Originally published by CEW US
By Didi Gluck
As the wellness-service boom reshapes the beauty landscape, Glowbar founder and third-generation esthetician Rachel Liverman shares the trends she believes will matter most in the coming year.
When Rachel Liverman launched Glowbar in 2019, it was partially in reaction to everything she “hated about facials.” A third-generation esthetician, and granddaughter of aesthetician industry pioneer Catherine Hinds, Liverman grew up immersed in a world of professional skin care, training, and technique. But after years working across beauty marketing, education and operations, she saw a gap no one else was filling: consistent, expert-led facials that were both efficacious and efficient.
“Facials were too long, too expensive and honestly, I didn’t know who to trust,” Liverman said. “I wasn’t going to spend two hours in a spa doing what I could mostly do at home. That’s why I created Glowbar: 30 minutes, in and out, super effective and customized.”
Since then, Glowbar has expanded to more than 20 studios, introduced a product line, and helped define a new category Liverman calls well care – the convergence of modern health care and wellness rituals that centre on services that are convenient and consistent.
That rapid growth didn’t happen by accident; it stems from Liverman’s instinct for where consumer behaviour is heading. Her vantage point as both a brand founder and cultural observer gives her a uniquely informed perspective on the trends shaping the next era of skin care and wellness.
So, we asked her for the five major skin and wellness trends she believes will shape 2026. CEW members can now access the full report here.
