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6 Top Personal Care Trends in 2024

personal care trends

As is tradition with the ushering in of a new year, many have resolved to follow a healthier routine. That also means a fresh batch of beauty and health trends have hit the market, but what’s catching everyone’s attention in 2024? By and large, this year’s trends are about sustainability, customizing skincare routines, embracing of tech-driven solutions, and just being more mindful of health and the environment overall.

Curious to know more? Read on to discover the top personal care trends for 2024.

Table of Contents
Aluminum-free deodorants
Blue light protection
Zero-waste haircare
Technological advancements
Caffeine-infused products
Water filtering products

Aluminum-free deodorants

Deodorants are an essential part of staying fresh throughout the day. This year, we’re likely to see a continuing shift toward aluminum-free deodorants, which are gradually gaining space on beauty store shelves, with the market forecast to grow at a CAGR of 8.9% from 2022 to 2030. In addition, over 9,000 users have saved this “aluminum-free deodorant recommendation” TikTok reel.

This move away from aluminum-based deodorants – which often feature ingredients such as aluminum chlorohydrate or aluminum zirconium tetrachlorohydrex gly – is largely due to concerns about their potential links to health issues like breast cancer and Alzheimer’s disease.

aluminum-free deodorants

Some alternative options to traditional aluminum deodorants include stone and salt deodorants from trusted companies like Wild Natural Deodorant and Lume Deodorant.

Blue light protection

Consumers are also increasingly looking for advanced sunscreens, including “blue light” sunscreens, with searches growing by 40% over the past year compared with the year before.

blue light protection

Blue light sunscreen is specially designed to protect skin from blue light emitted by the sun.

Blue light, which falls within the shorter wavelength range of the visible light spectrum, can cause hyperpigmentation that makes skin darker and patchy. It has also been found to contribute to premature aging, collagen breakdown, and skin barrier damage. 

Blue light sunscreens contain iron oxide, which adds an extra layer to protect the skin from light from this specific wavelength.

Companies making blue light sunscreen include UV Doux, Coola, and Blue Lizard.

Zero-waste haircare

Another big personal care trend of 2024 is zero-waste haircare, including zero-waste shampoos thanks to a growing awareness of the downsides of plastics. This shift to zero-waste shampoos means the industry is forecast to be worth USD 277.56 million by 2032 at a CAGR of 5%.

zero-waste haircare

Zero-waste products prioritize packaging that doesn’t create a lot of waste, such as items that can be recycled, composted, or refilled. The ingredients used in these products are also environmentally friendly and don’t contain harsh chemicals.

Popular zero-waste shampoo companies of the moment include Kitsch Shampoo and Zero Waste Stores, which make eco-friendly items like bamboo combs and biodegradable hair ties.

In summary, zero-waste hair care is all about making smart, eco-friendly choices while keeping hair looking good and the planet healthy.

Technological advancements

In recent years, the beauty industry has been waking up to personalized skincare routines, and 2024 will be no different. Consumers increasingly prefer tools that help them create personalized skincare routines, as outlined in this recent interview with beauty insider Kim Day.

technological advancements

Here artificial intelligence and augmented reality tools are spicing up the game. AI-driven products and tools in the beauty and cosmetics market are expected to reach USD 13.34 billion by 2030, recording a promising CAGR of 19.7% between 2021 and then.

artificial intelligence in beauty

These products are providing new ways for brands to engage with the consumer, bringing efficiency and customized solutions via virtual applications and personalized product selection offerings. For example, users of try-on app YouCam Makeup were 1.6x more likely to buy items and spent 2.7x more on each transaction compared with non-app users. 

Companies currently leading in the AI and AR analysis tool market include Perfect Crop and Haut.io.

Caffeine-infused products

In 2024, “coffee first” isn’t just a morning mantra; it’s becoming a skincare trend too. Caffeine cream, for example, is increasing in popularity every year as seen in the graph below:

caffeine-infused products

Once a staple on kitchen shelves, caffeine is now finding its place in beauty cabinets, promising a morning wake-up call for the skin thanks to its anti-inflammatory properties.

When applied topically, caffeine does more than perk up the skin; it’s a multitasker that reduces wrinkles, brightens the skin, and de-puffs by boosting blood circulation.

Caffeine demand is also increasing in haircare and fragrances due to its stimulating and energetic properties. It stimulates hair growth by strengthening hair roots.

coffee beauty products market

Caffeine-infused products are particularly versatile, and can be used around the eyes, face, and body. It’s become especially favored by eye cream companies, who have harnessed caffeine’s de-puffing properties to be used around this delicate area, helping consumers reduce the effects of salty foods, sun exposure, sleep deprivation, or a lack of exercise.

Companies making popular caffeine skincare products include Kiehl’s and The Inkey List.

Water filtering products

Bodycare is another major player in 2024 trends, with consumers putting an increased emphasis on water quality for skin and hair care. After all, why spend endless money on products when the root cause of hair and skin problems is water quality?

water filtering products

Some examples of products that help to ensure water quality and their growing popularity include 

Jolie Filters, as recommended by renowned hairstylist Blowout Professor, and Hello Klean.

Jolie Filter

Water filtration helps to remove impurities and toxins like chlorine as well as heavy metals like mercury and lead. In addition, hard water doesn’t lather properly and can strip the skin and hair of their natural oils, making products cling to the skin and making the scalp, hair, and skin dry.

Overall, growing consumer preferences for home spas, increasing environmental awareness, and a rise in the understanding of dermatological conditions have increased demand for water filtering products.


The beauty industry in 2024 is shifting towards eco-friendly and personalized products. As such, consumers are opting for items like aluminum-free deodorants, blue light sunscreens, caffeine-infused skincare products, and zero-waste haircare, reflecting a focus on health and sustainability. In addition, technology like AI and AR are helping to nurture personalized skincare routines.

Prioritizing water quality is another key trend, with demand rising for water filter solutions.

For thousands of such beauty products and trends, make sure to visit Alibaba.com.

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