What are the key European beauty and personal care trends to watch in 2019?

By Lucy Whitehouse contact

- Last updated on GMT

What are the key European beauty and personal care trends to watch in 2019?
The year ahead is set to be as fast-paced as ever for the industry. Here are our top picks for the trends set to shape the European beauty market for 2019.

We’ve picked out five top trends set to define the market in Europe, and you can discover these and our picks for trends in Asia, America and globally in our video roundup here​.

Also not to be missed: guest articles from industry expert Belinda Carli, Director, Institute of Personal Care Science, on her Top Ingredient and Product Launch Predictions​ for 2019, and her Top Launches and Trends​ that we saw in 2018.

Here are our trends picks for Europe:



Next year’s first big trend in Europe is likely to be the microbiome.  It’s time for the skin microbiome trend to evolve onto the next level, as we’ve seen enormous interest in the trend this year.

Unilever Ventures invested in Gallinee, for example, a skin microbiome player. And JooMo, another skin care brand dedicated to working with the skin’s natural microbiome, says it has exciting new research in the area to publish in the new year.

Cosmetics Design will be leading at the forefront of this trend next year: we are hosting a two day summit on Skin Microbiome Innovation in June.

Find out more and register ​​HERE​​ to join us at the Cosmetics Design Summit 2019: Skin Microbiome Innovation​, which is sponsored by DSM ​ and Givaudan​ (Diamond sponsors); Solabia​, BASF​ and Sabinsa​ (Platinum sponsors); and Indena​ and Atlantia​ (Gold sponsors).



As seen in the case of Unilever buying a stake in Gallinée, big manufacturers are keen to keep up with the waves of innovation and dynamic trends coming out of the independent - or indie - beauty market, and often do this by acquiring smaller brands that are proving successful with consumers and with novel product offerings.

Although it kicked off primarily in the US, the indie beauty market is now making serious strides in Europe: we saw the launch of the Indie Beauty Expo show in London this year, and it is set to have an edition in Berlin, Germany, in March 2019.

Water reduction

Water reduction

Personal care is a consumer goods industry that depends on water: you can’t scrub, wash, cleanse, shave and dye without it.

But with sustainability now an essential item at the top of any beauty brand’s agenda, water reduction has come firmly into focus in the recent period. As L’Oréal said recently: “Access to water is a growing issue across the world.”

We’ll see more innovation in this area in 2019, with ingredients manufacturers making it a focus too.



Linked closely with the trend for water reduction, sustainability encompasses ethical practices across the supply chain, ensuring the beauty industry uses materials responsibility, treats people and the planet with respect, and limits or even eliminates waste.

Indeed, Mintel has just announced 'Sub-Zero Waste'​ as it’s pick for the leading 2019’s global beauty and personal care trend.



We are seeing the ongoing rise of the personalised beauty and customisation trends.

This involves refining products and services to meet specific consumer needs - even down to the individual demands of a unique consumer.

It is being boosted by the ongoing developments being seen in technology, and many brands are making use of AI and new technologies ranging from voice-enabled coaches, AI-powered devices, beauty databases, and DNA-based skincare products.

We expect tech to continue developing in the coming year and this trend to remain in focus for 2019! Find our Editor, Lucy Whitehouse, leading a panel discussion on this topic at this year’s Cosmoprof Worldwide event in Bologna, Thursday 14 March.

And that’s it for the European region - keep an eye on Cosmetics Design Europe throughout the coming year for further market leading insights!

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