MAKE-UP

The history of cosmetics stretches back more than 7000 years on almost every continent in the world, and its relevance continues to this day. Generations are changing, along with fashions and habits, while living standards and awareness are rising, and of course, the consumption of decorative cosmetic products has increased year by year. Over the centuries, the culture of using makeup has evolved dramatically, starting from ritualistic ceremonies and hunting, to the simplest everyday uses, all with the aim of being content with one’s own appearance. Today, the makeup culture is closest to art, fashion and design among all other cosmetic products.

Exclusivity has become a hot topic in the last decade. Decorative cosmetics are the most popular choice for those who want a quick change in appearance or simply to add a touch of glamour. With the extraordinary increase in the availability of decorative cosmetic products, the competition among makeup artists has also grown rapidly, and the level of professionalism has reached incredible heights. This has created even more opportunities.

Decorative cosmetics are the newest product category for the LE.WELL Group, which we introduced to our portfolio less than four years ago. By working closely with the most influential fashion designers, beauty houses, celebrities and makeup artists, we have discovered a huge untapped potential in our market. In the upcoming year, LE.WELL will pay particular attention to this range of products. Our products are currently available at 8,500 points of sale in six European countries.