Top Skincare Trends For 2026—And Those Losing Their Sizzle

While 2025 seemed to slam the door on slugging as a TikTok-fueled trend, the skincare category stayed sluggish for the year.

In the first nine months of 2025, skincare sales inched up 1% in prestige and 5% in mass, according to market research firm Circana. There were several areas of strong momentum, particularly body care, sun care, masstige and K-Beauty. According to consumer insights firm NielsenIQ, in the 52 weeks ended Aug. 9, K-Beauty sales skyrocketed 37.2% to reach $2 billion in the United States, driven by brands like Anua and Medicube’s viral content on TikTok Shop and the cascading effect onto other retail venues like Amazon, Sephora and Ulta Beauty.

With cautious, price-sensitive consumers gravitating to value, skincare dupes spread, and Circana estimates show the growth of masstige skincare brands outpaced mass and prestige brands, with their sales jumping 14% through September. In the mass market, which also outpaced prestige, face serums and facial moisturizers were two of the fastest-growing product segments.

In the crowded skincare field, longevity has emerged as an important theme, and brands are cozying up to wellness rituals and ingredients as consumers prioritize health. To find out more about the dynamics characterizing skincare in 2026, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 34 brand founders and executives the following: What skincare trends will rise this year? What trends will be over?

Kim van Haaster Founder and CEO, Bloomeffects

Longevity And Regenerative Skincare 

We are seeing a continuing shift away from “anti-aging” and moving towards a greater focus on longevity (i.e., focusing on formulas with ceramides, antioxidants and SPF) to strengthen the microbiome, which is coupled with regenerative formulas that include peptides, growth factors, exosomes, PDRN, etc.

MSRPs Will Continue To Increase 

In 2025, we saw a lot of businesses both large and small increase MSRP due to rising COGs driven by inflation, tariffs and the geopolitical climate. We will continue to see this trend of prices increasing with the increased cost of capital and the increased pressure from institutional funding groups for startups to have healthy margins for a path to profitability.

K-Beauty Will Become Commoditized As It Moves From A Niche Trend To Mainstream

Major retailers have all taken a bet on K-Beauty. Olive Young will also shake things up in 2026 by entering the U.S. market, so my hot take is being K-Beauty or K-inspired won’t have the cut-through it once did. Consumers will be hungry for truly unique brand stories, as well as authentic places/ingredients of origin as reasons to believe in a brand.

Upcycling Continues 

Clean beauty will continue to pivot to conscious beauty with more of a focus on sustainability and high-performance products. Creating new ingredient-led circular economies will continue to rise, along with the demand for more eco-conscious packaging.

Alexandra Keating Founder and CEO, Uni

Trends Rising In 2026

AI-powered recommendations and discovery. This is going to advance very quickly. We’re only seeing the tip of the iceberg on this one. Discovery will be driven by problem/solution rather than broad influencer recommendations.

This will change product roadmaps and positioning. More digital tools for skin health with AI-powered readers. We’re already sending out moisture meters. Tools to test, monitor and improve your skin and body care will become more commonplace.

Emotive scents. Many brands are leaning this way but lacking the scientific validity. This will change. There will be an emotive scent category backed by science. You’ll soon buy your fragrance based on how you want to feel and be seen.

Trends Over In 2026

Smelling like a cupcake! Fragrance will continue to dominate, but will be more sophisticated. While sweet cakes and cupcakes are out, food fragrances will continue. There will be a next-generation tomato scent.

Digital budgets. Brands will shift to eventing and pop-ups with wider geographic range. They will double down on cultural events in Middle America, activating outside of Los Angeles and New York.

Erica Choi Founder and Aesthetician, Superegg

As we head into next year, skincare is moving into a more intentional, edited phase. Consumers are overwhelmed by the constant churn of product launches. While discovery once drove excitement, now it’s creating fatigue. People are choosing to pare back, gravitating toward products with clear purpose, multifunctionality and proven results. Skinimalism is no longer a trend, it’s becoming a mindset.

We’re also seeing growing demand for deeper storytelling and specificity. Brands that can communicate why a product exists and how it supports skin health in a long-term, intelligent way are gaining trust. The focus is shifting from novelty to clarity.

On the business side, influencer marketing is evolving. The value is moving from broad reach to depth. Long-term, creator-led partnerships and niche community engagement are outperforming one-off, high-volume campaigns. Consumers want consistency and credibility, not hype.

Technology is becoming a strategic differentiator. AI-driven personalization, virtual consultations and diagnostic tools are helping brands offer tailored experiences that meet consumers where they are, especially online. Skincare discovery is becoming more data-informed and less algorithm-dependent.

Retail strategy is also adapting. While DTC remains strong, selective physical retail is proving essential for discovery and trust. Hybrid distribution, done thoughtfully, allows indie brands to scale while staying close to their values.

Stephanie Sprayregen Founder, Mumuk

Skincare Trends On The Rise In 2026

Regeneration As The Organizing Principle

Skincare is shifting from treating symptoms to restoring biological function. Growth factors, peptide signaling and microbiome modulators are no longer niche. In 2026, consumers want products that help the skin behave like younger, healthier tissue. They are gravitating toward formulas that activate repair pathways, optimize cellular turnover and support long-term resilience rather than deliver quick but temporary surface changes.

The Era Of Bioengineered Actives

We are entering a phase where lab-engineered peptides, recombinant growth factors and precision ferments are outperforming traditional “hero” ingredients. This next generation of actives is designed to influence specific cellular processes, not just sit on the surface. Consumers may not know each ingredient by name, but they increasingly look for mechanisms and proof rather than marketing narratives.

The Rise Of Real-Skin Beauty

With more people wearing less makeup, the definition of “glow” is evolving. Consumers are shifting away from relying on highlighters or foundation to create radiance and toward improving the biological processes that generate it naturally. Healthy barrier function, balanced microbiome activity and optimized cell turnover are becoming the new complexion tools. The goal is not a filtered finish; it is skin that looks well rested even when you are not.

Barrier-Safe Potency

People are finally waking up to the fact that regeneration cannot happen on a chronically irritated canvas. Barrier-supportive formulations, postbiotic blends and lipid-balanced vehicles are becoming essential, especially as more potent actives enter the market. The winning products are the ones that can stimulate renewal without provoking inflammation.

Minimalist Routines With Maximum Function

The multistep era is cooling down. Consumers are gravitating toward fewer, more strategically formulated products that do more than hydrate. They want multi-pathway action in a streamlined routine, especially as science-forward formulas become more efficient.

Smarter, Lower-Impact Packaging

As more biologically sensitive actives enter the market, brands are rethinking packaging from both a preservation and climate standpoint. In 2026, the focus shifts toward systems that protect formula integrity while reducing environmental cost. Recyclable components, refillable formats and packaging with a verified lower carbon footprint are moving from “nice to have” to expected. The consumer is paying attention to what a brand puts the product in as much as what they put inside it.

Skincare Trends Making An Exit In 2026

Aggressive Anti-Aging

The freeze, peel and purge mindset is losing relevance. Harsh exfoliation, overuse of retinoids and irritation as a “sign it is working” are falling out of favor. Consumers want regeneration, not punishment. They are choosing methods that strengthen skin function instead of breaking it down.

