This article was originally published in The Future of Beauty Trend Report. Receive your copy here
What does the future of beauty look like?
It’s an all-consuming question for the industry on the brink of a new year as brands, retailers and suppliers prepare for how the beauty landscape will change further over the next 12 months, creating an impact that lasts far longer.
The new trends breaking through in 2026 are manifestations of a bigger picture, one that reveals an evolving view of beauty that places it within a much broader context in peoples’ lives.
In turn, this impacts the expectations of what beauty products should be able to do for the consumer.
From the growing focus on preventative wellness and longevity to the rapid increase in use of GLP-1 weight loss drugs, the trends that have grown in 2025 show that the way people are thinking about their health and wellbeing is “far more holistic than ever before,” says Emma Chiu, Global Director futures and innovation think-tank VML Intelligence.
“I think we are far more aware of our approach to life being a 360 degree approach, and so we’re looking for that in beauty and skin care products as well.”
Kevin Cureton, President CEO of Soléscence, a US-based manufacturer of skin health-focused skin care, sun care, and make-up products notes that: “I think where innovation comes in is that fusion with the health aspects of beauty – how do I improve or repair or protect skin.
“Then there are the mental health aspects that are associated with wellness – which as we know, fragrance is a very important part in terms of signals and sensory benefit that can be attributed to it and the experiences that people have with it.”
The opportunity, says Cureton, is where there are fusions of products that address those needs.
“The ingredients that are incorporated, but more importantly – the proof of the performance of those ingredients – become part of the story.”
So how will this play out in 2026? Dana Steinfeld, Head of Blue Sky, SVP of Product Development at beauty brand incubator Maesa, which has created Being Frenshe, Hairitage and Fine’ry, agrees that “beauty and wellbeing will fully converge.”
She adds: “Products that support emotional health, through calming rituals, stress-relieving ingredients, or mood-enhancing textures, will become the new standard.”
At the same time, “The next growth cycle will be defined by what we call ‘science you can see,” says Steinfeld.
“Consumers are demanding transparency, not just in ingredients but in results.
“They want measurable, visible, clinical proof that a product works supported by real, unaltered before-and-after images.
“This will drive a new era of trust-driven innovation.”
The next growth cycle will be defined by what we call ‘science you can see’ – Dana Steinfeld, Head of Blue Sky, SVP of Product Development, Maesa
As beauty brands look at other ways to drive growth, there will be a bigger focus on reaching certain consumer segments more effectively.
Cureton says: “On a per capita basis, we generally are addressing a smaller share of the market than we could.
“I think that if you’re honest as a business, it’s not the consumer’s job to decide to participate. It’s our job to give them a reason to,” says Cureton.
“What we end up doing as an industry is addressing the middle of the bell curve, but what we increasingly have to do is figure out the edges, and address everyone else that wants to participate but can’t find the right products.”
So which brands will win in the year ahead, and how?
Beauty industry consultant and strategic advisor Sam Murton says: “The brands that do well in 2026 will be the ones that are clear, credible and connected to real-life needs.
“Science is important, but it needs to be relevant. And above all, brands will need to prove they’re not just talking about benefits – they’re delivering them.”
Emma Fishwick, UK Account Director at Circana adds: “I believe 2026 promises to be another exciting year in beauty – where value meets innovation, sustainability meets style, and performance meets purpose,” adds Fishwick.
“Brands that listen, adapt, and lead with integrity will thrive.”
Trends will be revealed in detail throughout December exclusively to subscribers, so don’t miss out and subscribe.
Trend 1: Resilient beauty
Sometimes a beauty trend comes along that reflects the cultural, societal, economic, political and environmental shifts that are happening in the world, and in the year ahead the concept of ‘resilience’ will play out across beauty.
“We’re entering another year of uncertainty and polarisation, and it feels like we’re in a very dystopic time,” says Emma Chiu, Global Director at futures and innovation think-tank VML Intelligence.
“Brands can think about resilience in beauty products during these really testing and difficult times.”
In 2026, resilience will be a watch-word and a key theme across skin care, where it shows up in terms of providing long-term support, in hair care, where the focus is on recovery and improving strength, and make-up, with long lasting, climate-resistant formulations.
Trend 2: Neuroscience-aligned beauty
Long talked about by academics, researchers and increasingly ingredients suppliers, neuroscience looks poised to move into the mainstream in 2026.
And a flurry of new products and concepts focused on the connection between skin and mind are starting to emerge.
But where this trend is moving on is through brands that are finally aligning claims with scientific research, and where cross-disciplinary research is now informing beauty.
Dr. Katerina Steventon, a clinician and consultant to the industry specialising in psychodermatology in personal care says: “We will see fewer vague ‘neuro-claims’ and more evidence-aligned approaches that respect the current state of neuroscience – especially the limits of what can be claimed in the personal care space.”
Trend 3: Grown up gourmand fragrances
In 2026, gourmand isn’t going anywhere, but it will be the year that sweet scents give way to more savoury elements, say fragrance industry experts.
Emily Austin, Senior Marketing Executive at CPL Aromas says: “Building on pistachio’s success, emerging notes such as other nuts, rice, sesame, and creamy milk accords are poised to define the next wave of foodie-inspired fragrances.”
“What is interesting is that gourmand is evolving from sugary sweet to more ground-up gourmands,” adds Arnaud Guggenbuhl, Head of Global Marketing, Insight & Image Fine Fragrances at Givaudan, “But they all embody the same notion of being nurtured. And that is so important, subconsciously, to consumers,” explains Guggenbuhl.
This trend explores on why it is now time for savoury gourmands to move into the spotlight, and how this may also reflect consumers’ changing food and snacking preferences in the age of GLP-1s.
Trend 4: Inflammation care
Searches for ‘skin inflammation’ are on the rise among skin care consumers, demand for gentle, efficacious products have surged, and brands are increasingly including anti-inflammatory ingredients in their latest launches.
And in line with the expanding wellness industry, people are recognising that inflammation isn’t isolated to one system.
According to Mateja Weber, Product Innovation Consultant and Scientific Advisor, “Inflammation management will [ultimately] evolve into a key pillar of skin longevity and personalised skin care.”
Nevertheless, as claims like ‘calms inflammation’ or ‘reduces inflammation’, are considered medical claims, brands will need to be careful with their labelling, and use “softer, skin-friendly language”.
Trend 5: The male grooming boom 2.0
From teenage boys co-buying luxury fragrances, to a surge in ‘tweakments’, there is new momentum behind male grooming.
Global trend forecaster WGSN predicts that the men’s global grooming market will reach US$115.3bn by 2028.
And skin care will be a large contributor, charting CAGR growth of 10.5% to 2035 according to Future Market Insights.
According to LS:N Global ‘bromeopathy’, which is the convergence of beauty, wellness and performance, will be a standout pillar in male beauty.
Face the Future’s Clinic Lead, Kimberley Medd, highlights: “Men increasingly see skin care as part of overall wellbeing, alongside fitness, nutrition, and mental health.”
