Beauty's Growth Drivers Beyond the Sales Numbers: H1 2026

Beauty brands gaining the most momentum aren't always the ones leading in sales. Spate's H1 2026 beauty data, developed in partnership with Playbook of Beauty, reveals which brands and categories are gaining consumer attention, what's driving that growth, and where the next opportunities are emerging across beauty.

The report goes beyond the numbers to explore the ingredients, formats, platforms, and consumer conversations driving beauty discovery and where a brand's marketing story doesn't quite match what consumers are actually talking about.

Featuring analysis from Alexis Amann, founder of Playbook of Beauty, the report brings together Spate's consumer trend data with an independent, data-driven perspective on the beauty market to uncover what today's signals mean for brands, retailers, and beauty leaders navigating an increasingly competitive landscape.

Download the Spate x Playbook of Beauty: Beyond the Numbers, Beauty in H1 2026 report to discover:

• Which beauty brands are winning online popularity even where sales growth is slower
• The specific ingredients, formats, and platforms driving consumer conversation for L'Oréal, Unilever, P&G, AmorePacific, Proya, and Puig
• Where a brand's own marketing story doesn't match what consumers are actually searching for and talking about