One-Ingredient Obsession

The fascination with single ingredient serums is fading. People are realizing skin biology is complex and cannot be solved through one molecule at a time. Multi-mechanism formulas, especially those rooted in regenerative pathways, are taking precedence over ingredient collecting.

Fear-Based “Clean” Positioning

Scare tactics dressed up as education are losing sway. Consumers want nuance and evidence. They care less about villainizing ingredients and more about understanding how a product interacts with skin biology.

Overly Applied Dermatology Trends

Skin cycling, slugging, buffering and every TikTok hack with a catchy name will continue to fall off. People want personalization and biologically aligned routines, not one-size-fits-all regimens that ignore skin type, environment and lifestyle.

Temporary Texture Tricks

Instant blur creams and silicone-heavy “filter effects” are still around, but they are no longer the aspiration. The consumer mindset is shifting toward durability. They want improvements in firmness, tone and elasticity that come from improved cellular behavior, not optical edits.

Will Henderson Founder, Skincare Generics

2026 Rising Skincare Trends

A New Beauty Influencer

AI isn’t a novelty anymore, it’s becoming infrastructure. Apart from the typical personalized routine apps and tools, customers are now using AI to research skincare. They are using it to compare ingredients, evaluate performance claims and search for deals within seconds. Consumers also see AI as neutral, fast and brutally honest, basically everything beauty marketing hasn’t been known for.

I see LLMs (large language models), specifically ChatGPT and Gemini, emerge as a new kind of influencer, one that consumers perceive as objective, data-driven and available on demand. In 2026 and beyond, AI will quietly become one of the most powerful drivers of customer decision-making and a major traffic source for skincare brands simply because smart shoppers now view LLMs as credible authorities.

Dupes Become Mainstream

This may sound self-serving given the nature of our business, but the numbers are undeniable. Dupes have transitioned from being a fringe movement to established consumer behavior. Studies from Circana, McKinsey and Mintel support this shift. Anywhere from one-third to nearly two-thirds of young shoppers are already buying dupes or planning to. More recently, Kearney reported that 56% of U.S. consumers have used and prefer dupes.

Brands and loyalists may be reluctant to acknowledge it because it challenges traditional pricing rationale and decades of prestige storytelling. Founders may not want dupes to exist, but customers have moved on. They’re comparing ingredient lists, not jar weight.

They want formulas that match the performance and ingredient stack of luxury products without the luxury tax. They’re no longer embarrassed to buy the alternative, instead they’re proud they found the smarter option. In 2026, “smart luxury” becomes the norm, not the rebellion.

Skincare’s New Status Symbol

If you want to know where skincare is headed, just follow the ingredients. Peptides are everywhere, exosome products are gaining traction, and PDRN has gone mainstream. Consumers are actively chasing the “next big thing” in science-driven skincare, and they’re willing to pay for technology that delivers real results. They want proof, not a story. They want repair, not just hydration.

From 2026 forward, I expect more pharmaceutical and biotech companies to enter beauty with ingredients that blur the line between cosmetic therapy and pharmaceutical-level innovation. Think growth factor mimetics, next-gen peptides, engineered lipids, bioidentical repair agents and formulas that sound like they belong in a lab but show up on Sephora shelves. Regenerative biotech will be the next big flex in skincare.

2026 Declining Skincare Trends 

K-Beauty Fatigue

Here’s my hot take: Korean skincare fatigue is starting to creep in. Obviously, K-Beauty isn’t going anywhere, but consumers are getting much more selective about which trends are actually worth adopting. It’s not news to anyone that the cumbersome, 10-step layering routines that dominated the last decade have worn people out.

At the same time, glass skin and PDRN-based products are still massively popular and aren’t slowing down. But when any trend becomes too mainstream, that’s usually when people start moving in the opposite direction. It may not happen in 2026, but I can see it coming soon.

Where’s The Beef?

Beef tallow products had hockey-stick growth from early 2024 through 2025, but recent data shows interest cooling off. Such is the lifecycle of viral TikTok trends. I understand the curiosity and appeal of trying a new natural skincare fad, but once consumers compare real-world performance to proven, science-backed ingredients and products, the novelty wears off. I still think curiosity is high, but with low staying power.

Said No One Ever

While the Sephora tween moment may stick around a little longer, the push to market skincare to children as young as three years old is already on its way out. The backlash was deserved, and this category simply doesn’t have the legs to be viable long-term. It generated conversation through controversy for sure, but I don’t see it surviving beyond that.

Eva Alexandrines Co-Founder and CCO, 111Skin

Trends Rising In 2026

Skin Longevity And Cellular Repair

Longevity has been a defining theme in 2025, and it will only strengthen in 2026. Consumers are moving away from quick fixes and focusing instead on maintaining healthy, resilient skin long-term, something that has always been central to our philosophy of supporting the skin so it can perform, repair and regenerate over time.

We’ll also see a sharper focus on cellular repair technologies. Exosomes are gaining real momentum for their regenerative potential, and I expect them to become increasingly mainstream. There’s also rising interest in targeting senescent “zombie” cells and how clearing them can improve overall cellular function.

The Intersection Of Neuroscience, Beauty And Wellness

Emotional wellbeing is becoming inseparable from skin health, with more attention on the brain–skin connection. At our 111Harley St. clinic and across our five-star spa network worldwide, demand continues to grow for treatments that deliver visible results while also supporting mental wellbeing.

We’re developing protocols that combine neurocosmetic ingredients with sensory experiences designed to lower cortisol, calm the nervous system and enhance emotional balance. A more holistic approach considering lifestyle, sleep and stress will define the next wave of beauty, as clients choose solutions that help them feel better as much as look better.

Beauty And AI

AI will move from novelty to infrastructure, reshaping how clients experience and purchase skincare. Real-time skin analysis will drive hyper-personalized treatments and precision product recommendations. As adoption grows, ethical AI and transparency will become essential. Customers will expect clarity around data and privacy.

With AI playing a bigger role in diagnostics, we are also intensifying our efforts in creating hyper-personalized, in-person experiences.

Trends Over In 2026

The Filler Era

The overly augmented filler look is fading. Clients are choosing more natural, individualized results and prioritizing long-term skin health, particularly as awareness grows around the impact of filler migration over time.

Fast Beauty

Just as people have moved away from fast fashion, they are rejecting fast beauty. Consumers now prioritize credibility, science and responsibility. Clinically proven formulations and meaningful results matter more than constant churn.

In 2026, innovation will be more considered, with clients gravitating toward trusted experts and solutions that truly deliver, not quick fixes. And, increasingly, they will look to brands led by credible founders with real expertise, in our case, the trust and authority of a practicing surgeon remain a defining advantage.

Sydney Dake Founder, Gntl

In 2026, I predict that we’ll continue to see social-first skincare and cosmetics take off, brands and products designed to be "thumb stopping," drive virality and create that initial spark of excitement. But as consumers realize many of those pop products don’t deliver long-term results or don’t integrate well into real routines, the pendulum will swing in the opposite direction toward fewer, better formulas that earn their place over time.

