Lookfantastic unveils AW26 beauty trends

Lookfantastic has unveiled its AW26 Trend Report, offering an insider guide to the beauty movements already gaining momentum and set to shape the season ahead.

Beauty consumers are becoming more informed, more intentional and more individual than ever, resulting in a beauty landscape that is both more considered and more expressive.

That’s according to Lookfantastic, which has unveiled its AW26 Trend Report, offering an insider guide to the beauty movements already gaining momentum and set to shape the season ahead.

Powered by digital trend intelligence, platform data and insights from TikTok, Reddit, industry experts and the retailer’s buying team, the report identifies the cultural and consumer shifts changing the way beauty is discovered, understood and experienced.

From a renewed focus on skin health and prevention to the continued evolution of K-Beauty, the rise of scalp-first haircare and a return to bold self-expression, the AW26 beauty landscape is being shaped by a consumer who wants more from their beauty.

"Staying ahead is not about chasing trends, but understanding the shifts changing how consumers discover, shop and experience beauty. With an increasingly complex landscape of recommendations, viral moments and evolving routines, trusted expertise is becoming more important than ever, said Lookfantastic Managing Director, Keely Gough."

"This shift is also being reflected in how consumers are discovering and choosing beauty, with trust, peer recommendations and considered decision-making increasingly influencing the path to purchase."

Skin barrier 2.0

The research identifies “skin barrier 2.0” as a trend continuing into the later months of the year, marking a move away from treating skin concerns reactively towards future-proofing skin health.

Now ranking as Lookfantastic's fifth-highest skin concern, on-site search activity is up 28.5%, with three-year growth reaching 182%. Meanwhile, once-specialist skincare terms such as ceramides and postbiotics have seen 419% search growth on TikTok over the last year.

The focus is shifting towards targeted formulas that support the skin’s natural defences, with barrier-building lipids, microbiome-friendly ferments and restorative actives taking centre stage.

Skin streaming

Elaborate routines are giving way to a more streamlined approach, according to the report. As a result, multi-tasking products that combine several benefits are becoming an increasingly prominent part of beauty routines, reflected in the term “skin streaming".

This trend reflects a consumer who is increasingly knowledgeable about ingredients and more selective about the products they use, with a focus on formulas that serve multiple purposes rather than simply adding another step to the routine.

Within this shift, SPF is emerging as a key part of the streamlined approach, combining sun protection with additional skincare or makeup benefits. From Beauty of Joseon’s Relief Sun Rice + Probiotics SPF50+ to Quick Flick’s Quick Screen Setting Spray SPF50+, multifunctional products are becoming an increasingly important part of the modern beauty routine.

Beauty longevity

The report also suggests that the anti-ageing conversation is evolving. Rather than focusing solely on reversing visible signs of ageing, the concept of beauty longevity is increasingly centred on maintaining healthy-looking skin over time, with prevention, regeneration and resilience becoming key priorities.

Searches for longevity-related skincare on Lookfantastic are up 4.7% quarter-on-quarter, reflecting growing interest in long-term skin health rather than quick, visible fixes.

One ingredient at the forefront of this movement is PDRN, with Lookfantastic searches up 54%, while TikTok data shows that #PDRN has experienced 990.91% growth over the past three years. Searches for retinal are also up 26.2, while TikTok growth has reached 4,837% since 2023.

The movement is also extending beyond topical skincare. Sales of electrical skin devices at Lookfantastic have risen 101.3% year-on-year, signalling growing consumer interest in beauty technology that brings more advanced treatments into the home.

Beauty meets wellness

It’s no secret that the crossover between beauty and wellness is accelerating, with consumers embracing a more holistic approach that encompasses nutrition, recovery, stress, hormone balance and overall wellbeing.

At Lookfantastic, wellness-related product sales are up 28% year-on-year, while collagen is growing 6.8% quarter-on-quarter.

Supplements and vitamins also remain a high-performing segment, with a 20% conversion rate, as customers increasingly purchase wellness products alongside their skincare and haircare essentials.

As Senior Buying Manager Lauren Starkey explains, the longevity movement is ultimately part of a broader mindset centred on self-care, prevention and a more holistic approach to health and wellbeing - a trend that is expected to continue gaining momentum.

Maximalist makeup is back

More is more is making a return, with beauty consumers ae gravitating towards looks that feel authentic, individual and personal, embracing colour, texture and statement details.

The report shows that searches for brows are up 25.3%, eyes 19.3% and lips 11.7%, signalling a renewed appetite for the features that allow consumers to define and personalise their look.

Lookfantastic expert and makeup artist Jeyanney is seeing the same shift professionally, noting a growing demand for more polished, glamorous looks with greater definition, structure and impact.

But maximalism doesn’t necessarily mean heavy coverage. As the report puts it: “Less coverage, more character.”

Another beauty staple reclaiming its place in the spotlight: bronzer. Fake tan sales at Lookfantastic are up 21.5%, bronzers are up 5.1% and brown shades have grown 10.4% year-on-year.

Scalp care and hair growth

In another category, the scalp is becoming the new focus of haircare, with consumers increasingly treating it with the same level of attention as facial skin.

Related terms including “scalp treatment”, “scalp scrub” and “dry scalp” have generated more than 4,111 searches at the retailer, while the hair loss and growth category is up 37% year-on-year.

The shift is also moving consumers towards complete, routine-led solutions. Searches for “hair growth” and related terms generated 18,789 searches in the last quarter, while products associated with growth and thickening benefits have risen 15.9% year-on-year. Products tagged under the “Growth and Thickening” trend have also accelerated 42%.

Fragrance layering

Having recently reported on the shift in how consumers approach fragrance, with shoppers increasingly experimenting with scent combinations rather than relying on a single signature perfume, Lookfantastic is supporting the trend through the concept of the fragrance wardrobe - a collection of scents selected to suit different moods, personalities, occasions and seasons.

Layering is expected to continue growing as consumers experiment with combining fragrances to create more personalised scent identities. This growing appetite for variety is reflected in Lookfantastic’s fragrance set sales, which increased by 13% in the first half of 2026.

As for popular scents, while vanilla remains the most in-demand fragrance note, cherry is emerging as one to watch, with searches up 16% year-on-year. Pistachio is also gaining traction, with searches increasing 29.8% quarter-on-quarter.

Hair perfume is also breaking away from the traditional fragrance format, with sales up 71% year-on-year as consumers expand their scent wardrobes beyond eau de parfum.