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Even as wellness fads come and go, the year 2024 revealed a few salient shifts in the industry, including a growing focus on longevity, widespread adoption of GLP-1 agonist medicines and a burgeoning men’s market that points to longer-term evolution.
This year, marketing efforts for everything from skincare to fragrance targeted new cohorts — Gen Alpha, male athletes, pet owners, “MomTok” — and across more channels than ever.
Tweens went shopping in 2024, but so did just about everybody else. Massive gains in online sales were still dwarfed by in-store purchases, especially at specialty retailers, and foot traffic is expected to exceed pre-pandemic levels next year.
A high-stakes succession saga at Estée Lauder Companies may have dominated headlines, but in 2024, many top beauty companies were in the midst of change and transformation.
