In this post, we dive deep into the top beauty trends set to take over Nigeria in 2024. This isn’t just about what’s popular globally; it's about how Nigerians are making these trends their own, expressing themselves in ways that reflect their individuality and unique cultural heritage.
1. Skincare Revolution: "Glowing" Is the New Matte
Nigeria's humid weather can be quite challenging for skin health, and in 2024, skincare is at the forefront of beauty routines. Nigerians have moved past merely covering up imperfections with makeup; now it’s all about achieving that natural, glowing skin that speaks for itself.
The shift from heavy makeup to skincare-first beauty reflects a more holistic approach. People want to glow from within, focusing on skin treatments, hydration, and sun protection. With increasing awareness about the damage from UV rays, more Nigerians are incorporating sunscreen into their daily routines.
K-beauty and organic skincare have had a major influence in this shift. Products rich in natural ingredients like shea butter, turmeric, and baobab oil—locally sourced—are gaining popularity. These ingredients, known for their healing and moisturizing properties, resonate deeply with Nigerians who are proud of their roots and want to showcase that in their skincare choices.
Homegrown skincare brands like Arami Essentials and R&R Luxury have played a big role in this revolution. They focus on simple, natural ingredients, tapping into African botanical wisdom while providing solutions to common skin issues like hyperpigmentation, acne, and oily skin.
2. Laminated Brows: Sleek, Bold, and On Fleek
Gone are the days of over-tweezed eyebrows! In 2024, Nigerians are embracing laminated brows—those sleek, bold, and structured brows that give the face an instant lift without much effort. Brow lamination is essentially a chemical treatment that smoothens and lifts the hair, giving the illusion of fuller, perfectly shaped brows.
The beauty of this trend is that it works for all skin tones and face shapes, and it enhances the natural brow without the need for heavy makeup. Nigerian beauty influencers on platforms like Instagram and TikTok are showcasing their laminated brows, with plenty of tutorials and tips on how to maintain them. For many, it’s a long-lasting solution that looks chic and polished, perfect for the on-the-go Lagos lifestyle.
With salons now offering brow lamination treatments, it’s becoming accessible for anyone who wants to jump on the trend. Whether paired with a full face of makeup or a no-makeup makeup look, laminated brows are here to stay!
3. Bold Lip Colors: Making a Statement
In a land as vibrant as Nigeria, it’s no surprise that bold lip colors are trending. Nigerian women are known for their love of rich, deep hues that complement their skin tones. In 2024, we’re seeing a resurgence of statement lips—bold, confident, and unapologetic.
From fiery reds to deep plums, burnt oranges to rich browns, lipsticks are becoming the centerpiece of many beauty looks. The Nigerian woman knows how to balance a bold lip with more muted eyes and face makeup, allowing her lips to do all the talking. It’s about exuding confidence and celebrating one’s uniqueness.
Nigerian makeup brands like Zaron and House of Tara are releasing collections that cater specifically to darker skin tones, ensuring that every woman finds a shade that pops against her complexion. The key is to choose shades that amplify your natural beauty, and in 2024, it's all about self-expression.
4. Natural Hair Movement: Embracing Kinky and Curly
The natural hair movement in Nigeria has been growing steadily over the past decade, and by 2024, it's full-on mainstream. More women are opting to wear their natural textures—kinky, coily, and curly—rather than relying on chemical relaxers or straighteners. It’s a movement that’s tied deeply to cultural pride, self-love, and authenticity.
We’re seeing more creative ways to style natural hair, from bantu knots to chunky twists, Afro puffs, and intricate cornrow patterns. In a country where versatility is celebrated, the range of hairstyles in 2024 is endless. The days of thinking natural hair is “too difficult” or “not professional” are gone. Nigerian women are proving that they can be just as stylish, trendy, and professional with their natural hair as with weaves or wigs.
Natural hair care brands like Kinky Apothecary and African Naturalistas are booming, offering a variety of products that cater to the unique needs of natural hair. From moisturizing shampoos to curl-defining creams and edge control, these brands are making it easier than ever for Nigerian women to care for and love their natural hair.
