These startups are on the precipice of scaling up. BeautyMatter is proud to unveil the NEXT50 2026, the beauty and wellness brands, retailers, and service concepts we believe are worth watching. While identifying the "best" startups might be somewhat subjective, the BeautyMatter editorial and intelligence team has decades of experience spotting that intangible something that breaks through the noise in an increasingly crowded, competitive landscape.
"Passion gets you started, but determination and discipline keep you going. Entrepreneurship is about building, breaking, pivoting, and persisting," BeautyMatter founder and CEO Kelly Kovack said. "The NEXT50 list is not just for the newest startups. It's for visionary brands that aren't just talking about the future; they're putting in the hard work to create it. "
Kovack believes, "There is no set playbook for building a great brand. It requires relentlessly reimagining how you create, deliver, and capture value. Everyone's path looks different. For some, it happens quickly, while others gain traction slowly and methodically.
Curated from a global pool of submissions and brands we’ve been tracking, the NEXT50 2026 list provides the opportunity to highlight businesses with the potential to define what's next in beauty and wellness. These are the brands that are still under $10 million in revenue but are already overdelivering on impact, innovation, and ambition.
From disruptive formulas and future-ready retail strategies to community-led growth and thoughtful sustainability, this year’s NEXT50 cohort reflects where the industry is moving—not just where the buzz is. They are data-informed, creatively driven, and disciplined about building businesses that last.
Over the coming weeks, we’ll be sharing their stories and unpacking the strategies behind their momentum. Explore the full NEXT50 2026 list and get to know the founders and teams shaping the future of beauty.
AÏZA
Aramore
Arete Beauty
Asset
Atmosphera Beauty
ATWATER
Banu Skin
Biologica
Bloomeffects
BonWellness
By the Beach Sun Care
Cayla Gray Fragrance
Cheekbone Beauty
Costa Brazil
Dewsy
Element Eight
EXIST
Exoceuticals
Experiment Beauty
Exponent Beauty
Fel Beauty
Formulary 55
Joonbyrd
Knesko Skin
Maya Chia
Melanin Haircare
MyPause Health
NCLA Beauty
Nopalera
Norms
Octavia Morgan Los Angeles
Parëva Beauty
PAUME
Perseve Hair
Pour Moi Skincare
RAESO
REOME
rhute
ROSE Ingleton MD
Shades By Shan
SickScience Labs
Sleep or Die
Sophie Carbonari
Symbiome
The Maker
The Steam Bar
TIMEBEAM Beauty
VERDOIE
Wizard Wellness
Wren & Wild
BeautyMatter isn't about passive engagement; we believe the company you keep matters, and community is at the center of everything we do. You cannot buy your way onto this list, but these companies have committed to sending one member of leadership to join us at NEXT50 in Los Angeles on October 21–22, 2026.
Everyone is welcome—no exclusive invite required.
Join us. We'd love to see you.
