From caution to conviction, 29 industry insiders across Europe and beyond weigh in on the U.S. tariffs and what they mean for the future of professional haircare. Here’s what they had to say—unfiltered and in their own words.
As the dust settles around Donald Trump’s latest economic manoeuvre—a sweeping 20% tariff on European imports—the professional haircare industry finds itself on the frontlines of a potential trade war. Announced with typical bravado but real consequences, these tariffs are poised to shake the foundations of international beauty trade, challenging long-standing transatlantic relationships and forcing brands to rethink, restructure, and—in some cases—retreat.
But is this crisis also a catalyst for reinvention?
At Estetica Export, we spoke with industry leaders worldwide to assess the professional haircare industry’s reaction to this economic shockwave. We found a sector marked by concern but also by resilience, resourcefulness, and strategic clarity.
A Complex Blow, Unevenly Felt
Let’s not sugarcoat it: tariffs will hurt, particularly for brands with a significant U.S. footprint or those mid-expansion. But just how much?
Reactions vary, with some executives seeming less inclined to panic. As Fabio Franchina of Framesi notes, “Our U.S. presence dates back to 1979. We’ve seen complex times and unpredictable evolutions before.” This isn’t blind optimism—it’s confidence born of history.
Philip Berlijn of Keune suggests a wait-and-see approach: “Is this permanent, or just another Trump tactic? We’ve seen reversals before.” Similarly, Robin Schenke of Trinity Haircare remains calm but pragmatic: “We may lose some margin, but if you have strong U.S. partners, you’ll find a solution. Consumers still love European brands.”
That said, not everyone is reassured.
Ambre Jadin of Erayba said plainly: “The impact is clearly negative—highly negative—for our expansion strategy in the United States.” Like many, she outlines the double bind: lower export prices to remain competitive or redirect focus to new, less tariff-laden markets. Neither is easy, and both come with risks.
For Lab37’s Raffaele Bertola, the problem is both immediate and structural: “There’s no benefit to be found—neither on entry nor exit. From tomorrow, consumption will slow down. My distributors in the U.S. have already asked for stronger discounts. Otherwise, they’ll switch to internal production.” It’s a grim outlook, especially for firms without the wiggle room to absorb a 20% cost spike.
Arto Välimäki of Four Reasons frames the crisis as a strategic opportunity for agile players: “Larger firms will suffer from reduced flexibility, but smaller ones can adapt faster.” Times like these reward those who are proactive, informed, and ready to pivot.
For companies like Lisap Italia, the pricing pressure is already clear. Alessandro Locatelli says, “The American market is highly price-sensitive. A 20% increase will push consumers toward lower-cost alternatives.”
The Bigger Picture: Geopolitics and Strategy
Several voices see the tariffs not just as a business barrier but as a geopolitical chess move. Massimo Feliziani of MAXXelle interprets the shift through a broader economic lens: “This is part of a strategic U.S. effort to narrow the gap with China and Japan. But it’s the SMEs—our Made in Italy backbone—that will feel the most pain.” His advice? Lean into quality and seize the vacuum left by disrupted China-U.S. trade.
Francesco Bandiera of Artègo says it as it is: “This is a manufactured conflict. The U.S. trade deficit is the result of overconsumption, not foreign ‘plunder.’ Europe must retaliate strategically, starting with financial instruments that hit where it hurts.”
Anna Giovannelli of Takara Belmont offers a sharp critique of Europe’s role in the affair: “Trump’s latest tariff announcements are indeed worrying. Europe, once again, proves its inefficiency—nothing has been done to contain the problem. Japan, where we are also based, is at least trying to mediate and find a solution. Better than nothing… In general, I believe this ‘trade war’ benefits no one—not even the United States.”
Others like Andrea Rosa of Kirschner Group believe the real test lies in managing perception: “The real risk? A counterfeiting surge and inflation-driven decline in consumer trust. But this feels more like phase one of a negotiation than a lasting new normal.”
Turning Tensions into Transformation
Amid the noise, some companies are already pivoting. Frédéric Logodin of Provalliance Spain sees this as a wake-up call for smarter sourcing and regional manufacturing: “Short-term cost pressures are inevitable. But this is a chance to double down on European partnerships and omnichannel distribution.”
