Scandinavia beauty insights from Euromonitor: Denmark

By Lucy Whitehouse contact

- Last updated on GMT

Scandinavia beauty insights from Euromonitor: Denmark

Related tags: Personal care products, European union

Exclusive market research insights on the major topics defining the beauty industry in Scandinavia.

We got an expert’s perspective on Nordic countries as the region is increasingly having an impact on beauty trends on an international scale.

Here, we consider growing concern over the side effects of beauty and personal care products being seen in Denmark. Here are exclusive insights from Euromonitor International​, market research provider.

Health and wellness: an extension

In line with the strong health and wellness trend, which continued to sweep Denmark in 2016, the demand for natural and organic products grew steadily throughout the review period.

This trend was intensified in 2016 as the potentially harmful side effects of some ingredients became the focus of attention.

The Danish Consumer Council conducted several tests in 2016 that revealed potentially harmful ingredients in several products sold in Denmark.

Testing for harmful chemicals

One test found that 16 deodorant sprays available in Danish stores contained triclosan; although the use of triclosan in deodorant sprays was banned in Denmark in 2014. Another test on shampoos found that 20 brands sold in Denmark contained possible allergens or endocrine disruptors.

In addition, an examination found that five of 32 brands of toothpaste available for sale in Denmark contained what the Danish Consumer Council considered to be potentially harmful ingredients, including triclosan.

The council also reported a total of 36 beauty and personal care products to the Danish Chemicals Agency for containing the substance polyaminopropyl biguanide (PHMB), which was banned for use in beauty and personal care products in the EU in 2015.

Perfume: under scrutiny

Perfume as an ingredient in beauty and personal care products also received a lot of attention in 2016, as it is increasingly considered a contributing factor to the growing rate of allergies in Denmark.

In 2016, the Danish Environment Protection Agency launched “Perfume-free – is better for your skin​”. The campaign encourages young girls to use products that do not contain perfume to reduce the risk of developing allergies.

Several media outlets and health blogs also focused on the potentially harmful side effects of some ingredients. This has led to a further increase in the demand for more natural and organic products.

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