WGSN: Transformative Teal “super relevant for the beauty industry”
WGSN is forecasting 2026 to be “the year of redirection”, marked by increased consumer demand for greater ecological responsibility, hence why it has selected Transformative Teal to be its colour of the year.
According to the head of colour at WGSN Urangoo Samba, it “aligns with the eco accountability that will increasingly be demanded by consumers.”
The trend forecasting agency said that this shift will influence not only consumer behaviour, with a growing focus on the future, but also production, with future consumer needs and desires reflected in colour choices.
“It is a fluid fusion between blue and green that recognises the diversity of nature and ‘earth first’ mindset,” Samba continued.
“This blue-green colour is cooling, calming, restorative, with transformative and regenerative character, inspired by redirecting our efforts to find collective and novel solutions for our planet,” she said, before adding: “2026 is really going to be the year of redirection.”
Indeed, WGSN has noted that it has seen a growing interest in green and blue in purchase-related searches in recent months. It said that searches for teal have specifically increased by 9% YoY on Google Trends.
In terms of the beauty industry in particular, Samba said: “I definitely see it becoming super relevant and important beauty industry” noting its relevance for “sheen metallic eyeshadows and eye pencils.”
She also noted that beauty influencer Kylie Jenner has recently coloured her hair in this shade.
What is the WGSN colour of the year?
According to WGSN’s research, 98% of respondents said their purchasing decisions are influenced by colour.
“Colour plays a fundamental role in the identity of brands and their products, and the relationship between colour and emotion must now be a commercial consideration for brands,” said the company.
Every year, WGSN and Coloro join forces to forecast the heralded Colour of the Year, which it predicts will make an impact on the catwalks, beauty, interiors and product packaging.
In 2023 it was Digital Lavender, for this year (2024) it’s Apricot Crush, and next year will be Future Dusk: “a dark, moody hue that sits between blue and purple.”
To choose the annual colour, WGSN and Coloro gather for a global workshop and to use the colour books. “This happens seasonally, and we get our experts from all over the world to come and join us, whether it's interiors, tech, beauty, explained Samba. “We all get together and use the books, and this gives us access to thousands of colours via physical swatches, ensuring we consider multiple options before confirming our final choice.”
WGSN’s data team analyses millions of data points to confirm the insights that were provided by the colour experts, then it analyses the colour selections using its ‘STEPIC methodology’, which provides insights into target consumer preferences and the reasons why these colours resonate with them. The forecasting company noted that this is “especially important because we must ensure colours have longevity and not just be fads that come and go.”
