Reddit published a new beauty trends report, which looks at how U.S. consumers are discussing beauty and fashion-related topics in the app. The report also examines how these topics relate to niche marketing approaches.
The report is based on key trends from relevant Reddit communities. Reddit said these communities reject generic trends and artificial intelligence-generated visuals and lean more towards individualism and personal beauty journeys.
As explained by Reddit: “Beauty is getting personal again […] Taste is no longer passed down by a single ideal; it is built through conversation, experimentation, and shared experience. Instead of focusing on correction, people are celebrating individuality, turning everyday discoveries and lessons learned into a collective understanding of what beauty can look like.”
The report explored how Reddit users search for beauty-related content, and how Reddit conversations shape those discovery processes.
“People often come to Reddit with a specific beauty question — how to apply makeup for hooded eyes, build a skincare routine for their skin, find products that complement their skin tone or discover techniques that work for their individual features,” Reddit said. “While they may arrive looking for advice, what they find is highly personalized guidance from people like them, who have already been through it.”
This has become a key strength of Reddit’s engaged subreddit communities, which provide personal insight based on human-powered responses from consumers.
This has specific value in the beauty niche because it helps visitors get more insight relating to their individual concerns.
In terms of trends:
- Views to eyeshadow palette posts increased 56% in 2026, with tutorial discussions up 38%. Reddit said this reflects a growing interest in bold color and technical skill over “effortless” (but filtered) perfection.
- Views of conversations around “pre-shower makeup,” experimental looks and “playing” with makeup have increased nearly 400% over the past year.
- Interest in no-makeup looks is waning, with views and mentions down 81% year over year across beauty communities.
- Botox and non-injectable skincare are gaining traction in regional U.S. beauty communities.
- Posts mentioning fixes and concealment have decreased 32% over the last year, while posts mentioning terms such as “embrace” and “emphasize” have increased by 220%.
Reddit added that nearly 7 in 10 people feel more confident buying a product after reading about it on Reddit, so aligning with these trends and discussions could be a valuable driver of promotional strategies.
