Global Beauty Trends to Leave in 2024: What to Want from Inclusive Brands

The beauty industry moves fast. What was trending on TikTok yesterday can feel outdated today. But as we look ahead, it’s clear: the trends we leave behind matter just as much as the ones we embrace.

At älliés cosmetics, we don’t just follow trends—we analyze them, question them, and ask: Who is this really serving? In 2025, we believe beauty should be bold, thoughtful, and inclusive from the ground up. That means letting go of toxic standards and leaning into values that uplift everyone.

Here are the global beauty trends we’re leaving behind in 2024—and what we’re replacing them with.

1. Out: One-Size-Fits-All Beauty

In: Representation in Every Shade, Shape & Story

The days of “universal” tones that only suit one type of skin are over. In 2025, inclusivity is non-negotiable. From foundation shades to campaign casting, people want to see themselves reflected—authentically, not just for optics.

At älliés, we’ve been championing diverse representation since day one. Our products are tested on real people with real skin tones, not just studio lighting. And our team? 100% built on the belief that beauty belongs to everyone.

2. Out: Over-Consumption and Hype Culture

In: Sustainability with Substance

We’re saying goodbye to wasteful “shelfies” and mountains of half-used products. Today’s conscious consumer is asking: What’s in it, how was it made, and do I really need it?

We design our formulas and packaging to be kind to the planet and to your skin—multi-use products, refill options, and sustainable production processes are all part of our promise. Because beauty should never come at the cost of the earth.

3. Out: Filters and Facetune Standards

In: Skin Positivity and Transparency

The trend of “flawless” filtered beauty has created unrealistic and harmful ideals—especially for Gen Z. But in 2025, we’re seeing a major shift: raw skin, real textures, and makeup that enhances, not hides.

We celebrate the power of individuality. Our academy teaches artists to work with all skin types and conditions, not against them. Our content showcases beauty in all its realness—because you deserve to feel seen exactly as you are.

4. Out: Silent Brands

In: Loud Voices That Take a Stand

In 2025, beauty brands can’t afford to stay neutral. Consumers expect action—not just aesthetics. This means supporting marginalized communities, speaking up against injustice, and putting real money and resources into impact, not just marketing.

At älliés, our mission goes beyond makeup. From supporting youth mental health to partnering with grassroots organizers, we’re here to disrupt the industry and challenge the status quo. We believe in beauty with backbone.

What to Want from Brands This Year:

• Shade ranges that actually match
• Coaches, creators, and campaigns that reflect the real world
• Less waste, more intention
• Real inclusion—not just diversity for the ‘gram
• Brands that talk about politics, power, and people—not just palettes
  

2025 is the year of conscious beauty. If you’re looking for a brand that walks the talk, you’re in the right place.

At älliés, we’re not here to fit in—we’re here to lead.

Join our community and help us shape the future of beauty.

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