Beauty Devices

New Marketers Help Fuel Beauty Device Growth in Europe

The European market for at-home beauty devices sees an influx of new market entrants from established beauty marketers, helping to keep it lively in 2017. These new launches create curiosity among new and current device consumers, enticing them to try the innovations.

L’Oréal’s luxury skin care brand Carita enters the at-home beauty devices market with the My C.L.E. cleansing device, which uses a combination of electric microcurrents and light therapy and claims to target anti-aging by improving skin firmness and skin radiance.  Beiersdorf, a prominent skin care marketer, also enters the at-home beauty devices market with its Nivea brand in 2017. With the Nivea Pure Skin Electric Cleansing Brush, the marketer penetrates the cleansing skin care category.

Johnson & Johnson, an established skin care marketer already present in the cleansing skin care sector, enters the acne elimination skin care category with the Neutrogena Visibly Clear Light Therapy Acne Mask. Neutrogena opens a pop-up shop in London to support the device launch.


Some of the key trends seen in our recently published Beauty Devices: Global Market Analysis and Opportunities report include:

  • The introduction of smart devices that can easily be connected to the Internet, Bluetooth, and mobile apps.
  • Multifunctional devices combining two or more functions
  • Wireless and cordless devices for easier use
  • Limited-edition devices in fun, stand-out colors

Anti-aging and acne elimination skin care concerns register above-average growth in Europe, while the largest segment − hair removal − grows at a slower pace. Market growth is, however, hampered by the influx of inexpensive, no-name Asian brands which are resulting in price wars and competition.

Market sales grow by nearly 7% in 2017 with the United Kingdom, Germany and the Netherlands leading the way, according to Beauty Devices: Global Market Analysis and Opportunities. Sales in the European at-home beauty devices market vary from country to country, with Nordic countries, along with Southeastern and Eastern European countries, continuing to develop and offer a good opportunity for future development. Meanwhile, established markets such as France, Italy, and Spain are still growing, albeit at a slightly slower pace than experienced in prior years.

To get the full picture of the European market for at-home beauty devices, please refer to our recently published Beauty Devices: Global Market Analysis and Opportunities report, encompassing a detailed, standalone volume on this vibrant market. The study will help you get a clear perspective on the market leaders and up-and-coming brands, innovations and technological advancements, as well as to better capitalize changes and potential business opportunities.

Share this
Follow Us
Select Category
Recent Posts
Play Video
Play Video