Comprof’s Domenico Lizza underscores the importance of pragmatism over panic: “This sector has weathered global crises before. We must now use that resilience to rewire our supply chains and innovate faster.”
Screen’s Andrea Laudando even sees a silver lining for private labels, which could gain ground thanks to their flexibility and fast adaptation cycles.
Linda Amghar of Mulato Cosmetics, strikes an optimistic note grounded in strategy: “The 20% tariffs on European cosmetics will hurt competitiveness in an already saturated U.S. market. While some may turn to premiumisation or even local production, we’ve focused on Canada—where U.S.-sourced products dominate. These tariffs could prompt Canadian distributors to explore European alternatives, boosting our growth there and setting the stage for a stronger U.S. entry once conditions improve.”
Final Thoughts: Recalibration, Not Retreat
Yes, the professional haircare industry is under strain, and the immediate impacts of these tariffs are severe—especially for companies deeply embedded in the U.S. market. But from the voices we’ve gathered, one thing is clear: no one is throwing in the towel.
Whether through strategic pricing, enhanced partner collaboration, diversified markets, or sheer diplomatic effort, the sector is already responding—not with despair, but with action.
As Ida Fuga of Emsibeth aptly states, “Innovation and dialogue are fundamental. This could be the push we need to reshape the global beauty trade into something more sustainable and collaborative.”
In other words, the transatlantic storm may be fierce—but professional haircare is not without its umbrella. And perhaps, when the clouds clear, we’ll find a stronger, smarter industry standing tall on both sides of the ocean.
Full Interviews & Industry Reactions
European leaders and international stakeholders share their views on the U.S. tariffs and their broader implications—unfiltered, direct, and in their own words. Read their unfiltered Explore how global beauty leaders are responding to U.S. tariffs—read their unfiltered insights and discover what’s next for the professional haircare industry.comments below.
“The American market continues to be the most important commercial reference in the cosmetics sector. Our presence in the U.S., which began in 1979, has seen complex moments, major changes, and unpredictable evolutions. This latest decision represents a major step backwards that could trigger a fundamental shift in perception towards non-American products. Our task is to respond intelligently and continue supporting all the customers who have chosen us and continue working with us. This isn’t an impossible challenge—but it will have negative economic consequences compared to our 2025 targets.”
— Fabio Franchina, Framesi, Italy
“I think two things are important. One is to see if this is permanent or temporary. Trump is, of course, unpredictable. So if Trump reverses this in a month, you may have done a lot of work as a company for nothing. Conclusion: keep a close eye on whether this is permanent or just a negotiating tactic. Two is to look carefully at how you can support your partners. There are all kinds of legal or financial mechanisms for this—think of how we supported clients during Covid. At Keune, we’re encouraging and helping our customers in that same way. So, to summarize: one, determine if it’s permanent; and two, help affected parties where possible. Because this measure is unlikely to be permanent in nature.”
— Philip Berlijn , Keune, Netherlands
“At John Paul Mitchell Systems, we think global, but act local. Which is why we already source both color and liquid products from within Europe for the European market and will expand that further with local European Aerosol production as well. Furthermore, we have our own central warehouse, Academy and office in Rome, too. So far no relaiatory tarrifs that directly affect our industry have been announced by the European Union. We stay optimistic that through negotiations, win-win solutions can be found and wish the European Commission best of luck for the days and weeks ahead. As a world-wide family we are here to support our partners and that begins with all of us staying calm and level-headed”
— Noah Wild, John Paul Mitchell Systems, EMIA & APAC
“The newly announced U.S. tariffs on European products will inevitably slow down exports to America. Companies heavily reliant on that market will feel the hardest impact. With European product prices rising in the U.S., competitiveness will suffer—especially for larger firms with less flexibility. Meanwhile, smaller and more agile companies may be able to adapt faster and absorb the shock more efficiently. A response from Europe seems inevitable. If retaliatory tariffs are introduced, American goods will become more expensive and less competitive in European markets, further escalating the pressure on transatlantic trade. In addition, the reputation of American brands has already suffered due to recent political developments under the new U.S. administration. Many consumers and professionals—especially in the salon industry—have already started looking for alternative solutions. Now is the time for distributors to shift their focus toward European manufacturers and brands. Transatlantic relations are facing major turbulence, and the future is uncertain in many areas—tariffs, currency fluctuations, and more. Four Reasons offers a strong alternative to many U.S. products. I’d especially like to highlight our Bio-Molecule Repair product line, a top-performing solution that competes directly with American brands in the bond-building category. Times like these reward those who are proactive, informed, and ready to pivot.”