5. Minimalist Makeup: Less Is More
Nigerians are known for their bold, statement looks, but in 2024, there’s a growing trend toward minimalist makeup. With the rise of skincare-focused beauty routines, more women are embracing a “less is more” approach to makeup.
Minimalist makeup focuses on enhancing natural features rather than masking them. The goal is to look fresh-faced and radiant without too much product. Think lightweight foundations or BB creams, a touch of mascara, well-groomed brows, and a subtle highlighter. It’s all about letting your natural beauty shine through.
This trend also speaks to the fast-paced lifestyle of many Nigerians, especially in major cities like Lagos and Abuja. With long work hours and busy social lives, many women are opting for beauty routines that are quick, easy, and effortless while still looking put together.
6. Body Positivity and Inclusivity: All Shapes and Shades Matter
One of the most beautiful things about Nigerian beauty culture in 2024 is the growing emphasis on body positivity and inclusivity. This trend is not just about makeup or hair—it’s about redefining what beauty means and who gets to be considered beautiful.
There’s a move towards celebrating all body shapes, sizes, and skin tones, especially dark skin tones that have historically been underrepresented in mainstream media. Nigerian influencers, fashion models, and everyday women are challenging traditional beauty standards and pushing for a more inclusive definition of beauty.
Brands are responding by offering a wider range of foundation shades, catering to the diverse spectrum of Nigerian skin tones. From super dark to light brown, inclusivity is now a priority for beauty brands that want to stay relevant in 2024.
Furthermore, there's a growing conversation around cosmetic procedures, with more women feeling empowered to make choices that make them feel confident—whether that’s through surgery, fillers, or simply choosing not to conform to any beauty standard at all. The key here is choice, and in 2024, Nigerian women are taking ownership of their beauty narratives like never before.
7. Nail Art: Creativity at Your Fingertips
Nigerians have always loved to accessorize, and in 2024, nail art is taking the country by storm. From intricate patterns to bold colors, rhinestones, and even 3D designs, nails are becoming a canvas for self-expression.
The beauty of nail art is that it allows for endless creativity. Whether it’s for a wedding, a night out, or just everyday wear, Nigerian women are paying more attention to their nails than ever before. Nail technicians across the country are perfecting their craft, offering everything from gel polish to acrylics, ombre effects, and hand-painted designs.
This trend is particularly popular among the younger generation, who are using platforms like Instagram to showcase their latest nail designs. It’s fun, it’s trendy, and it’s a way for women to add a pop of color and personality to their overall look.
8. Traditional Meets Modern: Cultural Beauty Inspirations
Nigeria’s rich cultural heritage is a never-ending source of inspiration for beauty trends. In 2024, we’re seeing a fusion of traditional and modern beauty styles. Women are proudly incorporating traditional hairstyles like threading (popularly called “Irun Kiko”) and tribal face markings into their beauty routines, but with a modern twist.
For example, some women are using modern makeup techniques to recreate traditional tribal marks with eyeliner or lip pencils. Others are mixing traditional hair accessories like beads and cowries with contemporary hairstyles. This blend of old and new is a celebration of Nigerian culture and identity, showing that beauty is not just about following global trends, but also about staying rooted in tradition.
We see this trend particularly during special events like weddings or cultural festivals, where women go all out with their traditional attire and beauty looks. However, the influence is also making its way into everyday fashion, proving that Nigerian culture is always in vogue.
9. Sustainable Beauty: Conscious Choices for a Better Future
With the global conversation around sustainability reaching new heights, Nigeria’s beauty industry is also catching on. In 2024, more Nigerians are making conscious beauty choices—opting for eco-friendly products, minimal packaging, and ethically sourced ingredients.
This trend is particularly relevant to the younger, more socially conscious generation, who are aware of the impact that beauty products can have on the environment. Local beauty brands are responding by offering more sustainable options, from biodegradable packaging to cruelty-free formulations. Consumers are paying more attention to what goes into their products, and they’re willing to spend a little extra to ensure they’re supporting ethical practices.
Moreover, the “support local” movement is gaining traction. Nigerians are increasingly choosing homegrown beauty brands that emphasize sustainability and eco-conscious practices. This shift is driven by the understanding that supporting local businesses not only boosts the economy but also reduces the carbon footprint associated with importing foreign beauty products.
