How 2024 brought beauty and fashion closer than ever before

Beauty and fashion are close bedfellows. But in 2024, this relationship got even cosier, with a litany of turbocharged crossovers between the two disciplines.

The year began with Pat McGrath’s viral porcelain doll make-up for John Galliano’s tenure-defining Maison Margiela Artisanal S/S 2024 show. Later, during September’s S/S 2025 show season, Olivier Rousteing welcomed the much-anticipated Balmain Beauty. (As well as releasing a line of perfumes called ‘Les Éternels’, the Balmain runway collection included clothes and accessories directly referencing the fragrance bottles, alongside yet-to-be-released products such as lipsticks and eyeshadows).

In October, Celine debuted its first-ever beauty line, with a red lipstick called ‘Rouge Celine’, designed by Hedi Slimane. (Slimane announced his departure from the house soon after). During the same month, Matthieu Blazy unveiled a collection of Bottega Veneta fragrances in Murano glass bottles. Last week (12 December 2024) it was revealed that Blazy would be stepping down from Bottega Veneta and into the role of creative director at Chanel. The day before that, news broke that John Galliano would be exiting Maison Margiela.

If one is to believe fashion’s rumour mill, there are more major changes yet to come in the new year. But if the past 12 months have taught us anything, beauty is going to be a huge part of whatever these changes may be. Here, Wallpaper* takes a closer look at a selection of key fashion-meets-beauty moments, which set the tone for 2025 and beyond.

How 2024 brought beauty and fashion closer than ever before

Beauty on the runway, from Maison Margiela to Marc Jacobs

Even if you still haven’t seen the videos of Maison Margiela Artisanal S/S 2024, where John Galliano’s cast of models (including the likes of Gwendoline Christie) staggered beneath the arches of the Pont Alexandre III in Paris, dressed as dolls plucked straight from Émile Zola’s demi-monde, you’ll have seen the make-up. Or, perhaps the endless reproductions of it across Instagram and TikTok at least. After all, almost immediately after the Pat McGrath-created look appeared on the runway, the internet was ablaze with beauty creators trying to decode the secret formula to the waxen, porcelain skin.

The hubbub around the look reached such a fever pitch that McGrath eventually weighed in herself, sharing the lengthy list of products – including a dizzy combination of peeling masques layered and dried directly on the skin with a hairdryer – that it took to achieve. (Ever the savvy entrepreneur, though, Dame Pat also revealed that her empire-scale beauty business, Pat McGrath Labs, is in the process of developing an all-in-one product for fans eager to get the look).

If there’s another fashion figure who won big in the beauty stakes this year, it would have to be Marc Jacobs, who collaborated with McGrath on a limited edition ‘MatteTrance’ lipstick to mark the 40th anniversary of the American design’s namesake brand.

On the runway, however, it was the S/S 2024 40th anniversary Marc Jacobs show, held in March, which saw the likes of Alex Consani and Kaia Gerber transformed into living dolls (a key theme this year, it would seem).

Strutting out from beneath large-scale Robert Therrien sculptures, their clumped eye make-up by Diane Kendal was offset with hectic 1960s-esque bouffants from Duffy. The label’s second show of the year for A/W 2024, which took place in July, pushed the all-pervasive doll theme yet further, with models sporting cartoonish overblown pastel eyelid covers, sewn from fabrics and trimmed with spidery faux lashes.

Beauty-inspired collections, from Balmain to Abra

But runway beauty went the extra mile in 2024, with collections even taking direct inspiration from beauty products themselves.

At Balmain, Olivier Rousteing used the house’s S/S 2025 show, staged in September, as an opportunity to toast a new line of perfumes called ‘Les Éternels’ and tease yet-to-be-released Balmain Beauty products. Flacon-shaped clutches, trompe l’oeil lipstick heels and eyeshadow palette pochettes figured alongside dresses embroidered with depictions of scarlet tinted lips and lacquered nails. (In 2022, Balmain partnered with Estée Lauder to bring Balmain Beauty to life. William P. Lauder, grandson of Estée and chairman of executive chairman of The Estée Lauder Companies, watched the collection unfold from the front row).

