Shhh! Discover the trend for Quiet Beauty
In 2024 the expression ‘less is more’ came into its own. As a leading private label personal care manufacturer, we’ve started seeing consumers rejecting high-maintenance beauty looks and routines. Instead, people are opting for minimalism and aspiring towards more achievable standards than before.
How we absorb marketing information has changed enormously over recent years. Beauty brands are competing across a multitude of social media platforms where the ‘quick wins’ and scene-stealing looks typically come out on top. However, there’s been a subtle shift happening and it’s trending in the beauty industry right now.
Perhaps as a reaction to the proliferation of social media filters, AI images, and photoshopped pictures, consumers want to see bare-faced beauty that is based in reality: something that has real results rather than being impossible to achieve. If you haven’t heard of ‘Quiet Beauty’ before, you soon will…
What exactly is Quiet Beauty?
Basically, Quiet Beauty is all about choosing what we value in our lives. And it’s no longer flashy products, bells-and-whistles packaging, or jumping on the latest trends for ingredients. Instead, consumers are valuing staple beauty products that actually work, and that have been proven to work over many years. This time it’s about prioritising quality over quantity.
Our modern age has been defined by hyper-consumerism, but Quiet Beauty is a trend that counters this by avoiding overconsumption, excessive packaging, and needless waste. However, advocates of the trend are still buying beauty products - the difference is that they’re seeing skincare as an investment. Consumers would rather establish beauty routines that use fewer but higher quality products that deliver real results.
Quiet Beauty also means prioritising self-care and rejecting overly complicated regimes full of additional products that don’t actually achieve anything. Skincare routines should offer not just physical benefits but also support positive mental health and wellbeing, and ultimately make you feel good about yourself!
Valuing transparency
It can only be a good thing that consumers are becoming more knowledgeable and selective about the products they use. There’s a growing demand for high-performing skincare that supports skin health and provides proven results. Customers want clean, natural ingredient lists with no chemicals or ‘fillers’. They’re searching for formulations that have been proven to work and, ideally, they want to see data to back-up the claims.
This need for transparency also extends to the marketing behind the products. Beauty enthusiasts are seeing beyond the hype of trendy packaging, influencer endorsement, or over-the-top marketing claims. And, actually, some social media content creators are now playing a pivotal role in this by challenging spurious claims through product reviews and by providing honest feedback.
What does this mean for beauty brands?
Ultimately, if you’re a brand that places an emphasis on honesty, transparency and doing ‘good’ in the world - such as with sustainable practices - then you’re likely to prove popular with followers of Quiet Beauty.
The trend’s advocates may not be buying lots of different products, but they’re still investing in beauty through a select few trustworthy and timeless products. Brands that focus on high-quality ingredients and transparency are likely to prove popular.
Want to know where else you should be focusing your attention to keep meeting the needs of consumers? Take a look at some of the other trends we’ve pinpointed for their growing popularity in 2024 and beyond.
Want to partner with Hera Beauty?
We have the foundations in place and the experience and expertise to provide your brand with beauty products that tick all the boxes. With a focus on sustainability and producing trustworthy, reliable, and high-quality products each and every time, we could be the manufacturing partner you’re looking for.
Interested? Get in touch with us today.