Setting sprays have transitioned from being an optional step in makeup routines to a must-have beauty product that helps keep makeup intact and looking fresh all day long. In 2024, this trend is not only growing stronger but is also driving new innovations in the beauty industry. Offering more than just longevity, setting sprays are now crafted to meet diverse beauty needs, providing tailored skin finishes and protection against the elements.

Explosive Growth in Sales and Demand

While setting sprays have been around for several years, the demand for these products is skyrocketing in 2024. According to Circana, sales of setting sprays and setting powders increased by a remarkable 63% across Europe from January to June 2024. This surge reflects a shift in consumer behavior, with more makeup enthusiasts prioritizing products that ensure long-lasting wear, even in the face of heat, humidity, and busy lifestyles.

As more consumers look for makeup that lasts throughout the day without the need for touch-ups, setting sprays are gaining popularity, especially among those who live in hot or humid climates. The convenience and practicality of these sprays make them a go-to product for both casual makeup wearers and professionals.

The Social Media Boom

One of the key drivers of this trend is the influence of social media, particularly TikTok. Setting sprays have become a viral sensation, amassing 774.7 million views as one of TikTok’s biggest beauty trends in 2024. This represents a staggering 224% increase from last year’s 332.4 million views, according to Spate. Social media platforms have played a significant role in not only showcasing the product but also educating users on how to achieve flawless, long-lasting makeup looks with setting sprays.

Influencers and beauty enthusiasts have helped setting sprays gain visibility by sharing tutorials, reviews, and makeup transformations that demonstrate the effectiveness of these products. Viral challenges and makeup hacks that focus on achieving glowing, dewy skin or a matte finish have further fueled interest in setting sprays, making them a beauty essential for millions of users worldwide.

From Longevity to Custom Skin Finishes

Beyond simply locking in makeup, the latest innovations in setting sprays cater to a growing demand for personalized beauty. Today’s setting sprays are no longer just about extending the life of your makeup; they are also designed to create specific skin finishes and effects, allowing users to customize their look.

Popular finishes include:

Dewy Glow: Ideal for those who want a radiant, hydrated look, dewy setting sprays provide a luminous finish that mimics natural, glowing skin.

Matte Finish: For those with oily skin or who prefer a shine-free look, matte setting sprays help control excess oil and give a soft, powder-like finish.

Cloud-Like Finish: This new trend offers a soft-focus, airbrushed look that creates a dreamy, cloud-like appearance, perfect for an ethereal, filtered effect.

Innovative Ingredients for Skincare Benefits

Setting sprays are also tapping into the skincare-meets-makeup trend. Brands are formulating setting sprays that not only keep makeup in place but also provide skincare benefits. Look out for setting sprays infused with:

Hyaluronic Acid: Known for its hydrating properties, hyaluronic acid helps maintain moisture in the skin, giving a plump and fresh appearance.

Antioxidants: Ingredients like Vitamin C and green tea extracts provide protection against environmental aggressors, including pollution and free radicals, helping to keep the skin healthy while makeup stays in place.

SPF Protection: Some setting sprays are now offering UV protection, making them a perfect choice for all-day wear, especially in sunny or outdoor environments.

By integrating skincare benefits into setting sprays, brands are tapping into consumers’ growing preference for multifunctional products that simplify their beauty routines. These all-in-one solutions allow users to enjoy the benefits of skincare while ensuring their makeup remains flawless.

The rise of setting sprays in 2024 is a reflection of the beauty industry’s ongoing evolution and the shifting needs of consumers. As setting sprays become an integral part of daily beauty routines, their role is expanding beyond simply extending makeup wear to offering customized finishes, skincare benefits, and even sun protection. With the influence of social media and growing consumer interest, this trend shows no signs of slowing down. For beauty brands, keeping up with innovation and offering diverse product options will be key to capturing this growing market.