Beauty products are reformulated for a number of reasons, ranging from new ingredients becoming available to fresh regulations coming into force.
Giving a hero formula a refresh can give a new lease of life to a well-established product, attracting new consumers in an era where newness often reigns.
Tickets are now available for the 25th anniversary of the Pure Beauty Awards, taking place on 15 October 2026 at the Grosvenor House Hotel in London, UK. Join the beauty industry for an evening of recognition and celebration as this year’s winners are revealed. Click here
However, beauty brands must also balance this with loyal customers who are fans of the original.
In 2026, there have been some high-profile reformulations of hero products from major brands, such as Estée Lauder, Charlotte Tilbury and Olaplex. Cosmetics Business rounds them up below.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.
