Beauty Trend Forecast 2026: 7 Macro Trends
- Jennifer Carlsson
- Jul 7
- 4 min read
Explore the themes shaping the future of beauty
The beauty industry is entering a new era—one shaped by smarter consumers, more intentional purchases, and a deeper desire for products that mean something, not just perform. From clinical-grade skincare and emotionally resonant fragrances to effortless haircare routines and expressive makeup aesthetics, the landscape is shifting quickly.
To help you make sense of where the industry is heading, I’ve put together a free Beauty Trend Forecast 2026 report that highlights seven essential macro trends you need to know now. This new report gives a high-level cross-category view, including three trends that apply across the beauty industry as a whole, and one trend each for skincare, makeup, haircare, and fragrance.
You can download the free report right here and get a clear snapshot of where beauty is going in 2026.
This blog post is the first in a series that will unpack each of these trends individually. Today, I’ll share the introductions to each macro trend from the report—just enough to give you a taste of what’s to come. If you’re looking for deeper insights, don’t miss my full 2026 trend forecast reports, which explore four macro trends per category in much more detail.
How This Research Is Done
Every trend in this report is grounded in rigorous research. I track long-term brand performance across platforms like Instagram and TikTok, identifying which brands are gaining momentum and which ones are shaping the future of the industry.
My proprietary database of over 20,000 beauty brands allows me to spot shifts in aesthetics, pricing, formulation, and strategy across markets. I also average out monthly brand performance into annual rankings, which helps filter out short-lived buzz and focus on what has lasting power.
This work is fully independent, and built to support brands, retailers, and investors who want to see beyond the hype. The free report offers a high-level overview, while the full reports for Skincare, Makeup, Haircare, and Fragrance go much deeper—exploring how these trends connect to packaging, positioning, innovation, and consumer mindset.
Trend Overview
01 - Essential Minimalism
02 - Holistic Self-Care
03 - Affordable Fun
04 - Science-Driven Efficacy
05 - Dreamy Escapism
06 - Scandi Prestige
07 - Artisanal Storytelling
01 - Essential Minimalism
Essential Minimalism is redefining what modern beauty looks like, placing clarity, intention, and transparency at the forefront. As consumers push back against digital overwhelm and overcomplicated routines, they’re embracing curated product lines, honest communication, and brands that do more with less. Minimalist brands are cutting through the noise with purposeful offerings and founder-led authenticity—earning trust and gaining traction across categories. This trend isn’t just a visual aesthetic; it’s a strategic shift toward simplicity that resonates deeply in today’s crowded beauty landscape.
02 - Holistic Self-Care
Holistic Self-Care marks a shift from results-only beauty to rituals that nourish both skin and spirit. Consumers are embracing products that soothe, uplift, and transform daily routines into sensory escapes. With calming textures, mood-boosting scents, and affirming messages, beauty becomes a moment of emotional reset. The trend blends function and feeling—prioritizing ease, enjoyment, and efficacy—while expanding self-care beyond the face into a full-body, wellness-driven experience.
03 - Affordable Fun
The Affordable Fun trend is redefining what it means to be young, expressive, and engaged in beauty. Built for a generation that values joy, inclusivity, and low-pressure experimentation, this macro trend fuses playful branding with real accessibility—delivering colourful, community-driven products at price points that invite spontaneity. It’s beauty that feels good, looks fun, and meets Gen Z where they are: online, in-store, and in search of brands that reflect their values and vibe.
04 - Science-Driven Efficacy
The Science-Driven Efficacy macro trend reflects a decisive consumer shift toward skincare that proves its claims through data, not just branding. In an increasingly ingredient-literate market, efficacy must be verified—consumers demand clinical validation, transparent formulation, and education that empowers informed decision-making. The most trusted brands today are those led by experts, rooted in research, and willing to share exactly how and why their products work. From dermatologist-founded lines to brands publishing detailed concentration levels and test results, the future of skincare belongs to those who prioritize precision, performance, and trust.
05 - Dreamy Escapism
Dreamy Escapism captures the delight of beauty as escapism—where whimsical design, playful textures, and affordable pricing converge to create products that feel like treasures. Rooted in pastel palettes and fantasy-inspired packaging, this trend transforms makeup into a joyful ritual of self-expression. Tactile, sensorial formulations invite experimentation, while limited-edition drops and pop culture collaborations keep fans engaged and collecting. Dreamy Escapism proves that beauty can be imaginative, high-quality, and accessible—all at once.
06 - Scandi Prestige
Scandi Prestige reimagines luxury in haircare as quiet expertise paired with thoughtful design. Rooted in salon-grade performance but freed from the high price tags and exclusivity of traditional prestige, this trend brings professional-quality results into everyday routines. With its roots in Scandinavian sensibilities but global in appeal, this trend emphasizes thoughtful formulations, soft visual language, and intuitive usability. Scandi Prestige reflects a shift toward functional luxury that feels calm, inclusive, and confidently understated—setting a new benchmark for what modern, lifestyle-aligned beauty can be.
07 - Artisanal Storytelling
Artisanal Storytelling positions fragrance as more than a beauty product—it’s a medium for narrative, memory, and emotional depth. As consumers seek meaning and craftsmanship, niche brands are responding with perfumes inspired by mythology, personal histories, and ingredient provenance. Small-batch production, slow perfumery, and a focus on rare materials reflect a shift toward mindful luxury, where each scent tells a layered story through both concept and composition. Paired with minimalist packaging, immersive retail, and cross-disciplinary collaborations, these fragrances invite wearers into intimate, multi-sensory worlds—elevating scent into a deeply personal form of self-expression.
Next up: I’ll dive into each macro trend in its own dedicated post—starting with the first cross-category trend. Subscribe to the newsletter or follow along on LinkedIn so you don’t miss it.
