LOOKFANTASTIC predicts 2026 will mark a reset in beauty, as consumers move away from excessive routines and towards high-performance, low-effort products that blend skincare, technology and wellness.
Based on 2025 sales performance and search behaviour, the retailer sees growth being driven by multifunctional formats, advanced formulations and credible performance claims, as beauty routines become more streamlined and results-focused.
For brands and retailers, the opportunity lies in simplifying routines without sacrificing efficacy, and delivering innovation that fits into everyday life.
KEY INSIGHTS AND TRENDS FOR 2026
K-Beauty has matured into a core growth engine
LOOKFANTASTIC sold nearly one million units of K-beauty in 2025, with revenue up 174% year-on-year. Growth spans suncare, serums and sets, driven by efficacy, price accessibility and formulation leadership.
In 2026, K-beauty will have a major influence on global formulation standards rather than operating as a niche or trend category.
Skinification will reshape colour cosmetics
In 2025, searches for skin-first complexion products surged, with CC creams, BB creams and skin tints significantly outperforming traditional full-coverage formats.
In 2026 we can expect increased R&D focus on hybrid formulas and fewer single-purpose colour launches.
Advanced ingredient combinations will drive purchase decisions
Search growth for peptides, retinal, niacinamide and emerging actives such as PDRN indicates rising ingredient literacy among consumers.
In 2026, demand will shift towards complex ingredient systems, not single ‘hero’ actives, favouring clinically positioned brands.
At-home beauty tech will enter the mainstream
Sales of LED devices rose 96.7% in 2025, reflecting growing overlap between beauty, wellness and longevity.
As consumers looking for value and convenience, at-home beauty devices will become a recurring revenue category rather than a novelty purchase.
Lash treatments will outpace traditional eye makeup
Lash serums and treatments were the fastest-growing cosmetics category in 2025, signalling a shift away from high-maintenance extensions and false lashes.
Growth will continue to move from instant effect to long-term performance, opening space for treatment-led innovation.
Lucy Gorman, CEO of THG Beauty, said: “We’re seeing a clear shift in how consumers define value in beauty. Rather than adding more steps or products, they’re prioritising performance, versatility and results they can rely on.
