The market research firm Euromonitor International sets out the trends shaping the beauty sector in 2026, which will continue to influence the sector in 2027. The first key finding is that, to win over consumers, brands will need to focus on wellbeing, evidence of effectiveness and online visibility.
Longevity is here to stay
Longevity is no longer just an anti-ageing promise; it’s a way of life. The idea is to live longer and in good health. They’re looking for products that maintain the skin’s quality as the years go by.
The gift that lifts the spirits
Caught between stress and tight budgets, consumers are treating themselves to small, affordable beauty indulgences. These purchases boost morale.
As you scroll
Social media and generative AI are replacing traditional internet searches. People discover products through algorithms or by chatting with a chatbot.
Asian cosmetics are taking the lead
Asian skincare is gaining momentum. Driven by rising purchasing power in Asia and the region’s cultural influence, Korean, Japanese and Chinese products have been growing faster than the rest of the market since 2025. They appeal thanks to cutting-edge ingredients, proven effectiveness and affordable prices.
What lies ahead for the market
“The brands that will win over consumers will be those that anchor their promise in a sustainable well-being approach, prove their effectiveness, sell an emotional experience that goes beyond the product itself, and know how to make their mark on digital platforms,” concludes Euromonitor.
