Major pan-European study finds 88% of Europeans say their daily personal care routines – powered by cosmetics and personal care products – positively impact how they feel today and help them age healthily – while 71% say these routines help them feel focused, prepared, and able to perform in daily life.
A major new pan-European study released by Cosmetics Europe 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 – topical issues as Europe responds to demographic change and focuses on helping people live healthier, more active lives for longer.
The European Consumer Perception Study 2026, based on responses from more than 6,000 consumers across 10 European countries, 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.
Not just appearance: a fundamental reframe
This new study shows that, for most Europeans, personal care is about more than appearance. 73% say their personal care routine supports their wellbeing and healthy ageing, either primarily or alongside appearance, while only 27% say it mainly maintains their appearance. This is one of the clearest findings in the research, pointing to a broader shift in how consumers understand cosmetics and personal care products: not simply as products of appearance, but as part of the everyday routines that help them live well today and over time.
This is reflected in everyday life across Europe. Nine in ten Europeans (91%) have an established personal care routine, and 76% of those say cosmetics and personal care products are important or very important within that routine – helping them feel clean, comfortable, confident, and ready to engage in daily life.
Showing up: how personal care routines help Europeans perform, participate and be productive
The study also reveals a clear link between personal care routines, including cosmetics and personal care products, and how people function in society. 71% say their personal care routines help them feel focused, prepared, and able to perform in daily life. 73% say they help them participate and engage with confidence at work, school, and in social interactions. Most notably, 80% agree that feeling comfortable and confident makes them more productive – while 60% say feeling “not at their best” affects their ability to participate fully.
Not just today: consumers already connect their personal care routines to healthy ageing
Critically, consumers do not see their personal care routines – powered by cosmetics and personal care products – only in terms of daily life. 88% say their personal care routines have a positive impact on how they feel today and on helping them age healthily over time – placing cosmetics and personal care within a broader culture of proactive health.
The full report explores in detail how consumers connect specific product categories – including oral care, skincare, and sunscreen – with prevention and long-term health protection.
Why this matters for Europe
At a time when Europe is focused on prevention, healthy ageing, and wellbeing, these findings highlight 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 deserve to be acknowledged in public debate and policy discussions.
John Chave, Director General at Cosmetics Europe, said:
“For too long, cosmetics and personal care have been framed primarily through appearance. This study shows a different reality: these are everyday products that help people engage in daily life and maintain their wellbeing over time. In a Europe focused on prevention and healthy ageing, that matters.
“Consumers have already made the connection between their daily personal care routines and their long-term health and wellbeing. The challenge now is for policy and public debate to keep pace with how Europeans actually use and value these products – as part of daily life today and healthy ageing over time.”
The full report, Beauty and beyond: The everyday role of cosmetics and personal care in Europe, is available here.
“What strikes me most in the 2026 study is that European consumers now associate cosmetics and personal care products more with well-being and healthy ageing than with appearance. This marks a real shift in how the category is perceived. On the indicators that can be compared with the study conducted by Ifop for Cosmetics Europe in 2022, their perceived importance is increasing, both in daily life and in building self-esteem. This increase is particularly marked among men. And as the study also shows high levels of engagement among younger consumers, we can expect this trend to strengthen in the years to come.””
Nelly Bernier
Head of Expertise at Ifop Beauty & Wellbeing
