The hair and body mist category has seen an explosion in growth and demand in 2026, transforming what some would consider a ‘lesser perfume’ into a beauty phenomenon.
And a series of unexpected players are vying for control of the segment, with brands from Olaplex to Gisou launching mist products over the past year.
This is feeding into a hair and body mists category that has seen Google searches grow 68% and Instagram searches leap 308% in 2026 so far, according to research from UK budget beauty retailer Superdrug.
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“It is mainly popular because they offer an affordable, lightweight alternative to traditional perfume,” says a spokesperson for Superdrug’s Insight and Research Team.
“They are loved for scent layering and their versatility, complementing other fragrances rather than clashing with them.”
But what is really behind the surging interest in 2026, and can it last beyond being just a one-note trend?
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