The Finnish consumers value honesty, functionality, and proven results. Clarity and transparency on ingredients and product performance is key, reflecting a culture built on trust and respect for nature.
Market insights Finland
Trust-Oriented, Efficacy-Focused Consumers Who Prioritize Natural Ingredients and Transparency
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Consumer Behaviour and Trends
Natural, eco-friendly, and fragrance-free products dominate the market, why transparency and a clear ingredient list matter.
The skincare market is rooted in authenticity and purity. Consumers favour simple, effective routines with clean ingredients and visible results – skincare that works quietly but efficiently.
- 54% of the consumers have increased their use of natural makeup in recent years to avoid chemicals and ensure product safety.
- 63% prioritize product efficacy – the consumers expect products to deliver exactly what they promise.
- 65% trust familiar brands, highlighting the growing importance of brand recognition in purchase decisions.
Desk research collected by Lahme ApS, 2025.
