Whatnot Predicts 2027: Worn-In Glam, K-Beauty and Vintage Coach

Whatnot's collectibles, fashion and beauty sales totaled $8 billion last year, and the live shopping marketplace now signs up more than 650,000 new buyers every week — with plans to double that $8 billion figure for 2026. Its latest consumer trends report maps what those shoppers will buy, collect and connect over in 2027, and beauty has moved to the front of the line.

How big is beauty on Whatnot?

Beauty orders tripled this year, according to Whatnot, as shoppers hunted fragrances, K-beauty skin care and inspiration from spring 2027 looks built on glowy skin, smoky eyes and textured hair. Fragrance now behaves like fashion: buyers curate scent wardrobes around mood, style or occasion. Whatnot reported that 18 fragrance items sell per minute on the platform, and 72 percent of fragrance buyers return for more purchases.

Mona Kattan's Kayali, Tom Ford and Maison Francis Kurkdjian lead the category for buyers. Smaller sizes help consumers discover and mix scents, and layering keeps gaining ground — shoppers combine fragrances and apply different ones to hair, neck and décolletage.

What is happening with fragrance notes?

The Middle Eastern fragrance market will keep booming into 2027, Whatnot said. Dubai perfume searches tripled in 2026, with gourmand notes such as vanilla remaining fan favorites. Peony searches rose 460 percent and woody notes rose 230 percent.

Why is K-beauty dominating skin care?

Korean beauty accounted for more than 80 percent of skin care orders on Whatnot this year. Antiaging ranked as the number-one buyer concern, alongside glass skin. Whatnot expects shoppers to keep investing in multistep routines and luminous complexions while layering makeup on top of prepped skin.

What replaces clean girl?

Worn-in glam. Whatnot declared clean girl out and a messier look in for 2027: smoky eyes, deeper hues, crimped hair and deliberately imperfect textures. Dark, moody eye shadow shades are already overtaking nude and neutral palettes on spring 2027 runways. Hair crimper searches tripled, and shoppers searching for them on Whatnot rose 59 percent. Polished skin stays; pristine makeup and hair give way to looks that read lived-in and personal.

Which fashion trends carry into 2027?

Fashion drives more orders than any other category on Whatnot, with order volumes doubling since 2025 and the number of fashion live sellers and buyers doubling year-over-year — especially in women's contemporary clothing and vintage and luxury handbags. Luxury bag and accessory live shows have drawn more than 150 million views so far in 2026. Whatnot expects Coach to benefit most at the accessible price point, and the brand's vintage leather resurgence to continue next year. The Louis Vuitton Speedy already ranks among the marketplace's top-selling bags.

The Y2K revival will get flashier, Whatnot predicts — maximalism, bright colors and 2000s glam. Fendi Baguette bag searches rose 320 percent; rhinestones, low-rise styles and tracksuits rose 160 percent each. Quality-focused brands saw major traction: Brioni searches increased 350 percent, Zegna 340 percent, Brunello Cucinelli 220 percent and Loro Piana 130 percent. Cashmere searches rose 140 percent and silk searches doubled.

Ralph Lauren's Americana keeps expanding into what Whatnot calls a "country-club-meets-ranch dressing" style. Tweed searches rose 120 percent and Western searches rose 100 percent. Rather than committing to one archetype, shoppers will mix them for a "rugged, lived-in" look.

What about skirts and accessories?

Miuccia Prada and Raf Simons showed 63 skirts on their latest Prada runway for spring 2027, and the look is set to become a wardrobe staple — skirt searches already rose 93 percent. Floral brooches were prominent across New York Fashion Week, and silk scarves are appearing as head coverings and in other unexpected uses. Whatnot predicts shoppers will reuse classic accessories from their own closets in nontraditional ways.

Opposites are also rising: big sunglasses out-search tiny frames by 68 percent; purple searches are up 81 percent against Charli XCX's brat green; snake prints are up 84 percent versus leopard; and pearls are up 66 percent as alternatives to diamond and tennis bracelets.

The report's authors expect bolder proportional silhouettes, new prints and a refreshed version of glamour in 2027 — a shift Whatnot's doubling sales target suggests it is positioned to sell into directly.