IGD has released its Global health and beauty trends 2026 report, offering in-depth analysis of shopper behaviour, retail technology and sustainability trends to help retailers and suppliers stay ahead.
The report identifies five key global health and beauty trends:
- Holistic health and wellness: Retailers are moving beyond traditional category silos to create holistic wellness ecosystems that meet a broader range of shopper needs.
- Healthcare as a differentiator: As national healthcare services come under growing pressure, retailers are using healthcare services in-store to differentiate their offer and provide more personalised, service-led experiences.
- Advancing personalisation: Personalisation has moved beyond recommendations, with retailers and brands capturing deeper consumer insight, co-creating products and engaging shoppers in more meaningful conversations.
- Social-first path to purchase: Social platforms are becoming the starting point for health and beauty discovery, bringing inspiration, education and purchase into one journey. As shoppers rely more on short-form content, creator recommendations and live shopping, social media will increasingly shape what they buy and how they expect to shop.
- Value and values: Value now means more than price. Shoppers increasingly consider quality, ethics and brand purpose when deciding what is worth their money, so retailers and suppliers must deliver value that connects emotionally as well as economically.
IGD’s Global health and beauty trends 2026 report is designed to help retailers make the most of the strong growth opportunities in the category. Valued at US$698 billion in 2026, it is forecast to grow at an annual rate of 3.2% between 2026 and 2031[1]. Ecommerce is also a significant segment in many markets and is expected to account for 30.6% of total beauty and personal care revenue in 2026[2].
IGD’s analysis comes as AI, social commerce and wellness integration reshape how shoppers discover, assess and buy products. Today’s shopper journey is fluid and omnichannel-led, spanning social platforms, marketplaces and physical stores.
Shoppers expect personalised guidance, credible expertise and seamless movement between digital and in-store experiences. Social platforms are increasingly acting as retail channels, driving discovery and conversion through creators, live shopping and retail media. At the same time, retailers are adding diagnostics, education and wellness services at the shelf edge to deepen engagement. This convergence of beauty, health and lifestyle is redefining loyalty, as shoppers look for trusted ecosystems that combine tailored recommendations, credible advice and habit-building routines.
Rachel Sibson, senior insight analyst at IGD, comments: “Our ‘Global health and beauty trends 2026’ report shows that the future of health and beauty will be dynamic, highly personalised and shaped by technology, social media and evolving consumer preferences. Shoppers expect credible expertise and values-led brands, reshaping how health and beauty is bought, experienced and trusted.”
The full ‘Global health and beauty trends 2026’ report is available to IGD subscribers, with a shorter summary available here: https://www.igd.com/reports/highlights-global-health-and-beauty-trends-2026/73421. To explore joined-up category and channel strategies that can help teams deliver commercial impact, contact IGD Consulting at askIGD@igd.com.
