Agenda-setting intelligence, analysis and advice for the global fashion community.

The Biggest Summer Beauty Trends to Watch

Seasonal staples like SPF and beachy scents are getting an update, while new product innovations have taken off thanks to influencers.

A model sprays Ouai's hair fragrance (left) and another poses with Tower 28's SOS Spray (right). — Face sprays and hair fragrance are among the fast-growing search trends in beauty this summer. (Ouai/Tower 28)

Liz Flora

10 July 2024

BoF PROFESSIONAL

From sunscreen to bronzer, classic beauty staples see a seasonal boost each summer. But thanks to product format innovations like sticks and sprays, as well as the impact of influencers such as Alix Earle and Katie Fang, summer-oriented products are evolving. With so many different brands competing in sunscreen, search results are yielding clear trends for SPF in terms of active ingredients. The same can be said of bronzer and tanning products, which are seeing growth this summer. And fragrance continues to be a strong spot not just for brands, but also for consumers, thanks to the ongoing popularity of sweet and tropical scents.

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