— Arto Välimäki, Four Reasons, Finland
“Tariffs may have a mixed impact on the beauty industry. They can increase costs for key ingredients, packaging, and specialised formulations—especially for brands that rely on globally sourced materials. At the same time, they may encourage investment in domestic sourcing and manufacturing, which could strengthen local supply chains and spark new areas of innovation. Beauty brands and manufacturers should prioritise supply chain flexibility, explore alternative sourcing strategies, and optimise production efficiencies to navigate these changes. Personally, ECRU New York will take every step possible to minimise any negative effects on our Distributors. We will continue focusing on ingredient innovation, sustainable solutions, operational agility, and open lines of communication with our global partners. We will remain committed to delivering high-quality, trend-driven products while adapting to an evolving international trade landscape.”
— Dee DeLuca-Mattos, ECRU New York, USA
“First of all, regarding the cost of tariffs, I believe there will be a negative effect on exports—especially in the cosmetics sector—due to a 20% price increase. This will immediately slow down consumption and imports, which for us means a decline in exports. In the long term, I believe this will also negatively impact American companies. I don’t see tariffs being beneficial for anyone. The European Union must intervene—not by escalating, but by trying to mediate this unjustified and illogical tax. We’ll have to see what scenarios unfold: whether exemptions will be granted, or whether it’ll be possible to send products and package them there to benefit from different tariffs aimed at creating local employment. From tomorrow, with the 20% tariffs, consumption will slow down. My U.S. distributors are already asking for greater discounts or other solutions. Otherwise, I may have to consider shifting to U.S. production because the costs are substantial.”
— Raffaele Bertola, Lab37, Italy
“For Erayba, this is a more relevant issue than ever. And to be fully transparent: the impact is clearly negative—highly negative—for our expansion strategy in the United States, both as a manufacturer and importer. At a time when we are actively working to strengthen our international presence, the introduction or increase of customs duties presents a significant barrier: increased pressure on margins, added complexity in commercial negotiations, and higher prices for the end consumer. This will inevitably slow down some of our projects or make them less viable in the short term, especially in markets where price sensitivity is high. Our response is to become even more selective and strategic in choosing new markets, and to continue working closely with our partners to adapt our offers and remain competitive despite these new constraints. We are now facing a difficult choice: either lower our export prices—which is hardly a sustainable option—or identify new markets outside the U.S. for expansion. It is indeed a challenge, but also an opportunity to reaffirm our positioning as representatives of trusted European quality.”
— Ambre Jadin, Erayba, Spain
“The increase in tariffs imposed by the U.S. government represents a move that will have significant impacts on global trade and the economy at large. While it is clear that such policies will lead to an economic slowdown, it is equally evident that this is a strategic decision by the United States, which aims to prevent the widening of the economic gap with emerging regions such as China and Japan. This approach is not without consequences for European producers, particularly for small and medium-sized Italian enterprises, which are the true engine of the national economy. Italian SMEs, which represent the beating heart of the manufacturing sector and Made in Italy, will be the most affected by the tariff increases. These companies have fewer resources to adapt to rising import costs and to diversify their export markets. However, another potential favourable outcome for the European Union and, hopefully, for Italy could arise from the ongoing tariff war between the U.S. and China. The United States may decide to partially replace Chinese production with domestic manufacturing, but this will not be enough to fill the entire gap left by China. Here, the European Union has the opportunity to capture a portion of this market by leveraging its production capacity and the quality of its goods. Italy, in particular, with its long-standing expertise in producing high-quality goods, could benefit from this situation. Made in Italy, known for its focus on quality and manufacturing excellence, could be the key area on which Italy can leverage in this scenario. If Italy manages to position itself as a viable alternative to Chinese production, it can still preserve a portion of the market by emphasizing quality. Italy’s ability to offer a good quality-to-price ratio could prove crucial. While Italian products are often more expensive than competitors, the combination of superior quality and relatively competitive prices could provide an advantage in a context where consumers, while being cost-conscious, tend to prefer perceived value and long-term sustainability in the products they purchase.”
