The beauty trends to embrace in 2024 (and the ones we'll be leaving behind)

The beauty trends to embrace in 2024 (and the ones we'll be leaving behind)

The start of a new year is a good time to reflect on the past and look towards the future - and skincare is no exception. We've never been one to buy into trends (in fact, MV's founder, Sharon McGlinchey, is known for her ‘no’ nonsense’ approach towards the industry), but we wanted to take a moment to share how the skincare world will evolve this year, as well as what it will be happily leaving behind.

Keep an eye out for the term 'neuro-glow'

At MV, we've always believed that skincare is a ritual that can have a positive impact on not just our physical well-being (i.e., our skin), but also on our mental well-being as well. And it seems the beauty industry is finally catching up. 

A trend forecasted for 2024 by market intelligence company Mintel, 'neuro-glow' broadly refers to the interconnectedness between our mental health and outer appearance. We see this as people becoming more mindful of their overall sense of wellness and a yearning for a deeper sense of connection between their mind and body. 

When it comes to seeing this trend in action, here at MV we've long advocated for the power of skincare rituals that make us feel good in body and mind by fostering mindfulness and helping to calm the nervous system (you can find our skincare rituals here). 

A focus on holistic health 

Skin is our largest organ and 98 percent of our skin is found below the neck, yet a lot of time we forget to care for our skin beyond the face. 

But as consumers and the industry as a whole continue to consider the positive role of facial skincare rituals in their physical and mental health, this will naturally extend to body care.

That said, the last thing we want at MV is to give you something else to stress about or find overwhelming. That's why one of our favourite products for its multi-purpose use is multiBALM, or what we call our 'one pot wonder', which can be used to heal or treat any areas of dry and damaged skin on the face or the body. You can also discover our other body therapy products here. 

Rigid routines are out, 'skin-streaming' is in

This is another trend that might be new to the beauty industry, but is old news to us. Nevertheless, it's worth repeating because we believe in it so strongly. 

Thankfully, 2024 will see a decrease in the trend of overly complicated 10-step (or even 12-step!) skincare routines and a rise in the idea of 'skin-streaming'. But while the term itself might be catchy, what it describes is nothing new; 'skin-streaming' refers to a simplification of skincare and a focus on not just reducing the number of steps, but on finding a skincare ritual that feels right for individual skin. This was a trend that emerged towards the end of 2023 (interestingly, there was a 138 percent increase in Google searches around the term 'skin-streaming' in the latter half of the year), but will continue to gain momentum in 2024.  

Generic white labelling will be seen for what it really is

Here at MV, we've seen a subtle yet worrying shift occurring in our industry for many years. Beauty brands are multiplying at an astonishing rate, and the majority appear to be spending less time formulating products for healthy skin and far more time formulating marketing strategies. The culprit of course, is white-label skincare. 

A white-labelled skincare product is a generic formulation that has been mass-produced by a contract manufacturer. The product is either sold as is or lightly tweaked with the latest 'super' ingredient before being packaged in a variety of containers, ready to be resold by multiple different labels. Sadly, this financially-geared process now dominates a significant percentage of the skincare market. 

In 2024, the beauty industry will finally call out generic white labelling for what it is (and what we have been saying for years); a scam that casts a cloud on the skincare industry and underserves - and undervalues - you, the customer. With honesty and integrity at the forefront, 2024 will see a rejection of white-label skincare and a celebration of talented people who are passionate about healthy skin and who continue to hone their craft and cultivate real skincare that serves us. At MV, that looks like Sharon McGlinchey, our founder, working in our beachside Brookvale warehouse to ensure that every product we ship matches her sky-high standards. 

Since MV's inception over 23 years ago, Sharon has never made it her mission to keep up with skincare fads - in fact, the opposite is true, which is how she earned the moniker of Beauty Rebel. And while we don't typically buy into trends, we're pleased to see that in 2024, MV remains well ahead of the curve as usual and that the beauty industry will finally start keeping up with us!


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100% Australian owned & made On Sydney's Northern Beaches
Sensitive Skin Friendly Created because of, and for, sensitive skin
Small batch & Handcrafted Using only therapeutic grade ingredients
100% Australian owned & made On Sydney's Northern Beaches
Sensitive Skin Friendly Created because of, and for, sensitive skin
Small batch & Handcrafted Using only therapeutic grade ingredients