The Future 100: 2024

If one thing is certain, it is that in expanding the idea of what is beautiful, beauty itself has become more expansive – a category that was once defined as superficial and cosmetic by definition, now stands for something far bigger. Beauty is the highest form of self-expression, but it is anything but skin deep as more and more people search for products, treatments and services that support wellbeing and their inner self, not just their superficial appearance.

Discover the latest beauty trends!

Key Beauty Trends

Gen alpha skincare

Make way for the skincare-savvy pre-teens taking over social media with tips on cleansing, toning, hydration, and more. Growing up as digital natives, this generation are privy to skincare benefits shown on social media.

Why it's interesting

As this generation soak up skincare learnings from social media, some are already sharing their regimes with the world, with the full support of their parents, making it a rich market for beauty brands to focus on.

Slow beauty

Vogue Philippines’ beauty editor Joyce Oreña tells VML Intelligence that she believes consumers are increasingly “conscious and ethical,” and “no longer just focus on the efficacy of the product, but also on how it was made.” These new beauty standards align with consumer expectation.

Why it's interesting

With the eco-conscious consumer in mind, beauty brands are pumping the brakes and slowing production down in an attempt to change an industry focused on constantly churning out products to sell.

Creator to consumer (C2C)

New platforms are allowing creators to build their own storefronts, enticing shoppers with a blend of content, storytelling, and personality, while offering a new discovery channel for brands and retailers.

Why it's interesting
Brands can bank on the lure of influencer tastemakers to draw in customers with a blend of personality, storytelling, and enhanced discovery.