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.

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

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

In this part, we’re moving into alignment, one of the most foundational principles of design that often goes unnoticed when it’s done well—and stands out when it isn’t.

Learn the Principles of Beauty Design, in this post we take a close look at spacing.

Introduction to a series of posts exploring the Principles of Beauty Design starting with Intent.

Snif dismantles traditional perfumery barriers, making fragrance shopping refreshingly modern, accessible, and fun.