This article delves into the current beauty trends in Europe, highlighting the differences from those in the US and UK. With cross-continental teams, the article explores the subtle trends in each region that could potentially become global trends. The article focuses on two noteworthy shifts in the beauty industry: the expansion of beauty definitions and the trend towards holistic wellness and wellness from within. These changes are transforming consumers' approach to beauty products and services and may lead to new formulary options and sub-demographics within different consumer cohorts. By examining the current beauty market, the article provides insights into the future direction of the industry and its potential impact on consumers.

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