Across Europe, personal care is no longer seen as a superficial layer added to daily routines, but as part of the structure of daily living itself. Nine in ten Europeans (91%) report having an established personal care routine, and within this group, a large majority (76%) consider cosmetics and personal care products to be important elements of that routine. These include everyday items such as shampoo, toothpaste, deodorant, skincare, sunscreen, body wash, and makeup.

The report, Beauty and Beyond: The Everyday Role of Cosmetics and Personal Care in Europe, is based on the European Consumer Perception Study 2026, a survey of more than 6,000 consumers across 10 European countries conducted by Ifop [1]. Its findings paint a picture of personal care routines that are no longer viewed as purely cosmetic, but as an integral part of how Europeans manage their daily wellbeing and long-term health.

Wellbeing and healthy ageing

What emerges from the data is a broader redefinition of purpose. While appearance remains relevant, it is no longer the dominant lens through which consumers view personal care. Instead, 73% of respondents say their routine supports their wellbeing and healthy ageing, either as a primary outcome or alongside appearance-related benefits. Only 27% describe its role as mainly aesthetic.

This repositioning is reflected in how consumers describe the impact of these routines on daily life. Personal care is closely associated with readiness and participation: 71% say their routines help them feel focused, prepared, and able to perform in everyday situations. A similar proportion (73%) say these routines support their confidence when engaging in work, education, and social interactions.

The study also highlights a clear perception link between confidence and productivity. Four in five respondents (80%) agree that feeling comfortable and confident makes them more productive, while 60% say that not feeling at their best can reduce their ability to fully participate in daily life. In this sense, personal care is framed not as an isolated act of grooming, but as something that influences how individuals show up and function in society.

Perhaps most striking is the strong association consumers make between daily routines and long-term health outcomes. An overwhelming 88% of Europeans say their personal care routines positively affect how they feel today and contribute to helping them age healthily over time. This positions cosmetics and personal care within a wider cultural shift toward prevention and proactive wellbeing, rather than reactive care.

Cosmetics Europe’s report also notes that consumers already connect specific product categories — particularly oral care, skincare, and sun protection — with prevention and long-term health protection.

“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,” commented John Chave, Director General of Cosmetics Europe.