数字化跃迁2026年全球美容行业态势前瞻报告.docxVIP

Beauty

GoesDigital

StateofGlobalBeautyin2026

February2026

YourGuideto

YourGuide

toGlobal

Beauty2026

Beautyisentering2026with

Beautyisentering2026withitscharacteristicresilience,butalsowithanewlevelofcomplexity.Consumersarebecomingmore

intentionalinhowtheyspend,balancingtighterbudgetswithadesireforsmallluxuries,simplicity,transparency,andproductsthatgenuinelywork.

Itsnosecretthatbeautysalesarenowdominatedby

ecommerce,andincreasinglythewinnersarethosewhoareabletocrackthecodeondigitalsuccess.Brandshaveanewtoolkit

thatdrivestheirsuccess,whichincludesbeingavailable,visible,andattractive.

AsAIacceleratesinnovation,digitalecosystemstransformthepathtopurchase,andglobalinfluencesreshapeexpectations,thebrandsthatadaptwithclarityandconvictionwilldefine

beauty’snextchapter.

2

Premiumizationvs.AffordabilityBeauty+WellnessConvergence

Premiumizationvs.Affordability

Beauty+WellnessConvergence

GlobalMeetsLocal

Thetrendsthatwilldrivethemarketthisyear

12

1

23

56

SocialCommerceViralityFragranceRenaissance

SocialCommerceVirality

FragranceRenaissance

4

AIandDigitalFirstBeauty

3

NIQdeliverstheFull

NIQdeliversthe

FullViewofbeautybuying

behavior

?NIQdeliverstrustworthy,relevantdataoneverycustomer,channel,aisle,andclick—plusadvancedanalyticsandexpertsto

helpyouapplyit.

?Oursolutionsuncoverthemostgranulardetailstoinspirebig-pictureideasand

empowerbusinessleaderstotakedecisiveaction

ConsumerBehaviorInsights

DTC/

DTC/pureplay

AmazonMeasurement

Amazon

InstacartShipt

Health

SpecialtyBeautyspecialty

Specialty

Club

90+Global

90+

GlobalMarkets

Brand

MediaDollarDepartment

Media

Dollar

DIY

Grocery

Discount

MassDrug

Analytics

Activation

Activation

Innovation

?2026NielsenConsumerLLC.AllRightsReserved.

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