Get ready to face it!

This article is available for reading in Trade magazin 2025/10.

Vivien Reinhardt
head of masstige
Primőr

“Demand for facial care products is constantly growing, mainly thanks to the launch of new products. Hungarian consumers are more consciously checking the ingredients they use”,

says Vivien Reinhardt, head if masstige at Primőr Kozmetikai Kft.

When it comes to functional products, the presence of a well-known active ingredient is no longer enough: shoppers are searching for complex, multifunctional formulas that offer added value.

New trends

Based on data from the first months of 2025, there has been no significant shift among sales channels: drugstores continue to play a leading role, followed by organic shops.

Petronella Mohos
brand manager
Presto-Pilot

“It is clear that innovations in skincare are becoming increasingly complex and scientific. In addition to formulas based on functional active ingredients, a comprehensive approach is now emerging that takes into account both internal and external factors that affect the condition of the skin, such as stress, environmental damage or the balance of the microbiome”,

points out Petronella Mohos, brand manager of Presto-Pilot Kft.

Nóra Fehér
assortment manager
dm

Nóra Fehér, assortment manager of dm Kft.:

“In the field of early skincare, we came across a serum that promises cell-level regeneration and wrinkle reduction with a special active ingredient – it is called PDRN”.

Petronella Mohos adds that recent data clearly confirms the growing interest in targeted product lines developed for skin problems. The Dr. Organic tea tree oil containing collection remains one of the most successful, especially among younger people struggling with acne and oily skin. The Dr. Organic snail gel series has been one of the brand’s driving forces for years, also continues to perform strongly. These formulas are in demand in the anti-aging segment as well. Korean skincare has enjoyed unbroken popularity in Hungary for years, thanks to its effective yet gentle formulas. Natura Siberica’s latest C+CICA C-berrica collection embodies this philosophy with a modern look and high active ingredient content.

A new generation of serums

Zsófia Kovács
instore-specialist
Coty Hungary

Zsófia Kovács, in-store specialist of Coty Hungary Kft. informs that niacinamide, various vitamins, panthenol, hyaluronic acid and peptide complexes have become particularly sought-after active ingredients recently.

“Sun protection is also in its heyday, as the skin-aging and damaging effects of UVA and UVB rays have been scientifically proven – this is why many of our facial products contain SPF”,

says Zsófia Kovács.

Coty’s product selection includes several brands that are specifically active ingredient-focused such as the Bourjois Paris Healthy Mix product line, which contains vitamins B5, C, and E and antioxidants, and the latest development: Max Factor Miracle Pure face serums.

In addition to the composition of cosmetics, brand awareness and image are also key considerations for Hungarian consumers. Brand awareness has a particularly strong influence in drugstores, where the product selection is really wide and competition is fierce – the degree of loyalty varies by category.

Péter Balajti
founder
Herbiovit

 “Naturalness remains an expectation, but it is no longer sufficient on its own. Today’s consumers are looking for double confirmation: the product must be effective, but also ethical”,

explains Péter Balajti, founder of the Herbiovit brand.

Youthful renewal

Herbiovit’s offering includes Körömvirág LIGHT, the first certified hypoallergenic herbal cream, which delivers a solution for people with hypersensitive, redness-prone facial skin. The company’s aloe vera cream is also very popular and this product is special because it contains extra hyaluronic acid and can be used on both the body and face. Herbiovit plans to expand the portfolio with cold-pressed and fermented oil extracts and serums. They are also looking for “upcycled” ingredients that are considered by-products or waste elsewhere, but can become valuable cosmetic raw materials.

Alongside anti-aging products, there is significant demand for treatments targeting acne-prone and oily skin, which has become a prominent segment

At dm face serums are among the three best-selling categories in terms of value, alongside day creams and facial cleansers. Still in 2025 customers can expect exciting new products in dm stores and online. Soon a new Korean brand will be appear on store shelves and from October a collagen-based product line will be available exclusively at dm. Dm is constantly developing its own brand portfolio in accordance with international innovations and customer needs, and they are also launching new limited edition products.