January 2026 Beauty Content Trends

What’s Performing Right Now and How Salons Can Show Up.

January is active online. People are posting consistently. What has changed is how that content looks and feels. Viewers are choosing real moments over polished production.

You will see more vlog style beauty content. Morning routines. Hair wash days. Getting ready without a script. Hair is shown as part of someone’s day rather than the focus of a perfect reveal.

Highly edited videos are losing attention faster. Content that feels filmed in one take keeps people watching longer. Natural lighting, casual angles, and unfiltered texture feel more trustworthy right now.

Clients are sharing experiences instead of advice. They show how their hair behaves days after an appointment. They talk while styling instead of explaining every step. The story matters more than instruction.

Salons appear naturally in this content. A quick mention of who did their hair. A tag in the caption. A clip from the chair without a big announcement. This kind of visibility feels organic and believable.

What you can try in January

Create content that feels like it belongs in someone’s feed, not an ad. Short clips from real appointments. Conversations with clients. Hair in progress rather than finished results only.

Let videos run longer than usual. January viewers sit with content that feels unscripted. Silence, laughter, and small imperfections keep attention.

Share everyday salon moments. Opening the shop. Midday styling. End of day reflections. These clips build familiarity without selling.

Repost client content exactly as they share it. Add a simple line that supports their experience. Avoid over editing or heavy branding.

January rewards presence over performance. Salons that show up consistently and honestly build connection that carries through the rest of the year.