Every month, La Récap Tendances brings together the essential news stories analyzed by the CosmeticOBS editorial team. It offers a concise selection of key events, early indicators, and underlying trends that are shaping the cosmetics industry. Based on articles published on the platform, this summary provides professionals with a clear and condensed overview of the trends to watch.
• According to Euromonitor, 2026 marks “an era of unapologetic self-expression. Consumers are rejecting beauty standards in favor of a more direct, individual expression. Nearly half of respondents say they like to stand out from the crowd, and one in two expect brands to offer them truly personalized products or experiences.
This quest for sincerity goes hand in hand with a demand for transparency. More than 50% of consumers say they only buy brands they trust completely.
-> Four trends to watch in 2026
• What if loyalty systems were reinvented? According to AlixPartners, consumers prefer experiences that reinforce recognition and belonging, rather than points systems. The report recommends that brands rethink loyalty programs by focusing on personalization, exclusivity, and relationships, rather than discounts.
-> New consumer behaviors
• According to Nielsen IQ, 54% of consumers plan to buy themselves a personal gift during the holiday season. This trend is particularly pronounced among Millennials (68%) and Generation Z (67%), who see end-of-year promotions as an opportunity to treat themselves.
“Treat yourself” is thus emerging as a central message of the season, encouraging retailers to focus on personalized offers and selections tailored to different buyer profiles.
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