With this being the last full content issue before the directory, it’s so fascinating to look back at 2026 and see the story that’s leading us into 2027. Gen A’s influence continues to grow year after year (as they do), and consumers continue to approach all aspects of beauty with more curiosity and education. The expectation and opportunity for innovation across beauty has heightened from application to results.
In such an aspirational industry, one can’t help but hope that in these final months of 2026 something comes in and sets the trend for the new year. Already, we’re seeing multifunctionality take on new meaning as the new suncare filter enters the US; things are being skinified that have never been before and targeted creative is taking opportunities for connection between brands and consumers to a new level. Even the role fragrance has played in beauty is escalating as we’re all asking what defines a luxury product beyond its ingredients.
With new retail trends, packaging suppliers and brands are working to provide immersive, sustainable and effective packaging to people who are skipping the shelf experience in brick-and-mortar stores through TikTok Shop and other online retailers.
As the year closes, the market is deciding the winners of 2026, but 2027 is a new game, and that board is just starting to clear. I’m so excited to watch it play out.