— Massimo Feliziani, MAXXelle, Italy
“The global scenario is certainly reflecting significant tension in terms of economic policy. At this stage, the measures taken by the U.S. administration seem to be more about opening new rounds of negotiation rather than imposing truly punitive actions on imported goods.
For Italy, which is a major exporter—especially in sectors like beauty and cosmetics—this issue is particularly delicate. On a broader scale, it’s crucial that we see a composed and coordinated response both from Italy individually and from the European Union, since the European Commission holds authority over trade and tariffs.
I sincerely hope that the bargaining chip in these negotiations will not be an alignment with the U.S. tariff stance toward China, as that could place even more strain on our exports. That said, I remain confident that the channels for dialogue will stay open and that we will eventually reach a solution that benefits all parties involved”.
— Francesco Ioppolo, ITELY, Italy
“First of all, I have the impression that the U.S. is ‘missing’ its wars: Putin has Ukraine, China is focused on Taiwan… so Trump wages commercial wars because the U.S. is no longer part of the geopolitical battlefield (apart from supplying weapons to the world). Honestly, I don’t even know if cosmetics are included in Trump’s list. But if they are, it’s obvious that Italian companies will be affected for one simple reason: the impact on the U.S. economy will be significant and will reduce purchasing power, especially due to the depreciation of the dollar. U.S. consumers will be penalized, and Trump’s electoral base will likely be hit the hardest, as many goods will become accessible only to higher classes. On the other hand, for Italian companies, a weaker dollar could reduce raw material costs. However, we must also consider the inflationary effect of these tariffs, which is certain. Europe must react quickly, starting with targeting specific goods that hit the Republican electorate and protect Europe’s key exporting industries. If negotiations don’t bear fruit soon, Europe should consider fiscal leverage—taxes on the purchase of Treasury bonds, stocks, and U.S. assets. That would hit the average American investor where it hurts.”
— Francesco Bandiera, Artègo, Italy
“The increase in import tariffs in the U.S. market is undoubtedly a source of tension. So far, we have worked very well with our American distributor, who has consistently grown year after year and successfully introduced our products to the market. This sudden change will certainly not facilitate future imports, directly penalizing companies that have been working for years with high-quality Made in Italy products. If there is no rollback to the tariff plan, both exporting and importing companies will need to develop new marketing strategies to ensure the same level of continuity for product supply. We sincerely hope that a solution to the problem will be found soon.”
— Ioana Stef, Myosotis, Italy
“Italian companies can overcome these barriers by diversifying markets, exploring new export regions, and even evaluating whether to move part of their production to the United States. Innovation and quality are fundamental. It’s also crucial that the European government engages in dialogue with Trump and proposes mutually beneficial commercial solutions.”
— Ida Fuga, Emsibeth, Italy
“The recent tariff measures in the international arena are generating serious concern among businesses—especially due to increased costs for raw materials, components, and imported goods. However, the sector is reacting pragmatically, analyzing solutions and countermeasures to face this period of instability. The response is not panic, but awareness. Companies have already overcome difficult periods in the past—economic crises, global disruptions, and geopolitical tension—developing resilience that now allows them to face this challenge with rationality and a constructive mindset. The impact varies depending on company structure and reference markets, but we see some common trends: rising operational costs, shrinking profit margins, supply chain reorganisation, increased interest in reshoring, and opportunities to strengthen local production and competitiveness. Companies should evaluate their exposure to new tariffs, diversify suppliers and markets, invest in innovation and automation, adapt strategic positioning, and strengthen dialogue with institutions. The goal is not just to survive the challenge, but to turn it into an opportunity for growth and renewal.”
