Every year, the forecasting firm VML publishes The Future 100, a report that identifies emerging signals likely to impact the creative and cultural industries. In the 2026 edition, several trends are emerging for the beauty sector.
Edible allure
The relationship between food and beauty is changing. After gourmet packaging and sweet fragrances, “foodification” is becoming a direct response to the quest for sensory pleasure. “Sweet textures and smells allow us to rediscover a form of pleasure without guilt.”
Brands are launching more and more products inspired by the world of food.
Substack strategies
Faced with social media fatigue, some brands are investing in longer, more embodied editorial formats. Substack, a newsletter platform that allows creators and brands to publish directly to their audience, is becoming a new communication channel for players such as Rare Beauty and The Inkey List.
For Substack, this appeal can be explained by “total ownership of content and a direct relationship with an engaged audience,” assets that are increasingly sought after by brands.
Seditious beauty
Unconventional aesthetics are gaining visibility. Bleached eyebrows, facial piercings, maximalist makeup, and deliberately “weird” looks are emerging as new forms of expression.
According to VML, 72% of consumers believe that feeling beautiful is primarily about expressing one’s authenticity.
Next-gen gamer glow
Beauty is becoming a permanent fixture in gaming culture. But it’s no longer just a matter of aesthetic nods. Brands are investing in …
