LED masks and Oura rings are becoming as commonplace in beauty routines as hyaluronic acids, cream cleansers and lip balms. According to Circana, the facial devices and tools category grew by +59.1% last year and 68% of consumers use a watch, ring, or wristband to monitor their health.

‘At-home beauty devices provide a two-fold opportunity; an affordable entry point for consumers who wouldn’t regularly go to a clinic and extending treatment results for those who do. Brands can maximise this opportunity by providing products which complement the long-term benefits these devices provide,’ says Elizabeth Watson, Circana’s Prestige Beauty Senior Insight Manager.

What’s more, it’s clear that the higher price point of devices isn’t putting shoppers off despite tightening purse strings. Lots of this can be put down to increased awareness and education on social media.

With at-home tech becoming increasingly accessible, expectations of in-clinic treatments are increasing. On a British Beauty Week panel (Link to British Beauty Week Report – The Future of Beauty: How to cut through to the shoppers of tomorrow article), Venetia Archer – founder of ‘beauty concierge’ platform Ruuby said: ‘Our customers are booking less regularly, but their average order value is going up. So, when they are booking, they are booking the longer treatment or the more luxurious treatment.’

On top of devices, people’s obsession with wellness is surfacing in the supplement, hair and slimming sectors. Circana’s consumer survey reveals that 75% of individuals in the top five European countries are prioritising self-care.

More specifically, in the UK recent data shows notable growth in wellness-related categories: food supplements and slimming products are up 19%, vitamins and minerals have increased by 12%, and low/no alcohol have shown a 12% growth over the last year.

This is set to drive an increased interest in supplement-specific ingredients across beauty. Collagen has become a mainstay for some time, but how could beauty harness the likes of magnesium or zinc more efficiently?

When it comes to hair, people are putting their follicles first. Sales results are showing success in categories which promote a proactive rather than reactive approach to haircare. Hair treatments have grown +23% over the last year with growth in products whose primary benefit is to strengthen and restore or promote hair growth or regrowth.

From at-home treatments to more sophisticated hair routines, how can brands appeal to the 2026 shopper? ‘(These trends) will create opportunities for economies of scale, enabling brands to offer a broader range of products across price points, improving accessibility and even paving the way for private-label entry into the space,’ says Ananda Roy, Senior Vice President of Global Thought Leadership at Circana.

You can read more insights from Circana here. (Link to Circana Report).