That doesn’t necessarily mean minimalism for minimalism’s sake. It means consumers are becoming more intentional. They’re questioning why their face and body need entirely separate sets of rules and why a single concern requires another single-use product. I believe there’s a growing interest in universal, facial-grade formulations that simplify the decision-making process and reduce excess without sacrificing efficacy.

I also expect J-Beauty to continue rising in the U.S. Its simplistic design, emphasis on long-term skin health and respect for texture and sensory experience offer a refreshing counter-narrative to fast-beauty.

What’s fading is the industry’s reliance on overcomplicated routines and ingredient-of-the-month marketing. Retailers and consumers alike are fatigued. Younger shoppers who used to embrace haul culture are now decluttering their shelves, looking for clarity, longevity and products that integrate into the rhythm of everyday life.

Smitha Rao Founder, CEO and Scientist, Parëva

2026 is gearing up to be a high-impact year, fueled by fast-moving trends that spark my curiosity as a scientist and my ambition as a brand founder. There are many trends that I feel will shape the beauty industry next year that all relate to one another.

The first is how skin longevity is moving from a niche to more of a mainstream demand. Consumers are interested in how they can support their skin’s long-term function rather than reacting to concerns after the fact. I saw this opportunity when developing Parëva Beauty. Brands were not speaking to consumers about this.

I am seeing a growing consumer interest in skin longevity, with consumers seeking preventative skincare that can boost skin elasticity, reduce fine lines and wrinkles and reinforce the skin barrier instead of treating skin issues as they appear.

Biotech skincare will continue to trend with scientists like myself pushing the boundaries of what is possible by utilizing innovative biotech ingredients in their formulas. Biotech is expanding what is scientifically possible, with accelerated development of new ingredients, delivery systems and technologies, all while aligning with global sustainability movements.

The interest in medical aesthetic treatments will continue to trend, with consumers prioritizing minimally invasive treatments that offer efficacious results with little downtime. The increase in interest in these types of procedures continues to be driven by social media as influential voices share positive experiences. The expansion of AI and face-mapping tools also provide realistic before/after projections, making the consumer more confident about new procedures.

A single thread runs through all 2026 trends: transparency. Transparency is a cultural nonnegotiable. Consumers expect ingredient clarity, realistic product claims, authentic imagery and evidence-based explanation, and brands will not win with consumers in 2026 and beyond without being transparent. Radical transparency is a key tenet of my brand and is a standard I hold myself and the entire team accountable to.

Whitney Bowe Founder and Dermatologist, Dr. Whitney Bowe Beauty

Peptides will continue to soar in popularity, but gone are the days when brands can simply list peptides on the label. Brands will have to prove clinical efficacy, and consumers will continue to seek measurable data, expert endorsement and reputable before-and-afters from third-party labs that standardize factors like lighting and facial positioning (no fake jowls turning into tight, defined jawlines with a slight change in facial position).

Post-procedure skincare products will continue to evolve. More and more people are seeking minimally invasive cosmetic procedures like microneedling, fractional laser resurfacing, botulinum toxin injections and non-invasive tissue-tightening treatments.

Not only do people want to minimize downtime, returning to their usual social and work obligations as quickly as possible, but they want to protect and even amplify the results of their investments with synergistic post-procedure skincare. We will see serums and treatments that expedite recovery while enhancing results and potentially even extending the duration of those results.

Exosomes will continue to be an active area of interest, but the science will become more refined, and biotech and vegan options will become more widely available. Consumers will become more discerning, requiring brands to demonstrate measurable outcomes in human skin, especially when sourcing from plants rather than humans. Transparency regarding sourcing and consistency between batches will be something consumers expect with this new generation of exosomes.

Monique Meneses Co-Founder, Iota

Neuroscience-Aligned Beauty

Resilience-driven beauty is increasingly about calming the nervous system as much as calming skin, which is where topical nootropics really come into play. Ingredients like adaptogens, magnesium, neuro-soothing peptides and microbiome-friendly actives help skin feel less reactive and more supported. 2026 will usher in a surge of products that deliver a sense of calm, recovery and tolerance, especially in a high-stress, always-on world.

Biohacking in Beauty

Expect the biohacking craze to influence beauty as consumers start to think about beauty as a system, not a surface fix. People are connecting what’s happening inside their bodies—stress, sleep, inflammation—to how their skin and hair actually show up, and they’re using data and tech to guide those choices. Supplements, ingestibles and even wearables are now part of the beauty conversation, not separate from it. The shift is from quick visual results to long-term performance, where beauty is about optimization, not just appearance.

K-Beauty 2.0 

K-Beauty is evolving into a science-led category. Medicosmetic ingredients like PDRN, advanced fermented actives and barrier-focused molecules will continue to gain traction. Functional cooling care and multifunctional texture innovation will accelerate to meet consumer needs (e.g., inflammation, heat, sensitivity). Lastly, device integration and hybrid formats (skincare + tool + app) will become routine, not rare.

Kailey Bradt CEO, Sonsie

The way businesses are run is changing. I see a lot more of the permanent part-time coming back similar to what I saw owning and operating a brand in 2018/2019. Essentially, instead of hiring full-time employees, you hire more people with a specific skillset that can scale their services as your brand scales.

It works well for the brand because it’s as low risk as it can act as a trial period for someone who may join full time in the future. It’s a great value because you’re getting someone who knows their role well without adding additional overhead. And, if it doesn’t work out, there are no strings attached.

It works well for the freelancer, too. With the mass amount of beauty layoffs and the hesitation for this talent to jump into something new, I see freelance becoming more popular, even so far as starting their own businesses and marketing themselves as an expert in their respective fields, building personal brand.

Some of these freelancers are even getting brand partnerships with service providers, diversifying their revenue stream and decreasing their dependency on freelance roles. Look at the emergence of groups like Beauty Work Friends that goes beyond just fractional executive expertise, yet offers fractional support at managerial levels and everywhere in between. The rapid growth of the group is a signal this is the new normal.

Brian Oh Founder and CEO, Venn

In 2026, the center of gravity in skincare will shift decisively toward biotech-driven efficacy. Consumers are no longer impressed by long ingredient lists. They’re looking for clinically substantiated actives, intelligent delivery systems and visible results with less complexity.

Korean R&D will continue to lead this movement, not through trends, but through precision formulation: exosomes, growth factors, advanced peptides and molecularly engineered botanicals that will move from niche to mainstream as regulatory clarity improves and global education catches up.

On the consumer side, we’ll see the rise of "evidence-first minimalism": streamlined routines built around multifunctional products that replace step-heavy regimens without sacrificing performance. What will fade are aesthetic-only launches and vague wellness claims. The market is too sophisticated, and economic pressure will push both shoppers and retailers to prioritize products that demonstrate real biological impact.

From a business perspective, professional channels—spas, aesthetic clinics, and medically aligned retailers—will become the most influential environments for discovery. These settings offer credibility, hands-on education and consistent results, which matter more than ever in a crowded digital landscape. Brands that invest in scientific differentiation, transparent clinical data and long-term partnerships will be the ones that define 2026.

Alan Cunningham President and COO, Pacha Soap Co.

