We ask the Xlash CEO to share his main impressions from D-Congress 2026: “Beauty brands need to become much more agile in how they build their commercial ecosystems.”
As a digital-first beauty brand, Gabrán explains, D-Congress (Northern Europe’s largest event for e-commerce and retail) is one of the most relevant platforms in the Nordics.
– It brings together the entire commerce industry in one place—from retailers and brands to tech providers and strategic partners, he says. It gives us the opportunity to connect with suppliers, exchange experiences with peers, and gain a broader view of where the industry is heading.
– What makes D-Congress especially valuable is that you can clearly identify the shifts shaping retail and commerce, and translate those insights directly into your own business. The networking aspect is also extremely important, and we truly appreciate the exceptional work Svensk Handel and Per Ljungberg do in creating such a strong and future-focused meeting place. D-Congress is, without question, one of the most important and forward-thinking Swedish events for an industry!
How’d you describe this year’s edition?
– It was clearly shaped by the rapid development of AI. We are in the middle of a transformative digital era, where the boundaries between physical and digital commerce are being redrawn in real time.
– Many of the conversations and seminars focused on how businesses need to adapt to new customer behaviours, expectations, and purchase journeys. AI-powered commerce is no longer a future topic—it is already influencing how brands operate, communicate, and sell. What stood out this year was that many large players are now launching tools and technologies that are becoming increasingly accessible not only to global companies but also to smaller and mid-sized brands.
– The overall atmosphere was optimistic, curious, and energetic. There was a strong sense that the industry is not only observing change, but actively trying to understand how to move with it.
And retail media was the major topic?
– Yes. It is still relatively underdeveloped in the Nordics, especially within beauty, but that is about to change. Larger retailers are increasingly creating new ways for brands to buy media directly within retail ecosystems, and what was recently seen as an emerging trend is now becoming a serious commercial priority.
– Our region may still be behind some international markets, but the shift is clearly underway. As L’Oréal Nordic CMO Nataliya Chichkova highlighted, retail media is already becoming a top priority in annual media planning. That says a lot about where the market is heading.
– We will most likely see a major shift in Nordic media buying over the coming years, where retail media is no longer viewed as a nice-to-have or experimental add-on, but as a necessary and strategic part of the overall media mix.
What challenges and business opportunities does it create for beauty brands?
– The biggest opportunity is proximity to the end consumer. Retail media enables brands to reach shoppers closer to the point of purchase, with more relevant and personalised communication. That can drive stronger conversion, better commercial efficiency, and more consistency in how brands support sales together with retail partners.
– At the same time, it also creates new complexity. Retail media becomes yet another channel to manage, measure, and optimise, which means organisations need to adapt their capabilities and ways of working. For smaller brands, this can be challenging, especially as larger companies with heavier media budgets are likely to secure the most attractive placements early on. So while retail media opens up powerful opportunities, it will also raise the bar in terms of investment, competence and strategic planning.
Agentic commerce was in top of the agenda at NRF. At D-Congress as well?
– Absolutely. Agentic commerce is clearly on the agenda, and we are already seeing the first wave of tools designed to support this next phase of commerce. The idea that technology can act more proactively in the customer journey—guiding decisions, simplifying discovery, and automating parts of the buying experience—is becoming increasingly relevant.
– It is still early, but the direction is clear: commerce is moving toward more intelligent, responsive and personalised systems, and that development was very present at D-Congress this year.
And for you, at Xlash, how is spring -26?
– Last year, we took an important step in our Nordic expansion through our move into Norway, and we plan to continue strengthening our regional presence going forward. That journey will also be supported by several exciting product launches during the year.
– Our first launch this spring is Hydra Glow PDRN Eye Gels, which we are very excited about. It reflects our continued focus on innovation within the eye area category—a space where we already have strong brand credibility.
– Later this year, we have more launches planned, and possibly even a small surprise as we move closer to the holiday season.
What else do you follow now in the beauty industry?
– One of the clearest insights right now is that beauty brands need to become much more agile in how they build their commercial ecosystems. It is no longer enough to have a strong product and a good brand story—you also need to understand how technology, community, data and retail partnerships work together to drive growth.
– We also see that the brands that win are the ones that stay close to consumer behaviour and adapt quickly. Customer expectations are evolving fast, especially around personalisation, convenience, and relevance. Beauty remains a highly emotional category, but increasingly it is also becoming a highly data-driven one.
– Another important insight is that smaller and mid-sized brands now have access to tools and technologies that were previously reserved for large corporations. That creates huge potential, but only for brands that are ready to move fast, test, learn, and invest in the right capabilities.
– What feels especially exciting right now is that the beauty industry is entering a new chapter, where brand building and commerce are becoming more interconnected than ever. The future will belong to brands that can combine strong community, sharp innovation and a seamless customer experience across every touchpoint. For us, Gabrán concludes, that is where the real opportunity lies.