I’m a Beauty Editor and Here Are 4 Trends I Just Can’t Get on Board with in 2024

Sorry, not sorry

beauty trends i cant get on board with hero
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As a beauty editor, I spend most of my time looking for the latest trends. I relish finding the coolest haircuts, stunning lip looks and buzzy skincare hacks online. However, I’m also aware of the fast trend cycle, so investing in all of them just isn’t worth my time and resources. While I think everyone should do whatever they want in the name of beauty, here are four trends I personally can’t get on board with in 2024. 

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beauty trends i cant get on board with a photo of hunter schafer with wet hair on a red carpet
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1. The Wet Hair Look

In theory, the ‘wet hair look’ is super edgy and chic. It was all over fashion week and it has been a staple for models and celebs for quite some time now. It’s all about giving you that effortless ‘I just stepped out of the pool’ look. But when I scan through any examples of the trend, I mostly come across one hair type and texture that it can actually work for: straight and fine. The thought of trying this look on my own dry, prone to frizz curls sends a shiver down my spine. The ‘wet look’ relies on loads of product to get and maintain its slick shape, but slapping on gobs of hair gel just doesn’t sit right with me. If I did this, I would surely look more like ‘I just got caught in a weather storm’ or a greasy poodle, so I’ll pass. 

beauty trends i cant get on board with dewy skin
Jonathan Knowles/Getty Images

2. Skin Flooding

Glass skin, dolphin skin, pearl skin…dewy looks continue to be popular in the makeup and skincare space. However, it just isn’t my cup of tea. Don’t get me wrong, I think a little glow is beautiful and more hydration sounds wonderful. But if you have oily, combination or acne-prone skin like me, it can be a total nightmare. Skin flooding was all the rage last year, but I don't want to look like a glazed donut as I head out the door, especially during the hotter months. I even spoke directly to a dermatologist about the trend, which helped me make my final decision—a resounding no. I’ll be keeping my routine simple and light, TYSM.

3. Coquette Nails

The coquette trend has had a hold on the beauty world for the past few seasons, from the rise of rosy cheeks to extra glossy lips. The makeup looks are super cute, but I can't get behind coquette nails. Don't get me wrong, I love statement manicures. Give me some nail art, lengthy acrylics or a classic French anytime, but the girly accents on each nail are a bit much for me. Also the thought of getting all that work done just to have one of the bows pop off—no thanks. Plus, TikTok might've unlocked a new fear: "I once wore press on nails with butterflies and I took them off later cause it tore [up] my hair." Yikes.

4. Forced Inclusivity

When Fenty Beauty launched 40 shades of foundation in 2017, it seemed we were on the precipice of more inclusivity in the beauty space. And while some brands (e.g. Haus Labs and Rare Beauty) have thoughtfully followed in Fenty's footsteps, others seem to have missed the point. A recent example: Youthforia received backlash after releasing just 15 shades of their foundation with the darkest option being a golden brown. After getting pushback from consumers, the brand added ten new shades to the lineup. Unfortunately, the deepest shade in the collection was so dark that it's been dubbed 'black face paint.' As creators started showing the problematic effect of this shade, the brand continously dismissed these claims instead of apologizing.

In 2024, it shouldn’t be so difficult for those with darker skin tones to find makeup that matches their complexion. If you're going to do an inclusive shade range, do it right. Brands should be taking more time and consideration when developing these collections.

about face matte fluid eye paint review chelsea candelario

Associate Editor, Ultimate Fangirl, Aspiring Beauty Guru

Chelsea Candelario is an Associate Editor at PureWow. She has been covering beauty, culture, fashion and entertainment for over a decade. You'll find her searching the internet...