The beauty industry has become a battleground in 2026, with more products, brands and ‘so-called innovations' than consumers know what to do with.
In this sardine tin, premium beauty brands are struggling to maintain and justify higher price points, as dupes and a growing focus on cheaper products have put them in a uniquely challenging position.
Take skin care, for example, with the perceived rule that “premium equals performance” no longer holding true, according to business management consultant McKinsey’s State of Beauty Industry Trends 2026 report.
Consumers are instead embracing lower-priced brands – especially those from dermatologist-backed and K-beauty players – that deliver visible results and clinical credibility without luxury price tags, McKinsey’s research found.
But all hope might not be lost for beauty’s premium players, who have landed in a new home – travel retail – as the humble airport creates a shift in consumer shopping habits not seen online or in physical stores.
Here is how beauty is capitalising on the boom in airport beauty buying.
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