--- title: "Beauty Trends: Strategies for Success Mintel Insight at cosmetorioum" description: Key insights from Mintel on how beauty brands can adapt to consumer needs, simplify routines, and enhance credibility through evidence-based marketing. image: https://www.olallaconsulting.com/hubfs/IMG_20261022_105833379_HDR.jpg --- [Skip to content](https://www.olallaconsulting.com/the-green-chem-hive/beauty-trends-strategies-for-success-mintel-insight-at-cosmetorioum#main-content) [![edurne logo](https://www.olallaconsulting.com/hs-fs/hubfs/edurne%20logo.png?width=200&height=200&name=edurne%20logo.png)Homepage](https://www.olallaconsulting.com) - Home - Products - Pricing - Blog - Company Join the Hive - Home - Products - Pricing - Blog - Company Join the Hive [![dermatology](https://www.olallaconsulting.com/hs-fs/hubfs/dermatology.jpeg?width=680&name=dermatology.jpeg "dermatology")](https://www.olallaconsulting.com) [![Olalla Consulting](https://www.olallaconsulting.com/hubfs/Logo%20olalla%20lila%20500-1.svg)Homepage](https://www.olallaconsulting.com) - [Home](https://www.olallaconsulting.com) - [Who We Help](https://www.olallaconsulting.com/who-we-help) - [The Innovation Journey](https://www.olallaconsulting.com/innovation-journey) - [Expertise](https://www.olallaconsulting.com/our-services) - [Innovation & Scientific Translation](https://www.olallaconsulting.com/ingredient-strategy) - [Ingredient Commercialisation](https://www.olallaconsulting.com/ingredient-commercialisation) - [Formulation Development](https://www.olallaconsulting.com/our-services) - [Testing & Validation](https://www.olallaconsulting.com/our-services) - [Claims Substantiation](https://www.olallaconsulting.com/technical-support) - [Regulatory](https://www.olallaconsulting.com/regulatory) - [Responsible Person Services](https://www.olallaconsulting.com/page-in-construction) - [Technical Communication](https://www.olallaconsulting.com/page-in-construction) - [Insights](https://www.olallaconsulting.com/page-in-construction) Get started - [Home](https://www.olallaconsulting.com) - [Who We Help](https://www.olallaconsulting.com/who-we-help) - [The Innovation Journey](https://www.olallaconsulting.com/innovation-journey) - [Expertise](https://www.olallaconsulting.com/our-services) - [Innovation & Scientific Translation](https://www.olallaconsulting.com/ingredient-strategy) - [Ingredient Commercialisation](https://www.olallaconsulting.com/ingredient-commercialisation) - [Formulation Development](https://www.olallaconsulting.com/our-services) - [Testing & Validation](https://www.olallaconsulting.com/our-services) - [Claims Substantiation](https://www.olallaconsulting.com/technical-support) - [Regulatory](https://www.olallaconsulting.com/regulatory) - [Responsible Person Services](https://www.olallaconsulting.com/page-in-construction) - [Technical Communication](https://www.olallaconsulting.com/page-in-construction) - [Insights](https://www.olallaconsulting.com/page-in-construction) Get started ![Mintel Cosmetorium Insights 2026](https://www.olallaconsulting.com/hs-fs/hubfs/IMG_20261022_105833379_HDR.jpg?width=4096&height=3072&name=IMG_20261022_105833379_HDR.jpg) Olalla Consulting Transparency in Cosmetic Claims Beauty Trends 2026 # Beauty Trends: Strategies for Success Mintel Insight at cosmetorioum ![By Carmen M. Lerga BSc (Hon) MRSC, MSCS, MIFSCC, for Olalla Consulting](https://7528315.fs1.hubspotusercontent-na1.net/hub/7528315/hubfs/raw_assets/public/mV0_d-cms-elevate-theme_hubspot/elevate/images/avatar-placeholder.jpg?width=48&height=48&name=avatar-placeholder.jpg) By Carmen M. Lerga BSc (Hon) MRSC, MSCS, MIFSCC, for Olalla Consulting November 2, 2026 Your customers have never had more choice, and many of them feel worn out by it. For cosmetic brands, start-ups and manufacturers, that creates a real business challenge: how do you stand out when shoppers are overwhelmed, sceptical and unsure whether any product is working for them? At the Cosmetorium conference, Sam Dover, Senior Insights Director at Mintel, previewed the company's latest beauty predictions. Mintel tracks more than 44,000 new products every month and has monitored launches for over 30 years, so the data carries weight. After 25 years working in formulation and regulatory affairs, I listened with one question in mind: what does this mean for the people who actually develop, test and launch products? Here are the insights I think matter most, and how you can act on them. # Why Beauty Consumers Are Simplifying Their Routines Mintel reports that 33% of UK women now use five or more types of facial skincare product, down from 42% the previous year. Shoppers are becoming more considered about what earns a place in their core routine. At the same time, they are spending more on professional treatments, from facials to injectables, and on supplements that promise to help them look good from within. Their goal is the priority, and they will assemble whatever mix of products, devices and treatments helps them reach it. Mintel calls this the move from brands pulling consumers in towards consumers pulling brands into their own routine. **What this means for you:** a product that clearly supports a specific goal has a better chance of surviving a routine clear-out than a generic one. ## From Single Products to Skincare Systems: The Biggest Opportunity Anti-ageing is the most developed example. It has grown from one concern into a full system covering sagging, wrinkles, protection and prevention. Mintel predicts that other categories will follow. ### Learning from anti-ageing: the acne and hair loss examples Most anti-acne products make broad claims about reducing spots. Mintel sees room for products that target recovery after inflammation, skin resilience between breakouts, tenderness during a breakout, and the prevention of pigmentation and scarring. Hair care shows a similar gap. Hair loss