As the marketing and communications industries look ahead to the defining trends of 2026, beauty is undergoing a transformation—one that’s less about chasing the next viral product and more about redefining what beauty actually does for consumers. From wellness-infused formulations and longevity-driven skincare to utility-first products, AI-powered personalization, and a return to expressive, human-led aesthetics, the industry is evolving at every touchpoint. To unpack what’s truly shaping the future, we tapped beauty marketing leaders for their expert perspectives on the trends that will matter most in the year ahead.

Trend: The Continued Integration of Beauty and Wellness

Ilisa Wirgin | Managing Partner & EVP of Beauty, Health & Wellness, 5W

"Beauty continues to evolve beyond surface-level performance toward care-driven, wellness-integrated solutions designed to support long-term vitality across every category, from mass to prestige and from cosmetics to skincare and haircare. Today, it is no longer enough for products to simply deliver results; they must also support overall well-being. Consumers are increasingly drawn to brands that champion health, vitality, and self-care, demonstrating genuine care for their consumers and a commitment to doing good, not just looking good."

Kelly Brady | Founder & CEO, Brandsway Creative

“I predict that by 2026, beauty and wellness will be synonymous. We’ll see the two categories fully merge, beauty products with dual purposes, products infused with serums,  wellness-forward technologies and treatments. Skincare enhanced by red-light therapy, saunas, cold plunges, and other recovery tools.”

“Beyond products, we will see this convergence extending into experiences, with gyms, hotels, and membership clubs incorporating spa-quality beauty and wellness amenities into their core offerings. Places like TMPL Gyms & Baths, Blush Face + Body Lab, and Offshore Montauk point to the future, where a workout is seamlessly paired with restorative, results-driven beauty experiences.”

Natasha Hatherall-Shawe | Founder & CEO, Tish Tash

“In 2026, beauty continues to merge seamlessly with wellness, treating skin, hair, and body as reflections of overall health rather than standalone concerns. Consumers are increasingly prioritising stress reduction, sleep quality, gut health, and hormonal balance as part of their beauty routines and ultimately aging and skin health. We’re seeing lots of products, including magnesium, collagen peptides, probiotics, and adaptogens. This starts to shift beauty from reactive fixes to holistic care, opening the door for brands to educate, support, and build long-term habits rather than sell quick wins. The result is a more credible, trust-led beauty landscape grounded in prevention and wellbeing.”

Ina Subramanian | Founder, MatriArc

“Bigger than supplements, we are seeing consumers now interested in beauty from within, and there is real retail validation with major retailers like Ulta, widening and piloting their wellness footprint. From a demographic standpoint in ingestible beauty, women are redefining aging as optimization. Think nutri-cosmetics. So I see a 'beauty meets wellness and longevity' movement playing out right now on the shelf with collagen and skin-focused formulations that tie in immunity, energy, detoxification, gut, and skin health into one daily ritual. This signals a measurable shift in how consumers invest in beauty.”

Kristina McInnis | Founder & CEO, KCMCONNECT

“In 2026, beauty is moving into the clinic with biohacking treatments like injectable peptides, NAD+ injections, and vibration plate therapy becoming part of regular aesthetic routines. Consumers are no longer separating wellness and beauty. They are optimizing cellular health to improve skin tone, inflammation, energy, and aging from the inside out. This matters because people want results that go beyond surface-level fixes, with treatments that support longevity, collagen production, and recovery simultaneously.”

Iman Hasan | Founder & CEO, IHC Agency

“In 2026, beauty will no longer be purely cosmetic — it will be biological. We’re moving beyond surface-level fixes toward formulations and rituals that target inflammation, mitochondrial health, hormone balance, and nervous system regulation. The most forward-thinking brands will merge skincare, functional ingredients, and data-driven personalization to treat root causes rather than symptoms. Beauty is evolving into preventative medicine for the skin — grounded in science, physiology, and lasting vitality.”

Colleen Leahy | Executive Director, Integrated Marketing and Corporate Communications, Travel Retail Worldwide, The Estée Lauder Companies Inc.

“In 2026, the worlds of beauty, wellness, and travel will only continue to merge - with travel being the ultimate type of self-care. According to Skyscanner's 2026 Travel Trend report, 31% of Gen Z are planning to seek out beauty treatments and skincare stores while traveling - compared to only 8% of Boomers. TikTok travel beauty routines and beauty-focused travel conversations on Reddit are influencing where people travel and what they do when they get there. This is a huge opportunity for beauty brands to create bespoke destination campaigns and collaborations - whether it's with hotel, cruise, airline, or retail partners - to create deeper, more memorable connections with these Gen Z Glowmads.”