Elsewhere, independent label Abra leaned into beauty-inspired design for its A/W 2024 show, presented over Paris Fashion Week in February. The brand was founded in 2019 by Abraham Ortūno Perez, who has worked with Jonathan Anderson on footwear for both JW Anderson and Loewe. In particular, Perez is responsible for the former’s giant chain mules and the latter's surrealist sandals for S/S 2022, which included heels in hyper-realistic broken eggs, bars of soap and bottles of nail polish.

For the Abra collection in question, make-up brushes were transformed into necklaces, while lipsticks and mini eyeshadow palettes became earrings and brooches. There was also an oversized white T-shirt dress, which appeared as though the model had wiped her hands on it after applying foundation.

Beauty launches, from Celine to Bottega Veneta

2024 was as much about what landed on shop floors as what we saw on the runways, with the year bringing a glut of beauty launches from brands and houses.

One of the most memorable is Celine’s first-ever make-up product, ‘Le Rouge Celine’, a classic satin-finish scarlet hue that comes in an exquisite gold case, developed under the direction of Hedi Slimane. The entire cosmetics line, Celine Beauté, is set to continue under his successor Michael Rider, with more products such as eyeliner, eye pencils and more coming next year.

Elsewhere, Victoria Beckham’s booming beauty empire expanded further, with a collaboration with Augustinus Bader on a concealer pen, which contains the science-led skincare brand’s patented TFC8 technology. Augustinus Bader, which was founded by its namesake biomedical scientist and CEO Charles Rosier, is no stranger to fashion partnerships, having previously teamed up with the likes of Haider Ackermann. (On another note, Ackermann joined Tom Ford in September 2024, drumming up intrigue around the direction the French-Colombian designer will take its revered fragrance and beauty line, which recently put out a lipstick campaign starring Angelina Jolie).

Victoria Beckham Beauty debuted ‘21:50 Rêverie’ – a scent inspired by a twilight dinner she and her husband David once had in the Javan rainforest – by perfuming the designer’s S/S 2025 show space with it. (This wasn't the only time that scent was seen on the runway this year, with Burberry perfuming its A/W 2024 show space with ‘Ivy’ by Perfumer H).

Acolytes of Matthieu Blazy’s Bottega Veneta were blessed with scented candles in volcano-glazed pots and five perfumes including ‘Come With Me’ and ‘Acqua Sale’, all inspired by Venice, the ultra-luxe label’s home city. Each was housed in glass bottles that echoed the texture of handblown Murano and perched on a miniature Verde Saint Denis marble plinth.

Beauty and fashion in 2025, from Dries Van Noten to Miu Miu

Keeping track of the developing relationship between the worlds of fashion and beauty in 2024 was truly a head-spinning task. This year also saw Dries van Noten take a final bow as creative director of his brand, after almost a decade at its helm. (On 9 December, it was revealed that Julian Klausner would succeed him).

However, Van Noten will continue to work on its beauty and fragrance division, stoking excitement around how its offering could develop. As the designer told Wallpaper* in the December 2024 issue: ‘My life changed quite a lot this year,’ he says. ‘It’s an exciting time. We had some storms, with big trees falling over, so there is more work to do in the garden and some thinking to be done.’

Perhaps the launch to look out for next year, though, is the arrival of Miu Miu beauty. Launching by way of a licencing agreement with L’Oréal, the new line expands the Prada Group’s beauty foothold, which was first established in 2023 with Prada Beauty, under the creative direction of Lyndsey Alexander.

It is also worth keeping an eye on Chanel. Although beauty and fragrance will not be under new creative director Matthieu Blazy’s direct purview, it will nonetheless be interesting to see how his creative vision informs and interacts with this vital and storied branch of the French house.