Many beauty trends are fleeting, but after years of working in the industry, I’ve come to recognise the ones that will truly stand the test of time. I spend every year speaking to experts and rounding up the biggest skincare trends, makeup trends, hair trends and nail trends of the season, and I can easily tell the difference between those that come and go and those that are actually worthy of your attention.
As we enter a new year, I’m sure you’ve already been bombarded with information on what beauty tools, treatments and tech to keep an eye on over the upcoming seasons, but what 2026 innovations will actually be just as popular as the year comes to a close in 12 months? Well, that’s where I come in.
As a beauty editor, I have access to a wealth of information. So much so that I spent the best part of November and December chatting to industry insiders, rifling through product samples and press reports on new beauty brands and researching some of the biggest retailers’ most popular products to help create a well-rounded guide to the best beauty brands, ingredients, trends and more that I know will be huge in 2026.
Below, I’ve pulled together a full A-Z forecast for you to sink your teeth into, so keep scrolling to get ahead of the curve this January.
THE 2026 BEAUTY A-Z FORECAST
A: Abel
(Image credit: Courtesy of Abel)
First up, a fragrance brand that everyone should have on their radar. Relaunched late in October of last year, Abel focuses on natural, high-performing scents, utilising biotechnology, natural isolates and upcycled ingredients to create its signature perfumes. The entire range has been reformulated with a 37% increase in parfum concentration, allowing you to make a lasting impact with your fragrance without compromising on quality. Oh, and the bottles are über chic. I already know that 2026 will see us searching for more niche, under-the-radar scents and that’s exactly what this brand delivers.
Shop Abel:
Abel
The Apartment Eau de Parfum
Abel
Coat Check Eau de Parfum
Abel
Laundry Day Eau de Parfum
B: Body Biotech
I am 100% certain that we will continue to see bodycare booming in 2026. However, according to consultant dermatologist and founder of Joonbyrd,Dr Alexis Granite, this year is all about taking things to the next level. “We’ll continue to see face-level innovation applied to the body: polynucleotides, exosomes, NAD+ precursors and bio-fermented peptides designed to optimise skin function and resilience long-term. ‘Skin longevity’ will become as relevant for the body as it is for the face.”
Shop Advanced Bodycare:
Joonbyrd
Daydreamer Body Serum
Alpha-H
Firming Peptide Body Oil
Olay
Collagen Peptide Body Lotion
C: Chrono-Active Skincare
Dr Granite also predicts a shift to chrono-active skincare, in which we will tailor our skincare routines depending on the time of day. “Innovation will align with the body’s natural rhythm in day vs. night formulations, which adapt to hormonal and environmental shifts,” she explains. “Expect ingredients like chrono-peptides, melatonin analogues and timed-release antioxidants to support repair, defense and sleep quality.”
D: Dynamic Deodorant
As mentioned, the end of 2025 saw the bodycare industry booming, with many brands focusing on deodorant formulas that do more than just protect against sweat. Based on some of the latest launches that have landed on my desk, this trend is not slowing down in 2026. There appears to be a growing consumer demand for multipurpose formulas that look great, smell great and care for your skin.
Shop Dynamic Deodorant:
Phlur
Vanilla Skin Deodorant
Salt & Stone
Santal & Vetiver Deodorant
Nécessaire
The Deodorant Hinoki
E: Exosomes
The skincare industry’s buzziest new ingredient? Exosomes. As explained in our bumper guide written by beauty contributor and aesthetician Grace Day, “Exosomes are naturally occurring ‘messengers’ that play a key role in how our cells communicate and repair themselves. In the skincare world, that translates into a potential game-changer for rejuvenation, healing and glow.” The slight downside? This is still very much a trend in progress. “Exosomes are dominating at the moment, [however], for me, the data on exosomes isn’t where I want it to be yet,” says skin expert and founder of Skin Rocks, Caroline Hirons. “But they have been a [big] topic in 2025, and they are not going away for 2026.”
