What are the key European beauty and personal care trends to watch in 2018?

By Lucy Whitehouse

- Last updated on GMT

What are the key European beauty and personal care trends to watch in 2018?

Related tags Trend The key

We’ve put together a selection of the hottest trends tipped to define the European beauty market for 2018.

From the microbiome, to protection, to skin allergies, DIY beauty and beyond, here are our top picks for key areas where we’re likely to see innovation in the year ahead.

First up, the microbiome

Products that boast microbiome related claims are attracting consumer interest across the western markets.

We note there are several brands emerging as early leaders in this space in Europe.

Galinée, a French brand, and JooMo, launched initially in Europe, are two good examples, while Mother Dirt, a US brand, expanded into Europe​ in November last year.

We can expect the trend to gather momentum in the region in the coming year. Find an exclusive interview with Galinée founder Marie Drago here​, and the latest launch from JooMo detailed here​.

Next, the scope and scale of the protection trend

We’re talking next generation ingredients in the area of UV filters and anti-pollution offerings, with the potential for the microbiome trend to crossover into this more general ‘protection’ umbrella too.

Another element joining this area is the idea of allergies.

With the rising consumer interest in transparency, safety and sustainability - not to mention the now massive demand across the board for naturals and organics options - the idea of allergy-safe products is likely to make a serious impact onto the industry agenda in Europe.

Check out AllergyCertified, an accreditation body for products based in Denmark, with a recent interview with co-founder Lene Stiil available here​.

Digital retail: next gen

In its recent report on its global beauty predictions for 2018, market research firm shone the spotlight on next gen impact of digital onto beauty, particularly looking at distribution channels.

New technology can interpret consumers' facial expressions and eye movements to determine their product preferences and offer help, both in-store and online,” ​the firm says.

“In the coming years, commercial use of biometric data is set to extend beyond eye tracking, as heart rate, body language, and speech become increasingly important for a more complete assessment of consumer preference."

DIY beauty & male grooming set to blossom

Two other top trends to watch for 2018 in Europe are developments in the male grooming and in the DIY beauty categories.

Check out our recent guest article​ from Simon Duffy, founder of Bulldog Skincare For Men, for top predictions for trends among men.

Keep an eye on CosmeticsDesign-Europe.com throuhgout the coming year for further market leading insights!

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