The Swedish consumers value functionality, sustainability, and transparency. The ingredient integrity defines their approach to skincare.
Market insights Sweden
Consumer Behaviour and Trends
The skincare routines are minimalist, natural, and multifunctional, combining efficiency with environmental conscience. Consumers prioritize clean skincare and natural formulations.
The skincare products should be functional, ethical, and therefore reflect an environmental respect.
- 70% of Swedish consumers – the highest share in the EU – say that ecolabels play an important role in their cosmetics purchasing decisions.
- 83% feel personally responsible for choosing environmentally friendly products.
- 73% prioritize natural ingredients when buying cosmetics.
Desk research collected by Lahme ApS, 2025.
