Beauty trends 2026 — what Estonian beauticians predict

Estonia's beauty market is developing fast. The Ilusalong24.ee editorial team analyzes the booking patterns of 200+ clinics and publishes a trend review every quarter. Here are the fastest-growing beauty trends as of April 2026 and the impact they have on Estonian clients.

Trend 1: “Skin-first” — skin is the new make-up

Nordic and Korean influences are reaching Estonia: many clients are investing in regular skincare (peels, microneedling, mesotherapy) instead of makeup. The most popular service of 2026: a 6-month skincare program combining 4 peels, 4 microneedling sessions and 1–2 HydraFacials.

• Growth vs 2025: +35%
• Average annual spend: 800–1500 €
• Most popular target group: women aged 28–45

Trend 2: Baby Botox — microdoses

“Preventive botox” — botox in small doses (10–20 units) from age 28. The goal is not to erase wrinkles but to prevent them. The result: a more natural look, no “frozen” expression, and shorter recovery.

• Price in Tallinn: 180–310 €
• Growth vs 2025: +42% among women aged 30 and over

Trend 3: Bio-stimulating injectables

New brands in cosmetology: Profhilo, Sculptra, Ellansé. Unlike classic fillers, they don't add volume but stimulate the body's own collagen production. Results appear within 6–8 weeks and last 12–24 months.

• Profhilo: a hyaluronic acid bio-inductor, 1 injection 350–450 €. Full procedure: 2 injections 4 weeks apart.
• Sculptra: poly-L-lactic acid, for restoring full-face volume. 450–650 € per ampoule, a course of 3.
• Ellansé: calcium hydroxyapatite. 500–750 € per syringe.

Trend 4: Men's beauty care is growing 2× faster than women's

Men's bookings in the Ilusalong24.ee catalog have grown 35% over the year. The most popular men's services in 2026:

• Hair transplants (FUE method) — competition from Turkey is pushing Estonian clinics to lower prices.
• Baby botox (the men's “brotox” trend).
• Beard transplants and micro-tattooing.
• HIFU/RF facial tightening from age 40.

Trend 5: LED and red-light therapy go mainstream

At-home LED masks (Dr. Dennis Gross, CurrentBody) have reached Estonia, and clients' expectations of clinic services have risen. Clinic-grade LED therapy (1000+ LED lights, deep penetration) is now a service in its own right.

• A course of 6× in Tallinn: 200–450 €
• Single visit: 45–85 €

Trend 6: The return of natural — “no filter” lips

“Russian lips” and oversized Instagram lips have been replaced by a natural-shaped “no filter” style. Estonian injectors aim for a discreet result that can't be spotted right away. They use finer materials (Juvéderm Volbella, Restylane Kysse) and smaller volumes (0.5 ml instead of 1 ml).

Trend 7: Care packages and memberships

Instead of single procedures, a membership model is gaining popularity in Estonia — monthly passes that include several beauty treatments. It lowers the average price by 15–25% and increases client retention. Tallinn's top salons (Estee, Siven, Medemis) all offer some kind of monthly-pass model.

Trend 8: The “Wellness + Beauty” combination

Clinics are combining beauty services with physiotherapy, nutrition counseling and mental-health services. Pärnu's spa centers are the leaders here, but the trend is reaching Tallinn too.

What's fading

• Aggressively contoured makeup (contouring palettes are on their way out).
• Overly strong botox (“frozen face”).
• Microblading in its classic form (more toward nano-brows and the powdered wave).
• “Whole-body laser hair removal in 1 day”-type flash campaigns.

Where to go next

• Anti-aging care 2026 — a detailed analysis
• Men's beauty care in Estonia
• Botox and baby botox guide
• Microneedling and mesotherapy
• All beauty clinics in Estonia

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