Now that fashion month is wrapped up, it’s time to collate the key trends and think about how they’ll translate beyond the catwalks and filter down to our favourite brands for next season. Here are our six key beauty trends from the SS26 shows and how they will shape PR strategies for brands over the coming season.
Minimalist Skin: The No-Makeup Effect
Spring/Summer 2026 saw a continued emphasis on super-clean, natural skin. Paris Fashion Week championed barely-there makeup, with Dries Van Noten, Dior, and Balmain sending models down the runway in fresh-faced looks that highlighted authenticity and ‘I woke up like this’ chic. This approach underscores a wider beauty movement towards transparency and unfiltered storytelling.
PR Potential: Brands can leverage this by spotlighting ingredient stories, skincare innovation, and technique-led products. Editorial and influencer partnerships will centre on radiant skin prep and confident barely-there makeup, using before and after content to drive engagement and product credibility.
Maximalist Eyes: Colour and Texture
While minimal skin was making moves, there’s something to make an impact, too, with maximalist eye makeup providing vibrant contrast. From Paris to London, artists experimented with shimmering silvers, Pierre Cardin and Christopher Esber played with metallic eye corners, plus candy-coloured lashes and geometric liner, as seen with brands like Ottolinger and Harris Reed.
PR Potential: High street brands can launch playful palettes and bold mascaras, tapping TikTok and Instagram for visually striking tutorials. Brands can work with micro-influencers and ambassadors to create compelling content around statement eyes, encouraging user-generated content to establish viral traction.
Lips as Art: Gloss and Graphic Details
Simone Rocha reimagined lips as wearable art at London Fashion Week, with gloss embellished by phrases and delicate floral motifs. Meanwhile, Chloé and Louis Vuitton embraced candy-coloured lips, using vivid pigment to add avant-garde flair to natural looks.
PR Potential: Brand campaigns might focus on hero lip launches that emphasise colour innovation and customisation. Brands can invite micro-influencers to try graphic gloss looks or co-create limited-edition shades, amplifying editorial stories around creativity and accessible artistry.
Undone, Effortless Hair
Let’s not forget about the hair! Soft, undone waves, sculptural updos and wet-look finishes dominated runways from Ulla Johnson to Balenciaga. Search interest in ‘undone waves’ is already rising, indicating high street demand for low-maintenance luxury.
PR Potential: Brands should emphasise effortless hair products, from texturising sprays to multipurpose treatments. Collaborations with stylists should celebrate easy-care routines via interactive social campaigns, appealing to customers seeking practical, wearable styles.
Experimental Nails: Intricate Art
Nail details took centre stage, with designers using embellishments and unique shapes to make statements. Glossy finishes, bold patterns, and unusual motifs turned hands into conversation starters on and off the runway.
PR Potential: Brands should remind beauty fans that the devil is in the detail with bold nail innovations and campaign imagery. Brand experts should be leveraged for manicure tips, nail care advice and hacks.
Wellness Infusion: Holistic Beauty
Wellness is never far from modern beauty trends, so infusing some wellbeing into catwalk trend stories is always a good idea. Nutricosmetics and analogue rituals are evolving from niche to mainstream, highlighting the link between mental, physical, and aesthetic health.
PR Potential: Tell brand stories rooted in holistic benefits, think skin health, stress support and clean ingredients. Use data-driven, targeted messaging and personalised quizzes or virtual consultations. Link products to emotional wellbeing and sustainable living, using expert commentary and cross-category collaborations.
Translating Trends to the High Street
What should we expect from brands next season? These trends will manifest in product launches such as skin tint serums, bold colour palettes, hair texture sprays and functional supplements. Editorial content and influencer storytelling will migrate from runway drama to inclusive, achievable beauty moments that resonate with everyday customers, which is where PR strategy comes in to merge the two.
How To Drive Success
Brands can elevate their engagement in SS26 by:
- Partnering with micro-influencers for fresh perspective and real user stories.
- Amplifying campaign reach through interactive social media activations: tutorials, competitions, and community events.
- Establishing thought leadership via expert interviews, trend forecasts and data insights.
- Emphasising sustainability, inclusivity, and well-being at every touchpoint.
By weaving SS26 runway inspiration into relatable brand narratives, PRs will drive both media interest and consumer loyalty, ensuring that beauty remains aspirational but always accessible.
Work With Flipside PR
At Flipside PR we are always examining our content strategies in line with seasonal trends, new and upcoming, and engaging our clients to reach new levels of success. If you’d like to hear how we can help to reach new audiences with your brand story, we’d love to hear from you. Hear more about the services we provide here, and we look forward to hearing from you.