In 2024, British beauty is embracing a powerful duality: the serene elegance of “no-makeup” makeup and the bold self-expression of dramatic eyeliner. This year’s trends reflect a shift towards individuality, skin-first routines, and versatile looks that transition seamlessly from day to night. Influenced by London Fashion Week, social media, and a growing demand for clean, inclusive beauty, these styles are redefining what it means to feel polished — whether you’re wearing full glam or barely a trace.
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The Rise of ‘Skinimalism’
At one end of the spectrum, skinimalism continues to dominate. This trend — a blend of “skin” and “minimalism” — prioritises healthy, glowing complexions over heavy coverage. British women are opting for lightweight formulas that enhance, not mask, their natural features. Think sheer tinted moisturisers, cream blushes, and glossy brows.
Brands like Charlotte Tilbury, NARS, and Glossier have expanded their “your skin but better” ranges, while UK high-street favourite E.l.f. Cosmetics launched its Skin Gloss Hydrating Tint earlier this year, praised for its dewy finish and affordable price point. “It’s about looking rested, radiant, and real,” says London-based makeup artist Jess Thompson. “The goal is to have people ask, ‘Did you get a facial?’ not ‘What foundation are you wearing?’”
Prep is key. A smooth canvas starts with a consistent skincare routine — hydrating serums, facial oils, and SPF are non-negotiable. Many are also using facial massage tools like Gua Sha to reduce puffiness and boost circulation for a natural flush.
Clean Brows and Glossy Lids
Eyes are kept soft and fresh with brushed-up brows and hydrated lids. Clear or tinted brow gels define shape without stiffness, while sheer washes of colour — think champagne, rose, or taupe — add subtle dimension. Clinique and Bobbi Brown have introduced sheer cream shadows in single pots, perfect for a one-tap pop of colour.
Lip trends follow suit: glossy finishes are in, matte is out. Clear lip oils with a hint of tint — like Dior Lip Glow Oil and Maybelline Lifter Gloss — are flying off shelves at Boots and Superdrug. “Gloss adds instant brightness and youthfulness,” says beauty editor Lucy Chen of Stellar Magazine.
The Bold Eyeliner Revival
On the flip side, dramatic eyeliner is making a fierce comeback — and it’s not just for evenings. In 2024, eyeliner is expressive, architectural, and unapologetically bold. From sharp wings to graphic double lines and even floating crease lines, British women are using liner as a form of art.
Liquid liners with ultra-fine brushes, like KVD Vegan Beauty Tattoo Liner and NYX Epic Ink Liner, are top sellers. But gel pots and pencils are also popular for their precision and long wear. The trend gained momentum during London Fashion Week, where models at Simone Rocha and Richard Quinn walked the runway with exaggerated, sculptural lines in black, cobalt, and even metallic silver.
“Eyeliner is the easiest way to make a statement without changing your whole look,” says influencer @londonbeautyedit, who has over 180K followers. “A bold wing with bare skin and slicked-back hair? That’s modern British glamour.”
