Creator intelligence company Kyra, has released its State of Beauty Report 2026: Beauty After Virality, drawing on insights from 500 Gen Z consumers alongside billions of creator signals to explore how beauty culture is evolving in a creator-led landscape.
The report highlights the continued role of social platforms in discovery, alongside a clear distinction between inspiration and purchase behaviour, with in-store retail still playing a key role in final decision-making.
Across categories, the report examines how beauty priorities are shifting and how creator influence is shaping emerging demand patterns, from skincare and haircare through to beauty tech and fragrance.
The full UK and US reports are available to download via Kyra.
