The report highlights that consumer vocabulary is evolving, with terms like "biotech actives" now correlating with the highest average star ratings at 4.7. While beauty brands often rely on marketing terminology, this study prioritizes organic feedback, revealing that shoppers are increasingly evaluating hair products through the lens of scalp health. Kitsch’s Rosemary & Biotin Shampoo and K18’s AirWash Dry Shampoo emerged as leaders in this category, supported by nearly 2,500 individual reviews.
CEW and Revuze Decode 2026 Beauty Trends Through Consumer Sentiment
Fifty-three finalists in this year’s CEW Beauty Awards lean heavily into skin-barrier repair, marking a shift in how shoppers articulate their needs. By partnering with AI-intelligence firm Revuze, the organization has analyzed 280 products to determine which industry claims actually translate into high-performance experiences for the end user.
Despite a softer market for traditional makeup, the demand for radiance remains constant. Consumers mentioned the word "glow" over 500 times across the analyzed dataset, proving its resilience as a marketing claim. The findings suggest that longevity is a critical factor for success in gourmand fragrances, where format-driven satisfaction reached 92% for products like Phlur’s Vanilla Skin Body Oil. According to Neil Rennert, Beauty Insights Lead at Revuze, the most reliable trends are those validated by shoppers post-purchase, rather than those driven by paid influence. The full analysis will be presented at the 2026 CEW Beauty Expo in New York on September 17 to help brands refine their 2027 innovation strategies.
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