The beauty industry has always been quick to evolve. But right now, change feels different. The lines between beauty, wellbeing, and technology are blurring faster than ever, and what worked last year may not get you very far in 2026.
At our latest Grow & Glow Live event, Velstar’s in-house experts explored what’s next for beauty e-commerce. From closed affiliate networks to data mastery, UX design, and creator-led growth, here’s how beauty brands can thrive next year:
Closed affiliate networks are an untapped growth engine
Affiliate marketing isn’t just about discounts anymore; it’s about creating value, not cutting margins. One client saw affiliate revenue jump from 15% to 30% of total DTC sales, without drowning in voucher codes.
The secret? Smarter spending, stronger partnerships, and a focus on incremental value. Closed networks, such as student discounts or Blue Light Cards, attract higher-quality customers earlier in the journey, encourage new user behaviour, and avoid the “goal-hanger” effect of last-minute coupon hunters.
Personalisation is more than a feature, it’s an experience
“Beauty meets wellbeing” isn’t just a marketing line; it’s a mindset. Shoppers are no longer just looking for results; they’re looking for rituals.
Smart UX transforms your site into an experience:
- Personalised quizzes that explore mindset as much as skin type.
- Navigation filters that let customers shop by mood (“relax”, “energise”, “glow”).
- Video tutorials that swap dry instructions for spa-like storytelling.
When a brand feels personal, mindful, and human, conversion naturally follows.
User-generated content should highlight experience, not just effectiveness
Reviews and testimonials are powerful, but don’t stop at product results. Showcase content where customers share rituals, experiences, and emotions.
UGC videos can demonstrate a relaxing at-home spa moment or show products integrated into a lifestyle. This emotional connection is critical as the market shifts toward wellbeing-led beauty.
Data accuracy is the foundation for growth
It might not be glamorous, but clean, reliable data is everything. Bad tracking, pixels, or analytics don’t just impact reporting. They jeopardise ad performance, CRO tests, and all marketing decisions.
Invest early in accurate data. It’s the foundation for smarter ads, optimised strategies, and measurable growth.
Conversion rate optimisation is not one-size-fits-all
CRO turns insight into impact. Forget “best practices”, what works for one brand might flop for another.
From sticky add-to-cart buttons to navigation tweaks, testing is the only truth. Incremental experimentation enables you to increase conversion rates, average order value, and revenue without incurring additional acquisition costs.
Build a core team of creators for consistent, trend-ready content
Content is the lifeblood of e-commerce, but trends move fast. Brands with a core group of skilled creators can react quickly, producing trend-led campaigns without sacrificing quality or messaging.
This balances evergreen content with agile, trend-driven opportunities, ensuring your brand stays relevant on TikTok, Instagram, and beyond.
For new brands, awareness comes first
If you’re launching or early-stage, data comes later, buzz comes first. Focus on generating awareness, building credibility with creators, and getting product into consumers’ hands.
As one panellist put it: “You can’t sculpt without clay. Build the clay (the awareness) and refine it later.”
Once momentum builds, data and CRO strategies can scale your growth.
Strategic budget allocation is critical
Where you put your budget is as important as how much. For beauty brands, visual channels like paid social, influencer content, and video assets should take priority, especially when building initial awareness.
Start small with tests, identify winners, then scale. Every pound should be optimised for performance and engagement.
People + platforms + strategy = success
Emerging platforms like TikTok Shop offer huge opportunities, but only if the right team executes. Marketing, ecommerce, and fulfilment functions must work together seamlessly.
Even without prior experience on a new platform, transferable skills and a clear strategy allow brands to experiment effectively and capture first-mover advantages.
Keep iterating and stay agile
The beauty landscape doesn’t stand still. From shifts in consumer behaviour to new tools, flexibility is crucial.
Use data, testing, and continuous learning to iterate campaigns, content, and product experiences. Incremental improvements compound over time, keeping your brand competitive, engaging, and growth-ready in 2026.
The bottom line
Growth in 2026 isn’t about chasing every trend. The brands that thrive will combine strategic planning, personalised experiences, and agile execution (always learning, always iterating, and always glowing).
At Velstar, we help beauty brands grow smarter and faster. Ready to make your next move? Let’s talk.