Hype vs. Trend in the Beauty Industry: Insights from Revuze’s Latest Report

The beauty industry is constantly evolving, driven by both short-lived hypes and long-term trends. Revuze’s latest report, “Hype vs. Trend in the Beauty Industry,” explores the difference between these two forces by analyzing millions of consumer reviews across key product categories, such as lips, face, eyes, and nails. This data-driven report distinguishes between fleeting beauty hypes and more sustainable trends, providing valuable insights into which products are here to stay and which might soon fade away.

What is the Difference Between Hype and Trend?

In the beauty world, hype and trend represent two different consumer phenomena. Hype refers to the intense, short-lived excitement generated by marketing, influencer endorsements, or viral exposure—think “tomato girl” makeup or “chocolate syrup” hair. Products caught in a hype often see a rapid increase in sales, but this spike is usually unsustainable, leading to a quick decline in consumer interest. 

Trends, on the other hand, reflect long-lasting consumer behavior and product demand. Trends are driven by broader shifts in consumer preferences, such as the movement towards clean beauty or multifunctional products. These trends have staying power because they align with consumers’ evolving needs and values, making them important for brands looking to build long-term success.

Understanding the difference between hype and trend can help beauty brands make smarter decisions about which products to invest in and how to approach marketing and innovation.

Noteworthy Trends in 2024

Revuze’s “Hype vs. Trend” report highlights several key beauty trends that are expected to have staying power, based on comprehensive data analysis. By leveraging millions of consumer reviews from major e-commerce platforms, Revuze was able to differentiate between short-lived hypes and sustainable trends through key indicators such as review volume growth, sentiment analysis, and incentivized versus organic feedback.

Products with consistent, long-term review growth and high organic sentiment were categorized as trends, indicating genuine consumer interest. On the other hand, products that saw sharp, short-term increases in discussions but were driven heavily by incentivized reviews or showed declining sentiment were classified as hypes, signaling that their popularity might not be sustainable.

Jelly Lip/Face Products

One of the strongest trends in 2024 is jelly lip and face products, which have seen an impressive 150% year-over-year growth in review volume. Consumers are drawn to these lightweight, gel-like textures for their natural, sheer finish and easy application. Brands like Revlon and Tower 28 are leading the way in this category, meeting the demand for products that enhance the “no-makeup” look while offering hydrating and nourishing benefits.

Butter Lip Products

Butter lip products have continued to grow in popularity, with a 120% increase in review volume. Consumers are particularly interested in the deep hydration these products provide, thanks to ingredients like shea, cocoa, and mango butters. Brands such as Summer Fridays and Lancôme have excelled in creating nourishing formulas that keep lips soft and moisturized, making butter lip products a long-lasting trend that addresses the need for comfort and care in everyday beauty routines.

Lip Oil

Another key trend is the rise of lip oils, which combine the benefits of skincare and make up. With an 88% year-over-year growth, lip oils offer consumers non-sticky, hydrating solutions that enhance the natural beauty of the lips while providing moisture. This multi-functional product appeals to those who want both cosmetic and skincare benefits in one formula, making it a go-to option for many beauty enthusiasts.

Beauty Hypes of 2024

While some beauty products have gained rapid popularity, the Hype vs. Trend report indicates that they may not have the staying power of true trends. These products, driven by heavy marketing or influencer attention, are showing signs of declining consumer interest.

Putty Primers

Putty primers have been one of the most talked-about beauty hypes of 2024, largely due to e.l.f.’s popular product in this category. However, with 80% of reviews being incentivized, there is concern about the long-term viability of this product category. Consumers may be drawn to the initial novelty of putty primers, but inconsistent performance and product satisfaction suggest that this hype may not last.

Brow Lamination

Brow lamination gained significant attention earlier in the year, especially as consumers sought fuller, more defined brows. However, despite early interest, the hype around brow lamination is showing signs of decline, with 59% of reviews being incentivized and growing concerns about product quality. While initially popular, it seems that brow lamination is losing traction as a lasting beauty trend.

Baking Powders/Foundations

The “baking” technique for setting makeup has seen a resurgence in recent years, but the report suggests that this hype may be fading. With a lower organic sentiment score (68%) and only a few brands dominating the category, consumer interest in baking powders and foundations appears to be driven more by marketing than genuine satisfaction. As a result, this category is at risk of losing momentum in the near future.

Leveraging Consumer Insights for Smarter Product Strategies

In an industry defined by constant change, brands must strike a balance between capitalizing on short-term hype and investing in long-term trends. While hype can provide immediate boosts in sales, the key to maintaining market relevance lies in aligning product offerings with trends that resonate with consumers on a deeper level. By doing so, brands can remain competitive and foster loyalty among their target audience.

Understanding which beauty products have sustainable consumer interest versus those that are merely riding a wave of temporary popularity is crucial for making smarter resource allocation decisions. Consumer reviews serve as a vital source of insight, helping brands in the beauty industry—and beyond—anticipate market shifts and develop products that meet the evolving needs of their audience.

For a comprehensive analysis of the beauty industry’s current trends and hypes, read the full “Hype vs. Trend” report today.

Florence Broder

Florence Broder is a marketing professional with over 20 years of experience. She has worked in a range of global high-tech companies.