The wellness shift is also changing expectations of the physical retail environment.
Rather than acting solely as points of sale, stores are evolving into destinations where consumers can discover products, receive expert advice and enjoy memorable brand experiences.
According to Matthews, bricks-and-mortar retail continues to play a vital role precisely because it offers experiences that cannot easily be replicated online.
She highlights Sephora UK's partnership with Face Equality International, which provides specialist training for in-store advisors to better support customers with facial differences. The retailer has also introduced Quiet Hours, reducing music, lighting and screen intensity to create a more comfortable shopping environment for neurodivergent consumers.
These initiatives demonstrate how experiential retail increasingly extends beyond technology and product demonstrations to include inclusivity, accessibility and emotional comfort.
"As global consumer expectations continue to evolve, exhibitors are increasingly looking for ideas that combine scientific innovation with meaningful consumer experiences," says Ramchandani. "Those conversations will be central to what visitors discover across Beautyworld Dubai 2026."