Beauty industry trends in 2026: innovation, experience, and the role of intellectual property
As we move into 2026, the beauty industry continues to evolve at pace, shaped by advances in technology, changing consumer expectations and an increased focus on wellbeing, inclusivity and sustainability. Innovation is no longer limited to formulation alone. Instead, it sits at the intersection of science, data, experience and brand trust. Against this backdrop, Intellectual Property (IP) is becoming an increasingly important factor in how beauty businesses protect innovation, manage risk and maintain competitive advantage.
Artificial Intelligence (AI)
One of the most prominent beauty industry trends is the growing use of artificial intelligence to deliver personalised consumer experiences. AI-powered skin diagnostics, virtual try-ons and tailored product recommendations are now firmly embedded across many cosmetic brands. These technologies rely on complex data models, proprietary algorithms and, in some cases, bespoke hardware. From an intellectual property perspective, this raises questions around patent protection for underlying technologies, the use of trade secrets to safeguard confidential systems, and ownership of consumer data that drives personalised services. As beauty tech matures, clarity around these issues will be central to long-term commercial success.
Neuroscience-aligned and sensorial beauty
Alongside personalisation, the industry is seeing increased interest in neuroscience-aligned and sensorial beauty. Products are being designed to engage the senses and support emotional wellbeing, blurring the line between cosmetic benefit and broader wellness outcomes. While this creates opportunities for differentiation, it also presents challenges when it comes to protecting innovation. Claims relating to sensory or neurological effects may require careful patent strategies and clinical proof to avoid regulatory issues. In this area, the relationship between scientific substantiation, regulatory compliance and IP protection is becoming increasingly nuanced.
The convergence of beauty and wellness
Technology is also accelerating the convergence of beauty and wellness. Clinical-grade devices, microbiome-based skincare and data-driven diagnostic tools are reshaping how consumers approach daily beauty routines. These products often combine multiple forms of intellectual property, including patents for functional elements, registered designs for product appearance and trade marks for branding. As collaboration between cosmetic brands, biotech companies and research institutions becomes more common, well-drafted agreements that clearly define IP ownership and exploitation rights are essential to avoid disputes and protect investment.
Ethical beauty
Ethical considerations continue to influence cosmetic innovation, particularly in relation to testing methods. With new animal testing bans for cosmetics, alternative testing models that replicate human skin physiology are gaining traction. Innovative testing methods such as artificial skin models and bioprinting processes can themselves represent valuable intellectual property. Protecting novel testing methods, along with the ingredients and systems developed through these methods, requires a strategic approach that balances patent protection with confidentiality and trade secret considerations. Given international differences in patentability and regulation, businesses operating across multiple markets must take a coordinated view.
Male grooming and inclusive beauty markets
Another notable trend shaping the beauty sector is the continued expansion of male grooming and inclusive beauty markets. Brands are developing products and aesthetics that move beyond traditional gender norms, responding to demand for more personalised and inclusive experiences. As new product lines and sub-brands are introduced, trade marks play a vital role in establishing brand identity, while registered designs can help protect distinctive packaging and product features. Early clearance and registration remain key tools in reducing risk in increasingly competitive markets.
Sustainability
Sustainability remains a defining theme across the beauty industry, but consumer expectations have evolved. Eco-friendly formulations, biodegradable materials, refillable packaging and supply chain transparency are now viewed as baseline requirements rather than differentiators. From an IP perspective, sustainable innovation often brings patent opportunities, whether in formulation, manufacturing processes or packaging design. At the same time, increased scrutiny of environmental claims means businesses must ensure that terms such as ‘clean’, ‘natural’ and ‘green’ are supported by evidence, to avoid regulatory and reputational risk.
Taken together, these beauty industry trends highlight a sector that is becoming more complex, more technologically driven and more closely aligned with consumer values. In this environment, intellectual property is not simply a defensive mechanism, but a strategic asset. Businesses that understand how to identify, protect and commercialise their IP are better placed to innovate with confidence and build long-term value.
If you would like to discuss how these trends may affect your business, or how your intellectual property strategy can support innovation in the cosmetics and beauty sector, please get in touch with one of the authors – Ana Vesperinas or Rosalyn Newsome – or a member of our specialist team.
