Could Germany’s high standards for product ingredients make German beauty the next K-beauty? German beauty brands like Nivea and Weleda have been “doing the natural thing long before clean beauty was buzzy,” according to PopSugar, thanks to strong regulations around what German companies can add to health and beauty products. Now, as clean beauty becomes increasingly important to young consumers, these brands are having a renaissance and taking things to the next level. Brands like Amala are coupling “hard science” and new technologies with luxurious packaging and branding to appeal to a new generation of skincare enthusiasts. Our WE beauty and personal care research found that 38% of young Europeans say they have a structured, deliberate skincare routine, and 73% who wear makeup say they use skincare products. The pandemic made beauty even bigger as it’s linked to self-care, and 60% of young Europeans say their skincare routine became more elaborate during lockdowns. (PopSugar)
