The beauty market is undergoing a phase of accelerated restructuring. Between the tightening of European regulations on environmental claims, the rise of artificial intelligence in skincare, and the evolution of routines towards increasingly targeted active ingredients, the benchmarks are shifting rapidly. What truly shapes the beauty trends of this period, and on what criteria can they be distinguished from passing fads?
Anti-greenwashing regulation and beauty claims: what is changing concretely
The European directive (EU) 2024/825, known as “Empowering Consumers for the Green Transition,” will come into effect on September 27, 2026. It directly targets cosmetic brands that use terms like “eco,” “green,” “environmentally friendly,” or “sustainable” without being able to document a specific environmental performance related to the product itself.
The claims “carbon neutral” or “climate neutral” based solely on carbon offsetting will become illegal. Labels created by the brands themselves, without independent or public certification, are also targeted.
To follow the news on Cosmétiques Beauté helps to measure the extent of the adjustments underway in the industry. Because the practical consequence is massive: packaging, e-commerce sites, social media campaigns, and sales arguments must be revised so that any green promise is technically documented and legally defensible.
| Type of claim | Before the directive | After September 27, 2026 |
|---|---|---|
| Terms “eco,” “green,” “natural” | Free use, without mandatory proof | Prohibited without demonstration of environmental performance related to the product |
| In-house labels (created by the brand) | Tolerated, common on packaging | Prohibited without independent or public certification scheme |
| “Carbon neutral” by offsetting | Common in CSR communications | Prohibited if based solely on carbon offsetting |
This table illustrates a shift: brands that had built their positioning on vague environmental vocabulary must reformulate all their product communications.
Beauty tech and AI: from gadgets to skin diagnostic platforms
Beauty tech has long been associated with connected devices sold to the general public, often abandoned after a few weeks. The current movement is different: AI is migrating towards diagnostic services integrated into care pathways, both in salons and online.
AI-powered skin analysis platforms now use computer vision to assess skin condition (texture, pores, wrinkles, pigmentation spots) and recommend personalized routines. The model is shifting from isolated gadgets to continuous services, often offered in salons by professionals.
In just two years, this segment has transitioned from a niche market to a strategic focus for facial care and serum brands. Beauty institutes are integrating these tools to objectify facial diagnosis and tailor recommended active ingredients to each skin profile.
What this changes for the skincare routine
- Skin diagnosis becomes measurable and reproducible, allowing for tracking skin evolution over several months instead of relying on visual impressions
- Product recommendations (serum, facial care, targeted actives) gain precision, as they are based on a skin mapping rather than a declarative questionnaire
- The role of the professional in the salon evolves towards data interpretation and personalized advice, not towards replacement by machines
However, the reliability of these tools heavily depends on the quality of the training databases. An AI diagnosis on dark skin remains less accurate than on light skin in most current systems, a bias that the industry is just beginning to correct.
Makeup and skincare trends: refocusing on documented actives
The makeup market continues its convergence with skincare. Foundations incorporate moisturizing or anti-aging actives, serums are tinted, and the boundary between makeup and skincare is blurring in daily routines.
This convergence is not new, but it is accelerating due to a demand for transparency regarding formulations. Consumers read INCI lists, compare active ingredient concentrations, and seek proof of efficacy before purchasing.
Increasing actives and facial massage techniques
Facial massage is making a strong comeback, driven by social media and techniques derived from traditional Asian medicine. Buccal massage (intra-oral massage) and facial lymphatic drainage are gaining visibility, often associated with salon treatments.
Facial massage does not replace topical actives but enhances their skin penetration, a point that professionals use to justify the combination of both approaches. Gua sha and stone rollers remain popular, but the trend is shifting towards more precise manual techniques practiced by trained estheticians.
- Facial lymphatic drainage reduces temporary facial swelling and improves radiance in the short term, without lasting structural effects on wrinkles
- Buccal massage targets jaw tension and nasolabial folds, with visible results after several regular sessions
- The combination of professional massage and serum with concentrated actives (hyaluronic acid, vitamin C, retinol) constitutes the most requested routine in salons
Body beauty products: a long-neglected segment that is becoming structured
Body care has historically represented a modest share of the average cosmetic basket, far behind face and makeup. This hierarchy is changing. Brands are launching body ranges with the same level of formulation as facial care: body serums based on niacinamide, AHA exfoliants, dry oils with antioxidant actives.
The “skinification of the body” trend responds to a concrete expectation: to apply the same demands for actives and results to the body as to the face. Textures are also evolving, with lightweight formulas that dry quickly, suitable for daily application without hassle.
The segment remains fragmented, without a dominant leader. Brands that document their active ingredient concentrations and offer suitable formats (large containers, pump dispensers) are gaining an advantage over those that merely recycle a facial positioning in a 200 ml format.
The coming months will be marked by the implementation of the anti-greenwashing directive, which will redistribute credibility among brands. Those that have invested in the technical documentation of their formulations and supply chains will be best positioned, regardless of their size or notoriety.
