Looking back at the history of modern and contemporary consumption, cosmetics have consistently been a crucial driver of market growth. Even during periods of economic fluctuation or recession, the "lipstick effect" and "eyeshadow effect" have continuously attracted consumers. It's undeniable that global consumers' pursuit of self-expression and individuality has permeated every aspect of daily life, and cosmetics have long transcended mere physical enhancement, becoming a powerful social language symbol in multiple dimensions, including emotional expression, social identity representation, and cultural stance. Looking ahead to 2025, the cosmetics industry is expected to find a unique balance between "calmness" and "exuberance," a seemingly contradictory yet reflective of the increasingly polarized spirit of contemporary society. From the purity of minimalism to the complexity of maximalism, from the freshness of natural makeup to the flamboyance of edgy looks, diverse makeup styles, through collision and fusion, outline the most distinctive characteristics of the year, showcasing an unprecedented wave of diversification and individuality—a vivid portrayal of the continuous rise, enrichment, and flourishing of global aesthetics.

Meanwhile, 2026 will witness the gradual rise in popularity of full-body makeup looks. From nail polish and body highlighter to body makeup, the application of makeup will extend from the face to a wider range of body parts. Innovative packaging design and convenient usage will also become important weapons for brands to compete. The deepening of environmental protection and sustainable development concepts is also driving brands to adopt more environmentally friendly and intelligent materials in packaging design, responding to modern consumers' high demands for green, convenient, and customized products.

The collision and fusion of different styles and trends not only enriches market supply and opens up a vast world of creative makeup and personalized experience space for beauty enthusiasts, but also provides brands with valuable opportunities for innovation and differentiated development, leading the global makeup industry towards a more diverse, personalized, and sustainable future.

Market Overview The European beauty market has a long history, and consumers' demands for beauty products are constantly upgrading. According to market research data, the European beauty market reached 67 billion euros in 2019, and is expected to exceed 88 billion euros by 2026, with a compound annual growth rate of approximately 4.5%.

Demand Insights

1. Product Demand

(1) Natural Ingredients: With the increasing awareness of environmental protection, consumers' demand for natural and organic beauty products is growing. According to statistics, the European natural beauty market reached €4.8 billion in 2019, accounting for 7.1% of the entire beauty market.

(2) Efficacy: Consumers are increasingly focused on the actual effects of products, pursuing beauty products with multiple uses. For example, skincare products with multiple functions such as anti-aging, whitening, and moisturizing.

(3) Personalization: Beauty products are gradually becoming more personalized and customized to meet the needs of different skin types, ages, and genders.

2. Channel Demand

(1) Online Channels: With the popularization of the internet, the online beauty market has rapidly emerged. According to statistics, the European online beauty market reached €20 billion in 2019, accounting for 29.8% of the entire beauty market.

(2) Physical Stores: Despite the rapid development of online channels, physical stores still occupy an important position. Consumers can try out products in person and enjoy the shopping experience in physical stores.

Trends

1. Appearance Economy:

The appearance economy has become a major trend in the European beauty market. Consumers are increasingly focused on their appearance and pursuing the appearance and quality of beauty products.

2. Sustainable Development

With the growing acceptance of environmental protection and sustainable development concepts, beauty brands are focusing on environmental protection in product packaging and production processes to meet consumer demand.

3. Technological Empowerment

The application of technology in the beauty industry is becoming increasingly widespread. Emerging technologies such as AI makeup and virtual try-on bring consumers a brand-new shopping experience.

Consumer Preferences

1. Age Preferences

(1) Young Consumers: Pursuing fashion and trends, emphasizing personalization and innovation.

(2) Middle-aged Consumers: Focusing on quality and efficacy, seeking anti-aging and moisturizing effects.

2. Gender Preferences

(1) Female Consumers: High demand for beauty products, focusing on product quality and brand reputation.

(2) Male Consumers: Gradually paying attention to the beauty market, with increasing demand for skincare and makeup products.

3. Purchase Channel Preferences

(1) Online Channels: Convenient and fast, meeting consumers' personalized needs.

(2) Physical Stores: Enjoying the shopping experience, convenient for trying out products and seeking consultation.

Style

Minimalist & Maximalist Clash and Fusion

The 2026 makeup trends will be dominated by minimalism and maximalism, driving "polarization" to dominate the makeup industry. Consumers are eager to create a "fresh and natural" minimalist experience, while also anticipating a "mature and bold" maximalist aesthetic. Minimalism advocates a natural, fresh, and unadorned makeup look, emphasizing simple lines and colors to highlight the skin's natural radiance and health, reflecting a concise and rational aesthetic pursuit. Simple base makeup, nude lips, and fresh eye makeup will be the core trends.

Maximization, on the other hand, uses rich colors, textures, and layers to infuse personality and emotion into every detail of the makeup, creating a strong visual impact. Glamorous eyeshadow, extreme highlighting effects, and sparkling accessories will be the highlights of this style, giving users a strong sense of individual expression, representing an aesthetic trend that fearlessly expresses individuality, and showcasing a bold and avant-garde artistic aesthetic.

Retro Nostalgia Meets Futuristic Technology

The unique cross-temporal encounter between the retro nostalgia of the 1990s and futuristic technologism will take place in 2026. Classic 90s designs such as dark eyeshadow, thick eyelashes, and bold eyebrows will reappear; while metallic eyeshadow, virtual reality-inspired digital aesthetics, and surreal makeup looks will lead a futuristic technologism makeup trend, showcasing people's dual perspectives of nostalgia and respect for the past, and curiosity and a thirst for exploration in the future.