Market Analysis & Competitor Research in Belgium

Market Research
Market research in the handmade cosmetics sector in Belgium involves analyzing consumer preferences, competitor products, pricing strategies, and distribution channels. Conducting surveys, focus groups, and studying market trends can provide valuable insights into consumer behavior and market dynamics.

Market Growth & Consumer Demand

The demand for handmade cosmetics has been steadily increasing due to growing consumer preferences for natural, organic, and sustainable products. According to Statista, the organic cosmetics market in Belgium was valued at approximately €49 million in 2020 and is projected to continue growing. Consumers are increasingly seeking products that are free from harmful chemicals and offer additional benefits such as cruelty-free and vegan formulations

Consumer Preferences

Belgian consumers tend to prioritize natural and eco-friendly ingredients in their cosmetic products. They are also concerned about ethical factors such as animal testing and sustainability. According to Mintel, there is a rising demand for personalized skincare solutions tailored to individual needs and preferences.

Imports and Supply Chain

Belgium imports a significant portion of its cosmetics, including handmade products, from other EU countries and beyond. The supply chain for handmade cosmetics involves sourcing raw materials, manufacturing, packaging, and distribution. Ensuring transparency and ethical sourcing practices in the supply chain is becoming increasingly important to consumers.

Market Trends

Some emerging trends in the handmade cosmetics sector in Belgium include the use of innovative ingredients such as botanical extracts, essential oils, and plant-based alternatives to synthetic chemicals. Personalization, eco-friendly packaging, and zero-waste initiatives are also gaining traction. The handmade cosmetics industry in Belgium, like in many other countries, is a niche sector that has gained popularity due to increasing consumer interest in natural, organic, and sustainable beauty products. Handmade cosmetics are often crafted in smaller batches, using natural ingredients and avoiding synthetic chemicals. Here are some key points about the handmade cosmetics industry in Belgium:

● Artisanal Craftsmanship: Handmade cosmetics in Belgium are typically created by artisans, crafters, and small-scale entrepreneurs who emphasize the use of high-quality, natural ingredients. This approach aligns with the growing demand for products that are free from harmful chemicals.

● Natural and Organic Focus: Many handmade cosmetics producers in Belgium emphasize the use of natural and organic ingredients, avoiding synthetic additives, preservatives, and fragrances. This aligns with consumer preferences for products that are perceived as safer and more environmentally friendly.

● Product Range: Handmade cosmetics in Belgium can include a wide range of products, such as soaps, skincare products (such as moisturizers, serums, and balms), hair care products, bath products (bath bombs, salts), and even makeup items (lip balms, foundations, etc.).

● Local Sourcing: Some Belgian handmade cosmetics brands highlight their use of locally sourced ingredients, supporting local farmers and promoting sustainability. This emphasis on locality can also appeal to consumers looking for products with a smaller carbon footprint.

● Small Batch Production: Handmade cosmetics are often produced in small batches to ensure quality and freshness. This can lead to unique product offerings that may not be mass-produced.

● Eco-Friendly Packaging: In line with sustainability efforts, many handmade cosmetics brands in Belgium focus on using eco-friendly packaging materials, reducing waste, and promoting recycling.

● Marketplaces and Fairs: Handmade cosmetics producers often sell their products through local markets, fairs, online platforms, and specialized shops. These avenues provide exposure to a niche consumer base interested in unique and natural beauty products.

● Challenges: While the handmade cosmetics industry has its appeal, it can also face challenges related to regulations, quality control, and competition from larger cosmetic companies. Compliance with cosmetic regulations and ensuring consistent quality can be particularly important.

● Consumer Awareness: Educating consumers about the benefits of handmade cosmetics, the use of natural ingredients, and the transparency of production processes can be crucial for building trust and loyalty.

Future Opportunities
The handmade cosmetics sector in Belgium presents several opportunities for growth and innovation. These include expanding product lines to cater to specific skin types or concerns, tapping into niche markets such as men’s grooming or baby care, and leveraging e-commerce platforms to reach a wider audience both domestically and internationally. Collaborations with local artisans, influencers, and beauty professionals can also enhance brand visibility and credibility.

Competitor Analysis
The number of major companies in the handmade cosmetics industry is growing, in line with the rising sales and volume of the Belgian market. Flanders, Wallonia, and Brussels have a number of initiatives. Here are a few wise practices to take note of:

Oh Lou Lou !
Oh Lou Lou is a fresh start-up company based in Brussels that produces organic and vegan, luxurious, handmade beauty products made of pure, unprocessed, raw and mostly edible ingredients.

Suzana, a mother and civil engineer in computer science, abandoned her position as director at Microsoft three years ago to pursue natural health and cosmetology. It all began with the establishment of a blog, followed by the manufacture of certain things for her, her family, her friends, and, eventually, everyone!

Oh Lou Lou® is a new Belgian company that produces artisanal, small-batch organic cosmetics in Brussels and has earned the Ecogarantie® seal of approval. The company promises a large selection of uncomplicated, transparent goods with unquestionable compositions that are good for our skin, efficient, and considerate of the environment.

All the components are raw, unprocessed, and pure, with scientifically proven therapeutic powers, but most importantly from nature and organic farming or wild harvesting authorized, with the exception of endangered species, thanks to a rigorous and meticulous selection without compromising on the raw materials.

Because of new, original, and one-of-a-kind formulas in Belgium that include no additional water, alcohol, or animal ingredients. Committed customers can expect “100% natural active ingredients, without animal testing, and vegan” from the firm. Oh Lou Lou® goes above organic certification criteria by providing minimalist packaging made from recycled and recyclable materials.

Their motto is “ZERO chemicals. ZERO preservatives, ZERO stabilizers, ZERO fragrance.”