F: Functional Fragrances
According to Lookfantastic, functional fragrances are big news this year. “I believe ‘wellness fragrances’ will be a key trend in 2026, especially as customers are starting to shift towards more functional and mood-elevating [scents] with notes such as lavender for calm and relaxation, citrus notes for uplifting, boosted mental energy and sophisticated gourmands for sweet nostalgia,” says Billie Faricy-Hyett, chief buying officer at THG Beauty.
Shop Functional Fragrances:
The Nue Co.
Functional Anti-Stress Fragrance
This Works
Own Time Fragrance
G: Grown-Out Bob
The bob has been dominating the hair-trends space for a while now, but whilst blunt bobs and micro haircuts were all the rage at the start of 2025, the new year brings about a demand for grown-out bob hairstyles. From Hailey Bieber’s stylish lob, which she documented at the end of December, to trending cuts such as the tuft bob and the mullet bob, this year is all about effortlessly cool, laid-back styles.
Shop Grown-Out Bob Essentials:
Bondiboost
Infrared Bounce Brush
Living Proof
Full Dry Volume & Texture Spray
Kérastase
Nutritive Nourishing Hair Serum
H: Hard BIAB
After chatting to my nail tech over the weekend, it seems that more and more of us are booking in for manicures than ever before. However, with treatments such as BIAB and brands like Bio Sculpture gaining popularity, it seems that nail health is at the forefront of our minds. This is why I predict that hard BIAB, the brand-new innovation from The Gel Bottle, will be in demand like never before in 2026. This hybrid builder gel product combines the strength of hard gel with the application ease of BIAB to create sculpted extensions, providing strong, structural support whilst protecting the natural nail underneath.
I: Intentional AI
AI will have a greater impact on the beauty industry in 2026. “[This technology] will shift from a marketing buzzword to a meaningful tool for precision skin diagnostics and hyper-personalised formulation,” says Dr Granite. “Customised products, from adaptive serums to AI-curated body rituals, will become the norm, translating complex data into simple, effective routines.”
J: Jewel Details
You know we’re always covering the latest nail trends here at Who What Wear UK, and according to expert nail artist Ella Vivii, 2026 is all about jewel details and metal accents. “[There will be a focus on] making our nails look like an extension of our jewellery, by adding decorative details and embellishments or 3D imitations,” she says. After spotting this trend all over New York Fashion Week, I wholeheartedly agree that it will dominate salons this spring/summer.
K: K-Beauty Makeup
I know what you’re thinking: K-beauty is already a huge trend. Whilst you’re not wrong, 2025 saw a big focus on Korean skincare products and routines, whereas 2026 will see a greater influence on how we do our makeup. “I think fresh, glass skin, detailed eye makeup and soft, balmed lips [will be] really popular next year,” says celebrity makeup artist Buster Knight. With Korean beauty brands becoming increasingly available in the UK, now is the perfect time to try this trend out for yourself.
Shop K-Beauty Makeup:
Dr.Jart+
Premium BB Beauty Balm SPF 50
Tocobo
Glass Tinted Lip Balm
Erborian
Super BB Concealer
L: Layered Fragrances
As mentioned right at the start of this story (letter A), as a beauty editor, I’ve noticed a shift in consumer activity when it comes to fragrances. Sure, people still want those well-known, coveted scents, but there’s a greater demand for unique perfumes that feel personal to the wearer. This is why I believe fragrance layering will be a huge trend for 2026. This idea of blending scents for your own aroma is taking hold, and more brands are coming up with specific products to enable you to do so.
Shop Fragrance Layering Essentials:
Dedcool
Milk Layering + Enhancer
Rare Beauty
Woody Layering Perfume Balm
Phlur
Irresistible Layering Set
M: Minimal Manicures
I know I said that jewel details will be a big 2026 nail trend, but if you’re after something more subtle, minimal manicures are also set to be huge. “Nail trends for 2026 lean heavily into clean, understated luxury with a focus on soft, natural-looking beauty,” says expert manicurist Ami Streets. If, like me, you’re considering ditching gel manicures and embracing the natural-nail trend, I recommend investing in a good nail strengthener, alongside a salon-worthy nail file and a nourishing cuticle oil.
