In today’s TikTok-driven world, makeup trends come and go faster than you can swipe. Blush and lip products dominated 2024: products like Rhode’s Lip Tints and Milk Makeup Cooling Water Jelly Tint Blush could barely keep up with the demand, selling out multiple times throughout the year. Trends like “demure makeup,” coined and popularized by content creator Jools Lebron, took off on TikTok, with consumers gravitating towards its low-key yet polished natural makeup style. Food-related makeup trends like “cherry cola lips” and “espresso makeup” illustrated a larger trend involving the merging of the food and beauty sectors.According to market research firm Circana, US prestige beauty sales grew by 8% in the first half of 2024 to $15.3 billion. The lip segment experienced double-digit growth, led by lip balms and oils. In the mass category, lip gloss and liner also came out on top, further illustrating the consumer focus on the lips. Less traditional makeup forms such as liquid blush, stick, balm, and liquid bronzer; stick foundation; and stick eye shadow performed above expectations.“An accelerated bifurcation is emerging in the beauty industry, highlighted by the continued strong growth in prestige in relation to the mass market,” said Larissa Jensen, Global Beauty Industry Advisor at Circana. “Within prestige, drivers of growth point to a similar pattern, indicative of a consumer who is seeking elevated value. Optimizing these opportunities will vary as consumers’ approach to beauty spending differs by demographic—from attitudes and usage, to purchase influencers and shopping preferences.