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2024 Beauty Trend Predictions: UpCircle

  • 6 min read
It's that time of the year again when we peer into the crystal ball of beauty, unveiling the beauty trends set to dominate 2024! 

So, without further ado here are our predictions...

Upcycled and Refillable Perfumes

As sustainability becomes more prevalent in makeup, skincare, and beauty accessories, we are likely to witness a surge in consumers adopting these eco-friendly practices for their perfumes. Upcycled and refillable perfumes are set to emerge as the new scent trend in 2024. A new era of scents created from upcycled ingredients could be about to change the way we smell forever. With 65% of consumers expressing a desire for more environmentally responsible scents, as reported by fragrance company Firmenich, pursuing this direction makes both ecological and financial sense. Brands that prioritise reduced packaging waste and lower carbon footprints can attract a broader audience. Upcycled perfumes offer distinctive scents while minimising waste, resonating with consumers' desires for personalised and eco-conscious products. The affordability of refillable choices will drive this trend even more.

As we always aim to be, UpCircle are at the forefront of innovation on this trend. In November, we will be introducing two groundbreaking new fragrances, 'Flaura' and 'Santelle,' which redefine conventional ideas of eco-luxury by incorporating numerous upcycled ingredients into each eau de parfum, sourced from nature's plentiful resources. As if that wasn’t enough, we’ve also designed our new perfumes to be refillable as part of our industry-leading refill scheme.

Concentrated formulas

Concentrated formulas are set to redefine the beauty landscape in 2024. As consumers seek both effective results and sustainable choices, concentrated formulas offer a compelling solution. These products require smaller quantities per application, reducing packaging waste, reducing the weight of the product and its overall environmental impact. Additionally, the emphasis on minimalist routines aligns with the efficiency of concentrated formulas, allowing consumers to achieve desired outcomes with fewer products. Expect a shift towards more concentrated beauty formulations, highlighting the era of mindful consumption and maximised results.

Ahead of the game once again, we launched our first concentrated formula last year; a Shampoo Crème. It’s our most successful launch to date. The shampoo is a hybrid formulation of liquid and solid creating a concentrated paste which uses 50% less water than the industry standard. It also delivers three times the washes compared to the average liquid shampoo! The product’s consistency makes it compatible for smaller packaging – it comes in a glass jar with an aluminium lid, as opposed to the typical large plastic bottle that 95%+ shampoos come in. This is a win as it ALSO makes it eligible for refilling via our packaging returns scheme, offering customers a 20% saving each time they refill.

Wellness-Driven Beauty

As individuals prioritise holistic lifestyles, there will be a continued upsurge in ‘wellness driven’ beauty products/practices. This trend aligns with the growing understanding that a balanced mind-body connection contributes to overall skin radiance. Brands are expected to offer products that incorporate stress-relieving ingredients, aromatherapy-infused formulations, and practices that promote relaxation and self-care. For example, UpCircle's lineup of products includes aromatherapy-infused formulations like our natural upcycled rose petal infused bath salts. Our bath salts combine sea salt, Himalayan salt, and Epsom salt, working together to alleviate muscle discomfort while providing soothing and rejuvenating effects for the skin. Infused with a trio of essential oils—grapeseed oil, lavender oil, and geranium oil—our bath salts also bring aromatherapy benefits that help calm and relax both the mind and body. In addition, we offer a variety of facial accessories, such as our stainless steel gua sha and metal eye roller. These tools offer an effective and accessible spa-like experience or a refreshing stone-cold facial treatment.


With every rise comes a fall…

In direct contrast to ‘Wellness-Driven Beauty”, there is also pushback to the continued focus on wellness. Undeniably, consumers are more proactive about mental health. But in a world of stress, horrendous new headlines, anxiety at work, online, and at home, the wellness movement recommendations of juice cleanses, meditation and yoga don’t always suffice. Anti-wellness embraces the seeking of positivity via more messy or chaotic means, think smashing a printer with a sledgehammer or going to a yoga class that also incorporates drinking a cocktail at the same time.
How does this trend fit in the context of beauty and skincare?

