The French online beauty market continues to grow, driven by established shopping habits. This dynamic is accompanied by a tightening European regulatory framework: new rules on packaging, regulation of environmental claims, and an expansion of the list of allergens to declare.
For online stores specializing in wellness and beauty, these developments reshape both the offer and the sales conditions.
European Regulation of Online Cosmetics: What Changes in 2026
Two European texts will concretely modify the operation of online beauty shops starting in the summer of 2026. The first, the PPWR Regulation (EU) 2025/40, came into effect on August 12, 2026. It imposes a harmonized framework on reducing packaging, eco-design, recyclability, and extended producer responsibility. Marketplaces must now obtain proof of REP registration before allowing a product to be sold, which filters out non-compliant sellers.
The second change concerns the labeling of fragrance allergens. Since July 31, 2026, cosmetics placed on the European market must individually declare a much broader list of fragrance allergens. For an online store, this means that each product sheet must be updated with these mentions, under penalty of non-compliance.
These constraints represent a cost for e-commerce merchants, but also a competitive advantage for those who comply early. Generalist platforms, which manage thousands of references from third-party sellers, struggle more to ensure this compliance than specialized shops that control their catalog. It is in this context that the online store Belle en Forme focuses its offer on care and wellness products whose traceability can be verified upstream.
Green Claims and Greenwashing: The Trap of Unverifiable Mentions
Since September 27, 2026, the European directive 2024/825 prohibits generic environmental claims that are not supported by verifiable evidence. Mentions like “eco-friendly,” “planet-friendly,” or “natural” without recognized certification become illegal.
For online beauty shops, this directive has direct consequences on the writing of product sheets and marketing descriptions. A serum presented as “100% natural” must rely on a label or certification recognized at the European level to maintain this claim. Field feedback varies on this point: some brands have anticipated by obtaining certifications like NATRUE or Cosmos, while others continue to use vague formulations while waiting for the first checks.
The challenge for the consumer is readability. A site that displays verifiable labels next to each product offers a level of transparency that large marketplaces struggle to guarantee consistently. The available data does not yet allow for measuring the impact of this directive on online sales, but stores that document their claims gain credibility.
Criteria to Check Before Buying a “Green” Beauty Product Online
- The presence of a recognized certification (Cosmos Organic, NATRUE, Ecocert) rather than a simple mention of “natural” or “clean” without a reference
- The complete list of ingredients (INCI) accessible on the product sheet, and not just the active ingredients highlighted by marketing
- Compliance with the new allergen labeling obligations, visible in the description or on the photographed packaging
Wellness Trends in Specialized Shops: Targeted Care and Personalization
The beauty trends of 2026 are moving away from the logic of universal products. Consumers are looking for care tailored to specific needs: sensitive skin, minimalist routines, concentrated actives. This demand fuels the growth of specialized online shops compared to generalist platforms.
Personalization takes several forms. Some brands offer online skin diagnostics that guide towards a limited selection of products. Others focus on modular formats: concentrated serums to combine according to the season, vegetable oils to mix oneself. These approaches work better in an editorial environment where each product is accompanied by detailed usage advice.
In contrast, AI-driven personalized beauty, heavily promoted by large groups, remains difficult to evaluate in terms of concrete results for the consumer. Skin diagnostic tools based on photos depend heavily on image quality and lighting. A well-designed detailed questionnaire can prove more reliable than a facial recognition algorithm for guiding a care purchase.
Packaging and Delivery: The Hidden Cost of Online Beauty Purchases
The PPWR regulation does not only concern manufacturers. It also imposes packaging reduction targets for shippers. For an online beauty shop, this affects protective over-packaging, plastic cushioning, and oversized marketing boxes.
Several specialized shops have already adopted measurable alternatives:
- Replacing expanded plastic cushioning with materials made from recycled paper or starch
- Eliminating unnecessary individual packaging when the product already has its own protective packaging
- Offering a refill format for recurring care products (creams, cleansers, oils), reducing the volume of primary packaging
- Grouping orders to limit the number of parcels and the logistical footprint
These logistical choices have a direct impact on the final price. An eco-designed package often costs more per unit, but eliminating excess partially offsets this additional cost. The consumer pays less for marketing packaging and more for useful product.
Buying Beauty Products Online: The Limits to Keep in Mind
Buying cosmetics online has blind spots that product sheets do not resolve. Texture, scent, and skin reaction cannot be tested through a screen. Free samples added to orders partially compensate for this lack, but their availability varies by shop.
The issue of returns remains a point of friction. An opened care product generally cannot be returned for health reasons. Shops that offer discovery formats or mini sizes reduce this risk for the buyer, without completely solving the problem.
The European regulatory framework strengthens consumer protection regarding ingredient transparency and claims. Specialized shops that master their catalog and document each reference stand out from platforms where verification remains partial. This difference in rigor, still not very visible to the general public, could become a selection criterion as controls multiply.