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Inclusivity and Innovation
This year also sees greater shade ranges and adaptive packaging. Brands like Fenty Beauty and Huda Beauty continue to lead in inclusive liner and base formulations, while Ardell launched magnetic lashes designed for sensitive eyes — a hit among women with alopecia or those recovering from medical treatments.
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Sustainability remains a priority. Aether Beauty and ZAO Makeup offer refillable eyeliner pencils and recyclable packaging, appealing to eco-conscious consumers.
How to Wear the Trends
- For the no-makeup look: Start with a hydrating primer, apply a tinted moisturiser with fingers for a natural finish, add cream blush to cheeks and lips, and set with a light mist.
- For bold eyeliner: Prep lids with a primer to prevent smudging. Use tape or a business card as a guide for sharp wings. Set liquid liner with a matching eyeshadow for extra longevity.
Whether you’re glowing with fresh-faced radiance or turning heads with a striking feline flick, 2024 is all about makeup as a form of personal empowerment. For British women, the message is clear: wear what makes you feel like you.
