Brands That We Actually Want To Buy in 2026
Happy Monday! I hope your week is starting off well?
It’s Presidents Day here in America so a federal holiday, but I’m still here working 👋🏻 Even the beauty industry doesn’t take a day off - especially when its headlines are so loud!
Between the news of Glossier laying off 50 people to ‘recenter’ their business and Shiseido reporting its worst profit drop in years, it feels like the ‘beauty bubble’ is not exactly bursting - but pivoting hard.
And while the beauty boardrooms are restructuring, the team at The Beauty Ed® thought it would be fun to report on the brands that are sure to survive this period of uncertainty, and more importantly, report on the ones that really deserve your hard-earned cash!
Have you tried any of these?
The J-Beauty Brand That Continues to Thrive: Tatcha
As loved by Gia 💜
In a year where every purchase feels deliberate, Tatcha remains the gold standard in ‘investment skincare.’ To survive, luxury giants must do more than merely sit prettily on a shelf; it must justify its price point and make daily use feel worthwhile. And that’s exactly what Tatcha does so brilliantly.
For those unfamiliar, Tatcha positions itself within Japanese beauty philosophy: with fewer steps, better formulas, and an emphasis on longevity as opposed to quick fixes. The appeal lies in its textures and finish, with products designed to leave the skin calm, balanced, and luminous. While the brand has its share of high-profile devotees, its reputation rests less on celebrity and more on reliability.
Green tea is central to the brand’s philosophy and one of the reasons I find myself repeatedly drawn to it. Derived from the leaves of Camellia sinensis, it is widely recognised for its calming and antioxidant properties. In practice, that translates to skin that appears clearer, less reactive, and more even over time.
The Tatcha product that I always recommend: The Dewy Skin Cream
When my skin feels tight or looks tired, this is the cream that restores it. The texture is rich but not heavy - dense enough to feel comforting yet formulated so it melts into the skin without residue. It gives that supple, cushioned finish that lasts through a full day, even in a London winter, where central heating and cold air tend to undo most moisturisers by mid-morning.
What sets it apart? The glow it delivers, that comes from deep hydration. It supports the skin barrier, helping it hold moisture and maintain elasticity. Makeup sits better on top of it, and dry patches are less visible.
The packaging deserves a mention too, because it contributes to the sense that you are buying something luxurious. Tatcha’s jars are among the most refined in luxury skincare: weighty, minimal and recognisable without being ostentatious. They are designed to bridge traditional Japanese aesthetics with modernity, and they do so convincingly.
EXTRA POINTS: TATCHA IS ECO-FRIENDLY
The brand has also introduced refillable systems for its bestselling moisturisers, including The Dewy Skin Cream and The Water Cream.
The concept draws on the Japanese principle of mottainai, the notion that nothing of value should be wasted, and allows you to replace the inner pod rather than the entire jar. It is a small but meaningful detail that makes repeat purchases feel less excessive!
-Gia xo
The Household Name. The Dependable Skincare Brand: Clinique
As loved by Hayley 🤍
Beauty will always be one of my essentials. But over the last few years, the industry has felt like a roller coaster. Between COVID, cancel culture, and the rise of dupes (which, let’s be honest, are sometimes very good), the landscape has shifted dramatically.
As both a consumer and someone who has worked in the industry for over a decade, it’s honestly confusing. Where is the industry actually going? What separates the brands that last from the ones that come in hot and then quietly fade?
We’ve seen incredible brands like Glossier and Drunk Elephant explode almost overnight. Their formulas are beautiful. Their marketing is strategic. Their communities are loyal.
So what happened to them?
The pressure to maintain explosive growth is relentless. When a brand goes viral, expectations skyrocket. The demand to keep climbing often leads to forced launches - products created not from necessity, but from financial pressure. Consumers are trained to expect the next drop before they’ve even finished or tried the last one. Suddenly, the brand isn’t building; it’s churning just to stay afloat.
Glossier put Millennial Pink on the map. Within months, every shelf looked like a version of the same aesthetic. Sephora aisles blurred together. When your differentiator is your look, it can be replicated quickly. Nothing about the formulas changed - but the market did.
When I think about longevity, I always come back to Clinique.
Clinique has maintained its identity for decades. It’s not the most expensive brand on the shelf, but it still feels like an investment. Clinical. Dependable. Timeless.
My mom used the 3-Step system growing up. That was my first introduction to skincare. Their cleansers work for every skin type. Their toner works at any age. Dramatically Different Moisturizing Lotion feels like velvet on your skin. Three simple steps to achieve your ideal skin.
I’m not sure when skincare became a double-digit routine, but at 13 and at 34, I will never do more than three to five steps. Clinique understood something early: simplicity scales.
Throughout my career in marketing, I’ve always asked one question:
How do you become the household name?
The Dawn dish soap.
The Dove deodorant.
The Tide detergent.
Brands that reach that level don’t chase every trend. They build habit. They protect their hero products. They expand thoughtfully. Most importantly, they earn trust over time.
