Retinol alternatives, LED masks and The Outset's closure lead the week

Analysis

The week's biggest brand news was the closure of The Outset, the skincare line co-founded by Scarlett Johansson ^[1]. At the premium end, Chuan Spa at The Langham has debuted a new skincare brand on its treatment menu, a reminder that spa partnerships remain a live route to market for professional-facing ranges ^[2].

Actives discourse continues to orbit retinoids. Sali Hughes used her Guardian column to set out proven anti-ageing formulas for people who can't tolerate retinoids ^[3], while dermatologists separately flagged six things they wish everyone knew before starting retinol ^[4]. UK search data supports the attention: 'retinol' averaged 72/100 interest over the last three months, easing to 62/100 in the week of 21 September ^[5]. Mass-market staples tracked lower that week — 'the ordinary' averaged 68/100 and sat at 63/100, and 'cerave' averaged 66/100 but dipped to 46/100 ^[6][7]. Hyaluronic acid remains the comfortable entry point, with Fortune publishing an expert-approved pick of the five best serums for 2026 ^[8].

Devices are where consumer energy is loudest. Wales Online promoted £20 off an LED face mask that one user said 'diminished fine lines after 3 uses' ^[9], and generic 'LED face mask review' videos drew 141,062 views across 10 uploads in a fortnight, against 18,268 for CurrentBody-specific reviews and just 1,104 for Shark CryoGlow ^[10][11][12]. Needle-free positioning persists, with HELLO! framing a serum-and-moisturiser duo as a Botox alternative ^[13]. Elsewhere, routine-building content targeted teens ^[14] and women in their late fifties ^[15] — while EADV 2026 research found Korean skincare TikToks carry misleading claims ^[16].