As we approach 2026, the personal-care landscape is undergoing a profound transformation. Skincare and hygiene are no longer viewed primarily through the lens of appearance; instead, they are becoming holistic, tech-enabled, and value-driven experiences.. Drawing on insights from recent studies and trend reports, we explore below the most influential shifts shaping the industry in the coming year.
- Wellness at the Core: From Skin-Deep to Whole-Self
The trend, coined Metabolic Beauty by Mintel, is a powerful signal of change: beauty and personal care are no longer separated from health - they’re converging.
Instead of focusing solely on ‘looking good’—which often means enhancing outward appearance to conform to beauty norms and masking imperfections—the new approach emphasizes visible well-being, where outward appearance reflects an inner state of health and vitality. For example, radiant skin achieved through a positive lifestyle, rather than cosmetic effort alone.
As part of that shift, we are seeing an increasing focus on longevity and cellular renewal. Mintel highlights that in this process it will be key to “translate cellular and metabolic improvements into outcomes consumers can see and feel to bridge lab metrics with consumer-visible results to drive brand credibility”.
Consumers expect formulations and routines to support everything from skin barrier function to microbiome balance to emotional wellbeing. Microbiome-friendly products are rising, especially across skincare, haircare and oral care lines. Microbiome-friendly means that products are designed to nurture and maintain the natural balance of beneficial microorganisms on the skin, supporting overall health and resilience.
Brands that treat personal care as part of a holistic ‘you’ rather than just a look or finish will be well-positioned to succeed in the evolving market.”
You can read more about microbiome and longevity, and how LIPEX Shea is now certified microbiome-friendly in our latest blogpost: Longevity and the Microbiome: the New Beauty Buzzwords
- Personalization & Technology: The Custom Reality
In 2026, the “one-size-fits-all” approach is losing ground. Instead, consumers and brands are embracing customization, powered by AI, data analytics, sensors and digital tools.
AI-driven platforms will perform diagnosis, recommend or even formulate products tailored to your skin type, scalp condition, or even biomarker profile. The “Hyper-personalization” trend is visible across the beauty industry, combining genomics, and real-time feedback using interconnected devices to gather and analyze data, also known as the Internet of Things (IOT).
- Sustainability & Clean Formulations: Values Matter
Sustainability and ingredient transparency continue to dominate consumer expectations—and will be even more urgent in 2026. Consumers are becoming more conscious of the ingredients they apply on their skin daily. People now look for non-toxic, natural, and environmentally friendly formulas that align with their values.
Consumers now expect beauty brands to back up their sustainability claims with real proof, such as certifications, transparency, and traceable sourcing. In a world where many brands claim to be ‘eco’, truly committing to genuine sustainability – rather than greenwashing – will differentiate the leaders.
In addition, the industry is increasingly prioritizing transparency and accountability regarding ingredient traceability and environmental impact. Suppliers are frequently required to provide detailed information about the origins of their ingredients and share data such as Product Carbon Footprints (PCFs) and Life Cycle Assessments (LCAs). This data is necessary for companies to understand their current status quo and identify concrete steps to reduce negative impact and enhance positive contributions.
You can read more here about how AAK’s Kolo Nafaso Program is now FairWild certified, and here the key takeaways from the Sustainable Cosmetic Summit.
- Inclusivity, Diversity & Human Authenticity
Consumers demand products and brands that reflect everyone, not just an idealized subset. The trends for 2026 highlight:
- Inclusive formulations: hair products for diverse textures; skincare for deep and varied skin tones; gender-neutral lineups.
- The “Human Touch Revolution” -one of Mintel’s key predictions - emphasizes authenticity over perfection: consumers are done with hyper-retouched beauty.
- Marketing shifts: brands are showing real people, real stories, imperfections and behind-the-scenes processes instead of just polished results. This emphasis on authenticity aligns with a broader cultural shift: people don’t just want to look beautiful—they want to feel and be themselves.
One segment where we are seeing exponential growth is the men’s skincare market. We see a rise in male -focused beauty brands that offer complete collections tailored to men’s specific needs such as thicker, oilier skin.
- Sensorial & Emotional Experience: Beauty as Self-Care
2026 is not just about ingredients and packaging—it’s about experience. The sensory dimension of personal care is becoming far more important.
The “Sensorial Synergy” trend frames beauty routines as multi-sensory moments: texture, fragrance, ritual, emotional uplift. Beauty is increasingly linked to mood, wellness and ritual rather than simply the end result. For example: skincare treatments that soothe, calm or uplift as much as they hydrate.
Personal care routines are becoming “spa at home” experiences: emphasizing comfort, touch, and dedicating time to oneself. Brands that create emotional resonance and pleasant moment-of-use will gain loyalty beyond functional benefits.
The Neurocosmetics trend, or the acknowledgement of the skin-brain connection is still very much present, with numerous ingredients being launched in this space.
Addressing the trends of inclusion, diversification, and enhanced sensory experience requires brands to have access to a broad palette of ingredients to meet specific needs and deliver different textures and benefits. AAK’s portfolio of plant-based ingredients offers versatile solutions in this space. As explained by Emelie Grönsterwall in her blog post, the melting profile can be an effective tool to select the right solid emollient to deliver the desired sensory experience.
Final Thoughts
As we look to 2026, the “new normal” in personal care is unmistakably more holistic, more personal, more meaningful. Beauty isn’t just something you put on or look like—it’s something that integrates with how you feel, live, choose and care. The brands that thrive will be those that embrace this shift—not just in their product labelling or marketing, but in their R&D, supply chain, consumer interface and values statement.
Sources:
Mintel: 2026 Global Beauty and Personal Care Predictions –
Top Beauty Trends for 2026 : Be Relax Spa - Your Wellness Journey skin
ADA Cosmetics: Beauty Trends for 2026
Cosmetic Business: Beauty industry trends to watch for 2026 and beyond...
Vapi Organic Chemicals: Top Trends in Hygiene & Care Product Manufacturing for 2026
Start US insights: Top 10 Beauty Industry Trends [2026] | StartUs Insights
The Ordinary: What Is Skinimalism? | The Ordinary
