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In a recent interview on Amy Poehler’s podcast Good Hang, Gwyneth Paltrow talked about no longer subscribing to a one-size-fits-all approach to self care advice (it’s a great chat, ranging from cold plunges to Cold Mountain). As ever, the goop founder has found her footing in the middle of a change in the zeitgeist. Gone are blanket statements mandating x number of hours in the infrared sauna or x number of steps in your skincare routine. Customization is the name of the game now, especially in an era when AI technologies (or at least algorithms being marketed as “AI”) are being used to tailor personalized recommendations in everything from skincare to astrology.
Our aesthetic tastes are leaning more idiosyncratic as well: in a recent piece on home design trends, the New York Times predicted “a growing taste for individuality…and making the home a reflection of all of our quirks.” Unique textures, unusual colors, and one of a kind antiques all have been seeing a spike in popularity as people try to carve out custom looks for their homes, rather than conforming to the minimalist “modern farmhouse” look that dominated the first half of the 2020s.
This trend towards uniqueness and customization poses some interesting questions for the year ahead: Is this desire for personalization an indicator of increasing individualism? Or is it just another fracturing of culture into an ever-smaller, vanishingly specific set of microtrends dictated by our algorithms? How will brands approach capturing a wider audience while making people feel that their individual needs are being catered to? Let’s explore…
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First Up: Creatine Innovations From Cymbiotika
Creatine was one of the buzziest supplements of 2025, and the trend continues in 2026: Cymbiotika has launched Advanced Creatine, a first-of-its-kind liposomal creatine emulsion. Unlike other creatine formulations, the ready-to-use, single-serve liposomal creatine doesn’t require mixing, cause bloating, or have a chalky taste. Each packet delivers 5g of clinically-studied CreaBev®, designed to promote strength, energy, and cognitive support.
Trending: All That Glitters
Victoria Beckham Beauty has launched Silver Glaze, a new shade of their popular Satin Kajal Jewel Liner. The new liner is a cool silver with a flash of chrome, designed to be worn alone or layered over the other regular Satin Kajal Liner colors for added sparkle. Interestingly, the waterproof formula features non-microplastic sparkles – a concern I’d never considered with this type of product before!
2025 was the year that made me a Kosas convert, so I’m very excited about their newest addition, Shiny Objects. It’s a first-of-its-kind wet-pressed powder highlighter that gives a skin-like glow without adding noticeable glitter or texture. The product is launching in 5 shades, and features antioxidant-rich passion fruit extract for improved smoothness, while remaining safe for sensitive eyes and skin.
Trending: Body Talk
Tower 28 has entered the body care category with the launch of SOS Rescue + Relief Body Wash. Inspired by her own battle with adult eczema, Tower 28 founder and CEO Amy Liu wanted to help those with skin prone to irritation, flakiness, eczema, rosacea, and psoriasis by creative a more comfortable option with the same results as dermatologist-recommended bleach baths. The derm-approved, hypoallergenic, and pH-balanced treatment is designed to help soothe and strengthen sensitive skin while cleansing like a normal body wash. Key ingredients include sodium hypochlorite, apple fruit extract, and cactus flower extract.
OSEA has expanded its Dream Collection with the launch of the new Dream Bio-Retinol Body Serum. This overnight treatment blends algae-derived bio-retinol and red seaweed to firm, smooth, and boost radiance. The formula also includes lavender and magnesium to help promote calm and rest. Think of it like a wind-down ritual for your skin.
Before You Go…
- Gen-Z-beloved haircare brand Mane has launched Fresh Fluff, a dry shampoo in an innovative foam format. The clarifying and volumizing product was developed to clean hair with no water, no white cast, and no chalky residue.
- Clean personal care brand Each & Every launched Zen State, a new scent in their signature clean deodorant line. The new fragrance includes notes of green tea, bergamot, and soft woods, adding a bit of sophistication to the deodorant aisle.
- Luxury personal care brand Nécessaire debuted the Rosemary Leave-In Mask. The nourishing but lightweight leave-in is the first no-rinse gel-textured hair mask. Powered by Rosemary Extract and 5% Vegan Keratin, it was developed to fortify and restructure weakened strands while creating resilience against future breakage.
- Gwyneth Paltrow’s goop kitchen has teamed up with neuroscientist and podcaster Dr. Andrew Huberman on a special menu as part of goop kitchen’s annual January Detox Menu. The Huberman-and-Paltrow-approved Huberman’s Organic Turkey Chili is a protein-packed and fiber-rich bowl designed to fit with the rest of the nourishing and stabilizing Detox Menu. The limited-edition dish is available throughout January at all goop kitchen locations.
Happy shopping. Email me directly – hannah@thequalityedit.com – with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.
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