Weekly Cosmetics Industry Trends — March 28, 2026
Matte makeup is making a huge comeback this week, with major players like Rare Beauty, NARS, Estée Lauder, and Dior pushing velvet-finish lines. Meanwhile, the Southeast Asian color cosmetics market is projected to hit $6.98 billion by 2032. We’re also keeping a close eye on the EU’s move to ban "forever chemicals" (PFAS) and the latest research on how the "me-economy" is shifting demand for sustainable beauty.
Weekly Cosmetics Industry Trends — March 28, 2026
🔥 Top 3 Headlines This Week
1. The Comeback of Matte Makeup
- The Scoop: According to Business of Fashion, matte is back in the spotlight. Brands like Rare Beauty, NARS, Estée Lauder, and Dior are dropping velvet-finish foundations, blushes, and eyeshadows. Rare Beauty even just launched a new self-setting matte formula with 48 shades.
- Why it Matters: We’re seeing a major pivot away from the "glowy" and "dewy" look that’s dominated the market for years. Brands are shifting their portfolios and marketing dollars to capitalize on this shift in consumer preference.
- Brands to Watch: Rare Beauty, NARS, Estée Lauder, Dior
2. EU Proposes Wide-Scale Ban on PFAS
- The Scoop: On March 26, 2026, the European Chemicals Agency (ECHA) recommended a broad EU-wide ban on PFAS, also known as "forever chemicals." The goal is to set legally binding regulations to curb health and environmental risks.
- Why it Matters: PFAS are common in cosmetics—especially waterproof mascara, sunscreen, and foundation. If this goes through, global brands will face massive costs to reformulate their products, which will inevitably shake up their strategies for the European market.
- Affected Sector: All cosmetics and personal care companies operating in the EU.
3. Southeast Asia Color Cosmetics Market Growth
- The Scoop: A new report from MarkNtel Advisors predicts that the Southeast Asian color cosmetics market will grow at a CAGR of 7.08%, reaching $6.98 billion by 2032.
- Why it Matters: With a young, growing middle class, the region is becoming a top-tier strategic market for global beauty. Expect to see intense competition between K-Beauty and local brands as companies double down on localization.
- Affected Sector: Global color cosmetics brands expanding in SE Asia.
💄 New Product & Brand News
BeautyMatter just dropped their brand and product launch roundup for Week 13 of 2026.
-
Makeup by Mario: Featured by the editorial team for their latest product lineup.
-
Bobbi Brown: Named a "brand to watch" for Week 13 with some notable product updates.
-
Ouai: The hair care brand caught the team's attention with a new launch or collection.
-
Rare Beauty: Their launch of the new 48-shade self-setting matte foundation is a major talking point.
📊 Market & Business Trends
-
SE Asia Growth: MarkNtel Advisors highlights that young consumers and digital shopping are the main engines behind the $6.98 billion valuation expected by 2032.
-
M&A Landscape: WWD reports that Estée Lauder is considering selling some brands. Meanwhile, there's buzz around LVMH’s Make Up For Ever and Fenty Beauty, and Coty is reviewing its $1.2 billion mass color cosmetics and Brazil business. Portfolio restructuring among beauty giants is definitely in full swing.
🧪 Ingredients & Innovation
- "Me-Economy" & Sustainability: A March 26 EcoVox study shows that consumers are increasingly prioritizing ingredient safety and personal health, which is driving demand for sustainable beauty. Brands need to focus on transparency and personalization to connect with these "me-economy" shoppers.
- PFAS Alternatives: Expect a rush of innovation in bio-based film formers and silica derivatives to replace PFAS in long-lasting and waterproof formulas.
📋 Regulation & Sustainability
-
EU PFAS Ban: The ECHA's recommendation is the start of a long process toward legally binding limits. Brands have to start rethinking their formulas immediately.
-
EU Packaging Regulations (PPWR): With new rules launching in August 2026, brands need to scramble to adjust packaging designs and meet recycling requirements. Even non-EU companies need to check their compliance now if they want to sell in Europe.
-
Combating Misinformation: Industry bodies like Cosmetics Europe and IFRA are calling out the spread of misinformation regarding cosmetics safety, urging for science-based regulations instead.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
Create your own signal
Describe what you want to know, and AI will curate it for you automatically.
Create SignalPowered by
