If you want to know what beauty may look like six months from now, sometimes the smartest people to watch are not influencers. They are the buyers deciding what gets a shelf.

At BITE New York, more than 70 emerging beauty brands recently pitched and presented to an industry crowd. Beauty Independent then asked buyers from Sephora Canada, Target, CVS, Space NK, Nordstrom, Urban Outfitters and Printemps which brands actually stayed in their heads.

The biggest signal: your scalp is becoming skincare

Hair and scalp health surfaced repeatedly. Target highlighted MNQA, founded by a trichologist, and Monpure, while CVS singled out Alfheim. Nordstrom’s national beauty director described scalp health and longevity as a clear moment for the category.

This is bigger than another hair-growth serum. Beauty is increasingly applying the language consumers learned from skincare — clinical backing, ingredient education, long-term health and expert founders — to the scalp.

Retailers want proof, but they still want pleasure

The most interesting tension in the buyer feedback is that efficacy alone is not enough. Scientific credentials mattered: clinical testing, patented technology and founders with medical, formulation or trichology expertise all drew attention. But so did beautiful packaging, fragrance, texture and ritual.

Space NK noticed spa-like Sumeo Bubble Care and Japanese-tech-meets-luxury brand Deau. Sephora Canada called out Skin Diligent for its science-led positioning and Eauso Vert for genderless luxury fragrance. Target also highlighted Eauso Vert, along with Brazilian-French makeup brand Magnifaik.

K-Beauty is not slowing down — and J-Beauty has room to grow

Nordstrom said K-Beauty continues to lead through innovation, while several buyers responded to Asian beauty technologies, formats and sensorial experiences. The opportunity is no longer simply “K-Beauty is trending.” Consumers have become sophisticated enough to expect novelty and performance from the category.

The brands going on my watch list

I am watching MNQA and Monpure for the scalp-health story; Skin Diligent for longevity-focused skincare; Eauso Vert for fragrance; Magnifaik for makeup; Deau for the J-Beauty/luxury intersection; and Sumeo Bubble Care because beauty still needs products that are simply fun to use.

That does not mean these brands are guaranteed a Target or Sephora shelf. Buyer interest is not the same thing as a retail deal. It does mean they managed to break through a room full of emerging brands in front of people whose job is to spot what consumers may want next.

The AURA take

Virality gets attention. Retail requires something sturdier.

What I see across these picks is a consumer who still wants beauty to feel beautiful but is asking harder questions about what a product actually does. The brands that can make clinical credibility feel luxurious — rather than medicinal — may have the most interesting runway.

And for creators, there is another lesson: do not wait until a brand is everywhere to pay attention. Some of the best relationships begin while everybody else is still learning the name.

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Source: Beauty Independent’s September 30, 2026 BITE New York retail-buyer report. Buyer comments indicate interest, not confirmed future retail placement.