The beauty industry is shifting toward outcome-led investment, where consumers reward brands that deliver visible, science-backed results and long-term benefits. In this environment, efficacy, regulatory agility, professional credibility, and ecosystem thinking are foundational to sustained growth through 2026 and beyond. Below is what to expect and watch closely:
- Glass Hair and Advanced Ingredients: The New Standard in Salon Excellence
Glass hair, ultra-smooth, and high-shine styles continue to surge in popularity, driven by professional brands such as Wella Professionals. More than an aesthetic trend, this look serves as a visible proof point of performance, signaling consumer demand for salon-grade results both in-salon and at home.
Underpinning this outcome, active ingredients such as hyaluronic acid, keratin, fermented actives, and plant-based exosomes are becoming baseline requirements for brands seeking to differentiate in the space. Notable examples include Sphingomonas Ferment Extract in Wella’s Smooth Filler and fermented rice water in Cecred by Beyoncé.
Why it matters in 2026+: Hair care continues its convergence with dermatology and longevity narratives, particularly around scalp health, hair density, and prevention.
- Omnichannel Expansion: Professional Beauty Brands Go Mainstream
The next phase of omnichannel expansion is less about access and more about the control of brand perception across doors. Recent retail expansions, such as System Pro entering Muller Stores in Germany and Revlon Professional expanding into Monoprix and Carrefour in France, reflect a broader reality: consumers now expect professional beauty products wherever they shop.
Why it matters in 2026+:Omnichannel maturity becomes a competitive divider, particularly for legacy professional brands navigating mass exposure.
- Regulatory Shifts: Retinol Reformulation as Opportunity
With new EU retinol regulations coming into force in late 2025 and full compliance required by 2027, brands face a critical inflection point. While reformulation presents short-term complexity, it also creates meaningful white space for innovation and early mover’s advantage.
Why it matters in 2026+: Next-generation retinoids, encapsulation technologies, and alternative actives positioned around efficacy with improved tolerability will define the next wave of skin care innovation.
- Longevity, Efficacy, and At-Home Devices: The New Consumer Mindset
Consumers are increasingly evaluating beauty through the lens of long-term results and preventative care. This shift underpins the rapid rise of high-ticket at-home devices such as LYMA Laser Pro priced at $6,000, as well as supplements targeting skin, hair, and gut health.
Why it matters in 2026+: Competitive advantage will increasingly come from brands that bridge topical, ingestible, and device-led routines into cohesive, outcome-driven regimens.
- The GLP-1 Halo Effect: New Growth Pathways for Beauty
The rise of next-generation GLP-1 therapies, such as retatrutide from Eli Lilly, introduces a powerful new variable into beauty demand. As these treatments move toward broader clinical availability around 2026, downstream effects are expected across aesthetics, skin care, and devices.
Why it matters in 2026+: Rapid weight loss is likely to drive a surge in demand for skin-firming, collagen-support, and rejuvenation solutions, particularly within the professional and device-led categories.
- China’s Beauty Conglomerates: Expansion Through M&A
Leading Chinese beauty groups such as Joy Group, S’YOUNG, and Botanee are accelerating international acquisitions to diversify portfolios and reduce reliance on single-hero brands. Most brand acquisitions fall into hair care, scalp care, or premium dermatology-based skin care.
Why it matters in 2026+: These moves reflect a strategic pivot toward professional and dermatology-based categories, with bundled offerings set to reshape the market.
- Multi-Door Aesthetic Chains: Strategic Engines for Professional Skin Care Brands
Fast-scaling aesthetic and facial chains, such as Face Foundrie, are becoming critical partners for professional skin care brands. Partnerships such as Face Reality’s recent collaboration with the chain highlight the growing role of these operators in scaling professional brands.
Why it matters in 2026+: Multi-door aesthetic chains will continue to reshape how consumers discover and adopt professional skin care brands outside traditional medical settings.
Kline + Company will continue to monitor these developments to help brands and industry stakeholders navigate change and identify long-term growth opportunities. To learn more, explore our Beauty and Wellbeing capabilities.
