Value of Beauty trade alliance targets EU lawmakers as tariff fears grow and regulation increases

4 days ago 8

A new powerhouse industry trade group is making waves in Europe.

As the threat of an international tariff war escalates and industry regulation tightens across Europe, special interest trade group Value of Beauty is actively trying to strengthen the bargaining power of Europe’s beauty industry.

Founded in 2024, Value of Beauty is led by top conglomerates like L’Oréal Group, parent company to Kiehl’s, CeraVe and NYX; Beiersdorf, which owns Nivea, La Prairie and Aquaphor; and Puig, which counts Charlotte Tilbury, Byredo and Dr. Barbara Sturm as its brands.

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