SLG Brands' Beauty Pulse 2026 report reveals a more informed, empowered and questioning consumer, with authenticity, transparency and representation shaping the next era of beauty.
Beauty consumers are becoming more informed, more questioning and increasingly confident about what they expect from the brands they choose, according to new research from SLG Brands.
Published in Beauty Pulse 2026, SLG Brands' second annual beauty report, the findings reveal a generation helping to reshape the industry, placing greater value on authentic imagery, credible product claims and beauty that reflects the real world.
The research highlights how evolving consumer expectations are creating opportunities for beauty brands to build trust, strengthen connections and embrace change.
"Over the last 40 years, we've seen the beauty industry evolve at an extraordinary pace. From social media to the growing influence of AI, the way consumers discover, experience and engage with beauty continues to change," says Lucy Beresford, CEO of SLG Brands.
"What's particularly exciting is how informed and confident today's beauty consumers have become. They're questioning what they see, challenging traditional beauty standards and becoming increasingly clear about the industry they want. For beauty brands, this presents an opportunity to innovate, build trust and create more meaningful connections."
Authenticity in an AI-driven world
As technology transforms the beauty landscape, consumers are placing greater value on authenticity and transparency.
Almost three-quarters (74%) believe beauty brands should not use AI-generated models, up 8% since 2025, rising to 78%. Meanwhile, 46% say real or minimally edited beauty imagery is very important, reflecting a growing desire to see beauty represented in a genuine and relatable way.
With only 22% saying they can identify when beauty imagery has been edited, the findings highlight an opportunity for brands to champion transparency as technology evolves.
Social media remains an important source of beauty discovery and education, with 44% saying it has helped them learn more about beauty products and techniques. While digital platforms can create pressure to compare and conform, consumers are becoming increasingly aware of these influences and more confident in challenging the expectations they encounter.
A More Representative Vision of Beauty
The research also reveals a generation actively challenging traditional beauty standards and championing a more inclusive industry.
Only 16% of respondents say they always feel well represented by the beauty industry, highlighting opportunities for brands to better reflect the diversity of their consumers.
38% say better representation of skin tones is extremely needed, while 37% want better representation of body shape and size.
Looking to the Future
Now in its second year, Beauty Pulse reflects SLG Brands' commitment to understanding the changing beauty landscape and sharing insights that help shape its future.
As an independent brand owner and incubation platform celebrating 40+ years in beauty, SLG continues to embrace change, challenge convention and anticipate what's next.
"Beauty has always been about far more than products. It's about culture, identity and self-expression," adds Lucy Beresford.
"What this year's research tells us is that the next generation isn't simply following beauty trends, they're helping define what beauty should look like. From championing authenticity and representation to demanding greater transparency, consumers are driving positive change across our industry.
"At SLG, we've always believed in embracing change and challenging convention. Beauty Pulse is an opportunity to share these insights with our partners, peers and the wider industry as we explore the future of beauty together."
Read the full Beauty Pulse 2026 Report
*Attest Research 500 women aged 18–44 on 25 August 2026
About SLG Brands SLG is a global beauty brand owner and incubation platform that has developed and launched some of the world’s most exciting, authentic, and trend-forward beauty brands. Founded in 1985 and led by Miles Dunkley alongside Lucy Beresford and Richard Buckland, SLG brings indie-brand adaptability together with global authority, innovation, and industry-leading expertise. Its portfolio includes COLAB Dry Shampoo, Johnny's Chop Shop, Rhyme&Reason, Velvotan, and Happy Hair People, with a legacy of partnerships spanning fashion, celebrity, and influencer-led brands worldwide. For more information, imagery or just to have a chat please email the newsroom pr@slgbrands.com