BOLOGNA, Italy — At Cosmoprof Worldwide Bologna, the dynamic energy of the beauty industry came to life, showcasing the latest trends and innovations all in one place. Key themes emerged, including the rising interest in fragrances, the merging of skincare concepts with hair care—often referred to as “skinification”—and the emphasis on creating rituals around even the simplest products. As brands strive to capture the attention and loyalty of younger consumers, understanding the preferences of Gen Alpha and Gen Z is becoming increasingly vital.
To appeal to these next-generation beauty enthusiasts, brands are incorporating vibrant colors, enticing scents, and fun packaging that resonate with their desire for novelty and experimentation. This strategic approach addresses the less consistent shopping habits of younger consumers who thrive on discovering new products.
Here are five standout brands from the exhibition that are capturing the hearts of Gen Z and those who share their spirited enthusiasm for beauty.
Fragrance: Miss Kay, Italy
Miss Kay, an Italian fragrance brand established in 2018, is steadily expanding its footprint, already reaching 60 markets and over 40,000 sales points, including major retailers like Walmart and Douglas.
The brand’s unique selling proposition lies in its 25-ml Eaux de Parfum offerings, packaged in eye-catching designs and catchy names, which align with the mood-based preferences of younger consumers. Priced between 7 and 10 euros, these fragrances are perfectly positioned for impulse purchases. At the show, Miss Kay unveiled a new 100-ml size for its top five scents, along with shimmer mists for body and hair, enhancing its appeal with products like the Cutie Pie vanilla fragrance and the coconut-peach Aloha Beaches.
Skin Care: Scandy, Finland
Scandy is redefining the image of Nordic brands, moving beyond minimalism into a vibrant world of colorful and playful skincare. Launched in 2024, Scandy primarily targets consumers aged 15 and older, focusing on gentle, candy-scented formulations.
With prices ranging from 10 to 25 euros, Scandy’s products are designed to resonate with Gen Z’s love for trendy, easily digestible marketing. Flagship products include Pore-fection clarifying serum and Drippin’ Dew hydrating serum, along with innovative lip oils like the Glazed Donut Yummy and Boss Juicy in playful flavors.
Makeup: Colorgram, South Korea
Colorgram is marking its presence in the makeup realm, inspired by South Korea’s vibrant K-pop culture. As one of the private brands under Olive Young, Colorgram is targeting Gen Z with a diverse range of colorful lip products.
With a price range of $12 to $15, the brand is set to enhance its visibility in Europe while maintaining a solid foundation in its home market and various online platforms, such as Amazon.
Hair Care: Abyssian, France
Abyssian is making waves with its motto of “10,000 steps and zero frizz,” offering a fresh approach to clean hair care. Launched in 2021, this brand primarily targets active individuals while delivering a scalp-focused skincare experience with cutting-edge, antioxidant-rich formulations.
The flagship product, SuperGloss hair serum, aims to fortify hair while combating environmental damage, utilizing its proprietary Gloss Veil technology. This serum is priced at 34 euros, part of a broader range available in Sephora stores across Asia and through their online platform.
Body Care: Nuud, The Netherlands
Founded in 2017, Nuud introduced a game-changing natural deodorant. Its ultra-concentrated formula uses the active ingredients Microsilver and zinc oxide, characterized by a minimalist approach that allows for applications every two to three days.
Striving for sustainability, Nuud’s fragrance-free, vegan deodorants are offered in eco-friendly packaging. As of 2024, they’ve also expanded to a stick variety, offering unique scents while maintaining their effectiveness. Averaging 15 euros each, Nuud products are now available in around 2,000 retail locations across Europe.
Through creative presentations and innovative products, these brands are not merely keeping up with trends; they are actively shaping the future of the beauty industry. Their commitment to understanding the desires of younger generations ensures they remain at the forefront of a rapidly changing landscape. Each of these brands encapsulates the essence of what it means to be relevant in today’s beauty market, making them worthy of attention from consumers eager for new experiences.
