In 2024, a “From the Vault” Beauty Trend Is Well Underway


Never underestimate a makeup enthusiast on a mission to sniff out a discontinued staple. They’ll track it vigorously from the depths of Reddit, snag it from international discount sales, barter with third-party sellers offering resale values upward of $300, and even start petitions for brands to resurrect the cult classic. (Yes, really!) Bloodhounds have nothing on a riled-up beauty fan.

I’m now thrilled to report that, for many, all that work has paid off. Over the past few months, a slew of beauty brands have relaunched their old icons, dusting them off from the vault and bestowing OG devotees with exactly what they’ve been begging for. Beauty trends have always been cyclical (give it a few years, and what’s old-fashioned becomes shiny and cool once again), but now, so are the formulas themselves. Mission accomplished, beauty fans—major relics are making a triumphant comeback in 2024.

(Image credit: Getty Images / Dave Benett)

Take a scroll through Reddit, and you’ll likely notice multiple frustrated users (understandably so) wondering why brands discontinue their icons in the first place. If a product is selling like hotcakes, why would they ever give up such a winner?