Beauty Marketing Trends Worth Building Around

30 January 2026 · 7 min read

Trends worth acting on change buying behaviour. Most of what circulates as a trend is a passing execution style.

Expert-led credibility

Pharmacists, dermatology professionals and formulators increasingly outperform lifestyle creators for consideration in skincare and dermocosmetics.

Format systems over one-off virality

Brands that own a recurring format accumulate recognition. Brands chasing viral moments restart every quarter.

Honest demonstration

Unretouched texture and realistic results are becoming a competitive advantage as audiences grow more sceptical of heavily produced beauty content.

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