From peel-off lip stains and popping serums to lip jellies and milky toners, cosmetics are continuing to put the ‘fun’ into ‘function’ with innovative and interesting textures.
The rise of ‘Beauty Funtilities’ and strategic joy
Indulgent textures are noted as part of what trend forecasting agency WGSN refers to as ‘Beauty Funtilities’ – a key beauty trend predicted for 2026/27. The trend anticipates that consumers will use play as a tool to facilitate comfort, emotional support, and glimmers of joy during a time of economic stress and anxiety.
“Research from BAMM (a global strategy agency) shows that when US and UK consumers associate joy with a brand, they are 4.3 times more likely to purchase,” says Hannah Mauser, senior beauty strategist at WGSN.
“Sensorial textures will supercharge formula functionalities while encouraging play through Strategic Joy, as consumers deal with stress, fatigue, and emotional dysregulation.”
These are more than just a source of occasional pleasure, instead consumers are incorporating these moments of micro-joy into their everyday routines.
“Beauty consumers are inviting experimental and fun textures into their grooming routines for several reasons,” explains Shiyan Zering, Senior Research Analyst at Mintel.
“Firstly, these textures add an element of excitement and novelty, which can make the routine more enjoyable. The trend reflects a desire for playfulness and nostalgia, offering a refreshing escape from the stresses of everyday life and current global issues,” she said.
“Many individuals are seeking ways to incorporate joy and child-like wonder into their lives, which experimental textures can provide.”
It is also thought to be a response to overstimulation in our daily lives.
“Sensorial products offer a miniature ritual, creating a pause in the day that feels indulgent, playful, or grounding,” Zering continued. “This is shown by 20% of UK adults who perform beauty and grooming tasks doing so to help them relax or practise mindfulness.”
Gen Alpha and Millennials drive playful beauty trends
Digitally native Gen Alpha consumers – known for their love of interactivity – are said to be driving brands to be more inventive when creating new products and multisensory marketing campaigns. But could this trend for experimental texture also attract an older demographic?
“While Gen Alpha’s playful, interactive nature is indeed driving cosmetic brands to innovate, the trend of experimental textures is also attracting an older demographic, particularly among Millennial women,” continues Zering.
“This demographic often seeks nostalgia through make-up, as well as charms, accessories, and collectibles – for example, POPMart figurines like Labubu – all of which have grown in popularity, driven by influencers like Olivia Attwood, and showing that the desire for playful, fun elements extends beyond younger generations.”
Examples of the latest texturally stimulating products include P.Louise Bubble Burst Popping Serum, which includes playful pop-and-melt bubbles, and Dr. Altera Pure Grinding Cleansing Balm. This balm went viral on TikTok and features a pharmacy-inspired grinder and sorbet texture to bring a sensorial experience to the cleansing routine.
Food-inspired beauty and gourmand fragrance
Many beauty brands are taking inspiration from food, with milky skin care, whipped textures, and jelly consistencies such as that of Belif Aqua Bomb Sleeping Mask entering the market.
“Food trends continue to shape the beauty world, with looks like ‘strawberry girl’ and ‘olive martini’ makeup gaining traction in 2024. This influence is especially strong in fragrances, where scent and flavour naturally connect,” said Zering.
She also highlighted that gourmand fragrances are reaching new heights, with scents becoming sweeter and increasingly intertwined with food-inspired flavours.
“It’s no surprise that edible perfumes are emerging, further blurring the lines between fragrance and flavour. These innovative creations combine aroma with taste to deliver a truly multi-sensory experience.”
Hybrid textures and the mainstreaming of niche formats
Zering also predicts that we will see more innovative and hybrid texture formulas into 2026. “From a texture perspective, NYX Professional Makeup’s US launch Smushy Matte Lip Balm brings ‘blurred matte’ lip formats into the mainstream, with playful imagery of being ‘smushy’ and ‘soft’,” she said.
“The blurred matte finish is a comfortable, balm-like texture that appeals to a broader audience. This reflects a smarter approach of adapting niche formats to suit mainstream preferences.”
Products that create glass skin textures are still tipped to be in demand, too. After the buzz around Pat McGrath’s Maison Margiela ‘doll skin’, the Pat McGrath brand launched a face mask and setting spray in 2025 to help consumers achieve the look at home and was considerate to all skin types.
Similarly, One/Size’s setting spray offers a glass-skin finish in a beginner-friendly format, merging trends with practicality. “These formats don’t require professional application, making them ideal for beginners, while still offering convenience to advanced users,” explained Zering.
Adaptive textures and the future of customised skin care
Finally, the increasing popularity of customisation could also shape texture trends.
“Textures that change based on skin temperature, moisture levels, or UV exposure (eg heat-activated detox balms or hydrating gels that thicken in drier environments) could also be interesting textures we could see in the future – as ‘adaptive’ formulas for fluctuating skin and climate as climate change begins to impact beauty and personal care product innovation,” Zering concluded.