Jackie Staub | Retail & Brand Strategy Leader, Executive Positions, L’Oréal | Coty | Estée Lauder

“In 2026, the most important beauty trend will be the continued migration of clinically credible skincare and results-driven at-home care into the mainstream. Skincare today accounts for nearly half of the global beauty market and is predicted to expand faster than any other category, with innovation and science-backed efficacy as the principal growth drivers. Consumers now expect measurable outcomes, whether through peptide-focused regimens, advanced ingredient systems, or device-enabled treatments, and are redefining beauty as an extension of personal wellness rather than a series of isolated rituals. Brands and retailers that can credibly bridge clinical science with everyday routines will outperform in both loyalty and lifetime value.”

Team Rise & Set

“Skincare-first beauty has made quite an impact already and is sure to become even bigger this year, with more focus on healthy, glowing skin rather than heavy makeup. People want products that actually enhance their routine and improve their skin, like hybrid formulas that combine skincare benefits with light coverage. It feels less about hiding imperfections and more about investing in skin, so makeup becomes optional.”

Melissa Rosenfield | Founder, IFP Communications

"The mouth is poised to become the next major wellness trend in 2026, moving beyond basic hygiene into beauty and optimization territory. Designer toothpastes with premium ingredients and celeb cofounders will share shelf space with skincare. Celebrity dentists will continue to build massive followings speaking on topics like veneers, aligners, whitening, and launch their own product lines. The mouth microbiome will finally step out of the gut's shadow as people discover its links to inflammation, immunity, heart health, and even facial aesthetics. Expect probiotic mouthwashes, microbiome-balancing toothpastes, and a wave of new, better, cleaner whitening products and products treating oral care as essential to both health and beauty."

Trend: Utility & More From Less

Alison Zimmermann | Head of Marketing, Each & Every

"In 2026, consumers will expect more from classic beauty products—beyond scent, texture, or aesthetics—demanding safety, clean formulas, and real performance.  In body care, this is already taking shape through skintification, where products must deliver visible skin benefits.  Candles are the next frontier in beauty. Each & Every recently launched The Alone Time Candle, made out of three simple, clean ingredients with a safe-to-burn formulation, made uniquely with 100% natural fragrance.  We prioritized these additional elements despite the challenges of a reduced perfumery range as we anticipate consumers expecting more from each product they use at home."

Deneka Dosant | Group Director, Kensington Grey

“A major beauty trend for 2026 will be the rise of multi-use products. With makeup prices increasing, consumers and true beauty lovers will expect more versatility from a single product. We're already seeing this with lip liners doubling as contour, eyeliner, and blush. Brands like Rhode and Makeup Forever are leading the way with creamy formulas that work across multiple steps. This shift will push the industry toward efficiency, value, and smarter formulations.”

Lauren Freeman | Co-Founder, LRJ PR

“While high-low beauty routines aren't new, I think we'll continue to see consumers being conscious about their beauty spending habits and purchasing a mix of drugstore, budget-friendly beauty products along with a few splurge-worthy favorites they know and love. Brands that offer at-home solutions like DIY manicures and nail art are an affordable option for people to participate in the latest trends without breaking the bank at the salon, and there are more options now than ever.”

Kelly Marks | Co-Founder, PuRe PR

"‘Authenticity’ is about to be beauty’s most powerful flex – brands moving from the screen and back into real life with the next wave of products and experiences that are about real results for real needs."

"Consumers are exhausted from too much choice, everything being the next miracle product that looks better on Instagram than they perform on skin. The real status symbol is a routine that works hard, fits into a busy life, and leaves you comfortable bare-faced in daylight, not just under a ring light."

"Authentic beauty is anchored in efficacy – fewer products, better formulas, visible results. Time-poor, experience-rich women want treatments and textures that can move from school run to boardroom to bar without a full reset."

"Expect rewards for brands that show skin texture, real pores, and lived-in faces, not perfection. Biossance and Malin + Goetz have launched the blueprint on this shift and are worth checking out."

Team Bodega PR

“Lightweight, multi-functional products that blend skincare and makeup, such as tinted moisturizers or serum-based foundations, continue to thrive as consumers embrace minimal routines that enhance rather than conceal. The focus is on quick, effortless, and clean beauty rituals, where prepping and caring for the skin often takes as much, if not more, time than applying makeup itself. This trend has been building over the past few years, and rather than fading, it is gaining momentum, reflecting a growing desire for simplicity, efficiency, and radiant, natural-looking results.”

