The multibillion-dollar beauty business keeps evolving as shoppers crave new colors, textures and features. Both marketers and formulators must stay a step ahead of consumer demand.

Market research firm WGSN predicts what will be coming down the pike for 2024. This includes:

• Clean beauty will include clean color makeup.
   
• The normalization of men’s makeup will see the category gain lasting traction.
   
• “No-makeup makeup” will be reinvented for 2024.
   
• The aggressive contouring that has defined the 2000s will be replaced by a more natural look called soft sculpting.
   
• The embodiment of post-pandemic freedom, the next generation of lipsticks will focus on positivity and boosting moods.