In 2026, beauty buyers want proof at the cellular level and permission to be visibly expressive again. Big hair and all.

An interesting, clear pattern is emerging in beauty right now.

On one axis, consumers are leaning hard into “cellness”: skincare positioned around cellular health, barrier repair, microbiome balance, and longevity. Ingredients even sound biotech-adjacent.

Claims are clinical, and real performance matters.

On the other axis, aesthetics are getting bolder.

Vogue is tracking a return of expressive, nostalgic looks. Think ’80s makeup and big hair, saturated colour, visible effort.

At first glance, these trends seem weirdly at odds.

But really, they aren’t.

They reveal a buyer who wants credibility and character at the same time.

Science without personality feels cold.

Expression without efficacy feels flimsy.

And the winning products … ride the overlap.

Today’s beauty customer wants to feel biologically supported and emotionally seen.

Cellular claims answer: “Is this gonna actually work?”

Expressive design answers: “Is this for someone like me?”

That combination lowers risk AND raises desire.

If your product still relies on neutral palettes and vague promises, it may be signalling safety when buyers are looking for conviction.

And if your aesthetic is loud but your claims are soft, trust erodes fast.

What do you think of the new-old look and allure? Ready to embrace an 80s vibe, with futuristic promises?

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.