Europe’s personal care industry is driven by science and research, investing billions of Euros every year in biological sciences, innovative technologies, and sustainable supply chains. In this fast-moving and competitive landscape, here are some of the hottest new brands to watch. 

2021 has been declared the year of skin care, as the pandemic continues to affect our work, beauty regimens, and daily lives. Women are reducing their use of fragrances and cosmetics, while increasing their attention to skincare basics and spending more time on self-care. While it takes five years or more to develop a safe and effective personal care product, these cosmetic startups are poised to meet new consumer challenges and demands in new ways. 

Bak Probiotic Skincare

Danish biotech company Lactobio launched Bak Probiotic Skincare, based on the development of a patented strain of Lactobacillus plantarum. This probiotic hydrates and normalizes the skin, while promoting a healthy microbiome that promotes skin’s natural immunity. Their unique formulas are tailored to ease common inflammatory conditions like acne, rosacea, and eczema, along with daily products made of natural, organic ingredients with prebiotic power. 

4.5.6 Skin

While Fenty beauty pioneered ground-breaking makeup shades, skin care brands are still playing catch-up when it comes to caring for melanin-rich skin. Startup 4.5.6 understands the special needs of these skin tones, and formulates their cutting edge products in the heart of France’s Cosmetic Valley. Their cosmetic products are made to order, and shipped directly to you in glass packaging that protects product freshness and quality while being easy to recycle.

Lashilé Beauty Laboratories

Lashilé Beauty is a French nutricosmetics startup focused on beauty products that start from within. Their supplements are formulated to support beautiful hair, skin, detoxing, and other beauty benefits, while being vegan and cruelty-free, in fully recyclable containers. They offer mail-order subscriptions and have recently launched in popular retail & cosmetic stores. 

Proverb Skincare

Proverb Skincare has launched with a line of natural, organic deodorants and sanitizers in refillable containers. Born from a crowdfunded campaign in the UK, Proverb has also donated hundreds of liters of hand sanitizers to healthcare workers and organizations serving children and schools. Their growing line of skincare products uses proteins, antioxidants, and natural enzymes backed by science and nature. 


In the time of Covid, the world has never been more ready for immunity-boosting skincare products. AveSeena was founded by immunologist Dr. Ebru Karpozoglu, and features a line of products specifically designed to reduce inflammation by promoting the skin’s natural immunity. AveSeena uses 100% natural products backed by scientific research, free of cruelty and unwanted ingredients, with transparency in pricing and ingredient sourcing. The company has been honored by the Clean Beauty Awards, and continues to win new fans around the world. 

The personal care and cosmetics industry in Europe directly employs over 30,000 scientists, with thousands more working in partnership laboratories. New product development in skincare and beauty requires expertise in microbiology, biology, toxicology, physiology, analytical chemistry, nanotechnology, and more. If you want to be part of this thriving industry and help people look and feel their best, contact grapefrute today.