In the context of beauty and skincare, anti-wellness can essentially be summarised by a return to simplified and streamlined routines. As individuals lead increasingly hectic lives, there is a growing demand for streamlined routines that save time and reduce complexity. The beauty industry is responding by introducing minimalist products that address multiple needs, aligning with the desire for efficiency. Moreover, the trend towards sustainability encourages the use of fewer, but high-quality, versatile products, reducing both waste and environmental impact. This shift towards simplified beauty resonates with the continually increasing shift towards mindfulness and well-being, emphasising quality over quantity. As beauty enthusiasts seek a balance between self-care and modern life's demands, the trend of streamlined beauty is set to redefine beauty routines, promoting a more authentic and manageable approach to personal care.

At UpCircle, we recognise how complicated skincare routines can be. This is why we streamline essential products into customised bundles according to specific skin types and skin concerns. For instance, we offer bundles tailored to dry, acne-prone, and sensitive skin, as well as bundles catering to various routines such as their 'Double Cleansing Bundle' and the 'Day+ Night Hydration Set'.


Going hand in hand with simplification is multifunctionality. The upsurge of multi-functional beauty products is likely to continue into 2024 as a response to the fast-paced lifestyles of consumers seeking streamlined routines and convenience. Consumers will be on the lookout for products that offer multifunctionality and are willing to invest more for this, as it also enhances their convenience when packing for travel and work. At UpCircle, we understand this by making sure most of our products are multi-purpose. For example, our Coffee Face Serum can be used in many different ways! As a face serum, a natural highlighter, mixed in with foundation for a dewy look, as a cuticle oil, beard oil or as a hair oil - the possibilities are endless!

Men’s Beauty

The rise of men's beauty will be more prominent in 2024 due to several key factors. Firstly, ongoing societal changes have challenged traditional notions of masculinity, allowing for a more diverse and inclusive understanding of beauty. As cultural attitudes shift, men are feeling increasingly empowered to express themselves through grooming and self-care practices. Additionally, the influence of media and celebrities is pivotal in shaping trends; as more male figures openly embrace beauty routines, they set the stage for broader acceptance. At UpCircle we pride ourselves on our genderless approach to beauty and self-care. A prime example is our serum, which is just as effective as a beard oil as it is as a cuticle oil as it is as a face serum as it is mixed in with foundation!

Skincare infused makeup

Skincare infused makeup will most likely be a hot topic in the beauty industry for several reasons. First, consumers are increasingly seeking products that offer dual benefits—enhancing appearance while nurturing skin health. Skincare infused makeup aligns with this desire by incorporating ingredients that promote hydration, protection, and overall skin vitality. Another reason skincare infused makeup is becoming the new trend is the growing awareness of the harmful effects of some traditional makeup on skin health. Many conventional makeup products can clog pores, cause breakouts, and exacerbate skin issues. Skincare infused makeup addresses this concern by incorporating ingredients that are gentle and nourishing, making it appealing to those who want to avoid potential skin irritations. As a result, skincare infused makeup products bridge the gap between traditional makeup and skincare, offering a convenient way for individuals to achieve both visual enhancement and lasting skin benefits. We’re in the early stages of building this concept into an exciting debut into UpCircle colour cosmetics – stay tuned!

Mushroom beauty products

Mushroom extract is set to take center stage as the new trending ingredient of 2024 and for several compelling reasons. It is a natural ingredient, aligning with the growing consumer preference for clean and sustainable beauty products. Mushrooms are rich in antioxidants, vitamins, and minerals that can promote healthy skin and hair, making them attractive to consumers seeking natural and holistic skincare/haircare solutions.
Ahead of the game once more, we’ve understood the benefits of mushroom extract and incorporated it in our soon-to-be-released Conditioner Crème which is formulated with turkey tail mushroom extract. Turkey Tail extract boasts a wealth of benefits: polysaccharides for deep hydration, antioxidants to combat free radicals and maintain a smooth texture, as well as essential minerals like zinc and selenium to enhance overall shine and smoothness. Results? Shiny, soft and strong hair!