Makeup has had significant changes over the years, mainly because of the rise of social media. As platforms like Instagram and TikTok improve how quickly trends are able to reach the audience, only brands that can predict or adapt to these quick changes manage to stay relevant. The details that change the most are color, texture, finish, but also flavor or scent. Because of this, the cosmetic industry evolves throughout the year. This constant shift keeps the beauty industry changing, developing, and re-inventing itself to keep up in this digital age.
Last winter, in 2024, frosted looks began making a comeback. The frosted look involves makeup with a bright, icy shine, most commonly seen in eyeshadows. This trend is nostalgic and reminds us of Y2K and early 2000s makeup styles. A company that made the perfect product to fit into this trend is Huda Beauty who created the Icy Nude palette. MAC is another company that fit into this trend really well. They relaunched their Frosted Lipsticks, a unique and perfectly timed product.
The frosted look may come back this winter, but it is still too early to know for sure. Based on new product releases, it seems more likely that a hot chocolate and caramel inspired look will trend, especially with the number of makeup items launching in those scents. However, it is still unknown if there will be a trend this winter. Even without a trend, makeup companies can still rely on nostalgic flavors to attract consumers. Even without a central aesthetic, these familiar scents are enough to create excitement and be successful.
The trend was represented by dewy, guava pink shades that helped create a tropical mood.
This is a trend that uses cool pink toned blush.
This trend was defined by deep, berry tones.
This summer, guava was everywhere. In fashion, fragrance, makeup, and even Jaritos!