Europe’s prestige beauty market is up +3% based on revenue and +2% in units sold, with Spain, the UK, and Italy outperforming the total market. France and Germany are showing declines so far this year, which is mainly due to a softening demand in core categories. 

Emerging Mid-Range Beauty Brands Attract European Consumers

While prestige brands have long held the spotlight, a new contender is reshaping industry dynamics: mid-range beauty brands. Influenced by evolving consumer preferences, social media, and international beauty trends, mid-range brands are not just growing — they are outpacing prestige brand sales at two-times the rate. 

This growth for mid-range brands is not just incremental — it’s strategic. Consumers are increasingly drawn to brands that blend prestige aesthetics with accessible pricing, creating a hybrid appeal that resonates across demographics. Skincare is a strong case study here; mid-range brands account for 27% of skincare category sales and are up +6%, while sales for prestige skincare brands are flat.

The Role of Social Media Influencers and TikTok Makeup Tutorials

Mid-range brand growth is being powered by trends including K-beauty, known for cutting-edge formulations coupled with playful packaging; Arabic fragrances, which offer rich, luxurious scents at a lower price-point; and professional haircare trends including masks, serums, and scalp treatments, driven by TikTok and Instagram tutorials. These influences are not simply trends, but cultural movements that are reshaping how European consumers define quality beauty product.

The message for brands is clear: a siloed strategy is insufficient. Brands that embrace mid-range positioning — without compromising on quality or experience — are winning in the market. The European consumer is savvy, digitally influenced, and value driven. They seek efficacy, elegance, and affordability, and mid-range brands are delivering that. 

Up next: Where Canadians are willing to pay a higher price for beauty products

---

Mathilde Lion

Executive Director, Industry Analyst, Beauty

Mathilde Lion is industry analyst and director of beauty in Europe for Circana. Her expertise is based on more than 15 years of experience in market research and a decade in the world of beauty.

Read more