THE FUTURE OF BEAUTY & WELLNESS

10 TRENDS YOU NEED TO KNOW FOR 2026

Beauty, health, and wellness have expanded from being just categories on Amazon, and are now cultural forces reshaping how consumers discover, evaluate, and buy across the marketplace.

In The Future of Beauty & Wellness: Amazon Trend Report 2026, Front Row uncovers the 10 defining shifts transforming the industry, from Biotech Beauty and Women’s Health 2.0 to Branded Procedures, Brain Health, and the Marketplace Explosion redefining how brands win.

With beauty now a $34.5B category on Amazon US, growing +19% YoY, the stakes have never been higher. Discovery is fragmenting. Conversion is consolidating. Amazon remains the validation layer where trends become revenue.

This is our biggest report of the year, built for brands ready to lead, not follow.

Download the 2026 Beauty & Wellness Amazon Trend Report Below