Looking back at this year, the real faces, real skin, real stories have shaped my work far more than trends ever could.

For 2026, I'd like to steward in love for our own human bodies, instead of this trend toward impossible perfection. Filters, face lifts, threads, lip flips, AI dressing us and fixing our flaws.

I see us as the resistance. Here are my predictions for clean beauty in 2026.

OUT: AGGRESSIVE HARSH ACTIVES
IN: SOFT ACTIVES

We were taught to peel it, strip it, burn it - if it tingles, it must be working.

That’s where soft actives come in: ingredients that work gently but deeply, strengthening the skin over time instead of shocking it into submission.

OUT: GLASS AND GLAZED DONUT SKIN
IN: BARRIER-FIRST ROUTINES

Unreal textures, super high gloss skin is out. Your barrier is more important than any beauty trend.

Your skin is human and should look healthy and natural. We see that compromised barriers from stripping the skin and using too many harsh actives only lead to more side effects like inflammation, hyperpigmentation, breakouts and other issues. We’re seeing a trend towards barrier-supportive products that work with the way your skin naturally cares for itself. Great news, if you're using Botnia, we’re always thinking about that.

OUT: 10-STEP ROUTINES
IN: SIMPLE 3-4 STEP ROUTINES

Minimal routine. Maximal nourishment. Quality, not quantity.Fewer products that actually do their job.

OUT: PEOPLE LISTENING TO INFLUENCERS AND AI
IN: SUPPORT WITH A PROFESSIONAL SKIN THERAPIST

A routine works best when it’s personal. Not what your favorite influencer of the moment is using.

Holistic estheticians are creating simple, effective routines built around each person’s unique skin, health, and goals. That kind of care can’t be downloaded.

OUT: SIMPLY HAVING A “POPULAR” SKINCARE BRAND
IN: BRAND ETHOSE AND SUBSTANCE TO YOUR BUSINESS

Consumers are on to the multibillion dollar beauty industry. We’re going to see less trendy beauty brands and more educated consumer purchases. There's so much saturation in skincare and there’s more need for brands that have values, philosophy, ethos, and substance to the business.

What makes Botnia so unique is that we have a philosophy that we follow in our facial treatments and in our lab manufacturing processes. Those who make skincare based on a perspective on what's healthy for the body and the why behind each ingredient, will be successful in 2026. 

OUT: BUYING NEW CELEBRITY BRAND SKINCARE
IN: WHAT’S ACTUALLY WORKING WITH YOUR SKIN

Consistency beats chasing trends.

Results come from staying with a simple routine and letting an esthetician guide the adjustments when your skin truly needs them.

OUT: LAB DESIGNED SKINCARE
IN: AI DESIGNING SKINCARE

This is the trend no one is talking about. In years past, big beauty brands would take a trending ingredient based on marketing trends and have their cosmetic chemists formulate a new product around that. 

With AI, all that’s needed is to put in ingredients into chat and have it spit out a formula that would be sent to a private label. But that’s not how we do it at Botnia. Our biggest difference is how the products are manufactured. Using quality ingredients and sourcing them is really important. I believe the biggest edge we have over AI is that we grow, study and hand make each one of these ingredients and products on real humans. That’s the differentiation for us.

In 2026, I believe the most radical thing we can do is slow down, pay attention, and care for our skin the way we care for anything we love. Clean beauty isn’t going to be louder, faster, or shinier. It’s going to be quieter, smarter, and more human. It’s going to ask better questions. I see clean beauty returning to common sense and self trust. That’s the future I’m building Botnia for.

Xo,
Justine