Young crowd: 5 brands in 5 categories seen at Cosmoprof Worldwide Bologna

BOLOGNA, ITALY — In the lively halls of Cosmoprof Worldwide Bologna, the industry’s current trends were showcased under one roof. The growing appeal of fragrance, the skinification of hair care, and the proliferation of rituals applied to even the most mundane product categories were hot topics, as was the overall rush to secure the attention and wealth of the next generation of beauty consumers.

Many brands sought to woo Gen Alpha and Gen Z with colorful, scented formulas offered in playful, candy-toned packaging, in smart formats that reflected beauty enthusiasts’ exploration of novelty, experimentation, and ultimately, low-fidelity shopping habits.

Here are five international brands that stood out at the show, targeted at Gen Z, or simply the young at heart.

Fragrance: Miss Kay (Italy)

Miss Kay is not new to the game, but she still has a lot of room to grow. The Italian brand was launched in 2018 and is already present in 60 markets through more than 40,000 points of sale, including Walmart and Douglas.

Its strength lies in the convenient 25 ml format of the eau de parfum, with a catchy name and visual, designed for different moods and tapping into the tendency of young beauty fans to build their wardrobes with fragrance. The easy-to-carry size and smart pricing of between €7 and €10 encourage purchases based on impulse and instinct, which are fundamental to the fragrance category.

But the brand is looking to cater to its most loyal customers. For the first time, Cosmoprof has launched new 100ml sizes for five of its best-selling scents, as well as shimmer mist for body and hair in the same format. Both items were available in popular fragrances such as the vanilla-based Cutie Pie and the Aloha Beach perfume, which mixes creamy coconut and white peach.

Skincare: Scandi, Finland

If you associate Scandinavian brands with minimalism, think again. A fusion of “Scandinavian” and “skin candy”, Scandy was born to stand out. The brand was launched in 2024, targeting shoppers aged 15 and up, with the goal of being the first skincare touchpoint for younger customers approaching the category. Hence its gentle formula (often with notes of candy, fruit, and bubblegum aftertaste), sweet-spot price of between 10 and 25 euros, pastel-toned packaging, and a name conceived with TikTok’s virality in mind.

Hero products include Porefection Clarifying Serum and Drip Dew Hydrating Serum, IDG a Sheet Destress Sheet Mask and Wink Wink Jelly Eye Patches. The new launches focus on lightweight, non-greasy lip oils, including Glazed Donut Yummy, which has a sheer peach tone and vanilla scent, and the Boss Juicy alternative, which has a pink hue and strawberry flavor.

Makeup: Colorgram, Korea

South Korea, which has emerged as an authority in skin care, is also making a name for itself in color cosmetics. Colorgram, one of Olive Young’s private brands, takes inspiration from K-pop culture, fashion, and digital aesthetics and targets Gen Z with its wide selection, especially in the lip category. Prices range from $12 to $15.

The brand has already established itself in the domestic market and globally on Amazon, and is preparing to expand its physical presence in Europe.

Hair Care: Abyssien, France

“No Frizz in 10,000 Steps” is a fun and bold claim that encapsulates the essence of clean hair care brand Abyssian.

Launched in 2021 and targeted at people with active lifestyles rather than precise demographics, the brand aims to apply a skin care approach to the scalp through formulations centered around barrier-focused repair and antioxidant technologies.

Its key product is Super Gloss Hair Serum, designed to increase effectiveness and reduce cumulative fiber breakdown. At the heart of its formula is Gloss Veil, Abyssian’s patent-pending antioxidant lipid matrix, which combines vitamins such as vitamin C and vitamin E to help maintain hair’s natural lipid layer while increasing the strength of the cuticle against free radical damage. The mixture of ingredients forms a protective layer that firmly fixes and self-regenerates on the hair, providing smoothness and shine to the hair while fighting UV rays and oxidation for a long time.

The serum, which retails for 34 euros, is part of a larger catalog with prices ranging from 30 euros to around 60 euros, including refills of the product, and is currently available in select Sephora stores in Asia, in addition to the brand’s e-commerce.

Body Care: Netherlands, Nude

The brand was founded in 2017 with a sharp focus on providing natural deodorant in cream form. Its ultra-concentrated formula relies on two active ingredients, microsilver and zinc oxide, promoting a “less is more” approach to the category, with the company claiming 72-hour effectiveness, and therefore recommending users apply a pea-sized drop to their armpits every two to three days.

The fragrance-free vegan product, packaged in a bioplastic sugarcane tube, was launched in a stick version in 2024. This alternative can be applied 2-3 times to the armpits for 48 hours of effectiveness. Blends include combinations such as rosemary and geranium. lime and bergamot. Orange and ginger, juniper and mint.

Nude deodorant costs an average of 15 euros and is available in around 2,000 stores across Europe from chains such as DM, Rossman and Holland & Barrett.