If beauty once lived mainly on the surface, 2026 marks the moment it officially moves deeper. Skin, hair, and appearance are no longer seen as isolated aesthetic goals, but as reflections of health, lifestyle, science, and values. Gali Lev, Chief Digital and Marketing Officer at L’Oréal Israel, sees this shift from the front lines of the industry.
In an interview with The Jerusalem Post, Lev describes a world of beauty that is moving away from promises and toward proof, from mass solutions to personalization, and from short-term results to long-term thinking.
“Beauty today isn’t just about how you look today,” she says. “It’s about how you want to age, feel, and function over time.”
How would you describe the biggest change in the way we perceive beauty?
“The move from claims to evidence. Consumers no longer settle for words like ‘glow’ or ‘radiance.’ They want data. That’s where the longevity mindset comes in, focusing on preserving skin health by strengthening barriers and supporting cellular renewal. We now speak less about chronological age and more about biological age, because lifestyle and environment shape how skin truly ages.”
Does this scientific focus make beauty more complicated?
“On the contrary, it makes it more accessible. Tools that once belonged only in clinics are becoming part of daily routines. AI already guides how people choose products and care for their skin.”
Lev points to technologies like Lancôme’s Cell BioPrint, which measures biological skin age, and Kérastase’s K-Scan for scalp analysis in salons. “They turn complex science into practical decisions. That’s real democratization.”
With so much technology, is there still room for sensory experience?
“More than ever. The more digital life becomes, the more people crave something human. Texture, scent, and emotion are making a comeback. Fragrance, in particular, has a powerful emotional impact.”
At the same time, consumers expect efficiency. “The ‘skinimalist’ approach means products now do more. Makeup isn’t about covering anymore, it’s about enhancing healthy skin. One product often replaces three.”
How do these trends look in Israel?
“One of the most visible changes is in men’s grooming. A recent study for L’Oréal Men Expert found that 68 percent of Israeli men aged 20 to 60 use at least one grooming product regularly. Younger men are leading the shift, but the mindset is spreading.”
She describes the cultural tone as pragmatic rather than vain. “Our campaign with NBA basketball player Deni Avdija reflects that, grooming as performance, wellbeing, and self-respect.”
What about sustainability?
“It’s no longer optional. Consumers check ingredients and environmental impact in real time. Transparency has become a basic expectation.”
Lev highlights the rise of refillable packaging across fragrance, skincare, and haircare. “In selected stores in Israel, refill stations are already part of everyday life and refillable options are becoming increasingly available. Sustainability is turning from an abstract value into a simple habit.”
As 2026 approaches, Lev believes beauty is being redefined, less as a product category and more as a relationship between science and self-care.
“People are asking better questions,” she says. “And when they do, the industry has to rise to the occasion. Beauty is no longer something you apply in front of the mirror. It’s something you build over time.”
This article was written in cooperation with L’Oréal Israel