LTK Unveils the Most Loved Products According to Creators and Shoppers
LTK, the pioneering creator commerce platform, has officially announced the winners of its annual Most Loved Awards. This coveted recognition highlights the top products that have captivated both creators and shoppers over the past year. With insights drawn from hundreds of thousands of LTK Creators and a vast community of over 40 million engaged consumers, the Most Loved Awards provide a unique window into the top-trending products in fashion, beauty, footwear, jeans, and beyond. For 2024, LTK has introduced new categories, including activewear and home accessories, reflecting the growing influence of lifestyle creators in shaping shopping trends across multiple categories beyond fashion and beauty.
A Year of Record-Breaking Shopping Trends
The impact of LTK Creators on consumer purchasing behavior is undeniable. Collectively, these creators generate more than £4 billion in annual sales, influencing purchases from a catalog of more than 450 million products. Over the past year, shoppers engaged with LTK Creator posts featuring Most Loved winning products every second, with purchases amounting to £600 of these top-ranked items every hour. This strong consumer engagement underscores the trust and influence LTK Creators hold in the e-commerce landscape.
Trends from 2024 indicate that certain styles and preferences are here to stay well into 2025. Aesthetic influences such as sporty, luxe, and western-inspired styles continue to dominate consumer preferences. Additionally, there is a clear shift towards timeless, elevated essentials and affordable luxury, indicating a growing consumer emphasis on quality, longevity, and wearability. Comfort remains a top priority, as reflected in the popularity of relaxed denim silhouettes and trainers, which continue to rank among the most frequently shared items by LTK Creators. In fact, trainers alone were featured in a creator post on LTK every 40 seconds throughout the year.
Most Loved Shopper Favorites
The following are some of the most sought-after items among shoppers in 2024, spanning fashion, beauty, and home essentials:
Fashion Favorites
- Abercrombie & Fitch – Emerson Midi Dress
- This effortlessly stylish dress gained massive popularity among LTK Creators and shoppers alike, embodying a perfect balance of elegance and everyday wearability.
- Levi’s – Baggy Dad Jeans
- As relaxed fits continue to define denim trends, the Baggy Dad Jeans secured a top spot, offering a versatile and comfortable alternative to classic skinny jeans.
- Free People – We The Free Good Luck Barrel Jeans
- Another favorite in denim, these barrel jeans redefine casual chic with their unique silhouette and adaptable styling options.
Most Loved Beauty & Personal Care Products
- Boots – Maybelline Lifter Gloss
- A standout in the beauty category, this gloss combines hydration with high-impact shine, making it a go-to for beauty enthusiasts.
- e.l.f – Halo Glow Liquid Filter
- This affordable yet luxurious beauty product has been a consistent favorite, providing a flawless finish that rivals high-end alternatives.
- Sephora – Rare Beauty Soft Pinch Liquid Blush
- Selena Gomez’s Rare Beauty continues to dominate beauty trends, with this cult-favorite liquid blush leading the way in 2024.
Most Loved Shoes
- New Balance – 9060 Sneakers
- The rise of athleisure continues, with New Balance’s 9060 Sneakers taking center stage as a top choice for style-conscious sneaker lovers.
- Madewell – The Greta Ballet Flat
- Ballet flats made a major comeback this year, and this Madewell design quickly became a staple in wardrobes across the board.
- Nike – Low Dunks
- Streetwear enthusiasts continue to embrace Nike’s Low Dunks, solidifying their status as an essential addition to any sneaker collection.
Most Loved Activewear – New Category
- Lululemon – Scuba Oversized Funnel-Neck Half Zip
- As activewear blends seamlessly into daily wardrobes, Lululemon’s Scuba Half Zip became an instant favorite for its cozy yet stylish design.
- alo yoga – Alocade Pant
- These pants exemplify the ongoing demand for versatile, comfortable, and fashion-forward activewear.
Most Loved Home Accessories – New Category
- Anthropologie – Icon Glasses
- Home aesthetics have played an increasingly significant role in consumer spending habits, with Anthropologie’s Icon Glasses emerging as a top pick for stylish home decor.
Insights from LTK Benchmark™ Data
LTK’s Most Loved winners are determined using proprietary LTK Benchmark™ data, analyzing key metrics such as engagement, impressions, and sales of millions of products featured on the platform. These insights offer a data-driven perspective on the products that are genuinely resonating with consumers and creators alike.
The Evolution of Creator Commerce and Consumer Behavior Shopper
The continued expansion of the LTK Most Loved Awards highlights the growing role of creator commerce in shaping global shopping trends. Social commerce has evolved beyond traditional fashion and beauty categories, with lifestyle products, home essentials, and activewear gaining significant traction among LTK shoppers.
Additionally, consumer preferences indicate a stronger inclination toward curated, influencer-recommended purchases. The ability to directly shop from creator-curated content provides shoppers with a sense of trust, authenticity, and personalized recommendations, reinforcing the influence of LTK Creators in today’s retail landscape.
Key Trends for 2025
As we move into 2025, several key trends are expected to continue influencing consumer behavior and product selections:
- Sporty-Chic and Luxe Casualwear
- With the growing preference for comfortable yet polished outfits, expect to see more demand for elevated loungewear, structured athleisure, and high-end casualwear.
- Western Aesthetics & Timeless Staples
- Western-inspired fashion elements, including cowboy boots and tailored denim, will maintain their presence, while classic wardrobe staples like midi skirts and tea dresses will continue evolving with fresh, ladylike twists.
- Sustainable and Ethical Shopping
- Consumers are prioritizing brands with strong sustainability credentials, signaling a continued rise in demand for ethically sourced materials and eco-friendly production practices.
- Personalized Shopping Experiences
- As creator commerce platforms continue refining their data analytics and recommendation algorithms, shoppers will benefit from even more tailored, highly relevant product suggestions.
