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WGSN
Overview
WGSN is a business services company based in the United Kingdom, specializing in trend forecasting for various industries, including beauty, fashion, technology, food and drink, and interiors. Founded in 1998, the company employs between 201 and 500 individuals and has reported significant revenue. WGSN's primary focus is on identifying and predicting future trends, as evidenced by their published document, which outlines the top trends expected to shape 2026 and beyond. The document highlights emerging themes such as "Unserious Everything," reflecting a consumer shift towards playful and emotional experiences amidst societal stress. Additionally, WGSN discusses specific trends in beauty, including the rise of PDRN, a skincare ingredient derived from salmon sperm, and the emergence of alternatives to pharmaceuticals in beauty products. Through its trend reports, WGSN aims to equip clients with insights to prepare for market changes ahead of the mainstream adoption of these trends.