Skincare trends to leave behind in 2024

As 2024 draws to a close (can you believe it?!), I can’t help but reflect on the whirlwind of a year we’ve had at BASE HQ. From magical moments to major milestones, it’s been unforgettable. But as we celebrate the good, let’s take a look back at some baffling beauty industry trends that left me scratching my head.

As a qualified aesthetician, these trends were enough to turn me into a (lovingly) angry elf 😂 Let’s dive in, shall we?

1. Strength is NOT the solution

The first trend on this list is finally being addressed by the law!

Years ago, there was a clear line between high-street skincare and clinic-grade products. The latter were powerful and required professional guidance for safe use. But in recent years, the “stronger is better” mindset has taken hold, leading to high-street brands releasing products with excessive active ingredient levels - especially retinol.

The problem with retinol, is that when used incorrectly, it can damage your skin barrier, causing redness, irritation and peeling. That’s why I swear by a slow-and-steady approach, like the micro-dosing technique we use in our One Cream Wonder. It delivers all the benefits of retinol but is gentle enough for daily use - no irritation, no drama.

So, I was absolutely delighted when it was announced that from November 2025, all non-prescription retinol products will be capped at 0.3% strength. This is a huge step forward for safer skincare and I know millions of faces will be celebrating this change with me 🥳

2. Keep things minimal

I absolutely love social media for so many reasons - The pinnacle being our wonderful BASE community, that brings me more joy than I could possibly put into words. However, what I don’t love is the level of overconsumption it breeds.

Sometimes I see videos from beauty content creators or ‘skinfluncers’ and they’re literally sat in entire rooms filled with products?! Now I completely understand that testing said products is part of their job, but I do think this creates the illusion that you need to buy endless skincare in order to achieve your complexion goals. And this simply isn’t true.

Even as a professional, the world of cosmetics can be a minefield to navigate, which is why my goal has been to simplify everything with The 5 Minute Kit. I’m not exaggerating when I say it’s everything you will ever need in one box.

And despite common misconception, your skin will never ‘get used to it’ and no longer respond, just like your body doesn’t get used to a healthy diet and exercise. So as long as you love the results, you can stick with it forever and it’s simply one less thing to worry about 🙌🏼

3. Say Goodbye to Single-Ingredient Products

Single ingredient products are one of my biggest pet peeves in the industry and I honestly hoped this trend would move on about 5 years ago…But it’s still clinging on 🤦🏻‍♀️ Here’s why:

1. Too many layers.

Single-ingredient products force you to layer endlessly. For example, our Super Youth Serum combines peptides, hyaluronic acid, and vitamin C to brighten, hydrate, and rejuvenate in one pump. But if you used separate products for each, you’d need three extra layers—which your skin likely won’t absorb anyway.

2. Wasted time and money

Constantly buying and applying multiple bottles is inefficient and costly. Multifunctional skincare is the future—saving you time, money, and effort while delivering the results you deserve.

And that’s a wrap on the skincare trends we’re leaving behind in 2024! On a brighter note, there are some exciting trends coming in 2025 so make sure you subscribe to our blog so you can be the first to hear all about them. Until then, here’s to a simpler, smarter and safer approach to skincare 💕