The 2024 Makeup Trends You’ll See on Everyone’s Faces

Mark our words: Nostalgia will once again dictate the biggest 2024 makeup trends. The ‘90s and early aughts continue to reign over the way we swipe on our lip gloss and blend our eye shadows. You may even notice a certain mystical trend from 2016 is trickling back into the beauty zeitgeist. We don’t want to spoil it right away. However, we will say this right now: Ari Adams, Milk’s Education Executive, shared some incredible makeup looks that you’re about to see everywhere in the New Year.

Go ahead and keep scrolling to discover your new go-to look amongst these major makeup trends for 2024.

1. Latte Makeup

The first trend on our list started brewing in 2023, but it’s about to be a strong look in 2024 because it’s extraordinarily versatile. Latte makeup focuses on creamy, warm brown tones paired with smooth, natural skin, says Ari. “The best way to achieve the trend is with a combination of Matte Bronzer and a warm-toned Lip + Cheek, like Quirk and Muse,” he adds.

Start by soft sculpting with your skin tone-flattering shade of Matte Bronzer. Ari recommends swiping a fluffy brush onto the buttery stick to pick up the warm pigment before blending it into your skin for a more diffused effect. Then, swipe on your favorite latte-colored eye shadows and a couple of coats of KUSH Mascara before topping your lips and cheeks with your preferred Lip + Cheek hue.

Woman wears makeup inspired by the latte makeup TikTok trend

2. Skinimalism

Skinimalism doesn’t just refer to streamlining your skincare routine, but it’s also the makeup version of “your best skin on your best day,” Ari explains. “This look appreciates the most authentic you. This is the elevated version of no-makeup makeup with a true natural finish.”

Priming your skin with Hydro Grip Primer is essential for creating a dewy finish that concealer will effortlessly smooth onto. After letting it set for 60 seconds, dab Future Fluid onto areas that you’d like to even out. Then, finish with a dusting of Pore Eclipse Matte Translucent Setting Powder “to balance the dewiness of the primer and ultimately achieve the natural finish,” Ari shares.

Model wears clean, minimal, skin-focused makeup

3. Mermaidcore

For those who prefer bolder makeup looks, Mermaidcore is for you. The magical trend, which harkens back to 2016’s unicorn craze, mimics the prismatic reflection of fish scales with pastel and iridescent purple, silver, and pink eye shadows, Ari says. He loves swiping Color Chalk in shades like Freeze, Hula Hoop, and Dodgeball directly onto the lid and blending the edges out with a fluffy brush. Another key element is shimmery lip gloss. Odyssey Lip Oil Gloss in Soul Search, Explore, and Trek does the job gorgeously with the help of crushed gemstones.

Model wears iridescent eyeshadow in the style of mermaidcore makeup.

4. Blurred Lips

Your lip color doesn’t always have to be perfectly crisp within the perimeter of your lips. Consider a look that has a more undone, diffused vibe with the blurred lip trend. Begin by applying your favorite shade of Lip + Cheek. (Ari loves vibrant ones, like Flip, Rally, or Quickie for this.) Then, buff out the edges with a clean fingertip. From there, Ari recommends setting the pigment with Pore Eclipse Matte Setting Powder to not only mattify but also further blur the lip color.

Model wears the blurred lips makeup trend using Milk Makeup Lip + Cheek in Quickie.

5. Fluffy Brows

Thin brows may have made a comeback in 2023, but 2024 will bring feathery, fluffy arches into the spotlight once again. This time around, you’ll notice folks amplifying their brows in the most natural of ways with barely there formulas, such as KUSH Brow Shadow Stick and KUSH Brow Lamination Gel. The cream-to-powder stick adds an au naturel hint of color to brows to fill in sparse spots and make them appear fuller—almost as if you grew some extra hairs yourself. The transparent gel, on the other hand, is amazing for fluffing up your arches and giving them that highly sought-after laminated effect for up to eight hours.

Model styles her makeup to emphasize fluffy eyebrows.

6. Pastel Eye Makeup

A fun way to accent your eyes is adding a playful pastel pop of color to your lids, Ari notes. You can either stick to one shade for a veil of color or you can blend a couple of them for a watercolor-like effect.

You can also concoct your own pastel eyeliner for a more graphic look by mixing some Color Chalk with Hydro Grip Set + Refresh Spray and painting it on with a pointed gel liner brush, Ari says. Then, coat your lashes with KUSH Mascara for “high impact,” he adds.

7. Concealer Lips

Some may cringe at the thought of this trend. Others may revel in its revival. Either way, concealer lips of the early aughts are back and better than ever. “The concealer lip trend is like a seasonal jacket,” Ari explains. “We can put it away, but it always comes back.” Reason being: Concealer lips help lips appear fuller and plumper by highlighting the center of the lips with a neutral tone in a way that is almost 3D, he adds.

The best way to execute this trend is by lining your lips with a neutral brown hue, like Infinity Long Wear Eyeliner in Limitless. (It’s safe to use on lips!) Then, smooth Future Fluid in a shade at least two shades lighter than your natural skin tone onto the center of your lips with either a flat, dense brush or a clean fingertip. (Play with and remix the look with your deeper, “summer” concealer shade if you want something deeper.) Finish off with a layer of lip gloss in a clear or matching neutral hue.

Woman demonstrates the concealer lips trend on a medium skin tone

8. Grunge Eye Makeup

“Grunge Eye is a vibe,” Ari says. “It's sexy and mysterious. It taps into your daring and vampy side.” We love it with blacks and grays, but it’s easy to remix with reddish browns and wine colors, Ari adds.

Start by drawing Infinity Liner in Limitless along your lash lines. “The brown pigment provides a great base to smudge onto the eye and build pigment for what comes next,” Ari says. “The smudge shouldn't be perfect.” Then, buff Color Chalk shades like Double Dutch, Bounce, or Trampoline all over your lids with your finger to meld everything together. Finally, add KUSH Mascara to your top and bottom lashes for ultra-sultry definition.

Shawn wears Milk Makeup Color Chalk to create a soft, glam eye

9. Dark Lip Liner

The lip liner vibe of the ‘90s is going strong in 2024, and we’re already seeing lots of incredible dark lip liner looks on TikTok. Our favorite formula is none other than Infinity Liner in Limitless. The universally flattering brown hue is spiked with avocado oil, which allows it to effortlessly glide smoothly around the outline of your lips, Ari points out. Plus, it will stay put for the whole day.

Ari recommends drawing it onto your lip line with small dashes instead of long strokes for a more even look. Next, you can either blend out the edges with your fingertip or further fill in your lips at the outer corners for an ombre effect. Then, you can layer on your lip color of choice.

Model wears dark lip liner with glossy red lips

10. Y2K Lips

The Y2K aesthetic is going absolutely nowhere in 2024, especially when it comes to lip looks. “It's a statement that pulls inspiration from pop icons with a frosted quality on the lips,” Ari says. Odyssey in Globetrot, which is an icy blue by the way, is the perfect shade for this trend. You can also use Lip + Cheek in Flip or Rally as a complementary base, Ari notes.