Do you think everything has already been seen in terms of makeup? Wait a bit until 2026. A content creator with a huge following on the networks has just delivered her bets on the brands which, according to her, will explode the counters next year. No worldly scoop or miracle product here, but a real flair for weak signals and brands that dare.
What she spots are brands capable of combining smart products, good timing and well-orchestrated buzz. And spoiler: these are three names that you may already know, but who are about to take a new step. A milestone that few reach in a market as saturated as that of beauty.
The Ordinary, raw innovation for the skin
If you don’t know The Ordinary yet, 2026 might be the year you’re going to fall in love with it. In just a few years, the Canadian brand has established itself as a reference for those who want to understand what they are putting on their skin. Their credo? Ultra-effective, understandable and no-frills formulas. You know what you’re buying, you know why you’re buying it.
But be careful, it’s not just a matter of transparent marketing. The Ordinary is seen as a deeply innovative brand. She shakes up the codes of classic facial care, with acids, ultra-dose serums and minimalist packaging. In 2026, according to this designer, the brand should take another step forward with new ranges designed for younger generations, more inclusive, more targeted, more intelligent.
Their strength? Do not follow trends, but often get ahead of them. When everyone focuses on green beauty, they focus on clarity. When others saturate visuals with promises, The Ordinary sticks to the essentials. And it works.
YSL Beauté, the flair for the right product at the right time
Impossible to talk about beauty trends without mentioning Yves Saint Laurent Beauté. The luxury brand has managed to find a formidably effective balance: French sophistication, with a formidable mastery of marketing timing. Do you want an example? The viral liquid blush of 2024, or their “All Hours” foundation which was a hit for its coverage and staying power.
What the designer underlines is this almost surgical ability that YSL has to capture the right moment to release a product. Neither too early nor too late. Just when the market is ripe. And each time, success is achieved.
In 2026, the brand would focus in particular on hybrid formats, between skincare and makeup, to attract a younger clientele, but still attached to a certain idea of luxury. And if you think luxury is out of your budget, remember that YSL Beauté is often where a love affair with high-end makeup begins.
NYX, the brand that surfs (very well) on trends
NYX is a bit like the Robin Hood of makeup. Stylish, accessible products, and always right on trend. And this is precisely what, according to the content creator, will make all the difference in 2026.
See this gloss spotted on TikTok? This graphic liner that explodes on Insta? NYX is often already on it, or even already distributing it. It’s this responsiveness that allows it to stay ahead in the battle for cool. Not to mention his frequent collaborations with influencers or pop culture licenses, which give him visibility that many envy.
What will make the difference in 2026? A very refined strategy for launching limited micro-ranges, capable of generating scarcity, excitement, and above all… stock shortages. Do you want something trendy, fun, and not overpriced? It is again towards NYX that we will have to turn.
Three brands, three winning strategies for 2026
What is striking in this selection is the complementarity of the profiles. The Ordinary focuses on raw expertise, YSL on well-oiled luxury positioning, and NYX on pop responsiveness. Each in their own way embodies a very fine reading of the expectations of their audience.
For 2026, it will not simply be a question of launching “the right product”, but of creating an ecosystem: influence, format, price, timing, narration. The content creator sharing this analysis isn’t just creating buzz, she’s picking up on signals that many don’t see. And if you want to be a step ahead, maybe now is the time to keep your eyes peeled.
Why you should care now
You may be wondering why we are already talking about 2026 when we haven’t yet finished 2025? Precisely because trends are not created overnight. They are woven in the preceding months, on networks, in confidential launches, in routines shared at the fingertips.
And you, in all this? You have two options: wait for everyone to talk about it… or be one of those who know before the others. These brands may not be at the peak of their buzz yet, but trust me, they have already started the climb.
FAQ – Beauty brands to watch in 2026
1. What are The Ordinary’s flagship products to test in 2026?
The Ordinary should launch new targeted ranges, but its best-sellers such as Niacinamide 10% + Zinc 1%, Peeling Solution AHA 30% + BHA 2% and Buffet serum remain essential. Their effectiveness and affordable price continue to appeal.
2. Which YSL foundation is best suited for long-lasting wear?
YSL Beauté’s “All Hours Foundation” is often cited for its impeccable coverage and long-lasting hold. It enjoyed great success in 2024 and should remain a benchmark in 2026, particularly in its new improved formulas.
3. Does NYX offer vegan or cruelty-free makeup products?
Yes, NYX Professional Makeup is certified cruelty-free by PETA and offers numerous vegan references in its collections. This accessible ethic contributes to its growing success.
4. What is the difference between The Ordinary and luxury brands like YSL Beauté?
The Ordinary focuses on technical, transparent and low-cost formulas, while YSL Beauté focuses on sensory experience, sophisticated design and a high-end image. Two visions of skincare and makeup, for two types of consumers.
5. Where to buy the latest NYX, YSL or The Ordinary releases in preview?
To be among the first to test new products, it is recommended to follow the launches on official sites, or via platforms such as Sephora, Lookfantastic, or even certain partner e-shops which sometimes offer temporary exclusives.
Photo credit: @shutterstock