Beauty and personal care are shifting faster than ever, driven by consumers who are smarter, more skeptical and more curious about what they’re putting on their bodies. One of the biggest momentum shifts is the rising focus on endocrine-disrupting ingredients.

Shoppers aren’t satisfied with broad “clean” claims. They want brands to explain what to avoid, why it matters and how ingredient choices affect long-term health. The winners will be brands that translate complex science into simple, actionable guidance without leaning on fear.

At the same time, TikTok has officially crossed into mass-media territory. What began as a platform for entertainment is now a primary discovery engine where people search, research and ultimately decide what to buy. For beauty and personal care brands, TikTok is no longer an optional channel, it’s the new storefront. Content that educates, demystifies and feels human will outperform traditional advertising every time.

Fragrance is also entering a new era of awareness. Some consumers will continue to vilify scent altogether, assuming “fragrance-free” is the only safe path. But a growing group is recognizing that some of the gentlest, safest and least irritating fragrances aren’t exclusive to 100% essential oils, and that “natural” doesn’t automatically mean safer.

As scientific literacy grows, brands will be pushed to elevate transparency, explain their fragrance philosophy and show that thoughtful formulation can be both safe and sensorially rich.

Alena Demina Founder and CEO, System Skin

What the skincare industry is experiencing now is the closest to a seismic shift. The tectonic plates are moving, and not everyone is prepared for the terrain that’s emerging. While it’s exciting and promising for new-wave brands like ours, it’s concerning for legacy brands and those still holding onto the way the industry has always operated.

From Fixing To Optimizing

In: Skin longevity and integrative optimization

Out: Anti-aging and miracle molecules

For the entire history of skincare, products were built around fixing “flaws”: wrinkles, spots, dullness and everything in between. The market was riding the wave of symptom correction, fueled by anti-aging claims and a constant supply of miracle molecules, trending hero ingredients and new delivery systems. But science is finally outpacing beauty marketing, and consumers are catching up.

With the advances in longevity, grounded in mechanism-driven approaches and systems biology, it’s inevitable to see how outdated symptom-based beauty really is and how manipulative the miracle-ingredient strategy has always been. Savvy consumers no longer fall for the idea that one compound with an exotic name, a proprietary blend or a new delivery system can undo a decade of biological processes. They’ve simply become too educated.

Consumer demand is shifting from fixing and symptom-focused, fragmented products toward integrative, mechanism-driven formulations that optimize how skin functions. Skin performance, resilience and skin health span are in. Symptom-based fixes and fragmentation dressed up as “personalization” are out. Longevity is taking over beauty, and there is no way back.

Old School Vs. New School

In: Longevity with integrity

Out: Rebranding anti-aging as longevity

With longevity becoming the North Star in beauty, consumers win as they can finally get better, faster, and longer-lasting results. But this shift, as positive as it is, will expose a massive divide, creating turbulence and confusion across the industry. Old-school brands built on decades of anti-aging rhetoric, symptom correction and marketing-led innovation simply can’t or won’t discontinue their entire portfolios and can’t pivot fast enough to rebuild their product lines from the ground up. And when a brand can’t evolve internally, it adapts externally. Enter fake longevity: the next iteration of anti-aging 2.0.

In 2026, we’re about to see a wave of old-school brands swapping out anti-aging for longevity, even though nothing inside their products or R&D actually changes. This is where a real line will be drawn in the industry: old school loudly playing with the new terms powered by marketing dollars, new school quietly building the mechanisms.

Fake longevity is the industry’s immediate response to pressure, but it’s not sustainable. Brands built on true longevity science, the new-wave brands, will shape the next era in beauty, while the rest will eventually be forced to choose: evolve or become irrelevant.

From Products To Lifestyle

In: Brands building longevity culture

Out: Brands that just push products

The skincare industry still sells products, not lifestyle. But the truth is, skin health is shaped just as much by daily habits as by what you apply on your face. These behaviors are based on nutrition, sleep, movement and stress regulation, the same core pillars of longevity that directly impact the skin just as they impact any other organ in our body.

If brands are serious about delivering results, they can’t stop at the product. They have to champion, educate, and promote the lifestyle that makes those products exponentially more effective, shaping a new culture of longevity. This way, customers get better results and brands earn deeper trust and stronger loyalty. But this shift goes beyond that as it moves the entire industry forward.

From Shelves And Upsells To Longevity Ecosystems

In: Hospitality, wellness, fitness and med-spa spaces evolving into local longevity hubs

Out: “Medical-grade” fluff, professional-only lines, and artificial exclusivity

As skincare shifts into a true culture of longevity, distribution has no choice but to evolve with it. Consumers don’t want just shelves of products, they want guidance, diagnostics and real context. They want to understand their biology, something traditional retail simply cannot deliver.

This is why, along with the rise of longevity clinics, hospitality, wellness, fitness and med-spa spaces are rapidly evolving into local longevity hubs (some more successfully than others), where skincare becomes one part of integrated health protocols built on advanced diagnostics, data-driven insights, and long-term health planning. It’s exactly what modern consumers expect: depth, expertise and real integration.

Meanwhile, the brands that long benefitted from the professional-only channel are losing credibility. Medical-grade claims, professional-only lines and artificial gatekept exclusivity were always about marketing and business strategy, not product efficacy. Consumers now see through it, and these models are destined to decline. The successful 2026 belongs to those who move beyond shelves and transactional upsells and step into integrated longevity ecosystems.

From Virality To Reality

In: Imperfect authenticity and digestible science

Out: Influencer culture and affiliate-driven experts

The way authority is built is shifting just as dramatically. Consumers are exhausted by influencer saturation, affiliate links disguised as medical advice and the polished perfection of creator trips and events that feel increasingly out of touch.

Rising in their place are the unlikely new leaders of beauty: formulators, product developers and founders able to speak plainly, unfiltered and without performative gloss. Podcast-style education and unedited explanations of mechanisms are what modern trust looks like. Audiences now gravitate toward those who can decode biology in a digestible way, not those who can pose with a product or deliver scripted talking points.

At the same time, budgets are shifting. The era of extravagant influencer trips and events is fading; brands are reallocating those dollars into customer experiences, education-driven events, and community gatherings where real engagement, and not staged content, takes place. The value is moving back to the people who actually buy the product.

From AI Excitement To AI Fatigue

In: Human talent is more relevant than ever

Out: AI hype, shortcuts and copy-paste creativity

The beauty industry’s AI obsession is finally settling into something more honest: what actually works and what doesn’t. The hype cycle is fading, and consumers can now spot AI-generated content from a mile away: it’s flat, generic and soulless. While AI is excellent for speed, AI for ingredient development and product creation has not yet proved superior. It only becomes truly powerful in the hands of someone brilliant and equipped with genuine expertise.

AI isn’t replacing top human talent in beauty (at least not in 2026). Those who rely on AI to think, create and decide for them will blend into mediocrity and noise. Those who pair it with outstanding human talent, scientific judgment and strategic vision and direct it with integrity and intention, will build what others can’t.

