Does your self-care routine need a rebrand? 

Clean girl aesthetic or 2016 full glam? Signature scent or fragrance wardrobe? Everything shower or shower tomorrow? 

These are some of the hot topics circulating social media right now. New trends in beauty are taking center stage amongst celebrities on the red carpet, influencers owning your For You Page, and on the shelves in beauty retailers.

What trends in beauty can you expect in 2026, and what brands are doing them right?

Trend #1 : Skin-like Makeup

Is clean girl makeup out and 2016 full glam in? 

While social media is paying homage to 2016 full glam, the beauty industry is homed in on the clean girl look; but this year with a twist. Not only do consumers want their faces to look refreshed, they also want their products to include regenerative ingredients.

Consumers are no longer just using makeup to cover up but to fix and firm skin over time. The following brands are leaning into this by introducing ingredients like collagen, hyaluronic acid and niacinamide to help restore the skin barrier and promise results. 

1. Jones Road Beauty Miracle Balm

Jones Road Beauty stays in the headlines for their Miracle Balm, with founder Bobbi Brown at the forefront. They created 15 shades that work in endless ways to create the fresh healthy glow we are all after.

Their ingredients of choice include jojoba oil and vitamin E for a moisturizing and antioxidant-rich blend. When consumers find themselves looking for application advice, Bobbi Brown herself is active on socials daily ready to lend a helping hand, or brush.

They’re also currently open casting for the face of their next campaign, assumed to be just as skincare-forward and innovative as the ever-loved Miracle Balm.

2. M.ph Le Skin Serum Foundation

Celebrity makeup artist, Mary Phillips, just launched her brand’s very first complexion product: Le Skin Serum Foundation by m.ph.

This serum foundation includes niacinamide and hyaluronic acid to ensure it “feels like you aren't wearing anything” as pictured in their cheeky Instagram ad. This foundation is new to the market, yet it has already gained major traction and over 400 adoring reviews due to its true-to-trend formula and finish.

3. Rare Beauty True to Myself Natural Matte Foundation 

Launching April 2nd, Rare Beauty’s new foundation has been years in the making and is right on theme for 2026. It is designed specifically to look and feel like skin, wearing better over time.

Pictured across NYC, Rare Beauty focuses on modernizing matte: makeup that fits every lifestyle. It primes, covers, and sets, acting as a three-in-one, with key ingredients ginger root and algae extract for clean and comfortable skin.

Trend #2: Scent Stacking

Fragrance Layer Final Boss

Scent stacking or fragrance layering is on the rise as consumers look to stand out in a crowd. As a result, more niche brands are beginning to have their moment in the spotlight.

Consumers crave a ‘scent’ of individualism while simultaneously adhering to current trends in beauty. How to do both? Create your own unique fragrance combo, or take it a step further and layer with secret ingredients… 

1. Sol De Janiero

The newest destination drop from Sol de Janeiro is taking us into summer and transporting us right to the Brazilian beaches with sweet notes of apricot nectar, Brazilian lemonade accord, dewy lime, and banana leaves.

All three of these new scents can be mixed and matched with each other or Sol’s famous body butters to increase longevity and create a personalized irresistible summer scent. 

2. Summer Fridays 

Summer Fridays joined the fragrance market last month with their very first eau de parfum: Sunlit Vanilla. Consumers are transported to the California coast to reminisce on a classic summer treat, an ice-cold vanilla ice cream.

However, this fragrance is far from cold with its warm and rich notes of bergamot, caramel and vanilla inspired by their original vanilla lip butter balm. Pair the two together and consumers can taste and smell like a Summer Friday. 

3. Glossier

Similar to how consumers want to feel in their skin, they desire a natural scent and always come back to “You” by Glossier. “You” is a fragrance designed to work with everyone’s individual body pH to smell different on everyone, making you the final ingredient.

It is so popular that one bottle is sold every 40 seconds. Glossier’s current “You Smell Good” campaign on their official website gets you even more involved by letting you submit your fragrance story: Layering your scent with you and your memories.

Trend #3: Body care with a purpose 

Serving softness and substance 

Not only do consumers care about the ingredients on their face, but they care about their bodies too. Body care can’t just smell good; it needs to have the goods.

Promises of firmer, smoother, more hydrated skin are becoming the bare minimum when it comes to body care criteria. What brands are following these trends in beauty and stepping up to the plate to offer rejuvenation and relaxation without compromise? 

1. Cyklar

The newest body care launch in Sephora last month is the influencer-founded brand Cyklar, offering multi-sensory skin care from head to toe. With a full ingredient index on their site, Cyklar fuses luxury and function for all-inclusive attention to detail.

Their very own Body Talk blog promotes their newest launches with in-depth reviews, proving their expertise and campaigning for a chance to land in your everyday routine. It is no surprise that Cyklar successfully landed a launch deal in approximately 450 Sephora doors nationwide. 

2. L’Occitane 

Celebrating their 50-year campaign, L’Occitane is proving their status as an OG body care staple. L’Occitane is looking to take body care one step further and dive deep into connection.

This campaign features their #1 selling Shea Butter Hand Cream, designed to soften and meant to be shared. Consumers can shop by desired benefit on their site, letting them choose the main focus of their body care journey. 

L’Occitane’s chairman and CEO emphasized the brand functions by “earning trust through formulas that work, feel good to use, and that consumers return to time and again:” keeping them trendy yet timeless. 

3. Amika 

We heard your everything shower could use an upgrade. Amika did too. They’re already a staple in your shower routine, and now their product line can be used by each and every body after the shower, too. Amika announced their new brand extension by focusing on the idea of “more than just body care, it’s body joy bottled.”

Their body care still includes their hero ingredient, sea buckthorn berry, paired with other effective plant-powered ingredients and their iconic signature scent fans know and love. They are new to the scene, but they’re right on theme. 

Where can you expect these trends to show up?

How do these trends in beauty manifest on the shelves and in our everyday lives? The skincare market is expected to see a 3.05% increase in sales over the next 6 years, highly driven by the face and body segments.

These trends emphasize the need to elevate your everyday routine in order to see results from head to toe. Face to body. Scent to style. In turn, consumers will see more brands molding to a simple yet elevated lifestyle through upcoming summer campaigns and product launches.

It’s about longevity and mindful curation. In 2026 self-care isn’t optional, and these brands understood the assignment.

The intersection of these trends

All of the aforementioned brands have skin in the beauty game across categories. These trends in beauty happening simultaneously are no accident. Their intersection lies in the intention. The personal care segment currently makes up 44% of sales of the overall beauty market.

These brands recognize the need to grow to fit consumers' needs. Brands in today’s market need to be a one-stop shop to build brand loyalty and drive sales.

Skincare trickles from face to body. It’s not just about being nourished; it’s about being personalized. It’s about wanting what everyone else has but magically making it your own. 

The brands staying on trend are making an intentional lasting impact, while remaining relaxed, refined, and ridiculously real. 

🪽 Written by Juliette Tucci