2026年全球美妆展望

2026GlobalBeautyViews Expertperspectives,from Mexicoto SaudiArabia K-Beauty,beyond Korea When InflationReshapesRoutineThe forcesdriving a newapproach tobeauty in 2026 Discover theevolvingbeautypreferencesaround theworld Inside An EvolvingBeauty Market Beauty and personal care in 2026 are shaped by forces that are atonce global and deeply local. Across markets, consumers arenavigating economic uncertainty, cultural change, and rapidlyevolving expectations of what beauty should deliver. What stands out most is not a single trend, but a pattern ofconsistency beneath the variation. From Seoul to São Paulo, wesee a shared shift toward higher efficacy, greater ingredientawareness, and more intentional routines. Digital platformscontinue to redefine how people discover and evaluate products,while wellness, simplification, and self-expression are becominguniversal lenses through which beauty is experienced. Yet these themes do not unfold in the sameway everywhere. Inflation, demographics,regulation, and cultural context shape howconsumers prioritise, trade off, and adopt newideas. In this environment, success dependsless on chasing trends and more on trulyunderstanding people, how they live, whatthey value, and how those values translate intopurchase decisions. Insight, measurement,and local perspective become essential toolsfor navigating complexity and makingconfident, informed choices in a market that ismoving quickly and often unpredictably. Tara James Taylor Global Beauty Vertical Lead,NielsenIQ Contents 20 of the key markets shaping the globallandscape in beauty in 2026 Mexico Saudi Arabia South Africa South Korea Türkiye UAE Germany United Kingdom United States Australia Value-Driven Beauty in Uncertain Times Caution is the new normal for Australians. Whilst global conflict is a risingconcern, Australians continue to face a higher cost of living (food prices, housing, utilitybills). Value-seeking shoppers drive growth in discounter channels including Aldi,Chemist Warehouse and Costco, and private label gains momentum in Pacific. However,beauty maintains the same rate of growth as FMCG in the past 12 months at +5.2%. $ Value % Growth vs YA Discovery at aCrossroad PremiumBrands+0.2%+6.1%MassBrands In December 2025, Australiabecame one of the firstcountries to enforce asocialmedia banfor under 16,including TikTok andInstagram. Among the aimsof the ban is to reduceexposure to harmful beautystandards that result innegative impacts to mentaland physical health. Eyesboth locally and overseas-with other countriesconsidering a similarmeasure-will be watchinghow this new legislationimpacts beauty discoveryand sales. K-Beauty Craze Where performance meets affordability, K-Beautycontinues to resonate strongly with Australian shoppers.Known for deliveringvisible results at accessibleprice points, Korean beauty is gaining traction asconsumers look for budget-friendly products that stillfeel innovative and effective. In FY25, the category grew26%,supported by its reputation for nature-inspiredingredients, skin-first formulations and fast-movingtrends that translate well to everyday routines. Beauty Buys go Digital E-commerce continues to gain momentum, led byAmazonas more shoppers move online and increasepurchase frequency. Major retailers including ChemistWarehouse, Woolworths and Coles are also thrivingdigitally, particularly across skincare, haircare anddeodorants. Affordability and convenience remaincentral, with online shopping increasingly seen as anefficient way to compare prices, replenish essentials andaccess a broader range of brands. TiaDaryatmoSenior ManagerAnalytics and Insights Pharmacy Power Highly discounted pharmacy retail remains a dominantforce in Australian beauty.Chemist Warehousecontinues to outperform, supported by aggressivepricing and strong range breadth, with supermarketsfollowing closely behind. At the same time, consumersare drawn into a growing mix of alternative channels,including online platforms and large beauty specialistssuch as Mecca, reflecting a market where value, accessand experience coexist rather than compete. Brazil Sunscreens, Scents, and Skincare In 2026, Brazil’s beauty market is navigating a dynamic environment shaped by bothpolitical and economic factors. As the country enters an election year, governmentpolicies aimed at boosting consumer spending are supporting demand, though concernsover the fiscal deficit may discourage private sector investment. Despite theseuncertainties, several clear trends are emerging. Scent as a Daily Ritual Skincare Meets Makeup The line between skincare and makeupcontinues to blur, withhybrid formatsdriving growth across mass and premium.Tinted sunscreens, complexion sticks andmultifunctional lip products are gainingtraction,designed specifically forBrazilian skin tonesand everyday use.Brands like Ollie and L’Oréal areexpanding sunscreen innovation, while lipcare increasingly combines hydration andcolour t