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9 Big Design Trends for Wellness & Beauty Brands 2024

9 Big Design Trends for Wellness & Beauty Brands 2024

In the ever-evolving world of wellness and beauty, staying ahead of design trends is not just about being in vogue– it’s about resonating with your audience in a meaningful way. As we move into 2024, several key design trends are emerging that wellness and beauty brands need to know to raise the bar and get noticed. These trends reflect broader cultural shifts and consumer expectations, encompassing everything from sustainability to digital innovation.

1. Digital-first Experiences

In 2024, wellness and beauty brands are leveraging technology to create immersive, and interactive online brand experiences offering personalised online consultations, and user-friendly mobile interfaces. Digital-first wellness and beauty experiences will be at the forefront this year. Beauty and fashion brands closely mimicking in-store shopping using AR (augmented reality) try-on features. Wellness and fitness brands will use their online platforms to create an immersive experience that doubles as a digital sanctuary/rest stop for those looking for moments of calm.

2. Minimalist Aesthetics

Simplicity reigns supreme in 2024. We will see more clean lines, neutral palettes, and uncluttered layouts in branding and packaging. This minimalist approach not only creates a sense of calm and purity but also helps products stand out on crowded shelves. Think warm whites paired with shimmering golds and metallics inspired by the golden hour and warm dappled light to offer a sense of luxury.

Gen Z’s targeted brands will need to cater to bolder cooler tones, using silver, and icy tones whilst eclectic blue will be seen in fashion and beauty.

3. Natural and Organic Elements

In line with the wellness ethos, design elements that evoke nature are increasingly popular. This includes earthy colours, botanical and abstract illustrations, and organic shapes. Brands are using these elements to convey a sense of health, calmness, and connection to the natural world.

4. Emotive photography that tells a story

9 Big Design Trends for Wellness & Beauty Brands 2024
Greenwashing in the beauty industry

Wellness and beauty photography will be characterised by a blend of authenticity, inclusivity, and realism. Unfiltered beauty showcasing real skin textures, embracing imperfections, and moving away from heavy retouching. To create an immersive sense of wellbeing there will be a shift towards using natural light to capture more authentic, images that help shift people’s mindset. These trends not only reflect the current aesthetic preferences but also align with broader social and cultural shifts in how beauty and wellness are perceived and represented.

5. Interactive Packaging

Packaging is no longer just for protection; it’s part of the user experience. Interactive elements such as QR codes for product information, AR features, and even mood-enhancing sounds or lights are becoming more common. This trend reflects the increasing desire for products that offer more than just their physical benefits, they are offering a fully immersive experience that is integrated with lifestyles.

6. Stronger brand values that support our planet’s future

Sustainability and eco-friendly are no longer buzzwords but necessities and brands are being held accountable and socially responsible. In 2024, we will see a stronger push towards wellness, beauty and lifestyle brands being eco-friendly by embracing biodegradable materials, reusable and recyclable packaging, pledges that have actionable roadmaps, and mindful and conscious initiatives to give back and support our people and planet. This trend not only appeals to environmentally conscious consumers but also aligns with global efforts to reduce waste.

Read more on Brand Values for Wellness and Beauty Brands

7. Contrasting Typography Treatments

Modern jewellery designer premade logo and brand kit
Premade fashion logo and brand identity

Contrasting the minimalist aesthetic, and bold typography is making a statement. Large, impactful fonts are being used to grab attention and convey brand messaging. This trend is all about making a bold impression, often with a single word or phrase. Bold modern classic fonts will represent modern luxury for beauty and wellness brands.

8. Personalisation and Customisation

9 Big Design Trends for Wellness & Beauty Brands 2024
YSL, Charlotte Tilbury, and Dior all offer engraving of certain products to keep their products relevant.
9 Big Design Trends for Wellness & Beauty Brands 2024
Charlotte Tilbury is pioneering the world of beauty tech.

Customisation is key in 2024. Beauty and lifestyle brands are offering personalised product recommendations, custom packaging, and even bespoke product formulations. This trend speaks to the desire for products that cater to individual needs and preferences. Wellness and fitness brands will offer personalised plans, wearables and accountability.

9. Authentic Representation

Diversity and inclusivity are at the forefront of design trends across all industries. Brands are showcasing a wide range of models across different ages, ethnicities, and body types. This shift towards authentic representation in marketing materials and product lines is more than a trend; it’s a movement towards a more inclusive industry.


The design trends for wellness and beauty brands in 2024 reflect a deeper understanding of consumer desires and a commitment to innovation and environmental impact. By embracing these trends, brands can create more meaningful connections with their audience and stay ahead in a competitive market. The future looks bright – and beautifully designed!

Kate x

Kate Male Brand Designer & Creative Director based in London

About Kate

Kate is a brand designer and creative director based in London. She works with wellness, lifestyle, and beauty brands who want to tell their story with depth, and style.


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