You discover it first in the subtleties. Beauty-savvy associates getting back from “a few days away” with pores and skin that appears inexplicably brighter, jawlines a contact sharper, darkish circles mysteriously erased. A well-rested glow that feels believable sufficient to be written off as a stable night time’s sleep or an distinctive facial. Except it is neither.
Enter the rise of the Glomad. A Glomad is a “traveller drawn to exploring local beauty cultures and wellness opportunities while abroad,” explains Laura Lindsay, journey tendencies and locations knowledgeable at Skyscanner. Their newest development report centres beauty-savvy travellers as a rising market in 2026. “Beauty is shaping how we travel and what we explore. That’s across the board from in-flight skincare routines, shopping for local beauty products and detours to cult-favourite retailers,” she provides. These are the travellers who plan their trips primarily around beauty and aesthetic therapies, making clinics, dermatologists and injectors the predominant occasion, relatively than an opportunity aspect quest.
glass pipettes with drops of clear serum on a beige background, skincare cosmetics ideaGetty Images
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Predictably, main this beauty-travel cost are predominantly Gen Z travellers. Skyscanner’s information exhibits that over one in 4 (27 per cent) of UK-based Gen Z travellers are planning to hunt out beauty therapies and skincare shops whereas travelling in 2026, in comparison with simply 4 per cent of Boomers. “Gen Z in particular are no longer content with simply travelling,” Laura says. “They explore the world as an extension of their identity, and fashion and beauty are key drivers in their destination choices.”
Beauty appointments are documented with the similar reverence as soon as reserved for lodge room excursions or restaurant reveals. A very good injector now carries as a lot cultural cachet as a Michelin-starred chef. “Travel planning and advice in beauty subreddits is growing 215 per cent year on year, so there’s no doubt that travel and beauty increasingly go hand in hand. Our data shows that travellers see this as part of their self-care regime and they want to experience local beauty culture too,” Laura explains.
The concept of reserving a facial or therapeutic massage overseas is hardly new. But what units Glomads aside, nevertheless, is intentionality. These aren’t impulsive add-ons squeezed in between sightseeing; they’re the cause for the journey. It’s much less about indulgent spa escapism and extra the promise of returning residence trying subtly, enviably totally different than while you left.
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Getty Images
Celebrity make-up artist and content material creator Nam Vo is a living proof, having taken a number of trips to Korea particularly for aesthetic therapies. Her motivation is rooted in entry to the finest tech. “I’m obsessed with beauty innovation, and the Koreans are really light years ahead. By the time something like salmon’s sperm DNA is approved in the US, it’s often already been in use in Korea for more than a decade,” she says. “We’re seeing a surge of content creators travelling for treatments because the standard is high elsewhere, the costs are lower, and it comes with the added bonus of a great trip,” Nam says. Those clinics have gotten locations in their very own proper, and their practitioners are adopted and reviewed with the similar scrutiny as soon as reserved for motels or eating places.
Content creator Jade Marrey is one other Glomad who constructed her journey plans totally around therapy rooms. “I visited the Gangnam area of Seoul, which is the epicentre for beauty treatments,” she says, returning 3 times a 12 months for follow-ups. Jade provides, “Although I visited just for beauty treatments, Seoul is a really fun place – it’s definitely worth staying a few extra days.” For Jade, the attraction was each worth and experience – therapies in Seoul can are available at around half the price of the UK and US.