2026年全球美容行业状况

State of Global Beautyin 2026 February 2026 Your Guideto GlobalBeauty 2026 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 adesire for small luxuries, simplicity,transparency, and productsthat genuinely work. 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,the brands that adapt with clarity and conviction will definebeauty’s next chapter. Tara James TaylorNielsenIQGlobal BeautyVertical Leader NIQ delivers theFull Viewofbeautybuyingbehavior •NIQ delivers trustworthy, relevant data onevery customer, channel, aisle, and click—plus advanced analytics and experts tohelp you apply it. •Our solutions uncover the most granulardetails to inspire big-picture ideas andempower business leaders to take decisiveaction What’sTrending inBeauty 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) The New Beauty Counter is Algorithmic–Viral moments convert to transactions 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 $ Value % Change vs YA-Global Key Trends to Watch China India Mexico •+13% $ growth•Natural + ConsciousBeauty•K-Beauty Influence(Localized)•Self-ExpressionMicro-Categories •+65% ecommerce•Clean & ConsciousBeauty•Empowerment &Inclusivity•Climate-SpecificFormulas •+26% ecommercegrowth•MultifunctionalProducts•Clean Brands•Drugstore Expansion •K-Beauty: 8%$ share of skincareonline•TikTok Shop•RoutineSimplification •+44% Douyin•Ingredient upgrade•Professionalism•Multifunctionalproducts Looking Ahead: Leading Global Trends for 2026 49%of consumers are willing topay more for products claiminga ‘Local Country orCommunity Origin’ 52%of global consumers are willing to pay more for products thatmake tasks easier / less timeconsuming Wellness63% Transparency and Ingredient Scrutiny Drives Innovation Clinically backed formulas build trust in an era of skepticism Specialized ingredientsdrive growth 49% 50%of consumers are willing to pay more for‘Ingredient / SupplyChain Transparency’ UKPeptidesHair Care +82%GermanyCollagenSkin Care +33%USArgan OilBody Care +51% of global consumers are willing topay more for products withelevatedingredients/formulations Simplicity Overconsumption concerns and bloated beauty routines lead a drive towardsmultifunctional products and timesaving winners 39%of US Consumersreport feeling moretime crunchedin thelast 6 months Gntlis a celebration ofradical simplicity—agentle reminder thatallyou need is less. Liquid Foundation•Double Retinol•Hyaluronic Acid•SPF50, UVA+++ Wellness & Beauty Converge Brings New Opportunities The Blueprint for Standout Performance Winning brands combine trust, efficacy and accessible premium positioning Impact toBeauty:Price valueequation Beauty pricing increases in 2025 are a global phenomenon K-Shaped Economy has an uneven impact on beauty growth Fragrancehas opportunity formomentum amonghigh incomeconsumers Hair CareandCosmeticsareat risk for contraction amonglowincomeconsumers Beauty benefits from low price elasticities, insulating the impact of price increases In mass market retail, prices are rising faster forConglomerate brands vs Indie brands Opportunitiestowin in digital Effective Influencer Partnerships 2Availability and supply chain management 3Visibility in media and search 5Optimizing for AI Search 1Effective Influencer Partnerships Neuroscience proves that influencer content wins by creatingemotional connections Simple: Content that straightforward and simple is easy tounderstand appeals to the brain Realistic: Watching influencers demobeauty productsactivates the mirror neuronnetwork, making viewers feel asif they were using the product themselves Authentic: The authenticity ofa real person shot in closeup, triggers motivators that nudge viewers more quicklytowards a purchase What doesn’t work: •Too many cuts•Excess artistic execution•Negative qualifiers (i.e. no parabens)•Negative digs at competitors To master shelf