Skin prep

Person beauty shopping online social media

Jacob Wackerhausen/Getty Images

Many trends in the beauty industry last year—from where and how consumers shop to what they’re buying—laid the groundwork for changes that will further shift the industry this year. Here’s how experts say the beauty industry will evolve in 2026 (and don’t worry: the fragrance obsession likely isn’t going anywhere).

Online continues to grow

Online channels, particularly Amazon and TikTok Shop, show no signs of slowing down in 2026, Anna Mayo, beauty and personal care thought leader at NielsenIQ, told Retail Brew. Amazon’s Premium Beauty store added several new brands at the end of 2025, most recently Bobbi Brown Cosmetics in December, and Bath & Body Works plans to launch on Amazon in the first half of 2026 as part of its turnaround strategy.

“You’ve got to go where the consumers are at the end of the day, and it’s going to be just harder and harder for people to stay off Amazon, because you’re really missing out on a lot of potential sales by not cooperating with them,” Mayo said.

How shoppers use Amazon will continue to shift this year, Tatiana Perim, partner and global lead for beauty and personal care at Kearney, noted. Once a platform for convenience, it’s increasingly becoming a channel for discovering and research as well, she said. Meanwhile, social commerce platforms, known for discovery, could be used more for replenishment, Manola Soler, managing director in the Consumer and Retail Group of Alvarez & Marsal, predicted.

Keep reading here.—EC

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MARKETING

Smells like protein spirit

An illustration of a granola bag with a label noting it contains 50 grams of protein

Illustration: Morning Brew Design, Photos: Adobe Stock

Last year can be defined by a lot of things: an uncertain economy, high prices, tariff anxiety—and, well…an abundance of protein. (Protein cold brew, anyone?)

A survey by Shopkick and Trax, which included responses from more than 5,600 consumers, found that 65% of shoppers consumed protein-enriched snacks in 2025. Of those who hadn’t, an equal share said they’d be open to trying them.

And the appetite appears to extend beyond curiosity. More than half of respondents (56%) said they were willing to pay more for snacks with added protein, while 41% said they’d switch brands altogether if their preferred protein-forward product was out of stock.

The findings come as consumers are looking for healthier snacking options in categories such as breakfast foods (53%), dairy (47%), and beverages (44%) becoming “the new frontlines of innovation,” per Shopkick.

Keep reading here.—JS

COMMUNITY

Coworking with David J. Sitt

David J. Sitt

On Wednesdays, we ~~wear pink~~ spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.

David J. Sitt is CEO and founder of retail and e-commerce fulfillment company Ship Essential.

How would you describe your job to someone who doesn’t work in retail? When someone orders something online, we pack it up and ship it to their door through a carrier like USPS or UPS.

One thing we can’t guess about your job from your LinkedIn profile? I spend most of my day acting like the team’s cheerleader—keeping the energy up, celebrating every win, and making sure everyone stays motivated. I’m not just leading from afar but jumping into everything from intro calls to day-to-day operations to the big-picture vision. My involvement sets the tone for how connected and energized the team stays.

What’s your favorite project you’ve worked on? Opening a new warehouse while simultaneously signing on new brand partners was definitely my favorite project. It pushed us to operate at full speed on multiple fronts—building out new infrastructure while nurturing new relationships. Seeing it all come to fruition at the same time, with so many unknowns and moving parts, was both scary and exhilarating. It was one of those moments where the hard work, collaboration, and trust across the team really paid off.

Keep reading here.—EC

SWAPPING SKUS

Today’s top retail reads.

Labor of love: After a lackluster performance during last year’s Valentine’s Day, Victoria’s Secret is gearing up for a stronger showing this year. (the Wall Street Journal)

Something’s brewing: Why more retailers, like Uniqlo and Coach, are debuting their own in-store cafes. (CNBC)

Cherry on top: The new year’s hottest beverage is the Shirley Temple, it seems, as competing brands launch their takes on the classic drink. (ABC News)

Software steps up: impact.com’s latest guide helps you automate repetitive work like vetting partners, processing payments, and monitoring fraud. That way, you can focus on the strategy that actually grows your program. Learn more.*

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