What’s Trending, and What’s not, for 2026
Every year journalists, marketers, and trend forecasters make their picks for what new trends we can expect to see in the new year. I wanted to share my predictions and wish list for what will be trending, and what won’t be, in 2026. If you know anything about me, you know this opinionated copywriter has some things to say.
We’ll be covering trends in advertising, beauty, and influencer trends. I’ll be sharing what I hope to see evolve and change in 2026, and what I hope we can leave behind in 2025, including trends that cause consumer fatigue, those that are super annoying, and those I find lacking in creativity or strategy.
What’s Trending in 2026
Advertising
Trend 1: Brands create genuine connection by sharing their unique, authentic story
As much as I would like the word authenticity to quietly float away into the atmosphere, we all know it’s not going anywhere. For 2026, I want the idea of authenticity to stop being merely a buzzword and, instead, become a natural part of every brand’s ethos.
Meaning, brands don’t just say they are authentic, they embody it through the way they communicate their unique story. They stop trying to be like everyone else and start creating an advertising strategy driven by cultivating a real connection with their audience. It's not about brands doing authentic dupe culture. Instead, it's about brands knowing who they are and who their target audience is, and then developing a creative strategy that is purposefully designed to build their brand and foster long-lasting relationships with their audience.
As the intro to every Real World season always said, “It’s time to stop being polite, and start getting real.”
You can't grow your brand or create community if you aren't being true to your brand’s mission and vision. If more brands stay true to who they are and their why, authenticity will become a natural part of their branding, strategy, and messaging.
Trend 2: More IRL and in-real-time shopping experiences
If you spend anytime on TikTok, you've probably seen brands selling their products in lives. Sometimes it is used to promote their latest launches or a bundle, other times it’s used to educate and sell products. These experiences aren’t simply about selling products, they also provide consumers access to their favorite brands in real time, especially when you have founders doing the live or other team members who are brand experts.
The audience can ask questions, gain access to special offerings, and feel like they are part of a community experience. Many trend prediction lists see this type of selling continuing to expand to more platforms, as well as in IRL retail experiences.
According to the Ovative Group, channels that were once considered experimental are becoming the norm for building awareness and growing engagement. Gaming sites like Robolox and even international sporting events, such as the 2026 World Cup, will continue to drive interactive and IRL shopping experiences.
Trend 3: Improved Ethics and Transparency with AI
New AI tools are popping up almost every day. While all this innovation seems exciting, the founders of some of the largest AI tech companies’ only vested interest is in how much money they can make. They don’t appear to have any consideration for the damage it can do to the environment, the lack of ethics, and the growth of AI slop.
This is why 2026 will be the year of AI intervention. Most consumers aren't onboard with some of the sketchy behavior. They are looking for greater ethical standards and greater transparency in AI content consumption.
A recent article from The World Federation of Advertisers predicts 2026 as the year brands will have to define what AI compliance looks like in theory and in practice. With more regulatory bodies putting in place rules around AI disclosure and ethics, brands can no longer keep their AI use quiet.
Not sure how this will play out in the US, especially after the President signed an EO that seems to want to reduce AI regulation it sees as an undue burden to innovation. Over thirty State Attorney Generals have expressed concern over Federal regulations as they are concerned it could hinder their ability to respond quickly as new threats emerge.
Personally and professionally, I don’t think innovation should come at the expense of transparency and ethics. You can do both, and you should. We can encourage innovation while also thinking about the possible repercussions of this ever emerging tech.
Beauty
Trend 1: Sensorial beauty product experiences
Sensorial beauty isn't a new trend. Although it's been around in some form since the 70s, its popularity grew during the pandemic, when consumers were longing for more connection with their products.
Since our world has become so digitally linked, we are all looking for sensorial beauty moments that provide a "Calgon, take me away" feeling and experience. Besides being a respite and a source of connection, this trend engages all our senses, boosts our well-being, and makes routines feel more like a luxurious ritual.
According to Mintel and other trend forecasters, we will continue to see brands utilizing different textures, fragrances, and sounds to make interacting with your products feel more experiential. They also predict an expansion of sensorial experiences into other categories, including travel and interiors.