Team Press Hook

“In 2026, beauty will continue shifting away from products that just look good aesthetically, toward products that actually do something. Such as utility-first formulations that solve real, everyday problems. Consumers are editing down their routines and gravitating toward fewer, smarter products that solve real problems and justify their price. With economic pressure and wellness fatigue still very real, performance, transparency, and longevity matter more than ever. Beauty is becoming less about excess and more about trust, so products need to earn their spot on the shelf.”

Ashley Hunter-Perez | PR & Partnerships, [solidcore]

“2026 will be defined by quality over quantity in skincare. Consumers are moving away from hauls and overconsumption and toward fewer, better products that support real, long-term skin health. Skincare will continue to outpace makeup, with increased focus on efficacy, wellness, and inside-out care rather than constant product rotation. Brands that focus on caring for skin from the inside out through science-backed ingredients, thoughtful routines, and holistic wellness will win, as quality over quantity becomes the new beauty standard.”

Trend: Asian Influence

Yanyi Li | Founder, Nuwa Marketing

“This year, beauty will increasingly draw inspiration from Asian cultures—both in makeup aesthetics and in the use of culturally rooted ingredients reimagined through modern formulations. From skin-first, luminous makeup looks to heritage botanicals infused into high-performance products, the influence goes beyond visuals to deeper storytelling and authenticity. At the same time, beauty looks are becoming more experimental and boundary-pushing, encouraging individuality rather than conformity. This trend matters because it celebrates cultural richness while redefining global beauty standards through creativity, innovation, and self-expression.”

Team NOMAD

“In 2026, Korean skincare continues to lead, but with a clear shift toward simplified routines that fit busy Western lifestyles. Multi-tasking products like toner pads and high-quality, barrier-friendly cleansers are becoming essentials, replacing long, multi-step regimens. Brands like OliviaUmma are setting the standard by combining K-beauty innovation with practical, effective products that deliver visible results with minimal effort.”

Trend: Goodbye to Curation and the Clean Girl Aesthetic

Lizzy Bilasano | Head of Creative Strategy, Whalar

“We're due for a pendulum swing away from 'clean girl' minimalism and precision. I'm talking smoky eyes, cream pencils, rouge that actually looks like rouge. When AI can generate perfect faces and every social feed looks and feels algorithmically optimized, intentional imperfection becomes the tell that you're actually real. Texture, smudge, a little mess... It's all fun, and becomes proof of humanity. It's not about being sloppy, but just going back to looking like an actual person got ready this morning instead of a render made for social. Plus, frankly, the "no makeup " thing has been exhausting to maintain.”

Jamie Greenhouse | Executive Vice President, DKC

“We will see a shift in the color cosmetics category in 2026. The era of clean, barely-there makeup will begin to give way to bold, vibrant hues that celebrate artistry and technique. Brands like MAC and Hung Vanngo are poised to lead the category with radiant lip statements and hyper-pigmented palettes that break boundaries and signal confidence and self-expression. What we’ll see carry over from this year, however, is skin prep. Devices and tools such as NuFACE and gua sha will continue to sustain momentum in the new year to prep the skin before makeup application, as well as a key element in any skincare routine.”

Stephi Cohen | CCO, Blushington

"Bold, joyful color, from graphic liners to bold lips, will dominate social feeds and runway-to-street trends. In a world craving optimism and self-expression, vibrant hues give people a playful way to communicate personality and mood without words. Blushington loves using Kevyn Aucoin lip liners with their lipsticks and lip stains."

Lindsey Smolan | Founder & President, VLIV Communications

“I think we will be seeing even more individualism in beauty this year, and far less curation and filtered shots. With AI on the rise, people are tiring of overly polished images - hair and makeup looks will be more intentionally messy and undone. While 2016 trends are buzzing at the moment, I don't think we'll see much full-face glam in 2026. No one wants to look like they have an actual filter on their face - real skin, flaws and all, is what many may gravitate toward!”

Vanessa Roylance | Senior Account Manager, bicom

“Over the past few years, minimal makeup and the polished “clean girl” aesthetic have dominated beauty, with neutrals and a highly curated approach leading the way. As we move into 2026, I think we’ll start to see a shift toward beauty looks that feel bolder, messier and more expressive. With so many people revisiting and reinterpreting their 2016 beauty looks across social platforms, I think this nostalgia will influence a return to daring makeup and textured hair, but in a more elevated, modern way. From a brand perspective, I think this opens the door to more expressive storytelling, playful experimentation and beauty that feels less curated and more personal.”

