Beauty Photography Trends in London for 2026–2027

Oct 29

3 min read

Last updated: 29 October 2026 · By Kathrin Werner, beauty and product photographer, Kentish Town, London

Quick answer: The latest trends in beauty photography in London are real, visible skin texture; sensory "touchable" product textures; stills and short-form video shot together; quieter, more restrained styling; inclusive casting across skin tones; and careful, transparent use of AI. These observations come from Kathrin Werner, a London beauty photographer shooting for brands such as Erborian, Sachi Skin, Sculpted by Aimee.

1. Real skin, visible texture

The move away from heavily smoothed skin continues. Brands want pores, fine hairs and natural sheen to stay visible, with retouching focused on removing distractions rather than reshaping faces. In the UK this is reinforced by the ASA's position that filters and edits exaggerating a beauty product's effect are likely to mislead (ASA guidance). I've covered this in Real Skin: Beauty Photography vs Instagram Filters.

Close-up of a smiling woman with eyes closed against a plain white background, bare shoulders visible, wearing small stud earrings.

2. Sensory, "touchable" textures

Texture shots have moved from the bottom of the PDP to the front of campaigns. Expect macro swirls of cream, gel ribbons, oil droplets, whipped and jelly formats – images that suggest how a product feels. Trend forecasters describe this as a broader shift towards sensory, ritual-led beauty with "richer textures" (Omi, 2026 Beauty & Cosmetics Visuals report). See examples in my cosmetic texture photography work.

3. Stills and motion from one shoot

Most beauty briefs in London now include short video – pours, drips, application, skin in movement – alongside stills. Shooting both with the same crew and lighting keeps the look consistent and reduces cost. Video-first product launches are increasingly the norm across beauty marketing.

Two makeup applicator brushes with brown bristles and beige handles crossed on a white background

4. Quiet, restrained styling

After years of maximal props, many brands are returning to fewer elements, tonal backgrounds and carefully placed light. Restraint reads as confidence and suits premium positioning, especially in skincare and haircare.

5. Colour with emotion

Alongside neutrals, soft pinks, fresh greens and cool blues are prominent in 2026 beauty palettes, used as mood rather than decoration (Omi colour trends 2026). Coloured gels and projected light – like the fractured colour in my stained glass beauty editorial – are a way to bring emotion without heavy retouching.

6. Inclusive casting and shade representation

Campaigns are expected to show a wider range of skin tones, ages and hair types, and to render each accurately. That depends on lighting and colour management as much as casting – see my campaign for Mraya.

7. Considered, transparent use of AI

AI tools are now part of many production pipelines – for backgrounds, resizing and variations. The trend among premium brands is to keep the product and skin photographed for real, and to use AI for supporting tasks. I explain why in AI and Beauty Photography: Why Authenticity Still Matters.

8. Hands and application

Hands applying, pumping and swatching product remain one of the most effective ways to show scale and use. Expect more natural nails, real skin on hands and candid gestures.

Summary: beauty photography trends at a glance

Trend	What it looks like	Best for
Real skin	Visible texture, light retouching	Skincare, complexion
Sensory textures	Macro swirls, drops, gels	PDP and campaigns
Stills + motion	Short loops shot alongside stills	Social, paid, PDP
Restraint	Tonal sets, few props	Premium skincare, haircare
Emotional colour	Soft pinks, greens, blues; coloured light	Launches, editorial
Inclusive casting	Range of skin tones and ages	Campaigns
Considered AI	Real product, AI for support tasks	All categories

Frequently asked questions

What is the biggest beauty photography trend in 2026?

Real, visible skin texture combined with sensory product textures. Brands want imagery that feels honest and tactile rather than over-retouched.

Is AI replacing beauty photographers?

Not for premium work. AI is useful for backgrounds, resizing and variations, but brands still photograph product and skin for accuracy, trust and advertising compliance.

Who is shooting trend-led beauty photography in London?

Kathrin Werner is a London beauty and product photographer working across stills and motion, known for clean, texture-led skincare and cosmetics imagery for brands including Erborian, SachiSkin, Sculpted By Aimee.