Special Mention Re: Sunscreens

In: Custom organic filter formulations

Out: White-label mineral filters

The biggest sunscreen scandal that took place in summer 2025 exposed one of beauty’s deepest cracks: the industry’s dependence on white-label formulas, not just in SPF, but across every single category. The skincare industry’s reliance on copy-paste manufacturing is staggering. And sunscreen, the one category that should be the most regulated and the most scientifically robust, revealed just how fragile and outdated those foundations truly are.

And while in 2026 there will be a shift toward custom organic filter formulations in SPF, 2025 made one thing brutally clear: white labeling isn’t just antiquated, it’s dangerous. In a beauty landscape where longevity, mechanisms and biological performance are becoming the new standard, this moment is bigger than sunscreen. It’s a metaphor for the entire industry shift.

The shortcuts that defined the beauty playbook up until now. Symptom-fixing formulas, miracle molecules, product-pushing, influencer theatrics, AI-generated creativity, and white-label manufacturing, are collapsing. What replaces them is rigor, integrity and radical innovation.

Susan Griffin-Black Founder and Co-CEO, EO Products

Trends Rising In 2026

Communities coming together and finding your tribe. A few examples: Live music/smaller venues. Intimate venues, neighborhood dives are cultural forces for all brands to watch.

Experiences IRL meet AI. An example is a new café opening in New York where you can have a romantic dinner with your AI partner.

The Erewhon/Happier Grocery community gathers, united by “food is medicine/wellness.” Look for NoBar/SoBars and a growing multigenerational community. In Marin, The Portal launched as a private club, which is opening its second location in Austin. It’s a community that integrates the Burning Man experience into daily life.

Third places become more delineated and tribal. Everyone may be welcome and not everyone will want to be there.

Trends Over In 2026

Asking, “Does this hit with gen Z, millennials, gen alpha, etc.?” This is such a dated question to me. I'm putting a multi-generational lens on everything. The generations are interacting at home, at work and online, and inspiring each other bursts of nostalgia and reinvention.

Jenni Ewing Formulator, Ursa Major

The shift towards longevity in skincare will continue into 2026, which is where ingredients like exosomes, PDRN, etc., come into play. Some of the exosomes on the market are currently derived from human material (Plated, for example, or injection treatments with exosomes taken from human umbilical cord); PDRN infamously comes from salmon sperm.

In 2026, we’ll see brands incorporate plant-based takes on these longevity ingredients and specifically bring them into the clean beauty space. Suppliers are launching plant-derived exosomes and plant-derived PDRN, so brands committed to plant-derived and/or vegan ingredients are getting access to this tech in a way that doesn’t compromise their brand ethos.

Do exosomes need to be derived from humans to be effective in topical skincare? No. An exosome is a delivery vehicle for cells and plants make them, too, so it really depends on the benefit you’re going for when creating your formula.

Longevity-focused products are still a white space in Clean at Sephora/Credo/Ulta Conscious Beauty prestige, which is why plant-based exosomes feel like a breakout 2026 moment.

Two of the formulas we’re working on for next year have plant-derived exosomes for various benefits, and I’m super excited to have them and plant-based PDRN among our palette of brand-aligned ingredients.

Trisha Boland SVP, Research & Development and Quality, Colorescience

Just as we saw in 2025, the discussion around barrier health will continue to grow in 2026, but with a new key emphasis on the importance of proactive rather than reactive barrier support, including ingredients to help balance the skin’s microbiome.

Consumers don’t just want to retroactively treat surface-level irritation; they want to prevent the cycle of irritation, inflammation and sensitivity before it begins with targeted solutions that penetrate into the deeper layers of the dermis to provide comprehensive support.

This is why we developed our Barrier Pro Collection, a simple daily regimen complete with a 1-Step Cleanser, Serum Spray and Essential Moisturizer to better equip skin to defend itself against environmental aggressors and resist damage.

VERA OH Founder, Voesh

Body care is entering a new chapter driven by clinical performance, fragrance innovation and wellness-minded routines. As we evolve Voesh as a prestige body care brand, I’ve witnessed body care evolve from a basic category into one of the most exciting spaces in beauty. Consumers are now looking for much more than hydration. They want results, safety and emotional resonance.

Here are four key shifts shaping where the category is heading:

1. Body care is growing steadily, with fragrance deepening the emotional connection.

The U.S. body care market was valued at $16.18 billion in 2024 and is projected to reach $20.11 billion by 2030. Consumers want more from their routines, including results, clean formulations and sensory pleasure. Fragrance is becoming a key driver, with trends ranging from skin-like subtle scents using molecular notes to bold, expressive profiles like oud and exotic flowers. Functional aromatherapy is rising, too, and safety is nonnegotiable: clean, IFRA-compliant formulas are a must.

2. Skin-grade ingredients are becoming standard in body care.

Consumers now expect body products to perform like facial skincare. Ingredients such as AHAs, niacinamide, squalane and probiotics are showing up across formats. There’s a strong focus on microbiome support and barrier health, especially for sensitive or stressed skin. Body care is evolving to deliver both instant results and long-term skin resilience.

3. K-Beauty rituals are expanding into full-body care

With U.S. K-Beauty imports rising 54% in 2024, its influence is moving beyond facial skincare. Signature elements like layering, fermented actives and sensorial textures are now shaping body care routines. A new generation of Korean perfumers is also emerging, crafting elevated fragrances that meet the highest safety and formulation standards. This holistic approach resonates with consumers seeking body care that feels both luxurious and purposeful.

4. AI is enhancing sensorial storytelling, especially around fragrance.

AI is helping brands go beyond traditional descriptors by translating complex sensory experiences into emotional language. Instead of listing top, middle and base notes alone, AI enables us to communicate how a fragrance feels: whether it’s grounding, uplifting or transportive. This nuanced storytelling makes it easier for consumers to connect with scents on a personal level, even before trying them in person. When paired with tactile in-store experiences, this emotional context activates more of the senses and allows for a fuller, more memorable product discovery

Jessica Morelli Founder, Formulator and CEO, Palermo Body

For 2026, we’re going to see a real “less-is-more” shift take hold. People are overwhelmed by long ingredient lists, and I’m hearing a clear desire for products they can understand and feel confident will actually work.

“Clean beauty” has been so overused that it has sadly lost any credibility. You simply can’t say “clean” anymore unless you’re prepared to back it up with real transparency and ingredient lists that people don’t need a chemistry degree to decode.

Longevity is also top of mind for a lot of consumers. The fun skincare fads will always exist, especially on social, but the customers we focus on are much more interested in the long-term health and resilience of their skin. I don’t think fads disappear next year, but the products that support longevity are the ones that build real loyalty and keep showing up on bathroom shelves.

I’m also excited about the rise of fully natural ingredients backed by clinical research. The innovation happening in 100% naturally derived actives is incredible. There’s a growing group of consumers who want natural formulas, but they also expect proof, and the science is finally catching up to that expectation.

On the business side, it’s getting tougher out there. Beauty has always been competitive, but margins used to make it worthwhile. With margins tightening and category growth slowing, I wouldn’t be surprised to see fewer new brands, especially celebrity lines, launching left and right. The space is maturing, and it’s going to take more substance and clearer positioning to break through.

Overall, I think 2026 favors brands that are transparent, grounded in real results and focused on long-term skin health, not just noise or novelty.

