauty in shaping global beauty preferences. Lethal Cosmetics caters to bold, expressive consumers, while Tower 28 Beauty combines performance with gentle formulations and Mob Beauty addresses the growing demand for sustainable, refillable packaging.
