07.01.26
News
Key takeaways at a glance
- Brands are prioritising integrated, multi-disciplinary agency partners who can deliver clarity and cohesion across markets.
- Affiliate-linked PR is rapidly becoming a core commercial lever for both creators and brands.
- Community events are moving from “nice moment” to meaningful loyalty strategy when supported by wider visibility work.
- Cultural alignment is now a growth tool, with brands finding smart ways to tap into major moments in sport, music and entertainment.
- The brands that break through will be the ones who act quickly, read culture well and build genuine relationships with their audiences.
The beauty landscape is shifting quickly. Consumer behaviour is evolving, cultural moments are moving faster than ever and brands are being challenged to show up with more clarity, creativity and commercial intent. These insights, shaped by our Beauty team and informed by the work we deliver every day, highlight the trends we expect to define 2026 – and the priorities brands will need to focus on to stay relevant.
Integration becomes a non-negotiable
Beauty teams are running leaner while operating across more markets than ever. With fragmented internal structures and limited time, brands are increasingly turning to agencies that can bring every discipline into one place: SEO, trend scanning, paid and organic influencer, fulfilment, events, affiliates and traditional PR.
The shift is about clarity and cohesion. That integration now extends to AI-led discovery. Generative engines increasingly shape how beauty brands are found, framed and recommended, pulling from PR coverage, creator content, search signals and commercial proof. When these inputs are fragmented, brands lose clarity. When they’re aligned, GEO works in their favour, reinforcing authority, relevance and recommendation at scale.
As Laura Rockey, Head of Beauty at b. the agency, puts it: “When you remove fragmentation, you remove friction. Brands don’t just get a cleaner strategy, they get work that moves in the same direction at the same time, which is where real momentum begins.”
Integrated teams make it easier to stay consistent across markets, adapt quickly and build campaigns that feel unified from start to finish.
Affiliate-linked PR steps into the spotlight
Affiliate strategy has become a commercial proof point, especially for investor-backed or rapidly scaling beauty brands. It offers a clearer link between visibility and revenue, which gives boards and retail partners more confidence in PR investment.
Media outlets and creators are increasingly supplementing income through affiliates too. This creates a mutually beneficial ecosystem where product visibility and commercial performance work together. Expect affiliate pitching and incentive planning to become routine parts of the PR mix.
Community events become a loyalty engine
With influencer culture more crowded than ever, beauty brands are narrowing their focus toward depth rather than reach. Community-led events are evolving into meaningful loyalty drivers. They offer real value, early access, interactive moments and a sense of closeness that audiences respond to.
They work best when paired with broader awareness activity.
As Laura explains: “Community events deepen loyalty, but they rely on foundations built elsewhere. You need broader awareness to feed the top of the funnel, and a strong community strategy to strengthen the bottom. When the two work together, that’s when advocacy becomes real.”
For brands with engaged audiences, these events can become one of the most effective channels for retention and organic content generation.
Cultural relevance becomes a growth channel
Beauty brands are paying closer attention to sport, music and entertainment moments that shape global culture. These spaces command attention and influence buying behaviour.
Not every brand will invest in major partnerships, but many are finding success through smaller, agile plays like tailored mailers for fan communities, reactive press opportunities and social storytelling shaped around cultural trends. Cultural alignment is less about chasing hype and more about recognising what consumers already care about.
What this means for beauty brands in 2026
The year ahead will reward brands that think holistically, act quickly and build relationships that feel real rather than performative. Each of the trends above connects to a wider shift in how people discover, trust and stay loyal to beauty brands.
Here’s what that means in practice:
Integration is now essential.
Your channels influence one another, so planning them together creates clearer stories and stronger results. Brands who keep activity siloed will struggle to build momentum.
Commercial proof will matter more.
Retailers and investors want to see how awareness converts into revenue. Affiliate strategy helps bridge this gap and gives brands firmer ground when defending PR spend.
Community needs intention.
Events work when they deepen loyalty, not when they try to replace broader visibility. Brands with a clear identity and active audience will see the most value from community-led experiences.
Culture is a growth lever.
Showing up in cultural moments makes brands feel current and connected. It doesn’t require huge budgets, but it does require relevance, timing and a strong creative point of view.
Agility will set brands apart.
Fast, thoughtful responses to cultural shifts will outperform slow, perfectly polished plans. The brands that thrive will combine preparation with the ability to pivot.
In short, 2026 belongs to brands that stay culturally aware, build meaningful connections and work with partners who can bring strategy, creativity and speed together in one place.
Ready to elevate your beauty strategy for 2026? We’d love to hear from you: hello@b-theagency.com