— Domenico Lizza, Comprof, Italy
“The news about the tariffs affects all sectors, not just ours. It comes amid global crises—9/11, the 2008 financial collapse, the pandemic. In these times, our industry has proven resilient, and I’m sure we will rise to the challenge again. Unlike other sectors, there is currently no real local industrial base in the U.S. for professional products like color or bleach. There are shampoo manufacturers, yes, but not for high-performance salon treatments. I don’t believe that in the short or medium term the U.S. can build a manufacturing capability to fully meet its internal needs. The real question is how this will impact end customers—salons and consumers. Companies already on the market must take the right steps and collaborate with local partners. Adjustments in market positioning may be necessary. As always, moments of uncertainty bring new opportunities. Let’s not forget: even our competitors—from Spain, the Netherlands, Mexico, China—are in the same situation.”
— Paolo Pattano, Kaaral, Italy
“Tariffs will certainly affect 20–25% of business. On my end, I plan to meet customers halfway: if the customs tariff is 20%, I will offer a 10% discount. As soon as the tariffs are removed, we’ll return to normal pricing.”
— Luigi Marianella, Kléral System, Italy
“Trump, in three months, has taught us that nothing lasts forever—and often not even for a week. So it’s possible this is a deliberately artificial operation. For example, VAT is not a tariff. This seems more like a business tool. The reality is that the U.S. is heavily in debt. But instead of reigning in stock market speculation or intervening in public debt, the government prefers—for political reasons—to dictate terms to the world, claiming others have exploited them. In truth, it’s the U.S., through easy credit and overspending, that consumes what others produce. So the trade deficit is hardly surprising. I think we are in phase two of a typical Trump negotiation: phase one is the threat, phase two is temporary action. We’ll have to wait a couple of months for a stable resolution. As for the cosmetics sector, Europe faces risks like counterfeiting, inflation, and increasing costs for European consumers. Right now, we are witnessing a loss of purchasing power. If this spiral continues indefinitely, the result will be extremely negative. But I believe—rather, I hope—that this is a temporary phase.”
— Andrea Rosa, Kirschner Group, Italy
“Basically, regarding the news about the new tariffs for the U.S.—first of all, I think we should remain a bit calm and wait to see what happens. Of course, we need to prepare and think about solutions. But I don’t think it will be as harsh or as fast as it first seems. If you have a good network, strong partners, and loyal clients in the U.S., then you simply need to sit down and work out the best solution together. That might mean offering support or accepting slightly lower margins, but suppliers can’t absorb all the costs alone. There needs to be mutual understanding on both sides. That said, in our exclusive business, U.S. consumers still highly value European brands and products. Even with a 20% increase, they won’t stop buying them entirely. In luxury cosmetics or high-end haircare, it will be an issue—but not an insurmountable one.”
— Robin Schenke, Trinity Haircare, Netherlands
“As industry leaders with over 3,500 salons in our network, we see the newly announced tariffs as a catalyst for transformation rather than a setback. While short-term cost pressures are inevitable, this move highlights the urgent need for the beauty sector to invest in smarter sourcing, regional manufacturing, and stronger brand-partner collaborations. At Provalliance and through SalonSpace, we are reinforcing our European partnerships and expanding our omnichannel ecosystem to ensure that professionals and consumers alike continue to access the best p
roducts without compromise.”
— Frédéric Logodin, Provalliance, Spain
“We must also wait to see potential countermeasures from other countries affected by these progressive tariffs. I believe that Italian cosmetics still have what it takes to remain competitive in international markets. The U.S. may be a core market, but let’s not forget they export more cosmetics than they import. Our company is not overly exposed, so our current business won’t suffer too much—but future growth opportunities are impacted. That said, this might be a chance for private label to prove its flexibility in adapting to the situation. We remain cautiously optimistic, even though this will undeniably slow down the development rates originally projected—even according to Cosmetica Italia.”
