State of Beauty
2026
Beauty has never moved faster online.
But Gen Z is buying more carefully than ever.
Kyra's State of Beauty 2026 report combines consumer research with proprietary creator intelligence to reveal how beauty culture is evolving in real time — from skincare routines and fragrance identity to the creators and brands shaping what people actually buy.
Built from 500 Gen Z consumers (18–29) and billions of creator signals, this report reveals the patterns behind modern beauty influence.
What's Inside the Report
The Real Drivers of Gen Z Beauty
The feed sets the agenda. The store closes the decision.
The Categories Defining Beauty in 2026
Deep analysis across
every major category:
Skincare
Barrier-first beauty and the brands dominating routine culture.
Haircare
Repair and treatment narratives are replacing styling culture.
Bodycare & Hygiene
The quiet power category where loyalty forms early and rarely breaks.
Fragrance
The last beauty category still powered by identity and emotion.
Beauty Tech
Why Dyson, Philips and Shark Beauty now anchor the beauty routine.
Wellness
The vibe economy is fading. Outcomes and proof now drive purchase.
Makeup
Less theatre. More function. Performance is replacing transformation.
The Kyra Predictive Index
Beyond preference rankings, the report maps where beauty conversation is moving next.
Using Kyra's creator intelligence, analysing billions of creator posts, the index tracks:
Rising Momentum
Brands accelerating fastest in creator conversation.
Stability Signals
Brands sustaining consistent creator attention.
Early Decline Signals
Brands still visible, but losing cultural traction.
Together, these signals reveal where future preference is likely to form.
Beauty looks chaotic online.
The behaviour isn't.
Some of the biggest findings:
Gen Z scrolls quickly but buys deliberately
Influence drives discovery. Routine drives loyalty
Clinical credibility now beats aesthetic storytelling
Beauty tech is becoming the structural anchor of routines
Fragrance remains the only category still powered by fantasy
Wellness is shifting from aspiration to measurable outcomes
Contributors:
Industry leaders who helped shape the analysis
Marina Mansour
President of Beauty, Wellness & Luxury, Kyra
Laura Steffanut
PR, Media & Influence Director, Armani Beauty
Annie Probert
Head of International Marketing & Go-To-Market, Marc Jacobs
Celia Ellenberg
Former Global Beauty Director, Vogue
Dina Fierro
SVP Marketing, K18
Chris Jackson
Global Brand Marketing Leader, Starface
Built with Kyra Intelligence
The State of Beauty report combines:
Kyra analyses billions of creator posts and brand mentions to identify where beauty conversation is accelerating, stabilising or fading. Because preference data shows what consumers buy today.
Creator behaviour often reveals what they will buy next.
Report
Report
Discover the routines, brands and cultural signals shaping beauty right now — and the shifts already forming beneath the surface.
Published by Kyra
Predictive intelligence for how culture actually moves