Looking thinner, living longer: What dominated the year in beauty

2024 was a dynamic year for beauty.

M&A activity slowed, while product innovation was put on the back-burner. The wellness and fragrance categories reached new heights, while Ozempic (used off-label) and similar weightloss drugs took the industry by storm, shifting beauty ideals and norms. Looking thin, reversing ageing, living longer and shopping smarter all became dominant themes — keeping brands on their toes.

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