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15 biggest 2024 makeup trends to watch out for, according to top makeup artists


Want to get a jumpstart on the 2024 makeup trends to know about? We tapped up some of our favourite makeup artists to ask them to spill on the looks, techniques and details they’re most looking forward to going viral, as well as their top makeup forecasts for the year ahead. Here’s what they had to say…

Soft glam

One trend our pros firmly agreed on was soft, subtle glam that plays up natural features, rather than masking them. “The biggest overarching makeup trend in 2024 will be naturally balanced makeup looks,” confirms top celebrity makeup artist Ash K Holm, who counts Ariana Grande, Shay Mitchell, The Kardashians and J.Lo among her clients. “We are seeing more [of these looks] on TikTok, with celebrities also gravitating to softer glam moments,” she adds. “I think the overall trend for 2024 will be a clean aesthetic with radiant, healthy, softly-sculpted skin,” agrees pro celebrity makeup artist Diane Buzzetta, who has created looks for Hailey Bieber, Camila Morrone, Kendall Jenner and Sofia Richie.

How does this translate? Think flushed cheeks, feathered brows, dewy complexions, freckles and hydrated lips, says pro celebrity makeup artist, Shelby Smith – whose clients include Dua Lipa, Maddie Ziegler, Addison Rae and The Kardashians. Try “pops of colour to the cheeks, and lip liners topped with lip balms or gloss,” she adds.

“The focus on skin will still be huge,” adds global celebrity makeup artist Harold James, who has painted the faces of Laura Harrier, Rosie Huntington Whiteley, Tina Kunakey and Whitney Peak. “We can expect to see more natural looks that embrace the skin’s texture, pores, imperfections, and even pigmentation spots,” he says. This will form the basis of the soft glam looks that will continue over from 2023 such as “latte-inspired makeup, glossy finishes, and a nod to the ’90s aesthetic and grunge,” Harold says.

To get the look, try “concealing in areas only where needed,” says Shelby. “Allowing freckles to be visible and even making them pop more by deepening them with a freckle pen allows makeup to feel like a part of the skin,” she says. She also reveals she’ll be coveting cream-based products “that blend into the skin to keep the face looking fresh while enhancing natural features.”


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