On March 18, 2025, sixteen CEOs from some of Europe’s biggest beauty and personal care companies gathered in Brussels. They came together to form the Value of Beauty Alliance, a group that wants to make sure the European Union (EU) creates fair policies that help the beauty industry stay strong and competitive in the global market. The leaders also want these policies to support the industry’s sustainability efforts, making sure that growth goes hand-in-hand with caring for the planet.
Why Did They Meet? The beauty and personal care industry is a major part of Europe’s economy. From luxury skincare to everyday hygiene products, the sector touches millions of lives and creates jobs across the continent. However, recent EU policies and proposed changes have raised concerns about the future. The Value of Beauty Alliance wants to make sure these policies don’t make it harder for European beauty companies to succeed.
Who Is in the Alliance? The Value of Beauty Alliance was formed in January 2024, bringing together top executives from sixteen leading companies. These include big names like Albéa Group, Ancorotti Cosmetics, Beiersdorf, Capua 1880, Cosmetic Valley, dsm-firmenich, FIABILA, Givaudan, IFF, IFRA, KIKO Milano, L’Oréal Groupe, PATYKA, Puig, Verescence, and Ziaja. Together, they represent a diverse range of businesses, from ingredient suppliers to manufacturers and global brands.
What Are Their Main Concerns? The Alliance highlighted several key issues they want the EU to address:
- Urban Wastewater Treatment Directive (UWWTD): The EU has proposed new rules on how cities treat wastewater. The beauty industry is worried that these changes will unfairly put the burden on them, even though other industries also contribute to water pollution. The Alliance believes the costs of improving water treatment should be shared equally among all industries, not just beauty and personal care.
- Chemical Regulations: The EU is planning to update its chemical regulations, known as REACH (Registration, Evaluation, Authorisation, and Restriction of Chemicals), along with the Cosmetic Product Regulations. While the beauty industry supports improving safety and protecting the environment, they want these updates to be based on solid scientific research. The Alliance argues that ingredient safety should be assessed based on how products are actually used by consumers in real life.
- Trade Policies: Trade is crucial for the beauty industry, especially as European brands export products around the world. The Alliance is asking for trade agreements that make it easier to access international markets. They also want the EU to reduce regulatory hurdles that make it harder for European companies to compete. Additionally, they call for stricter customs checks to ensure that products entering the EU meet the same high standards as those produced in Europe.
- Sustainable Ingredients: Sustainability is becoming more important for consumers and companies alike. The Alliance is pushing for policies that make it easier to develop and use sustainable ingredients. They want the EU to support innovation in green technology and help companies manage the higher costs of producing eco-friendly products. Ensuring a steady supply of sustainable raw materials is also a priority.
- Workforce Development: As the beauty industry evolves, workers need new skills to keep up with changes in technology and sustainability practices. The Alliance is calling for training programs that prepare employees for the future. They also want EU support for investment tools that help companies upgrade their workforce and stay competitive.
Economic Impact: Why It Matters During the Brussels meeting, the Alliance shared a report by Oxford Economics that showed just how important the beauty industry is to Europe’s economy. In 2023 alone, the industry:
- Added €180 billion to the EU’s gross domestic product (GDP), making it a significant contributor to economic growth.
- Supported nearly 3.2 million jobs across Europe. To put that into perspective, that’s about the same size as the entire workforce of Bulgaria.
- Generated €71 billion in taxes, which helps fund public services and infrastructure.
- Invested €2 billion in research and development, driving innovation in areas like sustainability, product safety, and new ingredient development.
It’s also worth noting that five of the world’s seven largest beauty companies are based in the EU. This means the region plays a leading role in setting global beauty trends and standards.
A Call for Collaboration The Value of Beauty Alliance isn’t just asking for help — they want to work closely with EU institutions to create policies that benefit everyone. They believe that with the right support, the beauty industry can continue to grow, create jobs, and lead the way in sustainability.
As EU policymakers shape the future, the Alliance hopes their voices will be heard. By creating fair and balanced regulations, Europe can remain a global leader in beauty and personal care while protecting the environment and supporting innovation.
In the end, the Alliance’s message is clear: the beauty industry is about more than just products. It’s about people, jobs, sustainability, and Europe’s place in the world.