— Andrea Laudando, Screen, Italy
“A trade war is always negative and will have repercussions in all affected countries. At the same time, new opportunities may arise in regions where Made in Italy products are seen as more attractive than those made in the USA. As a result, we’ll need to rethink our global expansion and development priorities.”
— Felice Fratini, Kemon, Italia
“We are deeply concerned about the current global tariff situation. These trade policies are creating significant challenges across the industry, directly impacting our wholesale and consumer partners who depend on our brands to sustain their businesses. To adapt to this evolving landscape, pricing adjustments will become necessary. The American market is highly price-sensitive, and a 20% increase in costs for the same product will drive consumers toward lower-cost alternatives. Such a shift could have lasting repercussions for international brands and the broader beauty industry.”
— Alessandro Locatelli, Lisap Italia, Italy
« The recent decision by the United States to raise tariffs on certain French products has understandably raised concerns. We want to reassure our clients, partners, and distributors: these measures will have no direct impact on the operations of Patrice Mulato. Why? Because from the very beginning, we made a strong and conscious choice: 100% of our products are manufactured in France. Beyond being an ethical commitment, this is now proving to be a real strategic advantage.
Manufacturing in France means:
- Ensuring full traceability and high quality by working closely with local laboratories, suppliers, and partners.
- Reducing dependency on international markets, making us more resilient in the face of global economic or geopolitical changes.
- Supporting the local economy and French know-how, which are core to our brand’s identity.
- Lowering our carbon footprint by minimizing long-distance transportation.
Furthermore, we have no business ties with the United States. We do not rely on American imports or exports, which means the new U.S. tariffs do not affect us. That said, we are aware that some of our professional clients—hairdressers or distributors—may be more closely connected to the U.S. market and could experience indirect consequences. We are staying attentive to their situation and remain available to support them as needed. At Patrice Mulato, our promise remains the same: to deliver professional, natural, effective hair care products—proudly 100% made in France—with a responsible, ethical, and independent approach”
— Thierry Pouenat, Patrice Mulato, France
“Trump’s latest tariff announcements are indeed worrying. Regarding Europe, I believe this once again proves its inefficiency. Nothing has been done to try to contain the problem. Japan (I mention it because our headquarters are in Japan) is at least trying to find a solution and mediate with Trump on how these tariffs are applied—which is better than doing nothing. Overall, I believe this ‘trade war’ benefits no one—not even the United States.”
— Anna Giovannelli, Takara Belmont, Japan/Italy
“The recently announced tariffs will have a significant impact on the cosmetics industry, causing an increase in the costs of finished and semi-finished products imported from Europe. European companies will have to decide whether to reduce their margins or pass the cost increase directly on to the higher prices paid by end consumers. Higher prices resulting from duties might induce consumers to switch to domestic brands or change their beauty routines to save money. Companies should measure their dependence on imports from countries affected by tariffs by evaluating sourcing alternatives from countries with lower tariffs. Companies should carefully evaluate their pricing strategies. Analysing the potential impact of price increases on consumer demand and considering strategies such as absorbing part of the costs, gradually increasing prices or offering high value-added product lines. Finally, to maintain competitiveness, producers will need to continue to invest in innovation and product differentiation. Unique, high-value products will be less affected by price increases caused by the cost of new import tariffs”.
— Alessandro Milani, Parisienne, Italy
“Tariffs are not just an obstacle, but an opportunity for Nika. As the prices of American products rise in global markets, keeping our prices stable allows us to gain competitiveness in the very areas where U.S. products are already present. This is the moment to leverage the strength of Nika’s ‘Made in Italy’ even more decisively, strengthen our international presence, and capture market share that has so far been dominated by the U.S. We are committed not to passively endure this change, but to turn it into an advantage.”
— Eduard Nika, Nika, Italy
“Let me share my broader perspective, which looks at the international landscape. Wars have always been tools to impose control—especially economic. What we’re seeing now is just another form: a war of tariffs and taxes. These aren’t new; they go back to Roman times. But today, tariffs have become a major weapon in global conflicts—alongside drones and missiles.
