Inside My Algorithm: A Mintel BPC Expert’s Latest Internet Obsessions 

My algorithm has been working overtime lately. From celebrity makeup techniques and unexpectedly elite Costco beauty deals to a surprisingly passionate corner of Reddit dedicated entirely to laundry, these are the internet obsessions currently shaping my Instagram and TikTok. In this post, I’m unpacking what’s dominating my feed and what these trends reveal about where the beauty and personal care industry is headed next.

Nina Park, a renowned celebrity makeup artist, is making waves with her effortlessly chic and glowing looks that have taken social media by storm. Known for her signature dewy skin, soft monochromatic tones, and perfectly blended finishes, her artistry exudes an understated elegance that’s captivating audiences.

Over the past few weeks, my TikTok feed has been flooded with makeup artists and beauty enthusiasts recreating Park’s iconic looks—often incorporating multiple lip liners and cool-toned eyeliners. What I love most about Park’s technique is her reliance on soft, light strokes of product, prioritizing subtle enhancement over precision – resulting in a beautifully blurred, ethereal effect. 

What it means: As we head into 2026, the “Nina Park” effect is poised to dominate. Expect to see sheer, shimmery eyeshadows, delicate eyeliner styles, mauve and berry tones on lips and cheeks, and multi-dimensional, blurred lips – that can only be achieved through strategic lip liner layering.  

While Costco has long carried beauty products (I distinctly remember my sisters and me receiving the jumbo multi-pack of Neutrogena Makeup Remover every Christmas during my teen years!), the warehouse club has gradually expanded its beauty assortment over time—tapping into K-beauty trends and increasing its prestige offerings. 

When I joined Costco at the start of 2025, my algorithm immediately began serving me “Costco finds” content—dedicated accounts and posts across social media showcasing beauty deals. 

Social media posts containing “Costco” (and related words) have steadily increased over the past five years.  

Both TikTok and Reddit are hot spots for Costco content. The subreddit r/Costco boasts an impressive 1.5 million members, far surpassing other retailer subreddits like r/samsclub (63k), r/aldi (275k), and r/walmart (362k), highlighting the strength of its online community and the virality of beauty deals.  

As for what’s caught my eye the most…  

What it means: When consumers are asked what factors influence where they shop for BPC products, the most common response is “affordability” (57%), followed by “a wide range of products” (45%). As the cost-of-living crisis continues, affordability will likely play an even larger role in influencing shopping behaviors. Expect even more premium/luxury brands to offer limited edition, Costco-exclusive value sets to appeal to warehouse shoppers.  

I didn’t have a “laundry obsession” on my 2026 bingo card, but here we are. With roughly 203k members, r/laundry may not be the largest subreddit, but the passion its members have for all things laundry is undeniable.   

Members routinely share tips, product recommendations, and clever hacks for tackling stubborn stains or optimizing wash routines, fostering a vibrant exchange of knowledge. A quick scroll through the subreddit reveals one of the biggest trends among the community – laundry “spa days” – which is essentially the practice of deep cleaning soiled clothing with various detergents, emphasizing the use of specific enzymes for optimal results (coined by user KismaiAesthetics). 

To say that I have been influenced by r/laundry would be an understatement. And thanks to my personal shopping assistant (by that I mean Mintel’s GNPD tool), I’m able to quickly scout the detergents that feature lipase (an enzyme used in laundry care – and frequently mentioned amongst community members).  

There is a sense among the r/laundry community that the efficacy of laundry formulations has diminished, requiring consumers to purchase more items to thoroughly clean their clothing. Dissatisfaction with detergents’ cleansing capabilities is also reflected in consumer data, with laundry users citing the inability to effectively eliminate stubborn stains as the leading source of frustration in both the UK and China. 

This mounting discontent puts serious pressure on brands to prove their products actually work. While it might seem far-fetched to think a niche Reddit community could influence mainstream trends, history tells a different story (looking at you, r/SkincareAddiction and the Korean sunscreen boom). 

With the gap between social media buzz and real-world product innovation shrinking rapidly, I wouldn’t be surprised if we start seeing more fabric care brands highlight the use of enzymes, like lipase, in their formulations and on-pack. The demand for better performance is loud and clear, and brands that listen could clean up in more ways than one.