Miklo Body Care

Miklo Bodycare was founded on the principle of fusing science with conventional botanicals to transform them into potent skincare. Miklo concentrated on composition that was only organically extracted; for example, castor oil is a direct source of the active chemicals that fight odours, and all-natural fragrances are made with freshly blended essential oils. All products are presented as cruelty-free and vegan.

 

MIKL.bodycare aims for a truly local approach. Creating handcrafted cosmetics in Belgium is at the heart of their business. They use organic sunflower oil from France and grapeseed oil recycled from the wine and jus business.

The packaging has been designed with no or -plastics in mind since the brand’s inception, and they are continuing with this dedication with their deodorants, which are packaged in biodegradable and practical push-up tubes.

SQON

SQON is a Belgian venture aimed at creating plant-based bath products. They want things with a narrative and a calming aesthetic that are sustainable and low-waste. The SQON team organizes short workshops and assists European businesses and manufacturers. Local talent will be recognized as well. Producers want to do things differently, better, and more mindfully – for both customers and the environment.

 

 

SQON was born out of a desire for a slower pace of life and more conscious consumption. But it also stems from a fondness for beauty routines and the crafts that go with them. Their team is made up of two amicable couples who are passionate about entrepreneurship.

Bobone

The Ardennes is more than woods and boar sausages. Beauty therapist and make-up artist Charlotte Renard launched her own natural cosmetics line in the tiny village of Our three years ago. The products are inspired by grandmothers’ beauty rituals and are handmade with natural, organically grown, mainly locally sourced ingredients. She offers skincare, soap, body scrubs, lip balm and deodorants. Customers can also book a workshop in her atelier.

 

 

Bobone is a clan that defends the same values of honesty, listening, and sharing to promote well-being in harmony with nature. Ingredients are mostly from organic farming. Products are made of natural raw materials and do not contain synthetic or paraben. During production, animals are not used for testing, and over-packaging is avoided. Sustainable materials such as zero waste/reusable glass containers are being used in most of the packaging.

 

 

CÎME

CÎME is a Belgian brand that focuses on natural and organic skincare products. They emphasize sustainably sourced ingredients and contribute a portion of their profits to social and environmental projects.

To make skin seem beautiful and healthy, they employ natural and certified organic products. Ecocert Greenlife certification. Their products were created to be highly effective while being gentle on the skin and suitable for all skin types. Their skincare line helps clients to be environmentally mindful without sacrificing rich textures, smells, or excellent skin results.

CIME hosts seminars where consumers may expect expert and, most importantly, personalized natural skin care advice tailored to their skin type. Customers will follow their instructions to complete a full face and hand care routine.

 

Habeebee
Habeebee expresses a virtuous model of society that tends towards more harmony and coherence in our lifestyles and consumption. By offering good, fair, and true skincare products, in balance with living organisms and more particularly with bees.

Habeebee entrepreneurs settled in November 2020 in an old bakery. Tedy, the soap maker, uses all his know-how and precision to make soaps, oils, balms, and candles. Each formula is developed with patience and passion to bring the best of the hive into human lives and highlight the benefits of beeswax and propolis, 2 treasures of the hive that are at the heart of our formulas. Certified ORGANIC by Certisys, Label ECOGARANTIE, the products are biodegradable, without parabens, silicone, paraffin, or other petrochemical derivatives.

 

Today, Gisèle has joined Tedy at a gallop to strengthen production! This former rider, as light as a feather twirls among soaps and bees.

The cold saponification soap is distinguished by the use of cold-pressed oils. It is the gentlest way to clean our skin. It contains natural glycerine that is kept during the manufacturing process, as well as 8% surgras made of olive oil and beeswax. While an industrial soap is hot pressed, the oils are not respected since they lose their characteristics when heated. There are no sugars in these commercial soaps, and the glycerin has been eliminated.

Habeebee soaps are unique in that they are soothing, healing, and powerful. They endure a long time and do not dissolve in the shower because of the beeswax.

Understanding Preferences and Demands

In Belgium, consumers exhibit a strong inclination towards natural and organic cosmetic products, driven by concerns about health, sustainability, and environmental impact. Eurostat surveys indicate that a significant majority of Belgians prefer environmentally friendly or naturally derived products. This preference has propelled the success of Belgian handmade cosmetics brands like RainPharma and CÎME, which have garnered popularity by emphasizing their use of natural ingredients and eco-friendly practices.

Moreover, Belgian consumers are increasingly drawn to ethical and sustainable practices in the cosmetics industry. Mintel’s research reveals that a considerable portion of Belgian consumers actively seek cruelty-free and ethically sourced products. Handmade cosmetics brands that prioritize ethical sourcing and sustainability, such as LUSH, have thrived in the Belgian market by aligning with these consumer values and preferences.

The demand for personalized skincare solutions is also on the rise in Belgium, with consumers seeking tailored products that cater to their individual skin types and concerns. Mintel reports indicate a strong interest in personalized skincare among Belgian consumers, driving the success of brands like Nomige, which offer customized skincare formulations based on DNA analysis.

Furthermore, Belgian consumers value locally-made products and support small-scale artisans and producers. Nielsen’s research underscores the preference for locally produced goods among Belgian consumers, paving the way for the success of handmade cosmetics brands like Les Ânes d’Autan, which emphasize local heritage and craftsmanship in their offerings.

Transparency and ingredient integrity are paramount for Belgian consumers when choosing cosmetic products. Ipsos surveys highlight the importance of ingredient transparency on product labels for Belgian consumers. Brands like CÎME have capitalized on this trend by providing detailed information about ingredient origins and benefits, fostering trust and loyalty among consumers.

By understanding and responding to these preferences and demands, handmade cosmetics brands can effectively engage Belgian consumers, differentiate themselves in the market, and drive sustained growth and success.