Shop Minimal Manicure Products:
Manucurist
Active Glow Polish in Blueberry
Margaret Dabbs London
Crystal Nail File
L’Occitane
Shea Nail & Cuticle Oil
N: Neurocosmetics
Following on nicely, it appears that skincare is continually evolving and becoming more advanced over time, and 2026 will see this industry continue to align with our overall wellbeing. “Formulas that actively target the skin’s stress response will go mainstream,” Dr Granite tells me. “Expect neuro-fragrance technology and serotonin-supporting actives, aimed at reducing cortisol and boosting your mood through topical application.”
O: Off-Centre Hair
Forget sharp middle partings and slicked-back buns; this is the year of off-centre hair. Yes, according to the spring/summer 2026 runways, it’s all about side parts and swept-over fringes. The antithesis to the “clean girl” revolution that has dominated in past seasons, I’m personally delighted to see off-centre hair taking centre stage.
P: Purple Fever
(Image credit: Launchmetrics Spotlight: Shuting Qiu)
Colourful makeup is certainly making a comeback this year, and if fashion month was anything to go by, purple is the shade to get swatching. We saw pops of purple makeup dominate backstage at shows including Frederick Anderson and Anna Sui, with a big focus on the eyes.
Shop Purple Makeup:
MAC
Small Eye Shadow in Veluxe Pearl
By Terry
Terrybly Mascara in N7
Q: Quitting Quiet Luxury?
We’re nearing the end of this A-Z guide, and as I’m sure you can tell, 2026 beauty trends are moving away from the quiet-luxury aesthetic and moving more towards maximalist finishes. But that’s not to say you can’t do a bit of both. “This year brings a split personality in beauty: ultra-clean, natural ‘quiet luxury’ makeup co-exists with full glam maximalism,” explains Jamie Genevieve, expert makeup artist and founder of Vieve.
“Fresh skin, soft blush and barely-there tones sit alongside bright pigments, embellishments and amplified textures. The message for 2026 is that there’s no single dominant direction; it’s all about choosing your mood and switching between pared-back polish and bold expression.”
“The approach will still feel relaxed (far from the maximalist ‘full beat’ we’ve seen before), yet experimentation, particularly with statement colour and textural finishes, will be the swing in the 2026 beauty trends,” adds celebrity makeup artist Andrew Denton.
R: Retro Revival
Did anyone else spot the major cat-eye wings at Alexander Wang’s S/S 26 show in New York? Yep, 2026 brings a retro revival, especially when it comes to makeup. This ties in beautifully with the maximalist trend we just mentioned. “Expect intense smokes, graphic or elongated liner,” says Genevieve.
“2026 will get a retro update to a more playful way of extending the eye,” adds Denton. “Think floating liner skimming the socket line—very Sharon Tate.” Guess it’s time to brush up on my eye-makeup skills…
S: Saltair
(Image credit: Courtesy of Saltair)
Hair and bodycare brand Saltair gained significant attention at the end of last year. The brand actually launched in the U.S. in 2022, but only recently became available to UK shoppers thanks to Space NK. Beauty lovers fell head over heels for the sensorial body washes, body creams, deodorants and body oils, thanks to their chic packaging and gourmand fragrances. After trying the products out myself, I’m adding Saltair to my list of brands to watch in 2026.
Shop Saltair:
Saltair
Salt Water Vanilla Body Wash
Saltair
Golden Hour Body Butter
Saltair
Santal Bloom Body Oil
T: Thin Brows
Goodbye, bushy brows. According to Knight, thin brows are big news in 2026. “Natural thin brows will be back,” he tells me. “Not as bold as Pamela Anderson in the ’90s, but definitely brows à la 2002.” Yes, it seems that this year might be the time to pick up those tweezers.