Clinique is that brand in my family. To this day, if I want something slightly elevated but guaranteed to deliver results, that’s where I go.
In an industry obsessed with what’s next, there’s something powerful about a brand that simply works - and keeps working.
THE VIRAL CELEBRITY BRAND THAT ACTUALLY PERFORMS: KOSAS
As loved by Paloma ✨
To me, it’s a shock that Glossier is going through a rough patch. I think they’re a cool brand that seem to have the right kind of approach to beauty - enhancing what is already there, not trying to turn you into something you’re not.
I will say, the beauty market is super saturated, if you walk into any Sephora it’s pretty much an assault on the senses (not in a bad way if you’re beauty obsessed!) but it can be hard to know where to start. I feel like if Glossier is struggling right now, it’s probably because people are into trying new products from newer brands.
Shiseido have had their worse drop in profits in years. Now, if you were to ask me my honest and unfiltered opinions on this, I’d say it has to do with social media and hype. All of the best-selling brands at the moment (e.l.f., Rhode, Summer Fridays, etc.) have loads of viral products, and hype on social media from influencers, journalists and genuine beauty fans. I don’t think Shiseido has had any super viral products in quite some time, which is probably why they’re struggling a little at the moment.
WHY I 💛 KOSAS
With such an oversaturated beauty market, it can be hard to navigate all of the new brands and products that seem to be constantly emerging. But, one brand that I LOVE and always find myself coming back to is Kosas.
It was founded by Sheena Zadeh in 2015 who has a background in biological sciences, so all of the formulations contain actively good ingredients for your skin - their tagline is literally ‘makeup for skincare freaks’, so if that doesn’t intrigue you, I’m not sure what will.
Plus, I think we can all agree it’s important to support smaller, female-founded brands, not just brands that are subsidiaries of big corporations!!
Gwyneth Paltrow was an early advocate, and Goop was actually one of the first retailers to carry Kosas back in 2018! Celebrity endorsements, as we know, are pretty priceless when it comes to small businesses trying to get their feet off the ground and cut through the noise. That being said, Kosas has become so successful because the products genuinely perform really well.
My Hero Kosas Product” Revealer Concealer
It may come as no surprise to you that I was first influenced to buy this concealer when I saw the queen Hailey Bieber using it in a ‘Get Ready With Me’ video in 2022 - and it then obviously went viral.
It’s unlike any concealer I’ve tried - it doesn’t dry down and flake off, but it also doesn’t budge once you’ve set it in place. It’s dewy but not oily, and feels like it’s left your skin more hydrated for wearing it.
In the UK it’s £28, in the US it’s $32, which I am well aware is on the pricier side for a concealer. Some context: you can get concealers from e.l.f for $8 but you can also get a Tom Ford concealer for $60 - so can we call the Kosas one a happy medium? I also think it’s worth the splurge because a little does go a long way.
BEAUTY’S EMERGING BEST-KEPT-SECRET: VACATION®
As loved by Donna 🐞
While some of the legacy beauty brands are struggling with high overheads and expensive, sterile marketing, Vacation® is busy disrupting one of the most saturated corners of the market: sunscreen. How? By realizing that in a world that often feels heavy, we don’t need more clinical marketing, we need a brand to make us feel welcome, lighthearted and loved.
After almost three decades in this industry, I have seen enough pretentious marketing and bland packaging. And don’t get me started on the ‘miracle’ claims - I’ve had enough of those to last a lifetime!
That’s why Vacation® feels such a breath of fresh air. It isn’t just another sunscreen brand; it’s a meticulously thoughtful nostalgia project. Their 80s inspired, tongue-in-cheek marketing doesn’t just sell a product - it makes you smile. And in my experience, if a brand makes you feel something, you’re far more likely to buy into it.
The Vacation® story began just five years ago in 2021, when founders Marty Bell, Lach Hall, and Dakota Green asked a simple question: Why does applying sunscreen feel like a boring chore? They believed the ritual should be a fun extension of a great beach or pool day, not a boring interruption of it.
Before they even shipped their first bottle of ‘leisure-enhancing’ lotion, they had already mastered the art of community-building. Their viral ‘corporate’ business card generator invited fans to become honorary employees, netting over 10,000 sign-ups to their website - creating a literal army of advocates before they ever hit a retail shelf.
But the brilliance of Vacation® isn’t just smoke and mirrors. They partnered with dermatologist Dr. Elizabeth Hale to ensure the formulas were as serious as the marketing was silly. Their viral Classic Whip SPF 50 - which looks and feels exactly like whipped cream - offers genuine, high-quality protection that actually makes you want to reapply it.
In an industry that can often take itself far too seriously, Vacation® is joy-giving, unpretentious, and effortlessly unique. It’s a refreshing reminder that beauty is at its best when it refuses to be boring. What’s not to love?
We’d love to know your favourite legacy brands? The ones you believe are here to stay and worth the splurge in 2026…
Have a great week!
Clarins always a Favourite of my nan, my mum and I ❤️💯