This year's CES 2026 announcements signal a decisive shift: technology is now steering the beauty and personal care industry. Innovations displayed at CES 2026, from AI in commerce to evolving health regulations, demonstrate technology’s central role in defining future performance, personalisation, and trust.
CES 2026 established beauty as a significant tech category. L'Oréal showcased infrared hair and skin diagnostics, aiming for greater precision and data-driven measurement. South Korean giants like Amorepacific demonstrated AI integration across product development and consumer engagement, merging skin analysis with personalised recommendations.
This technological integration extends to manufacturers. Kolmar Korea earned a CES 2026 Best of Innovation Award for a beauty tech device, highlighting their role as technology inventors. Even accessory sectors are embracing smart products, with iPolish unveiling colour-changing smart press-on nails, incorporating sensors for new premium experiences.
AI is also reshaping consumer purchasing. Google's retail AI agents for shopping suggest a future where consumers rely on AI assistants for product comparison and decision-making. This could favour brands with superior data and verifiable product claims over traditional marketing prowess.
Logistics are also advancing. Amazon's UK drone flights point to delivery speed becoming a crucial differentiator for luxury samples, repeat purchases, and impulse buys, complementing AI-driven discovery.
However, the increasing reliance on data brings heightened risks and regulatory scrutiny. Coupang’s founder's apology for a customer data breach serves as a warning. As beauty platforms gather more personal data, including skin profiles and purchasing habits, security and governance are becoming critical to brand reputation.
The convergence of health, wellness, and beauty is also evolving. OpenAI's ChatGPT Health expands AI's role in consumer health guidance. Concurrently, the FDA's potential shift in oversight for health wearables could spur innovation but raises questions about accountability and consumer protection, impacting how supplement-adjacent and skin-health products are positioned.
Scientific validation remains key for differentiation. Shiseido's research into skin transparency, using new optical measurement technology, exemplifies the industry's focus on quantifying beauty. This measurement-based approach offers brands a path to validated performance narratives, moving beyond subjective claims as consumer trust becomes harder to secure.