Trend 2: The expansion of men's self-care
Men are no longer a single product for their face, body, and hair. They want to upgrade their routines to include more than function. They also crave products that are beneficial to their needs and well-being. This is especially true for GenZ and Millennial men. According to WGSN, the men's grooming market will reach US$115.3 billion by 2028.
As a result, brands across the spectrum and at every price point are changing their product offerings and advertising strategies to address this new need. New product lines are being created to specifically address men's needs and concerns, from beard grooming to anti-aging, with a focus on sustainability and technology. After all, men love their gadgets.
From fragrance to skincare, men's grooming and self-care will continue its expansion in 2026. This will especially be noticeable among GenZ and Gen Alpha, who are interested in both self-expression and taking care of themselves. Brands hoping to capture the male grooming market will need to move past the one-and-done approach to deliver their male consumers efficacious, must-have products.
Trend 3: The opulence of the 80s morphs into modern sophistication
Trends come and go, and come and go again. In the past year, we saw the resurgence of the 90s and Y2K trends, and now the 80s are making their comeback. In 2026, the 90s vampy lips and dark, smoky liner will be joined by their louder and prouder 80s predecessor.
As a GenXer, I'm cautiously optimistic. How colorful and opulent are we talking? As a proud 80s girl, I’m all for neon, but let's not overdo it. Not all 80s looks were totally awesome. We all have the terrible school pictures to prove it. The totally flammable, big hair days better stay where we left it in the 80s and 90s.
Thankfully, it does feel like 80s in 2026 will be more sophisticated and purposeful. Think bright blush with a more natural flush, softer metallic lips, and pops of blue, purple, or pink on the lids. Gone are the days of powdery blue eyeshadow mixed with a hot pink lip. This year, we can expect to see beauty lovers using hints of the bright, bold 80s to express their personality and style to look like a neon dream and not a tragedy.
Influencer Marketing
Trend 1: Influencers wake up to relatability
The influencer revolt is here. Audiences are tired of many influencers’ entitled behavior, constant selling, and ridiculous luxury hauls. No one wants to see a closet tour of tacky, expensive goods that are never used or posts of lavish parties costing more than most people make in a year. It's not only boring, but it's also out of touch, especially when most people are struggling to pay rent and buy groceries.
If you want to see some of the revolt against bratty, entitled influencers, check out @Daadi's TikTok or IG account. Instead of using his social media accounts to promote his brand, he regularly roasts influencers for how they treat small businesses. Whenever you hear, "Come with Me," you know he's about to visit one of the businesses shamed by an obnoxious influencer for not giving them free stuff or paying their exorbitant fees.
My hope for 2026 is to see influencers get a clue and remember they are building a brand. And, as such, should behave like one, which means giving your target audience what they want. Unless you started your influencer journey as a luxury creator, no one wants to see your extravagant life.
Audiences are craving education, entertainment, and relatability. For those in the beauty space, this means stopping the constant undisclosed selling and the "I'm literally obsessed" commentary about every product. Breaking FTC rules is not trendy, and being disingenuous is complete b.s.
Influencers need to stop lying and start giving honest reviews, even if this means they piss a brand off. They need to show how they actually use a product(s) in real life, not just for a post. I'd love to see the sharing empties trend again. It allows followers to see what products influencers actually use.
Finally, brands need to stop sending influencers every single shade of a launch, every color of a lip gloss, or products they know these influencers won't use. It's wasteful and contributes to the overconsumption we are tired of seeing. Brands also need to stop working with influencers who don't disclose, misuse products, or make outlandish or false claims. It's a bad look and destroys trust. Stop the insanity!
Trends that need to die in 2026
Trend 1: Rage bait and fear marketing
From America Eagle to E.L.F., rage bait marketing was trending hardcore last summer. The unfortunate trend has spilled over into content creators, who use this type of trick to engage their audience, either as a joke or on purpose.
While it can be funny, on occasion, it's mostly gimmicky nonsense. Why would you want someone to buy your product because you pissed them off? Why would I want my TikTok FYP to induce anger? I’m already annoyed with myself for doomscrolling and not sleeping. And what's your next move after people are tired of you irritating them on repeat?
