BOLOGNA, Italy — The buzzy halls of Cosmoprof Worldwide Bologna offered a snapshot of the industry’s current trends all under one roof. The burgeoning appeal of fragrances, the skinification of hair care and the surge of rituality applied to even the most mundane product categories were hot themes, just as much as the overall rush to secure the attention — and pockets — of the next generations of beauty consumers.
Many brands looked to lure Gen Alpha and Gen Z with colorful and scented formulations, coming in playful and candy-toned packaging in smart formats that mirrored these beauty enthusiasts’ quest for newness, experimentation and, ultimately, their less loyal shopping habits.
Here are five international brands that stood out at the show for targeting Gen-Zers — or simply those young at heart.
Fragrance: Miss Kay, Italy
The Cutie Pie fragrance by Miss Kay.
Courtesy of Miss Kay
Miss Kay is not new to the game but has still wide margins to growth. The Italian brand launched in 2018 and is already present in 60 markets via more than 40,000 points of sales at the likes of Walmart, Douglas and more.
Its strength lies in the convenient 25-ml format of its eaux de parfum, which comes with catchy names and visuals and designed to fit different moods, tapping into young beauty fans’ penchant for olfactory wardrobe-building. The on-the-go size and smart price positioning spanning between 7 euros to 10 euros encourages purchases based on impulse and instincts, which are the fragrance category’s bread-and-butter.
Yet the brand is looking to treat its most loyal customers: at Cosmoprof it presented a new, 100-ml size for its five bestselling scents for the first time, as well as shimmer mists for body and hair in the same format. Both items were available for popular fragrances, like the Cutie Pie vanilla-based scent and the Aloha Beaches perfume mixing creamy coconut and white peach, among others.
Skin Care: Scandy, Finland
The Drippin’ Dew Hydrating Serum by Scandy.
Courtesy of Scandy
If you associate Nordic brands with minimalism think twice. A merge of “Scandinavian” and “skin candy,” Scandy was born to stand out. The brand was launched in 2024 with the goal to become the first skin care touchpoint for young customers approaching the category, targeting shoppers starting age 15. Hence, its gentle formulations — frequently scented after candies, fruits and bubble gum — sweet-spot price positioning between 10 euros and 25 euros, pastel-toned packaging and names conceived with TikTok virality in mind.
Hero products include the Pore-fection clarifying serum and Drippin’ Dew hydrating one, as well as the IDG a Sheet de-stressing sheet mask and Wink Wink jelly eye patches. New launches are centered on lightweight and non-sticky lip oils, like the Glazed Donut Yummy one in a sheer peach tone and vanilla scented, or the Boss Juicy alternative coming with a pink tint and strawberry flavor.
Makeup: Colorgram, South Korea
A lip tint by Colorgram.
Courtesy of Colorgram
After rising as an authority in skin care, South Korea looks to build a reputation in color cosmetics, too. One of Olive Young’s private brands, Colorgram draws inspiration from K-pop culture, fashion and digital aesthetics to target Gen-Zers with its vast assortment, particularly in the lip category. Prices range between $12 and $15.
Already strong in its domestic market and globally on Amazon, the brand is gearing up for stretching its physical presence in Europe.
Hair Care: Abyssian, France
The SuperGloss Hair Serum by Abyssian.
Courtesy of Abyssian
“10,000 steps and zero frizz,” is the fun and bold claim encapsulating the essence of clean hair care brand Abyssian.
Launched in 2021 and targeting those with an active lifestyle more than precise demographics, the brand looks to apply a skin care approach to the scalp through formulations centered on barrier-focused repair and antioxidant technology.
Its hero product is the SuperGloss hair serum designed to enhance active efficacy and reduce cumulative fiber degradation. The core of its formula is Abyssian’s patent-pending antioxidant-lipid matrix Gloss Veil, binding with the likes of vitamin C and vitamin E to help build the cuticle’s strength against free radical damage, all the while preserving the hair’s natural lipid layer. The mix of ingredients creates a protective layer that locks onto the hair and self-regenerates to fight UV and oxidation over longer time, while delivering hair smoothness and gloss.
Retailing at 34 euros, the serum is part of a bigger catalogue priced between 30 euros and roughly 60 euros, which includes product refills and is currently available in a selection of Sephora stores in Asia, in addition to the brand’s e-commerce.
Body Care: Nuud, The Netherlands
Cream deodorants by Nuud.
Courtesy of Nuud
The brand launched in 2017 with a razor-sharp focus: offer a natural deodorant in cream. Its super-concentrated formula hinged on two active ingredients — Microsilver and zinc oxide — promotes a less-is-more approach to the category, as the company claims it is effective for 72 hours and therefore encourages users to apply a pea-sized drop per armpit every two to three days.
The fragrance-free, vegan product packaged in bioplastic sugarcane tubes was flanked by a stick version in 2024. This alternative promises a 48-hour effectiveness upon two to three swipes per armpit. Blends include combinations such as rosemary and geranium; lime and bergamot; orange and ginger, and juniper and mint.
Priced 15 euros each on average, Nuud deodorants are available at roughly 2,000 stores across Europe at chains such as DM, Rossman and Holland & Barrett, to name a few.