For a country like Italy, heavily engaged in international trade, U.S. tariffs pose challenges—especially for small and medium-sized businesses that can’t easily shift production to the U.S. Companies like Müster & Dikson need a short-term strategy to strengthen ties with existing partners and support local market growth. In the medium term, it’s about finding new partners in countries unaffected by these tariffs. The long-term view is to stay committed to operating in these difficult markets.
We should stay optimistic—these conflicts won’t last forever. By the end of Trump’s term, we might see changes, depending on the political outcome and the impact of his policies.
Also, let’s not forget so-called ‘cosmetic regulations’—hidden tariffs that force companies to spend on compliance, often with little to do with consumer safety. These too are part of this economic war. The situation may worsen, but with foresight and a flexible strategy across short, medium, and long terms, we can adapt and thrive.”
— Dimitri Markomichelakis, Müster & Dikson, Italy
“US tariffs can have a significant impact on the beauty industry by increasing the cost of imported ingredients, packaging materials, and finished products. Many beauty brands rely on global supply chains. When tariffs are imposed on these imports, it leads to higher production costs, which may either be absorbed by the company or passed on to consumers through price increases. This can be especially challenging in price-sensitive segments of the market, where customers may be quick to switch to lower-cost alternatives. Tariffs can also disrupt established supply chains, forcing companies to find new suppliers, which may affect product quality or consistency and delay production timelines.
According to me, beauty businesses should consider some strategic adjustments. One key move is to diversify their supply chains to reduce reliance on one country, particularly those subject to high tariffs. Relocating production to countries with more favourable trade agreements can help mitigate risk. Companies should explore opportunities to streamline operations and reduce costs through improved logistics, automation, and smarter inventory management. Pricing strategies may need to be adjusted carefully—brands might introduce premium product lines to maintain customer loyalty while offsetting cost increases. Additionally, working with trade compliance professionals to revisit product classifications may help to reduce tariff rates with minor changes to formulations or packaging.
Investing in brand loyalty and customer experience is another important response. Consumers who feel emotionally connected to a brand are likely to remain loyal despite minor price increases. Communicating transparently about changes and highlighting new initiatives—such as sustainability efforts linked to sourcing local packaging—can enhance brand image. I think, companies should stay closely engaged with industry groups and policy updates to remain informed and potentially influence trade decisions that impact the sector. Proactively adapting to tariff changes not only helps preserve margins but can present opportunities to innovate and strengthen consumer relationships in a competitive market”.
— Mr Rakeysh Kumar, Estetica India, India
” If you want my opinion on tariffs, they’re definitely going to affect all of Europe—and really, the entire world. I’m not sure what Trump has in mind or what his true intentions are. He says there will be problems in the very short term, but that in the medium to long term, the U.S. will “rise again.” What he doesn’t seem to realize is that this approach hits the entire global economy.
Our companies will suffer—just as we’ve seen with steel, and as we will with the auto industry. What does this mean? Either we get upset, or we start looking for new markets to focus on. Von der Leyen has said negotiations will begin, and Trump himself has said he’s open to negotiating if the deal is clearly advantageous for the U.S. So again, it’s unclear what this man really wants.
I imagine we’ll move forward—we’ll face a tough period, whether we like it or not. But in my view, we’ll keep going regardless. We Italians are especially resilient. We’ll find new opportunities, new markets to explore and conquer. We were conquerors in the past, after all. And while we can’t do without the United States, and our products will cost more, we’ll find a way to push through”
— Giuseppe Del Frate, KAARAL, Italy
“I understand that the implementation of 20% tariffs on European cosmetics in the U.S. raises concerns for brands already active in that market. Such a measure would directly erode price competitiveness in an already saturated space. Some brands might lean into premiumisation strategies to justify pricing, or even consider local production—though that’s a complex, costly, and long-term endeavour. At Mulato, our strategic focus on the Canadian market may prove advantageous. As Canadian distributors often source from U.S. brands, these new tariffs—affecting both the U.S. and its trading partners—could push Canada to diversify and consider more European suppliers. That could reinforce our growth in Canada while also laying the groundwork for a better-positioned U.S. entry once the environment stabilises.”
— Linda Amghar, Patrice Mulato, France
