From wearable skincare to scented runways, unpacking the unconventional beauty moments of fashion month S/S 2026

Much has been made of the ‘Great Fashion Reshuffle’ this past season, which saw as many as 14 creative directors debut their first collections at some of the industry’s biggest houses. While the clothes were, of course, the main attraction, the S/S 2026 shows in New York, London, Milan and Paris also counted a number of striking beauty moments among them.

Notably, this season pointed to shifts that are happening in beauty and fashion more generally, as the line between the two industries continues to blur and many fashion brands are branching beyond the traditional categories of make-up and hair to explore how fragrance, skincare and wellness can create novel new experiences of their clothes, both on the runways and off.

The best unconventional beauty moments of S/S 2026

For the most part, the beauty looks this season were kept relatively simple, with minimally made-up faces and slicked-back or classically blown-out tresses dominating the runways. There were a few notable exceptions: Rick Owens complemented his operatically gothic designs with eerie black contact lenses, while Glenn Martens at Maison Margiela outfitted models in logo mouthpieces that gave them a root-canal-ready appearance.

At Alaïa, Pieter Mulier combined his fluid designs with cascading, knotted hair extensions, while The Row featured sinuous up-dos held together with various combs. Meanwhile the unabashed sensuality of Haider Ackermann’s S/S 2026 collection for Tom Ford featured lacquered lips in different colours, designed by make-up artist Lucy Bridgeto match the runway floor. Not long after the show, Bridge was announced as the brand's first-ever global make-up artist, a fitting move for both Bridge and the brand, who share a penchant for opulent, cinematic glamour.

One wonders whether the appointment marks a new era for Tom Ford Beauty, which set a new standard for luxury in the industry when it launched in the early 2000s with lipsticks that cost a then unheard of $50 and the launch ‘Black Orchid’, a now-iconic fragrance made from one of the darkest, most elusive flowers on earth (and which was recently the subject of a new campaign starring Tilda Swinton). The brand’s shock factor when it comes to beauty has since mellowed, but with Bridge and Ackermann at its helm, could this now change? It will need to, if Tom Ford Beauty wants to stand out in a market that in the past five years alone has become saturated with new lines from luxury houses, including Hermès, Prada, Dries Van Noten, Celine, Rabanne and, most recently, Louis Vuitton.

The proliferation of beauty brands by fashion houses is a testament to the increasingly symbiotic relationship between the two industries, and this season proved that that relationship is poised to grow even closer. The most notable example of this is the launch of Coperni’s C+ line, a collection of skincare-infused activewear that is designed to deliver a blend of probiotics and prebiotics to the wearer. ‘We are rethinking the connection between clothing and the body,’ said designers Arnaud Vaillant and Sébastien Meyer in a press release. ‘Beyond covering, protecting or expressing, garments can now care for, nourish, and support the body where it feels most alive. That vision gave birth to carewear: a new category of clothing with a new role to play.’

Whether skincare-infused clothing will take off is yet to be seen (although the success of Skims’ ‘collagen yarn’ face mask suggests it might), but New York brand Eckhaus Latta also incorporated skincare into its latest collection, with models walking down the runway in limited-edition eye masks designed by skincare brand Dieux.

When it came to fragrance, Vaquera released a scent designed with Comme des Garçons Parfums a few days before its Paris show. The brand's first fragrance is 'a scent that feels like a perfume you once knew, then forgot, and have just stumbled upon in the back of a clearance shelf'. Designed to evoke the feeling of being young in the 1990s-early 2000s, it recreates the scent of perfume ads in 1990s fashion magazines, the scent of freshly shampooed hair, and ‘the secret of your childhood car’s air conditioning’.

London-based brand Chopova Lowena pumped its runway with a rotation of its three fragrances, which it launched earlier this year, adding to the high-energy atmosphere of the show’s cheerleader-inspired collection. Its designers are certainly not the first to incorporate fragrance into their collections – Willy Chavarria perfumed Greenpoint Terminal Warehouse with Parfums de Marly’s Haltane fragrance for his A/W 2024 collection and Demna frequently tapped scent artist Sissel Tolaas to perfume Balenciaga's shows when he was still creative director of the house (including a scent of antiseptic, blood, money and petrol for its S/S 2020 show).

For his first show at Gucci this season, however, Demna played with beauty in a different way, spoofing wellness culture in The Tiger, a film that accompanied the collection and saw stars Demi Moore, Edward Norton and more falling down a psychedelic wormhole after taking a ‘homopathic, collagen-based root-infused vitamin tincture’.

Unlike with fashion, runway shows these days hold little sway when it comes to the beauty trends we see on the street. Beauty’s trend arbiters tend to be celebrities and influencers, and while certain beauty moments can go viral (cue Pat McGrath’s glassy skin for Maison Margiela), the beauty looks that stand out from the shows tend not to seep into the culture at large (McGrath’s at-home glassy skin mask did not find wide commercial success).

This season, however, hinted that the relationship between beauty trends and the runway might be changing. Not because fashion brands are presenting make-up and hair looks that people want to recreate at home, but because they are finding novel ways to bring other aspects of the industry – namely skincare – to the public and using fragrance to amplify the experience of their clothes. As wearable wellness becomes increasingly popular, it will be interesting to see if major fashion houses start incorporating developments in skincare, fragrance, and wellness into their collections moving forward, dissolving the line between what we typically think of as beauty and fashion.