Innovative beauty and wellness brands and FW 24/25 trends offered buyers plenty of excitement at COTERIE New York. Consumers are thrilled about these categories too. According to COTERIE's parent brand, MMGNET’s 2024 US Fashion Consumer Outlook report, consumers intend to spend 18% more on beauty, grooming, and personal care products than in 2023. What’s more, haircare, skincare, and bath products are expected to attract serious attention. This elevated consumer interest is the perfect opportunity for fashion retailers to expand their assortments with beauty and wellness products.

We couldn’t wait to learn more, so we asked a few beauty experts to walk us through key products and trends buyers might consider as they enter these categories.

Karuna Chani, Founder and Makeup Artist, KC Makeup:

“Retro red lips are all the rage… but then again, when is red not on trend? Shades of coffee/cocoa lips are everywhere these days too, and they’re absolutely stunning for FW 24/25. I’m noticing a lot of bold red and shocking blue eyeshadows/eyeliners on the runway, and I am so here for it. Sheer shimmers and metallic eyeshadows, like Makeup by Mario Ethereal Eyeshadow Palette are huge bestsellers.” 

BETTER BEAUTY AND WELLNESS — FOR ALL

”Dillon Peña, Founder and Makeup Artist, Leland Francis:

“Retailers will look for brands that provide products for a broad spectrum of consumers, ensuring inclusivity. Brands are expected to offer a wider range of products catering to diverse skin tones, hair types, and beauty needs.”

Karuna Chani, Founder and Makeup Artist, KC Makeup:

“We have come a long way, however, I still think there’s a lot of room for improvement and attention for the women-of-color (WOC) category — especially for the female in her 40s, 50s, and 60s. It’s a huge, gaping hole despite massive demand and some serious spending power. RMS Beauty is killing the game with beauty products created for mature women.”  

Karuna Chani, Founder and Makeup Artist, KC Makeup:

“Some large beauty brands have not responded well to the shift to clean beauty, and they’ve lost momentum. This has allowed many new, small, indie brands to rise and be in the limelight thanks to their attention to consumer demand.”

SKINCARE MASQUERADES AS MAKEUP

Karuna Chani, Founder and Makeup Artist, KC Makeup:

“On a deeper makeup level, there’s a huge uptick in brands incorporating skincare for multi-functional, multi-layered products with more benefits than just color. For example, there are concealers with serums, foundations with hydration and hyaluronic acid, lipsticks with vitamin E and C and peptides, mascaras with growth-enhancing serum, and so much more.”