Beauty sleep 2.0: Precision takes centre stage

Reflecting our contemporary lifestyles, night cosmetics are experiencing rapid growth, fuelled by marketing narratives that oscillate between two contrasting imaginaries: that of a hectic society where skincare is entrusted to the hands of sleep, and that of a compensatory approach where well-being goes hand in hand with slowing down. Overwhelmed by a wave of highly demanding nighttime beauty routines, consumers now aspire to greater simplicity, favouring targeted treatments with proven effectiveness. 

By Mathilde Brosseau 

The beauty sleep trend continues to gain momentum, flooding social media with pampering rituals and driving brand launches, particularly in winter, a season especially conducive to self-care. Waking up every morning with a glowing complexion has become the new beauty obsession, and the popularity of K-Beauty is certainly no stranger to this trend. Based initially on a wealth of chronobiological studies on circadian cycles, which highlighted the skin's natural ability to regenerate during sleep, this rising trend was amplified by TikTok and Instagram. These platforms have spread these rituals worldwide, with some routines even going viral. The "morning shed" perfectly illustrates this drive for aesthetic optimisation: this trend, which emerged on social media two years ago, advocates layering as many beauty products and accessories as possible before bedtime. In 2026, this overabundance no longer resonates with consumers, who now seek to combine simplicity, effectiveness, and well-being. 

The night skincare segment is waking up 

Indicators confirm this acceleration. According to "Global Growth Insight", the global night skincare market – valued at $12.68 billion (€10.7 bn) in 2025 – is expected to nearly double to $23.57 billion (€19.8 bn) by 2035. This trajectory, with a CAGR of 6.39%, underscores how firmly the trend is rooted in consumer habits. 

Spate's analysis via its Pop Index* shows a clear increase in key night skincare categories: over the past year, night masks recorded growth of 51.3%, followed by night serums (+46.5%) and night creams (+33.6%). While interest in sophisticated rituals has declined by 18.1%, the enthusiasm for targeted, specific solutions remains undeniable. Meanwhile, the nighttime segment linked to K-Beauty continues its steady growth, up 5.8% over the year, confirming the enduring influence of this category. 

The three paths of nocturnal marketing 

Brands have three distinct options to choose from: supporting the skin's natural nighttime repair mechanisms, optimising time through "passive" effectiveness, or promoting self-care by encouraging people to reconnect with their inner selves at bedtime. 

French brand Krème is banking on the first two approaches with the launch of its very first intensive night treatment. The Masque de Nuit Anti-Soif concentrates "eight hours of recovery in a pot." Designed as a creamy balm, it echoes the "slugging" trend – originating from South Korea – which involves applying a thick layer of an occlusive product at bedtime to seal in hydration and protect the skin. Enriched with pro-panthenol, the formula reactivates the skin's natural repair mechanisms for hydrated, plumped, and rested skin in the morning. The same promise is made by rising K-Beauty brand, Yepoda, with its hydrating and anti-ageing night mask, The Midnight Magic, which harnesses the powers of Centella asiatica, hyaluronic acid, shea butter, and lavender. These "bandage-like" formulations reflect the growing trend toward a medically inspired, restorative cosmetic approach centred on the skin barrier. These formulations also offer valuable relief for those with fragile or atopic skin, for whom the days between flare-ups can feel like a real nightmare. A-Derma comes to their aid with Exomega Control Repairing Emollient Night Cream, which soothes nocturnal itching. Effective from the very first night, it promotes twice as much restorative sleep, halves insomnia and reduces difficulty fallingasleep by 68%. Meanwhile, Light Renew Gel targets pigmentation spots while providing an expert at-home application thanks to its applicator. The new depigmenting and regulating night gel from Laboratoire Eneomeycombines preventive and corrective actions for an even and radiant complexion, thanks to glycolic, phytic and mandelic acids, paired with the patented Lumilight peptide. Soleil Chéri unveils Le Couchant, a pearlescent self-tanning night mask, designed as a warm, luminous nocturnal interlude. Presented as an "invisible accomplice," it is infused with organic apricot oil, jasmine, plant collagen, and lavender. Nighttime becomes a space for sensory experimentation: warmth, comfort, light and a radiant glow upon waking. In April, Patyka will complete its Glow "skin-brain" collection with Sérum Détox Belle Nuit - a clarifying, detoxifying and radiance-boosting biphasic serum that brightens the complexion in just one night. Certified organic and enriched with encapsulated plant-based melatonin and matcha extract, it harnesses chronotherapy to maximise skin absorption during peaks of nocturnal activity. 

Beauty sleep is extending into the haircare segment as well. Nighttime is a special moment, ideal for prolonged application time, allowing treatments to penetrate deeply. Whether the goal is to moisturise or nourish the hair fibre, repair it, soothe the scalp, or add shine, softness and smoothness, each night formula is designed to target a specific need, for a complete routine while you sleep. Launched in 2025, Oribe's Gold Lust Restorative Night Crème is a leave-in treatment that intensely repairs damaged hair and seals up to 98% of split ends overnight, thanks to powerful biomimetic peptides inspired by the lupin flower. Aveda targets the scalp with its Scalp Solutions - Overnight Scalp Renewal Serum. This leave-in treatment regenerates, soothes, and strengthens the skin barrier while preventing signs of ageing overnight, while also restoring the microbiome balance. It can be applied to wet or dry hair. Earlier this year, the standout launch came from Australian brand Kevin.Murphy with Night.Shift, an ultra-revitalising night serum. This leave-in product, which offers up to twelve hours of hydration, strengthens and smooths the hair fibre effortlessly.    

*Source: Spate Popularity Index (USA, end of December 2025). Indicator combining Google searches, TikTok views and Instagram posts. https://www.spate.nyc/