2026 Sees a Shift in Beauty Consumers Towards Clinical Skincare
Beauty consumers in 2026 are becoming discerningly selective, veering away from the viral, trend-driven products. Instead, they are favoring clinically-backed skincare and wellness-oriented beauty brands that offer proven efficacy. This shift is highlighted in Consumer Edge’s newly-released Health and Beauty 2026 Outlook.
The report reveals a 14% year-to-date decline in US direct-to-consumer beauty spending. However, clinical and science-led brands such as Youth To The People, Rejuran, and Medik8 are bucking the trend and outperforming the market. Michael Gunther, SVP of Research & Market Intelligence at Consumer Edge, suggests that beauty spending is fragmenting based on what consumers perceive as real value.
Brands that are best positioned for the latter half of 2026 are those that are reallocating investment towards products with clear, functional benefits. They are identifying opportunities where the younger demographic is actually spending their money. The convergence of beauty and wellness continues, with a growing interest in supplements, recovery tools, and at-home devices. Consumers are prioritizing long-term value and measurable results over quick fixes.
Source: Happi.com