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EMEA shoppers prioritize science-backed skincare, with a 40% higher purchase rate and strong trust in dermocosmetics—brands can win by emphasizing morning routines and Gen Z’s demand for expert-approved products.
In EMEA—Europe, the Middle East, and Africa—skincare is serious business. With a 40% higher purchase rate than average and 52% of consumers choosing dermocosmetics, this region’s all about science-backed beauty. Curious about what’s behind this? Here’s the scoop.
The Dermocosmetic Appeal
More than half of EMEA shoppers (52%) trust dermocosmetics—products with a medical edge that promise real results. Gen Z, in particular, loves this blend of science and skincare. A clinically tested serum or a dermatologist-approved cream? That’s what’s catching their eye.
Morning Routines Matter
A solid 77% prioritize morning skincare, starting their day with purposeful products. Think lightweight moisturizers or SPF serums—items that fit a proactive routine. Brands can play to this by highlighting morning-friendly options.
Gen Z’s Influence
Younger consumers are shaping this trend, drawn to routines and reliability. Brands could connect with them through smart campaigns—maybe a quick video showing how dermocosmetics fit into their day.
A Tip for Brands
EMEA’s primed for science-driven skincare. Lean into dermocosmetics, focus on morning benefits, and tap into Gen Z’s trust in expertise. They’re buying more than most—make sure they see your products.
