Founded in China in 2016, Flower Knows has established itself as one of the most visually distinctive players in the global beauty landscape.

Founded in 2024 by UK-based dermatologist Dr. Alexis Granite, Joonbyrd is a new entrant in the luxury bodycare space with a clearly defined mission: to balance scientific credibility with sensorial appeal.

From established cult-favourites to newer launches making early moves, these are the Australian beauty brands I’m watching closely in 2025.

These are the Canadian beauty brands I’m watching closely in 2025.

The Artisanal Storytelling macro trend gives rise to the Apothecary Lab archetype—a space where fragrance is no longer just a beauty product but a deeply personal medium for memory, narrative, and emotional connection. These brands position scent as an artform, using it to explore themes of heritage, intimacy, and craftsmanship.

The Scandi Prestige macro trend reflects a growing consumer appetite for luxury that feels effortless, inclusive, and results-driven. Defined by a blend of salon-grade performance and minimalist Scandinavian aesthetics, this archetype elevates everyday haircare into a calm, curated ritual.

The Dreamy Escapism macro trend celebrates the transformative power of beauty as playful escapism. Fuelled by whimsical aesthetics, sensorial textures, and nostalgia-infused design, this trend reimagines everyday cosmetics as portals into a more joyful, imaginative world.

The Science-Driven Efficacy macro trend reflects a growing demand for proven results, formulation transparency, and expert guidance.

Affordable Fun reimagines what youthful, expressive beauty looks like in 2026. This macro trend captures a generation that embraces joyful experimentation, visual playfulness, and real inclusivity—all without the high price tag.

Holistic Self-Care reflects a growing consumer desire for beauty rituals that nurture both skin and emotional well-being. The focus is shifting from results-driven routines to experiences that feel good—prioritizing ease, enjoyment, and multi-sensory design.

Essential Minimalism is a cross-category macro trend reshaping how beauty brands connect with consumers in 2026. It reflects a deliberate move away from excess, as shoppers seek clarity, calm, and intention in every purchase.

A brief overview of the 7 Macro Trends shaping the beauty industry in 2026 taken from my free Beauty Trend Forecast 2026 Report.

Colour is often the first impression a beauty product makes—and one of the most enduring.

These are the Korean beauty brands I’m watching closely in 2025.

Typography is one of the most powerful tools in a beauty brand’s design system. It shapes not only how words are read but how they’re felt—communicating tone, positioning, and emotion before a customer even begins to engage with the text.

These are the Swedish Beauty Brands I’m watching closely in 2025.