Beautiful Thinking.
As we continue to unravel the influences that significant progression in technology, AI is having on brand journeys and consumer choices, and with it the shifting priorities of those consumers who are becoming more vocal in their choices (whilst expecting the brands they choose from to meet them as transparently and authentically), we’re witnessing another significant shift which is dividing consumers – and it comes down to value and accessibility, versus the art of craftsmanship.
It’s all about the new value of origin. Whilst the efficacy of products remains a significant factor when it comes to the value of a product for consumers, there is an increasing significance on the role of how something has been made. This is especially true in beauty, wellness and lifestyle categories where trust, authenticity and sustainability are core to purchase decisions.
Sourcing methods have become a signalling device – a marker of identity, values and cultural belonging.
And it’s the desire – and the demand – for products and packaging which speaks to the soul that is supporting a resurgence of the handmade – the rise of the intentional. Brands which are feeding this consumer ideal are doing so through human involvement, techniques passed down through generations, crafts which speak to practice and skill.
And what speaks more to the demand for authenticity today than a commitment to this value? Quality in every element, the uniqueness of a product in its overt handmade origin. This is of course best achieved in products created in small batches, which naturally make this end of our dichotomy – and the consumers who follow it – in a more luxurious realm.
But it isn’t just about cost. We believe 2026 will see more investment in small batch product ranges because of the innate appeal of a belief system that prioritises care, adaptability and restraint over and above speed and scale. Particularly in beauty and wellness, the art of small batch productions is less about exclusivity and more about integrity.
Small batch production introduces a fundamentally different relationship between brand, product and consumer. It allows for a level of attention and oversight that mass manufacturing simply cannot replicate – closer monitoring of ingredients, tighter control over freshness, and a greater ability to respond to nuance rather than averages. In categories like beauty and wellness, where products interact directly with the body, this sense of care becomes part of the value itself. The promise is not just that something works, but that it has been made with intention, patience and accountability at every stage.
There is also a growing awareness that biological systems are not uniform. Skin, hormones, stress levels and immune responses vary widely, and small batch production is uniquely suited to that reality. It allows brands to work with seasonality, to respond to the natural variation of botanicals, and to evolve formulations based on real-world use rather than long, fixed production cycles. In this way, small batch becomes adaptive rather than nostalgic – a modern response to complexity rather than a romantic nod to the past.
Freshness, too, is becoming an increasingly powerful driver. Consumers are more informed than ever about the degradation of actives, the oxidation of oils, and the impact of over-processing on potency. Small batch production implies a shorter distance between making and using, fewer stabilisers, and a closer alignment between intention and performance. In wellness especially, this reframes products not as commodities to be stored, but as crafted interventions designed to be consumed consciously.
Finally, small batch production creates emotional proximity. It invites consumers to imagine the hands involved, the decisions made, the materials chosen. Ownership feels more personal, participation more deliberate. In a world shaped by overproduction and excess, restraint itself becomes a signal of values. Small batch is not simply a method of making – it is a philosophy of care, one that speaks directly to consumers seeking meaning, differentiation and trust in the products they bring into their lives.
This includes the production of their packaging – and its design. This philosophy of care and intention is increasingly being expressed here. As brands lean further into small batch production and handmade credibility, packaging has become an extension of the product’s origin story rather than a layer of polish applied at the end. In 2026, we’re seeing a clear shift away from slick, high-gloss finishes towards materials and forms that feel tactile, raw and honest – packaging that asks to be held, not just seen.
Tactility and imperfection are now doing much of the storytelling. Textured moulded fibres, biodegradable materials and uncoated surfaces act as intuitive signals of sustainability and craftsmanship, while subtle inconsistencies in print, embossing and finish celebrate the presence of the human hand. As digital tools push visual design closer to flawless uniformity, packaging is responding by leaning into warmth, texture and restraint. The result is a slower, more considered experience – one that invites touch, builds trust, and reinforces the values embedded in how the product itself has been made.
Whilst we’re sure that few consumers on the planet would turn down an offering such as the above, there is a significant number who simply cannot indulge in the price points which naturally accompany this calibre of crafted product.
As global living costs bite, consumers are increasingly trading down or choosing affordability over indulgence. McKinsey reports that around 85% of shoppers are actively seeking greater value across categories, including beauty and wellness.
This squeeze that countless shoppers have felt in recent months – years – shows no sign of slowing and as such, the other end of our value spectrum. Where one end explores care, craft and emotional proximity, this second faction explores availability, efficiency and democratisation. It isn’t necessarily about opposing emotional values – it’s about different interpretations of responsibility.