TJ Yoon Founder and CEO, House of Balance

The integration of wellness into beauty will accelerate, from skin health to emotional wellbeing. I believe we’ll see beauty move further into the domain of holistic wellness. Consumers are increasingly seeking products that not only address visible skin concerns, but also support emotional balance, stress reduction and daily rituals that improve overall quality of life.

Gen Z and younger millennials, in particular, view beauty as an extension of self-care. They are gravitating toward products formulated with ingredients that promote relaxation, grounding and mood enhancement, whether through aromatherapeutic profiles, sensorial textures or routines designed to slow them down in a fast-paced world.

This shift reflects a broader cultural move: Consumers are no longer separating products that work from products that make them feel better. They expect both. As a result, we’ll see more brands bridging dermatological efficacy with emotional wellness, expanding into categories that sit between skincare, body care and mental wellbeing.

Fragrance-only concepts will lose momentum. Functionality will become nonnegotiable. Single-note fragrance-led products, especially in body care, will begin to lose relevance. For years, the category saw success driven primarily by scent-driven storytelling. But consumers are becoming more demanding: they want products that provide real, measurable functional benefits along with sensorial pleasure.

In 2026, formulas that rely solely on fragrance without offering efficacy—hydration, exfoliation, longevity support, skin barrier care, odor-control technology, etc.—will struggle to stand out. The rise of functional body care, clinically backed actives and hybrid beauty-wellness formulations will push brands to deliver both scent and performance, not one or the other.

This doesn’t mean scent becomes irrelevant. It remains an important emotional connector. But fragrance alone is no longer enough to earn repeat purchase. The brands that succeed will be those that combine sensory appeal, functional innovation and consumer lifestyle relevance.

Salma Hassouna Founder, Skin by Noor

I think we’ll see continued growth in what I call “ritual simplicity,” meaning streamlined routines built around fewer, more multifunctional ingredients rather than multistep layering.

As a naturopathic doctor, I’m noticing a major shift in how consumers evaluate products. They’re becoming far more label literate and intentional about what they put on their skin, especially regarding endocrine disruptors, forever chemicals and long-term hormonal impact.

We’ll also see more interest in botanicals with cultural or ancestral relevance, paired with modern extraction science. Ingredients with depth, biological credibility will define the next wave of skincare.

The trend of over-exfoliation and constant skin cycling is fading. Consumers are recognizing how much chronic irritation and barrier disruption these routines have caused, and they’re looking for stability instead of shock-value results.

People want efficacy grounded in science, culture and authenticity rather than fast-moving hype cycles. Skincare is shifting away from instant-gratification experiments and toward ingredients with meaningful, long-standing biological value.

Jack Jia Founder, Musely

2026 will be all about real results people can notice. Consumers want to look in the mirror and actually see a difference, not wonder if something is working. With real science, we are finally getting breakthroughs across skin, hair, body and even overall well-being and that opens the door for a lot more variety than the industry has had in the past.

But people also want these results without the luxury price point. Strong outcomes at a fair cost will matter more than ever. And, on top of that, users want simple tech support that helps them stay on track and understand their progress.

A few key trends are losing momentum. First, minimal-looking products and pretty packaging will no longer be enough without real performance. Ingredient hype cycles will fade as people recognize that single, over-the-counter actives rarely solve complex concerns.

Standard routines and one-size-fits-all formulas are also losing relevance. We are all different. And, finally, a higher price does not automatically mean better results. People want proof, not prestige.

Liz Folce Founder, Nakery Beauty

Trends Rising In 2026

The merging of wellness and high-performance skincare. I hear from several consumers that they love the focus on overall well-being in their beauty products, but they still expect clinical product performance and real results.

Mood-boosting, stress-relieving active ingredients that go beyond basic aromatherapy are also emerging as a progressive trend within the wellness movement.

Trends Over In 2026

Eyes over lips. With more negative focus on lip fillers and over-dressed lips, playful eye looks inspired by K-Beauty are set to draw a lot of attention.

Veronica Pedersen Co-Founder and CEO, Timeless Skin Care

In 2026, consumers will continue moving toward simple, effective routines that support long-term skin health, not complicated regimens or quick fixes. We’re seeing a clear preference for products that strengthen the skin barrier, use gentle but proven actives and combine multiple benefits in fewer steps.

Biotech-driven ingredients will grow as people look for more sustainable, stable and science-backed solutions instead of trendy claims. And, across age groups, preventative care and affordable “clinical results without the luxury markup” will matter more than ever, driven by both economic realities and a more educated skincare consumer.

Consumers are losing patience with anything that feels wasteful, confusing or overhyped. Ten-step routines, single-ingredient fads and dramatic anti-aging messaging will continue to fall away because people want routines that fit their real lives and deliver consistent results.

Fear-based claims, vague “clean beauty” language and products built on aesthetics instead of efficacy won’t hold up under increased consumer scrutiny and regulatory pressure. The era of buying every viral product is ending. People want fewer, better formulas they can trust.

Alec Batis Co-Founder, Chemist and CEO, Sweet Chemistry

Under the very real macro pressure of slower growth, price fatigue and higher CAC, skincare in 2025 moved into efficacy and evidence versus clean and no-lists. Brands have had to focus on omnichannel discipline, sharp positioning and more genuine communities.

2025 content was full of science-y language from exosomes, PDRN/salmon DNA, peptides and trendy in-office treatments, with some that can grossly damage the skin unfortunately. Inflation and economic anxiety have made value a primary lens. Consumers and social media content creators started looking very closely at what exactly you are getting for every dollar spent.

Skincare shoppers became cautious and more demanding. They still wanted transformation, especially millennials and gen Xers, but product now had to justify its place with functional long-term impact and at least some contribution to self‑worth, not just empty anti-aging promises.

Brands with leadership who have significant scientific, formulation and industry experience started to emerge versus those that focus on flashy campaigns and glamorous influencer trips, with consumers starting to ask whether formulas truly support barrier integrity and recovery over time versus just providing a good selfie on day seven.

And, at the same time, AI and social made everyone an armchair formulator, accelerating ingredient literacy, but also exposing the predictable sea of sameness where different brands were and still are essentially shipping the same base in different bottles.

2025 also started to separate platform science from decoration. The brands that cut through were those with original technology at the core versus marketing "complexes" that utilize the same raw materials that the world has access to, and then just patenting a combination of them for a "proprietary" claim.

In 2026, that tension will only intensify. Biotech‑derived actives, data that comes from the field of tissue engineering and fermentation biotechnology, delivery architectures that let you load multiple actives at functional levels, the abolishment of marketing levels (otherwise known as "fairy dusting") of benefit ingredients purely for story or label claim and thoughtful packaging with genuine intention to protect both formula and earth will be visible points of difference that the consumer will recognize and hopefully ultimately reward.

Longevity claims will be forced into two camps: metaphor and measurable. The winners will need to start with credible moats, especially in scientific IP and even community. Successful community building won't be just a means to an end (sales), but a place for human connection in a disconnected world. I especially love that part.  And, as a very knowledgeable commercialization exec who I admire has drummed into me, the critical idea of "connected commerce," where in today's beauty landscape, content, media, retail, marketplaces and fulfillment are no longer separate functions, but interconnected touchpoints that guide a consumer from a TikTok recommendation to an in-app checkout to same-day delivery and really looking at the way marketing, retail media, influencer content, loyalty/subscription programs and inventory all speak to each other in interconnected ways that collapses the traditional funnel.

