Health & Longevity Drive European Skincare Purchases

The European skincare market posted solid gains in recent years. Good results were driven by consumers’ increased interest in health and wellbeing, as well as an expectation of product efficacy and ingredient transparency. Social media platforms, led by TikTok, play an important role in helping consumers discover new brands and products. Social media enables brands to build direct relationships with skincare buyers, too. It all makes for a vibrant marketplace with strong competition.

Euromonitor International predicts European skincare sales will reach $27.6 billion this year, a gain of 4.8%. Western Europe accounts for 81% of the total and is growing 5.0%, compared to Eastern Europe’s growth of 3.6%. Poland, Italy, Germany and Spain are the fastest growing European countries in skincare. Yet, Germany, the UK and France together represent nearly half of all European sales.

European skincare brands must work hard to win consumer trust. Price remains a sticking point as the cost-of-living crisis continues to impact consumers’ ability and willingness to spend. Aiste Kriauciunaite, consumer insights consultant, Euromonitor International, comments, “In this scenario, consumers’ heightened price-sensitivity prompts beauty players to communicate product effectiveness, whereas scientifically backed results improve value for money propositions.”

Skin Health & Longevity

According to the recent Innova Market Insights Premium Market Report on Global Beauty, there are more conversations around skin health and wellbeing than anti-aging ideals. These conversations drive any new product innovations with formulas that promote healthy aging and vitality. Consumers’ growing interest in aging well connects to the massive interest in the “well aging” topic on TikTok. Well-aging garnered over 126 million views in 2024, according to Innova. 

“We’re seeing more skincare brands focusing on skin health and longevity,” affirms Theresa Yee, beauty journalist and trend forecaster. She cited three new skincare products that promote healthier, glowing complexions by biohacking the skin on a deeper cellular level to reduce cell aging. 

Estée Lauders’ Re-Nutriv Ultimate Brilliance Crème features Siritivity-LP technology backed by 15 years of longevity research. The formulation is said to activate youth protein sirtuins, which decrease with age, to inhibit signs of skin aging. 

Dior’s de vie La Lotion features Golden Drop Life technology. It reactivates the skin’s longevity system at its source and helps boost skin’s visible youth mechanisms. 

Ormorovica’s Blue Diamond Super Serum incorporates the latest in the science of longevity with active ingredients claiming to improve skin longevity and prevent skin-thinning senescent cells. 

‘Dermfluence’

Euromonitor noted a rise in the use of “dermacosmetics;” i.e., science-backed skincare products designed to support skin health. 

“Since 2022, global usage of these pharmaceutical grade solutions has increased by eight percentage points,” clarifies Nadejda Krec, consultant, Euromonitor International. “Dermacosmetics effectively target issues like acne, sensitivity and hyperpigmentation by blending beauty with medical efficacy.”

Psychodermatology is linked to the overall trend for skin health and wellbeing. According to Yee, the concept appeals to people seeking products with an added feel-good factor. 

“Beauty brands are responding with skincare products that tap into the mind-skin connection to enhance mental wellbeing as well as deliver high performance beauty benefits.” 

London beauty brand Disciple, founded by psychotherapist Charlotte Ferguson, offers a range of adaptogen-rich skincare formulas designed to help the body and mind deal with internal stress. Another example is Sisley Paris Neuraé, a neuroscience-based skincare line featuring proprietary NA3 technology. It combines ingredients, fragrances and textures to positively impact the skin and mind. 

Personalization & Smart Devices

According to Euromonitor, demand for personalized skincare is growing rapidly. It taps into consumers’ desire for tailored and science-driven solutions that address individual concerns. Biotechnology plays an important role in enabling formulations with clinically-proven ingredients, while the growing influence of medical professionals on social media helps build trust. 

Meanwhile, beauty app usage is rising, which helps to educate, empower and align with ethical consumer values. 

“Beauty app users (mainly aged 18-44) seek features like in-depth ingredient research, AI-powered skin analysis for customized solutions and personalized product suggestions based on concerns and preferences,” states Krec. 

Changing Shopping Habits

European consumers are flocking to social media platforms, especially TikTok, to discover new skincare products. There, they learn about the ingredients and performance benefits, and buy direct without visiting a website or store. 

According to NielsenIQ, TikTok is the fourth largest UK beauty retailer behind Amazon, Boots and Look Fantastic. Brands are accordingly reassessing their launch and sales strategies. 

“TikTok Shop made it easier and more accessible for consumers to purchase products seamlessly without leaving the app,” explains Yee. “Hashtags such as TikTokMadeMeBuyIt have a huge influence in encouraging beauty consumption and generating product hype, while viral beauty products have led to instant sell-out success.” 

In skincare, CeraVe and The Ordinary successfully cornered the market and are experiencing great sales success on TikTok.

According to Krec, social media platforms play an important role in enabling brands to build direct relationships with their audience. These platforms include shoppable videos and livestreamed tutorials about products, ingredients and functionality. These tools enable consumers to engage in real time and make immediate purchases. Influencers, dermatologists and skincare experts still lead the conversation, but brands can leverage integrated e-commerce features to connect with audiences. 

“There is also a noticeable shift toward authenticity. Consumers place more trust in real, peer-generated reviews and transparent ingredient breakdowns,” states Krec. She noted  younger consumers (18-44) are especially responsive to beauty content from experts and influencers across TikTok, Instagram and YouTube. “These audiences value expert-backed claims, wellness integration and innovation.” 

This trend contrasts with the shopping behavior of older consumers who rely more on word of mouth, perceived value and long-term benefits of using a brand than making a trend-driven purchase. 

Skincare brands increasingly pivot to address the demands of clued-up European consumers, who expect honest, science-backed evidence in order to make informed product choices that are tailored to their specific needs.

Imogen Matthews
Headington, Oxford UK
+44 1865 764918
www.imogenmatthews.co.uk

Imogen Matthews is a respected consultant, journalist and researcher who commentates on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles, has served on the Board of Cosmetic Executive Women (CEW UK) and won the prestigious Cosmetic Executive (UK) Achiever Award. Founded by Imogen in 1993, The Premium Market Report remains the only in-depth report to examine trends in the premium cosmetics, skincare and fragrance industry.