France vs. The UK: Which Market Should You Enter First?

For beauty brands considering international expansion, France and the UK are both attractive options. But which market should you prioritise? Each has unique characteristics, and the right choice depends on your brand’s goals, products, and target audience.

1. France: The Capital of Minimal Beauty?

France is ideal for brands specialising in minimal, skincare, or natural products. French consumers value authenticity, heritage, quality, and minimalism, making it a prime market for clean beauty and premium formulations. Retail channels like Sephora France, and national beauty trade events are key to success here.

However, competition is fierce, and consumers are selective. If your brand thrives on exclusivity and premium positioning, France should be your first choice.

2. The UK: A Leader in Inclusivity

The UK is the best market for brands focusing on inclusivity, diversity, and bold self-expression. British consumers actively seek brands that cater to underrepresented groups, making it an excellent entry point for Black and inclusive beauty brands.

With a retail landscape that includes Boots, as well as e-commerce lifestyle & beauty giants, the UK offers a welcoming environment for innovative and diverse products.

3. Key Market Differences

• Regulations: France adheres strictly to EU standards, while the UK has slight variations due to Brexit.

• Consumer Priorities: French consumers prioritise quality and natural ingredients, while UK buyers focus on inclusivity and innovation.

4. Strategic Considerations

If your brand aligns with minimalism and heritage, France should come first. If your focus is diversity and inclusivity, the UK is the better initial market. However, the ideal strategy is often to expand into both markets over time.

How BlocHouse.club Helps

BlocHouse.club provides market analysis to help you decide where to launch first. We consider your brand’s positioning, product offerings, and long-term goals to craft a tailored expansion strategy.

Not sure where to start? Let BlocHouse.club help you choose the right market and make your European debut a success.

Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your reach can evolve with it. Your goal should be to make it feel right for right now. We’ll take care of the rest.