LOOKFANTASTIC has published its AW26 trend report, powered by digital trend intelligence, platform data in partnership with TikTok and Reddit, and commentary from industry leaders. The report reveals the beauty trends gaining mainstream momentum ahead of the autumn/winter season.

Keely Gough, Managing Director at LOOKFANTASTIC, said: “We have put the spotlight on the iconic brands, products and innovations that truly resonate - helping our customers discover what works for them with confidence.”

Skin Barrier 2.0

• Skin barrier repair has become LOOKFANTASTIC’s fifth-highest skin concern. Reddit’s r/skincareaddictionUK page attracted 3 million views for CeraVe and 1 million for La Roche-Posay in the last six months. The trend has moved beyond healing to actively defending the skin barrier.

K-Beauty: from trend to trusted

• Beauty of Joseon and Medicube are now among TikTok’s top six hero K-beauty brands for 2026, and #kbeauty searches have seen a +719% uplift since 2023, crossing firmly into the mainstream.

PDRN: the ingredient rewriting skincare

• PDRN - DNA fragments traditionally derived from salmon, known for cell repair, hydrating, calming, and firming benefits - has seen +4,837% TikTok growth since 2023. Hero products include Medicube’s PDRN Pink Peptide Serum and Anua’s PDRN Hyaluronic Acid 100 Moisturising Cream. Plant-based alternatives such as Medik8’s Exo-PDRN Prismatic+ Serum are expected to cement the ingredient as a skincare staple.

Peptides

• Peptides - short amino acid chains that help restore firmness, improve elasticity and support healthier-looking skin - are backed by over 23 million TikTok views under #peptides, with recent launches from Medik8 and The Ordinary set to make them one of the season’s biggest skincare trends.

Hair Growth Revolution

• Hair growth is identified as a key category for AW26, with consumers increasingly seeking products that deliver visible, long-term results for hair density and scalp health.

Maximalist makeup

• After years of skin-first minimalism, maximalist makeup is making a return - characterised by more character, more colour and more creativity.

Fragrance as identity

• Fragrance is increasingly being used as a form of personal expression, with consumers building individual scent wardrobes rather than wearing a single signature scent. Cherry is identified as the fastest-growing fragrance profile at LOOKFANTASTIC for the season, best balanced with soft florals and deep woody notes.

Skin Streaming

• A streamlined, simplified approach to skincare - cutting routines back to fewer, higher-impact products without sacrificing results.

Skin Longevity

• A science-led approach to ageing, focused on maintaining skin health over the long term rather than simply addressing visible signs of ageing.

Beauty x Wellness

• The continued convergence of beauty and wellness, with consumers seeking products that support both their skin and overall wellbeing.

For more information, visit lookfantastic.com.