Brands like Ajali, R&R Luxury, and Oriki are leading the charge in offering natural, sustainable products made from ingredients sourced within Nigeria. These brands focus on creating beauty products that are kind to both the skin and the environment. From using recyclable packaging to ensuring that their supply chains are ethical, these companies are setting the standard for what it means to be a sustainable beauty brand in Nigeria.
In 2024, we will see more consumers prioritizing products that align with their values. Whether it’s choosing cruelty-free makeup, organic skincare, or biodegradable hair products, Nigerians are showing that beauty and sustainability can go hand in hand.
10. Innovative Hairstyling: Wig Game Strong
While natural hair is booming, the love for wigs remains strong in Nigeria. In 2024, wigs continue to dominate the hairstyling game, but the focus is on innovation, versatility, and quality. Wigs offer Nigerian women the freedom to switch up their looks without damaging their natural hair, and with improved technology, the options are endless.
From lace fronts that melt seamlessly into the scalp to 360-degree wigs that allow for full styling flexibility, the wig industry is evolving fast. Wig-making has become an art form in Nigeria, with hairstylists and wig makers constantly pushing the boundaries of what's possible.
In addition to traditional straight or curly wigs, 2024 will see a rise in wigs that incorporate more texture and volume, such as Afro-textured wigs and braided wigs. These styles cater to women who want to maintain the natural look without spending hours in a salon.
Social media is also driving the wig trend, with influencers and celebrities regularly showcasing their latest wig transformations. This has made wigs more accessible and desirable for everyday Nigerian women, not just for special occasions but as part of their regular beauty routine. The “install-and-go” culture is making it easier than ever to look fabulous with minimal effort.
11. Glow Up: Highlighters and Illuminators
If there’s one makeup product that is defining beauty in 2024, it’s highlighters and illuminators. Nigerians love to glow, and nothing captures that better than a perfectly placed highlight on the cheekbones, the bridge of the nose, or the brow bone. The trend is all about achieving that radiant, lit-from-within look that reflects Nigeria’s sunny vibe.
In 2024, highlighters are becoming more varied in shades, with local brands ensuring that darker skin tones are well-represented. Golds, bronzes, and rich coppers are the go-to shades for many Nigerian women, as they enhance the natural warmth and depth of their skin.
Whether it’s a soft, dewy glow for everyday wear or a bold, blinding highlight for special events, illuminators are a must-have in every beauty kit. Nigerian makeup artists are perfecting the art of highlighting, ensuring that their clients step out looking radiant from every angle.
12. Men’s Grooming: A New Frontier in Nigerian Beauty
Beauty isn’t just for women, and in 2024, men’s grooming is gaining serious momentum in Nigeria. Nigerian men are becoming more invested in their appearance, with a focus on skincare, hair grooming, and even makeup. The rise of metrosexuality has encouraged men to care for their skin and appearance without the stigma that previously existed.
Skincare brands are now catering to men with lines that address their specific needs—such as oil control, acne treatment, and beard care. Beard grooming, in particular, is huge, with many Nigerian men investing in beard oils, balms, and conditioners to maintain their facial hair.
Barber shops are evolving into full-service grooming centers, offering treatments like facials, beard shaping, and even manicures. This shift in attitude towards grooming is a reflection of the modern Nigerian man, who takes pride in his appearance and understands that beauty is for everyone.
Nigeria’s Beauty Landscape in 2024
The Nigerian beauty industry in 2024 is an exciting and dynamic space, with trends that reflect the country’s rich culture, individuality, and progressive spirit. From the skincare revolution that prioritizes health over heavy makeup, to bold lip colors that make powerful statements, and the fusion of tradition with modern aesthetics, Nigeria is setting its own beauty agenda.
Inclusivity and sustainability are more than just buzzwords—they are core values driving the industry forward. As Nigerian consumers become more discerning, they are shaping a beauty market that caters to their unique needs, celebrates diversity, and supports ethical practices.
What’s most exciting about these trends is that they reflect a deeper change: beauty is no longer just about looking good; it’s about feeling good, embracing who you are, and expressing your true self. As we move through 2024, one thing is clear—Nigerians are redefining beauty on their own terms, and the world is watching.