While emotional values of this group might remain with investment in quality, handmade products from independent producers, their greater needs lie in financial value and accessibility. And it’s here that the big brands, manufactured and sold at scale, are able to deliver.
And what this does come with, is another set of values that also speak to the signals of 2026. Of compliance and quality assurance, of democratisation, of innovation available to the masses. These products are regulated on a global scale, they’re quality-assured without reaching into a higher price bracket, and with this comes a sense of dependability. For mass-produced products, trust comes from reliability rather than romance.
And what brands who meet this end of the spectrum can also benefit from is the speed at which they can deliver products to market. It is undoubtedly what will continue to fuel the significant M&A movements in the worlds of beauty, skincare, wellness and more; when independent brands recognise that they have grown as much as they can within their own support system.
When the next steps are new market entries, NPD and category development, retail expansion – this can often only be achieved with the support of the biggest household names on the planet which rely on mass production to meet the continuously fluctuating demands of consumers who get excited by micro trends they discover from minute to minute on major social platforms. Speed to market and iteration means faster reformulations, rapid response to trends – and regulations – that come into play, and an overall ability to scale “what works”.
It would be a mistake to read this prioritisation of accessibility as a rejection of quality. Value-led consumers are not anti-craft or anti-care; they are operating with a different hierarchy of needs. In categories that sit close to the body and to daily routine, reliability becomes the ultimate reassurance. Products that perform consistently, batch after batch, earn trust not through narrative but through repetition. In this context, scale is not the enemy of integrity – it is the mechanism that delivers predictability.
This is particularly evident in health, wellness and CHC categories, where outcomes matter more than experimentation. Consistency reduces risk, removes guesswork and builds long-term confidence, which is why mass-produced products in these sectors tend to benefit from some of the highest repurchase rates across beauty and personal care. These are not impulse buys or moments of self-expression; they are functional commitments. Consumers return to what works, and loyalty is built through dependability rather than novelty.
Crucially, accessibility itself has become an identity signal. Choosing mass-produced, affordable products is not about settling for less, but about opting into a worldview that values inclusion, practicality and everyday reliability. For these consumers, responsibility means ensuring products are regulated, available and affordable at scale. Meaning is not found in scarcity, but in consistency – and in the quiet confidence that what they rely on today will deliver the same result tomorrow.
What this dichotomy ultimately reveals is not a battle between right and wrong, but between different interpretations of value.
As with each of our Dichotomies, what is no longer viable in 2026 is ambiguity. As sourcing becomes a visible signal of identity, brands can no longer sit comfortably in the middle, borrowing the language of craft while relying on the mechanics of scale, or claiming accessibility while gesturing vaguely toward artisanal values. Consumers are increasingly adept at reading these signals – and quick to disengage when they don’t align.
The opportunity ahead lies not in choosing one side blindly, but in making intentional decisions about where you sit and why. Whether through small batch integrity, mass-market dependability, or carefully designed hybrids that borrow the strengths of both, successful brands will be those that treat sourcing not as a backend operation, but as a front-facing expression of values. In a market shaped by pressure, pace and choice, clarity has become the most valuable commodity of all.
1. Choose your sourcing philosophy – and commit
Decide whether your brand is rooted in craft-led care or scale-driven accessibility. Sourcing is no longer neutral; it communicates values. Half-positions dilute trust. And should the growth of your brand mean the demand changes, be hyper conscious of how a more mass-manufactured approach might hit with consumers – how might you communicate this to them?
2. Let origin do the talking
Whether handmade or mass-produced, be explicit about how and why your products are made. Transparency around process builds more credibility than aspirational storytelling alone.
3. Match price to promise
Craft-led products must justify their cost through integrity, freshness and intention. Scale-led products must deliver dependable performance without creeping into false luxury cues. Where you may have to sacrifice one value, ensure you are excelling at the other.
4. Design packaging as proof, not polish
For small batch brands, packaging should feel tactile, restrained and human. For mass brands, it should signal clarity, reliability and ease. In both cases, design must reinforce the sourcing story.
5. Build trust through repetition or proximity
Handmade brands should deepen emotional connection through access and behind-the-scenes visibility. Mass brands should focus on consistency, availability and repeat reassurance. Different routes, same goal.
6. Innovate responsibly at your chosen scale
Small batch brands should use adaptability and responsiveness as strengths. Large-scale brands should leverage speed, compliance and reach. Growth should amplify your values, not contradict them.
