Beauty + Wellness Forecast 2026 | Trendalytics

In trivial times, there’s a need for balance––this is showing up through two major ways: a craving for lightness and exploration as well as comfort in knowing that your investment was worth it. This is true for ready-to-wear, travel, fitness, and, of course, beauty. In this report, we’ll explore the three macro-trends that are encompassing this moment in time, supported by key trends that have already begun to rise and brands that are ahead of the curve. 

MACRO TREND: NOT YOUR MOTHER'S

As Gen-Z’s role in the market continues to grow, they’re arriving with a new set of priorities for brands to take into consideration. They’re a values-driven generation and want to see that reflected in the businesses that they choose to spend their money on, and they put extra thought into the toxins they’re allowing on their bodies. But, they also want to stand out, be creative and have fun! Trends like colorful mascara and glitter freckles reflect that sentiment.

DATA POINTS

1. Glitter Freckles: +4,591% AWS to LY

2. Medicube Skincare: +510% AWS to LY

3. Head Spa: +161% AWS to LY 

MACRO TREND: SOLID FOUNDATION

Before delving into other trends, consumers are taking a step back to ensure they’ve set a solid foundation within beauty + wellness, too. This is seen through a focus on skincare, bodycare, and hair health––all of which have been high-level growth categories so far this year, over cosmetics and fragrance. Case in point, consumers know that you need a clean canvas to let your masterpiece shine––and in the end, that’ll only enhance your final vision.

DATA POINTS

1. Collagen Bank: +240% AWS to LY

2. Sock Curls: +200% AWS to LY

3. Caffeine Scalp Treatment: +137% AWS to LY

MACRO TREND: GLOBAL LENS

Going off of the current sentiment that consumers simply want products + procedures that work––we’ve expanded our lens to seek the “best of” for inspiration. Consumers are traveling for procedures to have them done by the global experts and more brands are coming to market that are highlighting rituals and key ingredients from cultures around the world, especially as holistic standards have become more of a norm than alternatives within beauty + wellness.

DATA POINTS

1. Mushroom Supplement: +1,725% in Market Adoption

2. Japanese Haircare: +145% to LY

3. Lymphatic Drainage: +60% to LY

To learn more about trends that are growing — and dying, please contact hello@trendalytics.co.