Yes, the holiday has had a glow-up.
Image credit : AI generated | Glowmads are proving that the world is best explored with a face mask, a facial, and a carefully curated selfie.
What even is a glowmad?
A Glowmad is a traveller who plans trips around beauty, skincare and wellness rituals. Think less “backpacking through chaos” and more “booking a facial between museum visits.” These are the people turning holidays into full-blown glowcations, where the main souvenir is luminous skin.
Reports suggest that a significant percentage of Gen Z travellers are intentionally seeking beauty treatments and skincare shopping while abroad. Travel is no longer just about escape. It is about elevation. Emotional healing, yes. But also glass skin.
Image credit : AI generated | Much like an offshoot of wellness travel, the trend is based on ultimate glow-up, beauty, skincare, and overall wellness.
Beauty is the itinerary
Glowmad travel is curated. Destinations are chosen for their reputation in beauty and wellness. South Korea for advanced skin clinics. Paris for iconic French pharmacy staples. Kerala for Ayurveda. Tuscany for mineral-rich thermal springs. The vibe is simple: arrive tired, leave transformed.
It is not just about spa robes and cucumber water. It is targeted, tech-forward treatments, spiritual cleansing rituals, and yoga retreats that promise inner peace and outer radiance. Even airports are part of the ritual, with travellers stocking up on duty-free make-up and skincare before take-off.
Image credit : AI generated | This style of travel, dubbed “glowcations, ” emphasises indulging in the best spa retreats, discovering local beauty products, and visiting destinations renowned for transformative wellness rituals.
Skincare at 30,000 feet
The Glowmad does not pause their routine mid-air. Airplane cabins may be dry, but their skin will not be. Travel-sized serums, face mists, sheet masks and SPF-infused moisturisers are now as essential as passports. Hydration is a lifestyle.
Image credit : AI generated | 2026 will see skincare and beauty rituals move beyond social media, influencing travel in many ways for some.
Who is driving it?
Primarily Gen Z and Millennials. Beauty influencers amplify the movement with in-flight routines and “pack with me” videos. Frequent flyers swear by compact, multi-tasking products to survive constant climate shifts.
The question for 2026 is simple. If your suitcase is not half spa kit, are you even travelling?
