What health & beauty consumers really want in 2026: Four trends redefining brand strategy this year

The health & beauty industry never stands stills – but 2026 marks a deeper shift in what consumers expect from the brands they let into their routines. Wellness goals continue to dominate the cultural conversation, ranking in the top six most popular resolutions this year, yet people are no longer chasing quick fixes or aspirational perfection.

In 2026, they’re craving something more: proof they can trust, experiences they can feel, and products that genuinely enhance their lives. Trust is emerging as the most valuable brand asset, becoming a powerful loyalty engine that counteracts feelings of digital fatigue and choice overload. 

Here are four health & beauty trends brands should have on their radar this year, complete with industry context and how businesses can use them to their advantage. 

The Community

The reign of individualistic beauty routines is over. Consumers are interested in shared health & beauty experiences, not just top-down broadcasting from brands and influencers. They want to connect, collaborate, and share with like-minded enthusiasts, creating an exciting opportunity for brands. 

Gamified spaces, on-the-go consultations, ‘phygital’ activations (a hybrid of in-person and digital) – these pop-up events are emerging as a powerful loyalty driver. The associated exclusivity and community-building allow brands to build affinity around core products, with the prospect of meeting experts and tactile trialing transforming a transaction into an experience. 

Whether online or in-store, these you-had-to-be-there events curate moments of joy, entertainment, and education that resonate far longer than the typical retail interaction. You’re offering more than just a product – and that justifies the time and money spent with a brand.

• UGC, peer reviews, and grassroot trust signals provide authentic social proof that establishes instant credibility. 

From aesthetic to metabolic

This is where health and beauty converge. No more surface-level fixes. 

It’s not enough to look good on the outside; it’s about nurturing this feeling within. This year consumers are in pursuit of wellness that straddle both categories so expect to see a surge in preventative medicine, ingestible supplements, fortified ingredients, and metabolic technology.

Gen Zers and millennials are leading this shift, with almost 45% and 50% paying particular attention to skin & hair, and gut health compared to older generations. By 2029, around 524 million people are expected to wear fitness trackers with biomarker diagnostics. Active ingredients like arnica, CBD, and collagen are growing in popularity within beauty formulations. 

With beauty being redefined as a proactive, health-first ritual, preventative, proof‑driven routines will flourish, with consumers treating beauty less as indulgence and more as personal insurance. This will drive subscription models, long‑term diagnostics, and multi‑category spending for brands. 

• Be loud and proud about product ingredients, surfacing them on product pages and aligning your SEO strategy where suitable.
• Launch membership tiers and email marketing campaigns that bundle devices, consumables, and periodic recommendations while using progress dashboards to prove efficacy. 

Proof is the biggest influencer

2026 is the year of the beauty sceptic. Consumers aren’t just handing out trust for free – brands need to convince them before they get swept up in the hype. 

With budgets being squeezed and endless options available, shoppers are more discerning than ever, relying on peer-to-peer recommendations and real-world credibility before they commit to a purchase. 47% of UK consumers say proven results are the most important factor when choosing beauty products. In bloated markets like skincare, 79% feel overwhelmed by the volume of option available, largely due to misinformation and over-complicated guidance. 

Trust is fragmentating; many are now looking to professionals for guidance – voices from brands who feel less biased, results-driven, and have shown up for them consistently. Proof sells so the businesses that excel are those that show real results – not just talk about them. 

• Lead with data, testing, and transparency, clearly showing the science or measurable impact behind formulas. This is key to demonstrating the quantifiable benefits of using your products. 
• Design for simplicity, helping consumers cut through confusion quickly by surfacing unique selling points, streamlined routines, and easy-to-access education. 
• Ensure AI-driven discovery works in your favour, with structured proof points, ingredient clarity, and credible claims that appear in AI-powered search. 

Find the AI / human balance

The rising influence of AI on the buying journey has created a growing tension – and potential harmony.

While 23% of beauty browsers use generative AI to discover products, 82% of UK adults prefer to speak to a human customer service rep and 70% have expressed concern about trusting AI-generated images. While its capabilities are indispensable for brands, consumers are becoming increasingly resistant to AI-polished perfection. Brands must master this new balance. 

The new luxury is human, with health & beauty products becoming tools for emotional comfort, sensorial grounding, and relatability. Raw, unfiltered craftsmanship and unedited imagery have become a signal of trust. Brands that use authentic storytelling and champion human realness alongside the functional convenience of AI will enjoy better rates of engagement.

This is not an anti-tech sentiment. The health & beauty sector is defined by trust and personalisation and AI agents can’t truly experience the products and services on offer. Consumers simply want technology that enhances the human, not replaces it.

• Lead with human artistry, craftsmanship and sensory storytelling—show the hands, the makers, the rituals, the realness. These build a genuine emotional connection and prove real people use your products; they aren’t just cited by AI tools. 
• Use AI to remove friction, not emotion. Technology can guide shade matching, streamline routines, and simplify product choice but keep the creative direction human-led and prioritise data transparency and safety. 

Shape your brand strategy with IDHL

Health & Beauty in 2026 is no longer just about buying products – consumers are buying trust, proof, emotional resonance, and experiences that take them beyond a simple purchase. You can download our full Marketing Trends in 2026 guide to find out about what the year ahead holds. 

2026 is offering opportunity, but navigating these shifts requires expertise. At IDHL, we help our brands cut through complexity with strategies grounded in insight and powered by responsible technology. Get in touch with our experts today.