Elyse Koenig | Founder, Elyse Koenig: Beauty & Wellness Consulting

“Based on early insights from our clients, including Capsum manufacturing and industry expert Shannaz Schopfer, we’ve had a sneak peek at what’s coming in 2026. The next major shift is the return of bold, bombshell, expressive makeup, paired with skincare and complexion products that emphasize long-term skin function, not just immediate results. Color is back as consumers crave fun, optimism, and self-expression, while skincare is becoming more sophisticated by leveraging biotech actives, barrier-supporting ingredients, and performance-driven formulas designed to support skin health over time rather than quick cosmetic fixes.”

Trend: Skin Longevity

Bryn Kenny | Senior Vice President, Beauty, BPCM

"Longevity is shifting from a niche wellness pursuit to a dominant global beauty mindset. Consumers are adopting long-term, preventative routines that prioritize cellular resilience, regeneration, and skin barrier strength. Searches for longevity-related terms such as NAD, perimenopause, and skin health are surging, signaling a proactive investment in future skin and hair wellness. In 2026, longevity will continue to inform every category: scalp health, regenerative skincare, premium body treatments, and ingestible beauty. At BPCM, we’re seeing this trend take hold firsthand across our beauty clients, from luxury and mass market skincare to cutting edge wellness brands, longevity is the hot topic across the board."

Ruth Goudie | President & Partner, 1Milk2Sugars

“As someone who is this target consumer, I appreciate seeing beauty finally acknowledge Gen X women, particularly those navigating perimenopause and menopause who have long been underrepresented despite their significant spending power. Seeing brands feature iconic figures like Pamela Anderson and Kim Cattrall signals that this life stage is valued and celebrated, not overlooked. This audience is shifting the conversation from “anti-aging” to longevity, investing in clinically credible solutions like peptides, barrier-repair and hormone-aware skincare, supplements, and wellness-adjacent beauty products and services. For us marketing & PR folks, this represents a meaningful opportunity to lead with education, expert validation, and storytelling rooted in lived experience rather than aspiration alone. Brands that approach this consumer with respect, transparency, and science-backed messaging will earn trust, loyalty, and long-term advocacy.”

Marjorie Roux | Founder & President, Matinée Studio

“One of the biggest beauty shifts we’ll see in 2026 (and one I’m very excited about) is the rise of skin longevity: products designed not just to correct visible concerns, but to support the skin’s long-term health and function. Consumers are increasingly drawn to science-backed formulas powered by cellular repair, peptides, and next-generation actives that focus on prevention, resilience, and future-proofing the skin. They want to know the products they use are working just as hard as they are.” 

“This longevity mindset also expands beyond topical products: we’re seeing a meaningful shift toward inside-out beauty, where skincare is supported by better nutrition, stress management, and lifestyle choices that contribute to overall skin health. This signals a broader industry move toward products that deliver immediate results while strengthening the skin for years to come, alongside parallel trends like the skinification of beauty, demand for more minimal routines, and the growing influence of 40+ creators who are reshaping how aging, expertise, and authority show up in the beauty space.”

Trend: An AI Transformation

Jodi Balkan | President, BOLD PR

“A.I.-guided and A.I.-developed beauty brands will be at the forefront of the industry in 2026, especially in skincare where consumers want customized and optimized products to address specific needs/concerns and earn their place in a streamlined routine. And beyond the tailoring of a skincare regimen, A.I. is being harnessed in the development of new formulations, based on ingredient analysis, clinical data and user feedback, leading to innovative solutions and discovery for the advancement of the field.”

Rachel Gonzalez | Account Director, The Dana Agency

"AI is set to fundamentally transform the beauty industry this year, shifting everything from product discovery to personalization and marketing. It is powering how beauty routines are created by analyzing data like skin type and a person's environment, giving users recommendations tailored to their unique skin biology and needs. Meanwhile, AI-enabled tools, like smart mirrors and skin scanners, can bring clinical-level insights. Internally, AI is also helping beauty brands with product innovation by identifying emerging trends and optimizing formulations based on consumers' curiosity and personal interests."

Trend: The Men's Self-Care Boom

Bilal Kaiser | Principal, Agency Guacamole

"The buzz has been building for a while now, and in 2026, we anticipate even more energy and conversation around men’s self-care, especially driven by shifting cultural norms, social media influence, Gen Z adoption, and rising demand for performance-based products designed for men. Data shows that guys are becoming more proactive about grooming, increasingly viewing self-care as an essential part of overall health and well-being rather than a luxury—and they’re not afraid to show their routines, tips, and hacks on social. But an interesting note here for the beauty world is to not pander to male consumers or try to take a shortcut – instead, find ways to organically connect with men’s areas of interest. For example, for our client Baxter of California, we launched their partnership with the Los Angeles Rams with the vision of connecting with male consumers in an organic way."