Cosmetics and personal care products are among the most familiar and frequently used products in Europe. Yet their role is still often understood primarily through the lens of beauty and appearance.
New research from Cosmetics Europe tells a much broader story.
Why it matters
The European Consumer Perception Study 2026 captures the views of more than 6,000 consumers across 10 European countries.
It shows that their personal care routines – powered by everyday cosmetics and personal care products such as shampoo, body wash, deodorant, toothpaste, skincare, sunscreen, and makeup – are deeply embedded in daily life and strongly associated with both everyday functioning and long-term health.
The study reveals that consumers across Europe already associate their personal care routines, supported by cosmetics and personal care products, with far more than appearance alone. People value them for how they support them in participating in daily life, engaging with confidence, and maintaining wellbeing and healthy ageing over time.
That matters as Europe responds to demographic change and focuses on helping people live healthier, more active lives for longer.
The opportunity now is for wider conversations about prevention, participation, and healthy ageing to recognise the role these everyday routines already play in the life of European consumers.
Beyond appearance. Part of everyday life.
For most Europeans, cosmetics and personal care products are about more than appearance – pointing to a broader understanding of cosmetics and personal care products as part of the everyday routines that help them live well today and over time.
Embedded in everyday routines
European consumers see caring for themselves not as an occasional activity but a daily routine, supported by products that help make their personal care a consistent and familiar part of day-to-day life.
Helping people show up
The impact of personal care routines, powered by cosmetics and personal care products, extends beyond individual wellbeing. Consumers connect these routines with feeling comfortable, prepared, and confident, as well as with their ability to participate and perform in society.
Living well today. Ageing well tomorrow.
Europe’s population is ageing, bringing better focus to how people can stay healthy, active; and independent for longer. Consumers already connect their personal care routines – powered by cosmetics and personal care products – with that ambition.
Part of everyday life.
Part of Europe’s future.
For policymakers and industry, the findings offer a broader lens on the role of cosmetics and personal care – and their relevance to Europe’s wider priorities.
At a time when Europe is focused on prevention, healthy ageing, and wellbeing, the research highlights how personal care routines already form part of the everyday habits that support how people feel, function, and participate in daily life – and why they must be acknowledged in public debate and policy discussions.
Consumers have already made that connection. The challenge is to ensure policymakers and public debate keep pace.
Explore the research. Get the key findings at a glance or explore the evidence in full.
Key findings factsheet
A concise overview of the study’s headline findings and statistics
Europen Consumer Perception study 2026
Explore the research and what it tells us about the role of cosmetics and personal care in Europe
The European Consumer Perception Study 2026 was commissioned by Cosmetics Europe and conducted by Ifop among 6,001 consumers across 10 European countries.
