Beauty Consumers Seek Clinical Skincare at Mass Market Prices

Beauty consumers are becoming far more selective in 2026—and new data from Consumer Edge shows they’re moving away from viral, trend-driven products in favor of clinically-backed skincare, wellness-oriented beauty and brands that can prove efficacy.

Consumer Edge’s newly-released Health and Beauty 2026 Outlook found that US direct-to-consumer beauty spending is down 14% year-to-date, yet clinical and science-led brands including Youth To The People, Rejuran and Medik8 are outperforming as consumers prioritize long-term value and measurable results, said the report.

“Beauty spend is fragmenting based on what consumers perceive as real value,” said Michael Gunther, SVP, Research & Market Intelligence, Consumer Edge. “The brands best positioned for the second half of 2026 are the ones reallocating investment toward products with clear, functional benefits, pressure-testing their growth assumptions against where young consumers are spending their money and identifying opportunities at the intersection of beauty and wellness.”

The report also found:

• Fragrance remains resilient across both prestige and niche categories
• Beauty spending is increasingly shifting toward Amazon, Target and Walmart
• Younger consumers are gravitating toward brands with strong identities and curated experiences
• Beauty and wellness continue to converge, with growing interest in supplements, recovery tools and at-home devices
  

Consumer Edge’s full Health and Beauty 2026 Outlook can be found here.