Based on data collected continuously from American consumers, CivicScience (a company specializing in real-time opinion analysis) has identified several trends that are expected to shape the beauty market in 2026.
The return to minimalism
Daily makeup use among American women continues to decline. CivicScience has observed a 20-point drop since 2019. At the same time, the proportion of women who wear makeup weekly or monthly has increased slightly, reflecting more occasional use. The preference is clearly for minimalism. 49% of American women prefer light, natural makeup.
Young people and beauty
Gen Alpha individuals are showing a growing interest in cosmetics.
The proportion of parents reporting that their children wear makeup has risen from 10% to 13% since 2024.
The use of skincare products has also increased from 15% to 17% in this cohort.
The revenge of salons
“Despite the rise of DIY in 2025, nail salons seem to be regaining ground,” comments CivicScience. Among consumers who use nail polish, 34% say they visit “a salon several times a year, compared to 21% last year.”
The end of omnichannel retailing?
On the distribution side, polarization is increasing. Consumers tend to favor either online shopping or exclusively in-store shopping.
In the United States, Amazon dominates online shopping.
In stores, general retailers (supermarkets) occupy the top spot. Beauty specialists, such as Sephora and Ulta, rank second …