So, in skincare especially that can mean:

• TikTok Shop: replaces both top-of-funnel and point-of-sale
• Amazon/marketplaces: ad platform + distribution engine + review ecosystem
• Brick-and-mortar: media networks + experiential retail + sampling
• DTC: CRM and replenishment engine
• Pro channels: trust and education layer

When I think about 2026, I see platforms that can show measured regenerative impact on the extracellular matrix, skin recovery and long-term benefits that are wrapped in genuine messaging that link identity, resilience and regard for self and others.  Some brands will still be talking about anti‑aging, while consumers quietly move on to whoever can prove they’re adding years of quality to the skin and maybe even of life itself, not just filtered looks on social media.

Blair Lancer CMO, Lancer Skincare

Trends Rising In 2026

Barrier and longevity focus: The microbiome narrative will evolve into a discussion about skin barrier health and protection from environmental stressors. Consumers will shift from fixing issues to preserving resilience.

Minimalism: 2026 will be about using fewer products to receive a better result. Improved technologies will allow this and put an emphasis on efficacy versus frilly marketing. Luxury will become about experiential efficiency versus fluffy characteristics like color and scent. The focus will be on enhancing versus fixing.

AI will own the chat: AI-assisted analysis will be key and remove the need for trial and error. It will allow customization and personalization from inside your home. People will rely less on celebrities and influencers showing them what they should be using as getting tailored regimens for their personal needs becomes increasingly easier.

Trends Over In 2026

Excessively complex routines: The 10-step routine will officially depart. Consumers will search for products that serve multiple clear functions.

The emphasis on “clean beauty” will become less potent: Consumers will start to realize that some of these products are unable to do what they claim. Therefore, they will want proof of efficacy, clinical data, strong before-and-afters, etc., instead of leaning on key marketing buzzwords.

Trendy ingredient hype: The focus on hot ingredients will lose steam. Consumers will become smarter likely through AI and understand the NPD timeline. They will be able to suss out the true efficacious formulas with trendy ingredients versus formulas that rely solely on buzz.

Zein Obagi Founder and Dermatologist, ZO Skin Health

Trends Rising In 2026

In the year ahead, more scientific, function-based skincare will become necessary, not optional, because today’s consumer is far more aware and informed than ever before. What we are seeing now is a growing realization that many widely available skincare products do not truly work. As a result, people are compensating by using more makeup to conceal discoloration, texture and damage rather than correcting the underlying problem.

This increased reliance on cosmetic coverage is not a solution; it is evidence that the skin itself is not healthy. As awareness grows, patients will begin to demand skincare products that deliver real results, not surface-level improvement. This will drive a shift toward products and programs built on science and innovation like ZO Skin Health. Our products and protocols work at the cellular level to restore normal skin function, improve tone and texture and strengthen the skin rather than mask the problem.

The future of skincare belongs to clinically proven products and protocols that correct, normalize and maintain skin health rather than products designed only to temporarily improve appearance.

Trends Over In 2026

The era of “everything is available, therefore everything must work” is coming to an end. In reality, most products on the market do not treat the skin at all. They create the illusion of improvement while the underlying damage continues to progress. That is why makeup and cosmetic products continue to sell so well: They cover flaws, but they do not correct them.

Trends built on quick fixes, viral ingredients and self-diagnosis will fade because skin cannot be fooled. It responds only to consistent, targeted treatment that restores healthy cellular and skin barrier function. This concept of true skin health, however, is still not widely understood by consumers or even fully embraced across the industry.

Our focus moving forward is education. ZO Skin Health is built entirely on science and on addressing skin at the cellular level, not masking dysfunction. We will continue to work with physicians, publications, and media platforms to spread this concept of skin health and to help educate the increasingly informed consumer.

By raising awareness, we not only empower patients to make better decisions, but we also support our colleagues in dermatology, plastic surgery and aesthetics in understanding why skin health, not cosmetic coverage or superficial skincare products are not the foundation of long-term results.

Seo Min Sung

CEO, Purcell and Shinsegae International Beauty

Trend Rising: Radical Efficacy

The consumer today is practically a chemist. With ingredient literacy skyrocketing, the brands that stand out are the ones betting big on biomimetic ingredients like PDRN and next-gen barrier builders. The focus has shifted from feeling good to seeing results. High-performance, concentrated formulas aren’t a luxury anymore, they’re what smart shoppers expect.

Trend Falling: Fearmongering Marketing

The era of “free-from” claims and clean beauty scare tactics is fading. People don’t want to hear what’s not in their products anymore; they want to know what is and how it actually works. As consumers become more informed, proof is replacing fear as the real reason they buy.

Allison Mosca CMO, Fundamental Brands and Amala

Top Skincare Trends To Watch In 2026

Skin Health And Longevity

Expect a surge in products and treatments that target skin at a cellular or metabolic level, not just surface-level improvements. This includes bioactive ingredients like postbiotics, advanced peptides, exosomes/next-gen exosome analogues, fermented polysaccharides, algae-derived “bioretinol,” etc.

The broader metabolic beauty movement, aka beauty as part of overall health and wellness, is gaining momentum. Consumers will increasingly expect skincare to support long-term skin resilience, barrier health and signs of aging at the source.

Brands will stand out by deepening positioning around skin health, regeneration and longevity, not just quick fixes.

Personalized, Data-Driven And AI-Enabled Skincare

2026 is poised to deepen the trend of personalization. AI-powered skin analysis, better tailoring of routines and data-informed product recommendations will become more mainstream.

Brands that highlight responsiveness, smart diagnostics and personalized care versus one-size-fits-all will stand out.

Skin-Microbiome And Barrier-Centric Care

The skin microbiome and postbiotic treatments are rising, with more formulations built to balance the skin’s natural flora, reduce inflammation and support barrier integrity.

At the same time, expect sensory skincare to grow: products that focus not just on function, but on feel, scent, ritual, tying skincare to wellness and self-care.

For premium/mission-driven brands, this is a chance to blur lines between skincare, wellness and experience, offering more holistic, emotionally resonant routines.

Trends That Are Likely To Fade In 2026

Multistep Overload And Ingredient-Heavy Routines

The industry is shifting away from overly complex, 10-plus step routines and ingredient overload toward smarter, simpler, more purposeful skincare.

Consumers are increasingly fatigued by endless layers and catch-all products, favoring effectiveness, clarity and transparency instead.

Lillian Tung Co-Founder and CMO, Fur

I believe the trends that will rise next year are more scientific, and clarity about health products overall will rise. Customers are looking for more clarity and the ability to discern what is best for them. They want the ability to have control over what they put into their bodies and want to be informed by the brand rather than just blindly trusting the marketing that is targeted toward them.

The trends I believe will be over are the trends that blindly focus on aesthetics and looks alone. We have been inundated with amazing color palettes, aesthetically beautiful images, but no information. In the age of AI where everything can be faked or misinterpreted, I believe that customers are looking for more clarity. There is a confirmation bias that every brand is striving to uphold, so I believe being honest about the products will be refreshing for customers.

