What’s next in beauty? Discover the top trends for 2026

The beauty industry is ever-evolving. The latest trends are shaped by the desires and needs of its consumers. So, what do customers want for 2026 and beyond?

It’s shaping up to be a time of innovation, sustainability, and smarter shopping habits. Whether we look at TikTok’s monumental rise to power in selling skincare or turn the spotlight on AI-driven personalisation, it’s clear that the beauty rules are being rewritten.

This new era for the beauty sector is defined by its ingredient-savvy, socially-responsible consumers who want to see scientific evidence to reinforce marketing claims. Gen Z, in particular, requires brands to take proactive steps towards reducing environmental impact and embracing inclusivity. 

Staying ahead of your competitors requires a thorough understanding of what today’s shoppers need. Despite challenges, there are plenty of opportunities for innovative beauty brands to scale and succeed.

Let’s take a look at the top 10 beauty trends that will shape the year ahead:

Beauty trend insights 

1. TikTok as a beauty retailer

This booming social media platform isn’t just about brand visibility any more, it’s also about conversion and sales. TikTok has become the UK’s 4th largest beauty retailer - and with over 30 million monthly users (nearly half the population), it has transformed into one of the most powerful sales vehicles in the country. For beauty brands, it’s a pivotal place to be. The sector comes second only to clothing when it comes to social media purchases.

2. Clean and green beauty goes mainstream

Clued-up consumers are increasingly seeking eco-friendly formulations and questioning what beauty ingredients mean for their bodies and the planet. Clean beauty is no longer niche: estimates show one-third of beauty products are now labelled ‘clean’. That number is predicted to increase 12% by 2027. Refillable packaging, biodegradable materials, transparent ingredient lists, and sustainable supply chains are essential for building brand loyalty.

3. ‘Skinimalism’ wins over shoppers

Forget 12-step beauty routines, consumers are embracing ‘skinimalism’: a movement toward streamlined and effective skincare. As a push-back against digital overwhelm and the overcomplicated beauty regimes of the past, advocates desire simplicity: using fewer products that do more. This minimalist approach emphasises skin health and natural-looking beauty, while placing brand transparency at the forefront of purchasing choices.

4. Renewed focus on skin barrier health

Consumers are no longer on the quest for ‘perfect’ skin. Instead, they’re focusing on protecting what they already have; preferring formulations that nourish the skin barrier. The aim is to avoid disturbing the skin microbiome’s delicate balance with harsh actives and instead opting for gentle, sulphate-free, and low pH formulas. Products labelled as ‘barrier repair’ or ‘microbiome-friendly’ are gaining appeal.

5. The rise of biotech and science-driven efficacy
   Expect a rise in ‘biotech beauty’ in 2026. This movement is all about incorporating nature-inspired lab-grown ingredients and using science-backed solutions. But it’s not just about science - it’s also about education. Brands that explain what each ingredient does, who collaborate with experts, and provide myth-busting content are driving engagement and building trust. 
6. Increasing popularity of AI-powered experiences

Technology is transforming how consumers shop for beauty products. Virtual try-on tools and skin type matching are not just futuristic; they’re now central to the shopping journey. Research shows that 71% of today’s consumers expect to receive a personalised experience. Shoppers say they are more likely to buy from businesses that offer online quizzes to personalise products or AI experiences to try out products online.

7. Men’s skincare market grows

The men’s grooming market is experiencing continued growth, with TikTok becoming a key driver in this trend. For example, the search volume for ‘men skincare routine’ has increased by 857% in the past 5 years alone. From targeted skincare solutions to gender-neutral branding, the category is fast-growing and the global market is expected to reach $110 billion by 2030.

8. Defending against blue light and pollution

With many hours a day spent looking at screens, consumers are seeking skincare that provides strong levels of protection. Blue light (emitted from phones and laptops) has been shown to accelerate collagen degradation, while pollution particles (from urban environments) can clog pores and cause outbreaks. Skincare isn’t just about fixing issues; it’s about avoiding them in the first place with science-based solutions.

9. Sunscreen as a daily essential

No longer seen as just a seasonal product, sunscreen has become a key feature of everyday beauty routines. The rise of skin health education on social media platforms has played a major role, with influencers reinforcing the importance of daily SPF. Hybrid products are appealing to consumers because they save time while still delivering protection. It’s not only about avoiding sunburn: it’s about looking after the skin’s health in the long term.

10. Focusing on holistic wellness
    More and more, consumers are choosing products that transform daily routines. In 2026, the line between skincare and overall wellness will continue to blur. Products that are soothing and sensory will continue to be popular, as customers opt for beauty routines that are therapeutic for both the body and mind. 

As a final note, don’t overlook the importance of continuing to emphasise inclusivity through your products and marketing. Consumers are calling for beauty brands to feature more plus-size models, various genders, a range of skin tones, representations of unconventional beauty, and diverse sexual identities.

What upcoming trends mean for beauty brands

The beauty landscape of 2026 is defined by smarter tech, greener choices, and a more inclusive approach to self-care. For brands, success will come from balancing innovation with authenticity, and from meeting consumers where they are. It’s more than a marketing checklist - it’s a chance to build deeper relationships with your customers.

Whether you’re preparing for a new launch or reimagining your product line-up, now is the time to think boldly and build strategically. At Hera Beauty, we help brands translate consumer trends into safe, effective, and on-trend formulations. Get in touch to see how we can support your brand to grow and achieve success.