Formulating for cosmetic trends in 2026

The quest for truly natural fragrance formulation will be rewarded!

Even recently, we’ve seen attempts at natural fragrance formulation flop: ingredients haven’t been all natural; ethanol hasn’t been sustainably sourced; and/or aromas have failed to meet consumer needs in terms of aroma and substantivity. 

But the cosmetic consumer of 2026 is moving away from expensive luxury perfumes in search of truly natural, sustainable fragrances that deliver on their promises. A combination of value for money and evidence-based claims will see success in this category, especially where they are cost effective with notes similar to more luxury perfume offerings. 

The lipstick effect goes glossy - and includes mascara.

When finances get tight, consumers look for affordable indulgences to keep positive. Known as ‘the lipstick effect’, the 2026 consumer will be looking for shiny lip glosses with and without tint, and ideally with sun protection. They will be even more enticed by glosses promising plumping, hydrating or barrier performance. 

We’re predicting there will also be gains for mascaras with extras: make sure your formulas provide lash boosting, volumizing and defining effects at a mid-price range to meet the demands of the 2026 beauty consumer. 
 

Value for money with customized sets: less products that do more.

The 2026 beauty and personal care consumer wants real value from their product purchases, and this means purchasing less products to deliver more results. To get those results, they will be drawn to cosmetic brands offering customization or individualization, so they can be more confident of getting the results they are hoping for from every consumer dollar spent. 

This is where cosmetic brands can utilize their on-line presence or web tools to help the 2026 consumer make rapid choices that really appeal to their needs. 

Formulas should be created using multi-functional ingredients to boost the claims and benefits of each product, and combine the effectiveness of 2 or more products in 1. For example, consider a daily exfoliant and cleanser-in-1. A toning and hydrating serum-in-1. A day cream with SPF; a night cream treatment ‘masque’. These are all ways to enhance effectiveness not only of the product, but also help a consumer purchase two products in one for less overall purchases. It also boosts the evidence-based claims you could be making to really appeal to the savvy 2026 beauty consumer. 

Essential cosmetic formulation tip: barrier and hydration will be the top claims of 2026

For both hair care and skin care, the top claims of 2026 will be barrier protection/repair as well as boosting/holding hydration. 
Barrier protection/repair means smoother hair and more vibrant looking skin. It also holds vital moisture within the hair or skin to make it appear even more revitalized. Boosting and holding that hydration also makes the hair look healthy and the skin look supple, both desirable attributes at every age. 

The great thing about barrier and hydration benefits is the rapid visible results that can be achieved; which will really speak to the beauty and personal care consumer of 2026. 

These are simple yet achievable results in most personal care, cosmetic and hair care formulas, so make sure your cosmetic formulations in 2026 provide these benefits and can make science-backed claims. 

Watch how to create this hydrating barrier cream. 
 

Strong science and evidence-based claims essential. 

As cosmetic regulations around the world become stricter, and consumers become more skeptical, the cosmetic brands providing science and/or evidence based claims will be the leaders in 2026. 

Read: how is the performance of hair products tested?
Read: how are cosmetic claims proven?

If your claim is performance based, have a graph or statistic to prove it. If your claim is about sustainability or naturalness, be transparent and open of how your product formula achieves this. Be careful not to make unsuitable or unsubstantiated greenwashing claims - the 2026 consumer will see through them and you could face regulatory penalties.
 

Get ready for 2026!

Effective research and development addressing value with evidence-based claims will be the true winners of 2026. Revisit your development plans now and implement these aspects to get strong results from your future formulations. 

Remember to streamline and customize the online experience for your consumers - both in terms of providing facts and research and making the shopping experience quick and easy. 

These are opportunities for cosmetic brands of all sizes to step-up and meet the value driven, science and internet savvy consumers of 2026 who are on the lookout for a simplified yet effective approach to their individual cosmetic and personal care needs. 
 

Happy formulating!