10 European startups focused on beauty and personal care
Beauty is often described as being in the eye of the beholder, yet its impact transcends mere appearance. It encompasses both the external and internal qualities that contribute to a person’s overall presence and confidence. Feeling good about oneself is not just about vanity; it’s a cornerstone of self-esteem and mental well-being. When people feel confident in their appearance, it radiates through their behaviour and interactions, positively influencing how others perceive them.
Europe, with its rich history of fashion and cosmetics, has become a hotbed for innovative beauty startups. Entrepreneurs across the continent are leveraging the latest scientific advancements and traditional wisdom to create products that cater to the modern consumer’s needs. These startups are setting new benchmarks in the beauty industry, making significant contributions to both local and global markets.
In this article, we shine a light on 10 European startups setting out to boost your confidence and make you feel like royalty. Whether it’s by helping you achieve a dazzling smile, refining your skincare routine, or removing a tattoo with new tech, each company brings something unique to the table. Join us as we explore these remarkable startups:
Alpine White: Based in Zürich, Alpine White offers innovative dental care products and treatments, including the new Colour Corrector Serum for whiter teeth in two minutes. Their range includes whitening strips, kits, and in-office treatments like professional bleaching and dental hygiene, all developed with a focus on sustainability and comfort. Founded in 2021, Alpine White has raised €5.5 million to support its mission of empowering people to feel confident and good about their dental health.
Fussy: Based in London, Fussy Fussy offers next-generation deodorants with plastic-free, compostable refills and natural, effective ingredients. Their probiotic deodorants neutralize odour-causing bacteria and use natural ingredients, promoting both skin health and environmental sustainability. With convenient subscription plans, customers can choose from various case colours and refined scents, ensuring they smell good, feel good, and do good for the planet. Founded in 2020, Fussy has raised over €1.8 million
Indē Wild: Based in Amsterdam, Indē Wild offers beauty products that celebrate South Asian heritage through the combination of natural formulations with science-backed ingredients. Their mission is to simplify skincare routines by creating effective, relatable regimes inspired by 5000-year-old Ayurvedic rituals, tailored for those often left out of the beauty conversation. Founded in 2021, Indē Wild has raised over €2.7 million, emphasizing conscious chemistry and community input to ensure their products meet the real needs of real people.
Paradigme: Based in Paris, Paradigme is a second-hand platform that offers a simplified resale experience and ultra-quality purchasing. Their mission is to give a second life to quality pieces, ensuring the experience of buying second-hand is as satisfying as purchasing new. Founded in 2021, Paradigme has raised €1.2 million, offering a responsible and seamless way to engage in a circular fashion.
Ray Studios: Based in Paris, Ray Studios specialises in laser tattoo removal using advanced picosecond laser technology, ensuring effective and minimal pain treatments. Their services include removing body tattoos, eyebrow tattoos, and lightening tattoos for cover-ups, all performed by qualified doctors. Patients praise their professionalism, welcoming atmosphere, and the visible results achieved even after the first few sessions. Founded in 2021, Ray Studios has raised over €7.3 million.
Ruka: Based in London, Ruka Hair focuses on creating health and personal care products, particularly hair and beauty solutions. They aim to address the unique needs of curly, coily, and wavy hair types. The company strives to develop products that truly work for Black women, drawing from personal experiences and the challenges faced in the hair industry. Founded in 2020, Ruka has raised more than €3.3 million.
Skinive: Based in Amsterdam, Skinive provides an AI-powered app for analysing skin spots and moles, helping users identify and manage various skin conditions. The app offers personalized risk assessments for issues like dermatitis, herpes, acne, and skin cancer, and is used by both individuals at home and medical professionals. Founded in 2020, Skinive has raised over €1 million aiming to improve skin health through advanced technology.
Swan Beauty: Based in Hamburg, Swan Beauty offers a comprehensive beauty experience with their app and smart mirror, allowing users to access exclusive tutorials, shop for products, and interact with a vibrant community. Through the app, users can access makeup, skin, and hair tutorials from a diverse community of experts, enhancing their beauty regimen with genuine tips and tricks. The smart mirror features LED beauty lights and a Full HD touchscreen, enhancing the user experience for creating and following beauty routines. Founded in 2021, Swan Beauty has raised over €1.4 million.
Watalook: Based in Vilnius, Watalook simplifies the beauty booking process with a tool that helps customers discover and book beauty professionals. The platform enables users to manage their appointments, including rescheduling, cancelling, or rebooking and offers flexible payment options either online or after the appointment. Popular services available include gel manicures, haircuts, eyebrow tinting, eyelash refills, hair colouring, and special occasion makeup, making booking beauty services simple and convenient. Founded in 2020, Watalook has raised €4 million.
WhatMatters: Based in Paris, WhatMatters offers a range of eco-friendly, vegan, and refillable personal care, hygiene, and home products. Their items, including dishwashing liquids, shower gels, and toothpaste, are made in France and certified organic. They emphasise sustainability, providing beautifully designed, refillable glass bottles and eco-refills to reduce plastic waste while maintaining high standards of quality and effectiveness. Founded in 2020, WhatMatters has raised €4 million.
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