Skin, scent and self-expression: The beauty trends shaping summer 2026

Beauty is moving away from the uniformity associated with the “clean girl” aesthetic and towards a more individual approach shaped by experimentation and self-expression.

That’s according to a new trends report from British luxury department store Liberty, which says beauty remains one of its top-performing divisions as customer habits continue to evolve.

The data suggests consumers are becoming less focused on achieving a single polished look and are instead using beauty products to reflect different moods, preferences and identities.

This shift is influencing trends across complexion products, fragrance, skincare and wellness ahead of summer 2026.

The trends

Makeup

According to the report, makeup trends are shifting away from highly structured, technique-led application styles towards products and finishes designed for ease, flexibility and self-expression.

Softer textures are influencing how makeup is applied, with consumers increasingly favouring blended and diffused colour across lips, cheeks and eyes rather than defined looks.

Artist-led brands including Violette_FR, Lisa Eldridge, Westman Atelier, Ilia and Jones Road Beauty are highlighted as helping to shape this direction.

The report also points to changing expectations around lip products. High-shine glosses are being replaced by formulas that combine hydration, pigment and longer wear, reflecting demand for products that offer both comfort and performance.

Looking ahead to summer 2026, Liberty expects demand to continue growing for products that support experimentation, simplified application and more personalised approaches to beauty.

Skincare-makeup hybrid

The era of full-coverage complexion products is shifting towards lighter, more targeted and adaptable approaches to makeup application.

According to Liberty, this has been one of the clearest category shifts of the year, with tinted moisturisers up 89% year-on-year and concealer pencils increasing by 81%.

The retailer says consumers are increasingly using complexion products for targeted coverage and skin enhancement rather than full-face transformation.

Growth has been driven by products including Lisa Eldridge’s Pinpoint Concealer, Jones Road Beauty’s Just Enough Tinted Moisturiser and Trinny London’s BFF Creams.

Liberty also notes growing demand for products that sit between makeup and skincare, combining cosmetic coverage with hydration and skin-supporting ingredients.

It expects continued growth in multifunctional complexion products designed to deliver coverage, skincare benefits and ease of use within a single formula.

Skincare & bodycare

At Liberty, high-performance skincare is increasingly being evaluated not only on efficacy, but also on the overall user experience.

The retailer says consumers are placing greater importance on products that combine clinically focused ingredients with textures, formats and routines that feel more considered and enjoyable to use.

This is reflected in growth across more indulgent skincare categories, with body and face oils up 128% year-on-year.

The retailer also reports growing interest in acupuncture and holistic facial treatments, suggesting that beauty and skincare are increasingly being viewed within the context of broader wellness routines.

Bath and bodycare is another area seeing significant growth, with the bathing category up 17% year-on-year, as consumers place greater focus on evening routines built around oils, bath salts and restorative treatments.

Liberty expects continued demand for products that combine visible skincare benefits with routines centred on comfort, wellbeing and everyday rituals.

Fragrance

Fragrance continues to be Liberty’s fastest-growing beauty category, increasingly being chosen as a marker of identity rather than a finishing touch.

The strongest growth is coming from scent profiles that offer intensity, individuality and emotional resonance, with gourmands evolving far beyond their traditional sweet foundations.

Vanilla-based fragrances remain a key driver, up 88% year-on-year, with standouts like Bibbi’s Vanilla Factory. However, Liberty is also seeing a notable shift towards more nuanced, unexpected interpretations of gourmand fragrances, including savoury, mineral and grain-led compositions.

Examples include L’Artisan Parfumeur’s Il était un bois, which captures the dry, earthy quality of grains and wheat, and Ode Ona’s Tea Pot Sonder, which explores soft steamed rice and powdery textures.

Alongside this evolution in scent profiles, there is continued demand for extraits, fragrance oils and layering formats as customers seek greater depth, longevity and personalisation in how they wear fragrance.

Niche brands such as Ex Nihilo, up 127% year-on-year, continue to perform strongly, reflecting an appetite for compositions that Liberty describes as "distinctive and directional".

This summer, the launch of a new rotating fragrance pop-up space on the ground floor will further spotlight emerging brands, exclusive launches and experimental scent stories, reinforcing the retail giant's position as a destination for fragrance exploration.

Image credit: Liberty, The Art of Colour Campaign