The same can be said of the countless brands and wellness influencers spreading misinformation about ingredients and health. If I see one more video of someone standing shirtless in a grocery store claiming everything we eat is trying to kill us, when they can't pronounce the scientific phrase for a vitamin, I may throw my phone at the wall.
Everything is a chemical, so stop saying chemicals are evil. Natural isn't always better or more sustainable. The YUKA app is not a good indicator of anything. Just because someone is wearing a lab coat doesn't make them an expert. Also, using ChatGPT as your scientific study research partner, because you can't understand a study, should tell us everything we need to know about your so-called expertise.
Trend 2: Influencer speak and claims this is the last time it’s on sale
It’s time to break out your thesaurus, because there is far too much product obsession among influencers. We get it, the brand is paying you, so you think you need to claim you’re obsessed, but we’re all onto your nonsense. Stop phoning in your content, stop always selling, and start adding something new to the conversation. Otherwise, we’re all tuning out.
Brands and influencer marketing agencies need to encourage content creators to speak truthfully about their products. everything. Perhaps they need to provide alternative words influencers can use so that every post or video isn’t a copycat.
And for the love of all that is holy, can we stop with the used car salesman technique for every so-called final sale? It feels sleazy and insincere, especially when you see these sales on repeat every week. I'm not your bestie or your girlie. No, not everyone is talking about needing this product. No, this is not the last sale for this product or brand. Can we please be more strategic and creative?
Also, stop ruining ASMR for those of us who enjoy it for relaxation and sleep. Your tapping is so so wrong.
Trend 3: AI Slop
As I mentioned above, AI transparency and ethics will be more important in 2026, which is a good thing. A lot of the AI content we are seeing is straight-up garbage and feels a little scammy.
I can't go a day on LI without seeing a lot of my fellow writers talking about how they are having to fix poorly written AI content. Hopefully, some brands are getting a clue. On the opposite end, I also see writers being accused of AI because the client ran their copy through an AI detector. Oh, the irony. Most of those AI detectors, which are AI themselves, are heavily flawed and wrong.
If your content doesn't sound human or on brand, it's probably AI slop. And no, em dashes and ellipses were not invented by AI. It's just copying how humans write, while also taking the joy of correct grammar away from writers.
Don't even get me started on AI-generated videos where the people look like creepy aliens whose mouths only move in two directions or don't line up with what they're saying. I'm waiting for one to drag me to Upside Down or make me join the Dark Side.
Trend 4: Performative Authenticity
I talked about the role authenticity needs to play in 2026, so it should come as no surprise that I want fake authenticity to die a quick death this year. It’s not about being fake or gimmicky; it’s about being real and staying true to who you are as a brand, a creator, or an entrepreneur.
I'm not saying you have to share every thought in your head, or all your childhood trauma, just stop thinking of yourself or your brand as being a poorly written reality show. We all know there is nothing real or housewifey about the Real Housewives.
Figure out who you are, or who you want your brand to be, and be that. Don't try to emulate anyone else. Instead, choose to embrace your unique brand story. Authenticity should be a core value for every brand, not just a word on the creative brief.
Trend 5: Food Trends in Beauty
This might be more of a personal preference, but can we please stop with the Strawberry Girl or Latte Lips trends? I get how hard it is to come up with new names, but when every trend is food and drink-related, even when it’s not, it’s just lame.
Maybe all these brands need is some caffeine and some protein.
Another part of this trend I want to see go bye-bye is trying to rename '90s grunge looks with food names. As someone who lived through this era, and rocked the smoky eye or dark lip, it makes me think you don’t actually understand the essence of grunge.
Google is free, or better yet, ask a GenXer or a Millennial to explain why food and grunge don’t mix. We love to reminisce about our misguided youth. We might even share a picture or two, if we have them, after you sign an NDA, of course.
My final thoughts on what’s trending and what should not
I don't know if my predictions will all come true, but I am curious what resonates and what falls flat with brands and consumers. Guess we will have to see how 2026 plays out, trendwise. There is a lot of potential for innovation and experimentation, but also a need to keep ethics and honesty top of mind. Here’s hoping,🤞🏻.
Now it's your turn, which trends are you looking forward to and which are you glad we are leaving behind? Do you agree or disagree with my picks?