Shop Thin-Brow Essentials:
Tweezerman
Slant Tweezer 1231-R
Rare Beauty
Harmony Flexible Lifting Gel
Anastasia Beverly Hills
Brow Wiz Deluxe
U: Uni
(Image credit: Courtesy of Uni)
Uni is another bodycare brand I have my eye on this year. This brand also launched in 2022 (it received USD$4 million in seed funding, led by Ashton Kutcher’s investment company, SoundWaves), but only became available in the UK last year. Featuring reef-friendly ingredients and 100% recyclable and refillable packaging, the hard-working formulas are packed with skin-loving ingredients, all wrapped up in minimal packaging that will make your bathroom feel like a luxury hotel.
Shop Uni:
Uni
Skin Shield Body Wash
Uni
Skin Soothing Deodorant
V: Violette_FR
(Image credit: Courtesy of Violette_FR)
Our love for French beauty is here to stay (according to Knight, “French-girl glam” is a big makeup trend for 2026), which is why Violette_FR is one to watch. Founded by award-winning French makeup artist Violette Serrat, these skincare and makeup formulas are arguably some of the chicest around. From lip balm-meets-lipstick hybrid Bisou Jelly to three-in-one toner, serum and moisturiser Boum-Boum Milk, each product will elevate and enhance your everyday routines. It’s no surprise that Hailey Bieber was spotted using Bisou Balm at the end of last year.
The brand has just opened its first beauty space in the UK at Liberty in London, so I highly suggest planning a trip or browsing online to get your hands on what these soon-to-be cult favourites.
Shop Violette_FR:
VIOLETTE_FR
Boum-Boum Milk
W: Watercolour Washes
A makeup trend I’m obsessed with for 2026? Watercolour washes. “After seasons of minimalism, eyes are becoming the focal point again,” says Genevieve. “Expect ‘watercolour washes’ and doll-like clustered lashes to lead the way. It’s expressive and playful.” This was another key trend spotted all over 2026’s spring/summer runways, and after the long reign of minimal makeup looks, I’m welcoming it with open arms.
X: Xtra Shine
(Image credit: Launchmetrics Spotlight: Off White)
We saw high-shine finishes dominate both the makeup and nail spaces in 2025, but for 2026, it’s all about the hair. According to celebrity hair stylist Willis Galbraith, sleek, mirror-like hair is having a moment thanks to its high-fashion feel. To get this look at home, Galbraith recommends Color Wow Dream Coat Supernatural Spray and a good pair of hair straighteners.
Shop Shine-Boosting Hair Products:
Color Wow
Dream Coat Supernatural Spray
Ghd
Chronos Hair Straightener
Kérastase
Gloss Absolu Glaze Drops
Y: Yves Klein Blue
(Image credit: Launchmetrics Spotlight: Luar)
Another colour that dominated the beauty looks on the S/S 26 runways? Blue. But not just any blue. No, it was Yves Klein Blue. This bold, vibrant hue is making its way into makeup once again, and I’m all for it.
Shop Yves Klein Blue Makeup:
VIOLETTE_FR
Yeux Paint Dieu in Bleu Matte
Yves Saint Laurent
Mascara Lash Clash in Blue
H&M
Eye Shadow in After 6
Z: Zzz…
2026 is definitely the year we’ll be putting the “beauty” into beauty sleep. By the end of 2025, my desk was overflowing with sleep supplements, silk eye masks, stylish pillow mists and more. In fact, Marks and Spencer just launched its new wellness range, &Sleep, featuring body washes, bath milks and roll-on oils. It seems wellness is front of mind more than ever before, so I don’t doubt that other brands will soon launch their own sleep essentials to help us drift away.
Shop Beauty-Sleep Essentials:
&Sleep
Cloud Nine Pillow Mist
The Body Shop
Sleep Relaxing Massage Oil
