Forget everything you thought you knew about lipstick in 2024. The trend isn’t about bold reds or glossy pouts anymore-it’s about skin that looks like skin, but better. The most talked-about lipstick look this year isn’t a color at all. It’s a feeling: effortless, lived-in, and deeply personal.

The Rise of the ‘No-Makeup’ Lip

In 2024, the biggest shift came from real people, not runway shows. Instagram influencers in Tokyo, Paris, and Wellington stopped chasing viral looks and started wearing what made their lips feel comfortable all day. The result? A surge in sales for lightweight, skin-like formulas that blur the line between balm and pigment. Brands like Fenty Beauty, Rare Beauty, and Glossier saw a 40% jump in sales for their tinted balms by mid-2023, according to beauty industry reports.

These aren’t your grandma’s lip balms. Modern ‘no-makeup’ lipsticks use hyaluronic acid, squalane, and plant oils to hydrate while delivering just a whisper of color. Think peachy nudes, warm browns, and barely-there pinks that match your natural lip tone-not the one you wish you had. They don’t crack, bleed, or feel heavy. They just… exist. And that’s the point.

Matte Isn’t Dead-It’s Just Smarter

Don’t let the soft-focus trend fool you. Matte lipstick is still everywhere, but it’s changed. The old, drying, clingy mattes? Gone. In 2024, matte means velvety, breathable, and long-wearing without the tightness. Brands like Charlotte Tilbury’s Matte Revolution and Pat McGrath’s MatteTrance led the charge with formulas that lock in color for eight hours without flaking or feathering.

What’s the secret? A blend of polymers and emollients that mimic the skin’s natural texture. You get the drama of a matte finish without the discomfort. And the colors? Not the harsh, blue-based reds of the 2010s. Think brick, terracotta, and muted plum-colors that look like they were made for your skin, not the other way around.

Shades That Actually Work for Everyone

The myth that nude lipstick only suits fair skin died in 2023. This year, the most popular nude shades are those that mirror real skin tones across all ethnicities. Brands like Fenty Beauty, Rare Beauty, and Black Up expanded their ranges to include over 30 nude options, from deep espresso to cool taupe.

Here’s the rule that’s working: choose a nude that’s one to two shades deeper than your natural lip color. Too light? You look washed out. Too dark? It looks like a stain. The goal is harmony, not contrast. In Wellington, where winter light is soft and gray, women are gravitating toward rose-brown tones that look like a flush after a walk in the rain.

Texture Is the New Color

In 2024, the most exciting lipsticks aren’t defined by their hue-they’re defined by their feel. Creamy, almost pudding-like textures are dominating shelves. These aren’t glossy or sticky. They’re smooth, buildable, and melt into the lips like a second skin.

Try the YSL Rouge Pur Couture in shade #01. It’s a cult favorite for a reason: it delivers pigment with the comfort of a balm. Or the Tom Ford Lip Color in ‘Cherry Lush’-a creamy rose that doesn’t budge after coffee, meals, or a kiss. These formulas don’t require a mirror touch-up every hour. They last. And they don’t cling to fine lines.

What’s Not in Style

Some trends didn’t survive 2024. The ultra-glossy, glitter-heavy lips? Over. They feel sticky, attract lint, and look dated next to the clean, skin-like finishes now preferred. The same goes for stark, blackened lip liners. They used to be a statement. Now, they look like a mistake.

Even bold reds are being worn differently. Instead of full-coverage, sharp-edged reds, women are using them as a wash of color-blotted, layered lightly, or applied only to the center of the lips for a ‘just bitten’ effect. It’s the difference between wearing a suit and wearing a well-fitted sweater.

How to Find Your 2024 Lipstick

You don’t need to buy every new shade. Here’s how to pick the right one:

1. Look at your lips in natural light. What’s your natural color? Pink? Brown? Purple undertone?
2. Test shades on your lips-not your hand. Skin tone on your wrist doesn’t match your lips.
3. Try creamy or tinted balms first. If you love how they feel, you’ve found your base.
4. Look for formulas labeled ‘hydrating,’ ‘velvet,’ or ‘skin-like.’ Avoid ‘long-wear’ if you have dry lips.
5. Stick to one or two shades that work for day and night. Less is more.

Brands like Ilia, Kjaer Weis, and Aesop have gained popularity for their clean ingredients and skin-first approach. These aren’t just makeup-they’re skincare with color.

Why This Trend Matters

The 2024 lipstick trend isn’t just about color. It’s about rejecting the idea that beauty means transformation. It’s about choosing products that enhance who you are, not hide you. It’s about comfort, confidence, and caring for your lips as part of your skin-not as a separate canvas.

Women in their 40s, 50s, and 60s are leading this shift. They’ve tried everything. Now they want something that works with their skin, not against it. And younger generations are following. The result? A quieter, more thoughtful beauty routine that lasts longer than any viral trend.

What to Look For When Buying

When you’re shopping, check the ingredient list. Avoid these:

• Phthalates (often listed as ‘fragrance’)
• Parabens
• Mineral oil
• Artificial dyes like FD&C Red No. 40

Instead, look for:

• Squalane (from olives or sugarcane)
• Shea butter
• Jojoba oil
• Vitamin E
• Plant waxes (like carnauba)

These nourish. They don’t just cover.

Final Thought: Less Is Always More

The best lipstick in 2024 isn’t the one that turns heads. It’s the one you forget you’re wearing. The one that makes your lips feel healthy, not painted. The one that doesn’t need a mirror, a touch-up, or an explanation.

That’s the real trend. Not a shade. Not a brand. A mindset.