2026年全球美容行业态势
State of Global Beauty February 2026 Your Guideto Global Beauty is entering 2026 with its characteristic resilience, but alsowith a new level of complexity. Consumers are becoming moreintentional in how they spend, balancing tighter budgets with a It's no secret that beauty sales are now dominated byecommerce, and increasingly the winners are those who are abletocrack the code on digital success. Brands have a new toolkitthat drives their success, which includes being available, visible, and attractive.As AI accelerates innovation, digital ecosystems transform thepath to purchase, and global influences reshape expectations, Tara James TaylorNielsenIQGlobal BeautyVertical Leader NIQ delivers theFull Viewofbeautybuying •NIQ delivers trustworthy, relevant data onevery customer, channel, aisle, and click—plus advanced analytics and experts to •Our solutions uncover the most granulardetails to inspire big-picture ideas andempower business leaders to take decisive What’sTrending in Momentum Continues for Beauty Sales Growth Developing markets drive global growth, while European momentum cools E-Commerce Continues to Drive Beauty’s Global Growth Regardless of maturity, digital channels outperform instore in all regions Beauty-% Change vs YA–Latest 52 Weeks(MAT Q3 2025) TikTok Shop ecommerce merchant rank–Q3 2025–Beauty Categories(vs Q2) China’s Livestream Selling–The Next Frontier of Social Commerce DTC? $26 Billionhair & skin care value sales throughlivestream sales on Douyin in the past 12 months(+47% vs YA) In the US, Amazon capturing both dollar and unit growth Skin & Scent Drive Industry Growth Momentum shifts to skin care as consumer prioritise efficacy in their daily routine Key Trends to Watch Mexico •+13% $ growth•Natural + ConsciousBeauty•K-Beauty Influence(Localized) •+44% Douyin•Ingredient upgrade•Professionalism Transparency and Ingredient Scrutiny Drives Innovation Transparency Clinically backed formulas build trust in an era of skepticism Simplicity returns as we search for products that help save time Overconsumption concerns and bloated beauty routines lead a drive towardsmultifunctional products and timesaving winners Wellness & Beauty Converge Brings New Opportunities Expanding the beauty $ opportunity by64% The Blueprint for Standout Performance Winning brands combine trust, efficacy and accessible premium positioning Impact toBeauty:Price value Opportunitiestowin in digital 1Effective Influencer Partnerships Neuroscience proves that influencer content wins by creatingemotional connections Simple: Content that straightforward and simple is easy to Realistic: Watching influencers demobeauty productsactivates the mirror neuronnetwork, making viewers feel as Authentic: The authenticity ofa real person shot in closeup, triggers motivators that nudge viewers more quickly What doesn’t work: •Too many cuts•Excess artistic execution•Negative qualifiers (i.e. no parabens) To master shelf optimization you must focus on 3 key tenants to perform in today’s digitalenvironment Case Study–Proactive and Reactive to manage Amazon supply after a hair stylingproduct goes viral on TikTok? Manage a viral moment-LIVE 1.HOW daily Pulse of OOS and alerts2.ALERT-20% of sales were lost due to lackof availability3.IMPACT-Amazon ranking droppedreducing visibility 3Visibility Keep pulse of organic and paid visibility to course correct and optimizesearch rankings and sales–Key words are critical Optimize content to improve organic search fit for retailer SEO 5 product visibility Win by executing the basics whileembracing a digital first global industry Beauty has more pricing power than you think,drive the value equation with price balancing Be open to global expansion and nontraditional retail distribution to unlock new Those who master the essentials of digitalcommerce and AI will dominate the next wave of