solutions are fragmented, and there is space for products focused on retention, instant fullness and recovery. ### Post-procedure skincare and the link to professional treatments Mintel highlighted GLP-1 users as a niche audience that shows how quickly routines grow. They are significantly more likely to use professional beauty and grooming treatments, and brands are responding with post-procedure ranges. The same logic applies to microblading, hair growth treatments and cosmetic dentistry, where consumers need help preparing, recovering and maintaining results. Localisation matters too, as Clinique's range designed for the Chinese market shows. ![IMG\_20261022\_111740677](https://www.olallaconsulting.com/hs-fs/hubfs/IMG_20261022_111740677.jpg?width=4096&height=3072&name=IMG_20261022_111740677.jpg) ## Wellness and cognitive beauty Not everyone cares about anti-ageing. Many people simply want to feel good. Online conversation about the skin barrier has risen 88% in two years, while innovation is growing more slowly, which points to a gap. Sleep-supporting creams, calming body washes and mood-focused fragrances are emerging under the banner of cognitive beauty.   ### Proof Is the New Currency in Cosmetic Marketing This was the part of the talk that interested me most as a regulatory specialist. Mintel found that 70% of US adults say they no longer notice digital ads. AI-generated content is making people less sure what to trust. And 67% of German adults think too many beauty products make wellness claims they cannot deliver. Brands are investing in sophisticated science, yet 59% of Spanish facial skincare users find claims too technical and 54% of US Gen Z feel overwhelmed by information. The opportunity lies in translating robust evidence into plain language. ### Preparing your evidence for AI-led discovery Consumers already ask tools such as ChatGPT which products suit oily skin. Mintel expects AI to play a growing role in discovery, so your proof will have a new audience: the machine. Mintel suggests your evidence should be easy to find, structured so it can be compared, regularly updated and consistent across every touchpoint. ### Advocacy over influence The UK brand highlighted in the session is growing quickly through a network of dermatologists who genuinely use and recommend its products. Expert advocacy builds the kind of trust that paid reach struggles to match. ## Practical Steps You Can Take Now 1. **Define one clear consumer goal** for each product or range, then check whether your claims support it. 2. **Map the gaps in your system.** Ask where consumers face friction, uncertainty or wasted effort before, during and after use. 3. **Plan evidence early.** Build efficacy testing into development rather than adding it at the end. 4. **Translate your science.** Write one plain-English sentence for every technical claim. 5. **Keep your evidence current and organised,** with consistent wording across packaging, website and retailer listings. 6. **Review wellness language carefully.** Claims about sleep, mood or focus need sound substantiation and must stay within cosmetic regulations. ## A Formulator's View on Bold Claims Statements such as a hydration boost within one hour are persuasive because they are quantified. They also need robust study design, honest wording and a clear link between the test and the claim on pack. In my experience, the brands that build formulation, testing and regulatory review into one joined-up process avoid costly relabelling and protect their reputation. Mintel's message is clear. Goals and systems help you win a place in the consumer's routine. Proof and credibility help you keep it. Brands that understand where their products fit, back their claims with evidence and explain that evidence simply will be best placed for growth. ## Need Support Turning These Trends Into Products? If you would like help with product development, claims substantiation or cosmetic regulatory compliance, I would be glad to talk. With 25 years of formulation and regulatory experience, I work with founders, technical directors and manufacturers to bring credible products to market with confidence. **Get in touch today to book a free, no-obligation conversation about your next launch.** [Here.](https://outlook.office.com/book/BookExpertConsultingWithOlallaConsultingLtd@olallaconsulting.com/s/0d5nNjBMZU6DsjpUWcWPzw2) ## Share this post [mailto:https%3A%2F%2Fwww.olallaconsulting.com%2Fthe-green-chem-hive%2Fbeauty-trends-strategies-for-success-mintel-insight-at-cosmetorioum](mailto:https%3A%2F%2Fwww.olallaconsulting.com%2Fthe-green-chem-hive%2Fbeauty-trends-strategies-for-success-mintel-insight-at-cosmetorioum) ## Keep reading ### [![BioEconomy Cluster York Conference](https://www.olallaconsulting.com/hs-fs/hubfs/IMG_20261013_103101018.jpg?width=4096&height=3072&name=IMG_20261013_103101018.jpg) Olalla Consulting Process engineering Ingredients in-sights Sustainable Innovation: Insights from the Bioeconomy Conference 2026](https://www.olallaconsulting.com/the-green-chem-hive/sustainable-innovation-insights-from-the-bioeconomy-conference-2026) ### [![British Beauty wekk industry day](https://www.olallaconsulting.com/hs-fs/hubfs/IMG_20261012_135532196-1.jpg?width=4096&height=3072&name=IMG_20261012_135532196-1.jpg) Olalla Consulting Transparency in Cosmetic Claims Ingredients in-sights British Beauty Week 2026: Insights on Trust and Transparency in Beauty](https://www.olallaconsulting.com/the-green-chem-hive/british-beauty-week-2026-insights-on-trust-and-transparency-in-beauty) [![Logo olalla lila 500](https://www.olallaconsulting.com/hubfs/Logo%20olalla%20lila%20500.svg "Logo olalla lila 500")](https://www.olallaconsulting.com/) [mailto:contact@olallaconsulting.com](mailto:contact@olallaconsulting.com) --- Privacy Policy · Legal · © 2025 Olalla Consulting. 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