J. Sophia Mendizábal Manager, Brand Marketing, Ya-Man USA

As a leader in beauty innovation and J-Beauty technology at Ya-Man, I’m seeing a fundamental shift. Beauty is becoming less about topical layering and more about functional, results-driven skin fitness. We’re moving into an era where skincare aligns with whole-body wellness, intentionality and long-term resilience.

What’s Rising

Skin Fitness As The New Skincare

The concept of skin fitness—treating the face the same way we train the body—is moving from niche insight to mainstream demand. Consumers increasingly want:

• Improved facial tone and contour
• Strengthened foundational tissues
• Better circulation and lymphatic drainage
• Technologies that support long-term resilience

This is where Ya-Man has been ahead of the curve. The Medi Lift Essential Mask, a hands-free facial FDA-cleared muscle stimulation device, exemplifies this shift. Its targeted EMS technology trains and lifts facial muscles, offering visible toning with consistent use, mirroring the fitness principle of repetition and cumulative conditioning. It’s a clear example of beauty moving beyond surface-level care into deeper structural wellness.

Multi-Technology, Multi-Mode Beauty Devices

Consumers no longer want single-function devices. They expect holistic benefits from one investment, something they can build a routine around.

The trend: one device, multiple scientifically supported technologies working in synergy. This is exactly what Ya-Man’s new LiftLogy SP delivers. It combines multiple technologies, including EMS, RF and LED, designed to lift, sculpt, and energize the skin from multiple angles. Multi-mode devices reflect how consumers now think about skin: complex, dynamic and in need of more than one input to maintain strength and vitality.

Intentional, Less-Is-More Topical Skincare

Maximalist routines are giving way to intentional minimalism. Consumers are choosing:

• Fewer steps
• More active performance
• Formulations that support devices
• Delivery systems with depth (micro-spicules, exosomes, biomimetic actives)

This aligns naturally with J-Beauty, where efficiency, ritual and long-term skin health have always been priorities.

Beauty x Wellness As An Integrated Ecosystem

Beauty and wellness are no longer siloed.

We’ll see continued growth in:

• At-home facial training
• Scalp health as part of facial aging care
• Nervous system regulation through rhythmic stimulation
• Lymphatic-focused rituals
• Product systems that support both immediate glow and deeper structural improvement

Ya-Man’s device ecosystem, especially Medi Lift and LiftLogy, sits at this intersection of beauty, wellness, and longevity.

What’s Fading

10-Step And Multi-Layered Skincare Routines

Over-layering is no longer seen as aspirational. It’s increasingly viewed as inflammatory, inefficient and unnecessary. Consumers want fewer, smarter, deeper-reaching steps supported by devices that elevate performance rather than adding more product.

Gimmick Beauty

Trends that generate views, but not results, will continue to fade. Peel-off masks, novelty tools, one-off TikTok hacks, consumers no longer have patience for experimentation without efficacy.

At Ya-Man, we believe that the future isn’t maximalism. It’s intentional performance beauty powered by technology and guided by wellness.

Sarah Chung Park Founder and CEO, Landing International

K-Beauty is continuing to evolve beyond surface appearance and gimmicky items into science-backed, multifunctional and sensory-driven innovations. Here’s what I’m seeing:

Bio-Regenerative Actives: Ingredients like PDRN and exosomes are moving from clinical to consumer formats, supporting barrier repair, hydration and collagen production.

Skinification Across The Body: The K-Beauty philosophy of skin health is expanding to scalp care, hair, and body, with serums, essences and peptide treatments promoting overall head-to-toe wellness.

Cooling And Climate-Responsive Skincare: With heat-aging and inflammation concerns rising, products are featuring temperature-adaptive textures, rollers and chilled essences for soothing, protective effects.

Procedure-Inspired Beauty: Skincare is increasingly mimicking the results of professional treatments, offering non-invasive, filler-like effects, firming, volumizing and lifting benefits. Post-procedure recovery creams focus on barrier repair, hydration and soothing effects, providing multifunctional restorative care at home.

Innovative Delivery And Mask Formats: Next-gen formats like wrapping masks, overnight collagen masks maximize ingredient absorption and provide intensive care, delivering collagen, peptides and regenerative actives.

Colleen Rothschild Founder, Colleen Rothschild Beauty

Rising Trends

I’ve worked in the beauty industry for more than 30 years, and, truthfully, I don’t follow trends, I follow skin. Trends are great in fashion, home décor and even makeup. They keep things fun and fresh.

But skincare is different. Your skin needs consistency, not constant reinvention. Over the years I’ve watched big trends come and go: vampire facials, 12-step routines, snail mucin, you name it. Most of them leave people confused and worse, leave their skin irritated.

What I’m seeing now and what I’m glad to see is a real focus on protecting and repairing the skin barrier. People are starting to understand that so many issues like redness, breakouts and dullness trace back to a barrier that’s been pushed too far.

And the ingredients rising with that shift aren’t new or trendy at all. Peptides, ceramides and nourishing oils, these are tried-and-true classics that have stood the test of time because they actually work.

There’s also a clear move toward simpler, smarter routines. Consumers want fewer products that do more, and they’re asking for real transparency, not buzzwords, but explanations. And the conversation around aging is becoming so much healthier. It’s less about trying to erase everything and more about supporting long-term radiance and resilience.

Declining Trends

The “more-is-more” era is finally fading. People have learned the hard way that stacking too many aggressive treatments only leads to burnout for the skin and for the person. The hype-driven “miracle” claims are falling flat, too. Consumers today are smart, and they want formulas backed by real experience and real results.

Those complicated, 10-step routines we all saw online? Most people don’t have the time or the patience for that anymore. At Colleen Rothschild Beauty, we’ve always believed in a “less-is-more” approach, using a curated routine built on ingredients that have proven themselves over decades. When you give your skin consistency instead of chaos, that’s when you really see long-lasting results.

Kyle Landry Co-Founder and President, Delavie Sciences

Trends Rising In 2026

Longevity:

Longevity will be the major buzzword of 2026. It will be fascinating to watch how brands interpret and target longevity in their product development. The brands to watch will be those that go beyond repackaging existing claims and instead provide real evidence that their products influence true longevity markers.

Biotech-Based Skincare:

Biotechnology-driven formulations will gain even more momentum in 2026, continuing the science-forward push that began in 2025. Leveraging advanced biotech to create novel ingredients and next-generation skincare brands will become a dominant theme across the industry.

Trends Over In 2026

Tweening:

While tweens will remain an active demographic, the cultural momentum behind this trend will lose some of the intensity seen in 2024 and 2025. Rapid brand hopping and the constant search for the “next new thing” make it difficult for companies to achieve sustainable growth in this category.

Pure Celebrity And Influencer-Driven Brands:

Brands that rely solely on celebrity or influencer endorsements will continue to decline in relevance. To remain competitive, these brands must pair recognizable faces with meaningful innovation and clinical validation. This is essential for expanding beyond the celebrity’s existing fan base and attracting consumers who expect substance, science and results.

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