Mintel predicts wellness and authenticity will reshape beauty in 2026
Mintel is predicting a shift in the global beauty and personal care market from 2026, highlighting that products will increasingly function as wellness diagnostics, support emotional wellbeing and incorporate human creativity alongside cosmetic benefits.
The firm says consumers are expected to look for solutions that provide insight into health, influence mood and treat imperfection as part of the product experience.
The analysis suggests that by 2030, serums, moisturisers and supplements may provide information on metabolic wellbeing as well as aesthetic effects.
The beauty experience is also expected to change, as emotional impact becomes an important factor in purchase decisions and sensory design gains prominence.
Mintel identifies three themes driving this change: Metabolic Beauty, Sensorial Synergy and a Human Touch Revolution. These trends reflect developments in health technology, increasing focus on emotional wellbeing and a reaction against hyper-polished digital content.
Metabolic Beauty is highlighting the growing link between aesthetics and overall wellness. Biomarker testing, cellular health technologies, and bio-intelligent tools are becoming more accessible, paving the way for personalised, wellness-led beauty. By 2026, metabolic and hydration monitoring are expected to be part of everyday routines, with products supporting energy, repair, and prevention. Skin and hair may increasingly serve as biomarkers, positioning beauty products alongside preventative health solutions.
Sensorial Synergy is putting emotional wellbeing at the centre of the consumer experience. Fragrance, texture, and other sensory elements are becoming key differentiators, while functional fragrance, neuroscience, and immersive technology are turning routines into mood-shaping experiences. As a result, products are increasingly judged on emotional impact as well as physical results.
The Human Touch Revolution signals a shift towards products and brands that feel genuinely human. As a result, algorithm-driven content and overly polished digital messaging are giving way to more visible creativity and transparent processes.
Brands that showcase the people behind their products, their production methods and even imperfections are resonating with consumers, as authenticity becomes a key market currency. According to Mintel, the beauty and personal care sector is shifting towards products that combine wellness, emotional impact and human creativity in both design and consumer experience.