France… a land of elegance and expertise… but also a new playground for cosmetic DNVBs. While major heritage brands still dominate, a wave of digital-native brands is clearly reshaping the landscape in March 2026. With innovation, strong identities, and highly engaged communities, these players are quickly making their mark. Here’s the Top 6 trending cosmetic DNVBs:

1. Aestura: K-beauty that gets straight to the point

Aestura was born in South Korea, part of the Amorepacific group, with a strong dermatological focus from the start. The brand has built itself around deep expertise in the skin barrier, developing formulas tailored to sensitive or weakened skin. Less “marketing-driven,” but highly credible, it is gaining traction among a demanding audience.

What price range does Aestura occupy in stores?

Aestura sits in the mid-range segment, with products priced between €19 and €32.

2. Medicube: Next-generation clinical skincare

Behind Medicube is a simple promise: treat your skin like in a clinic, but at home. Launched in South Korea by the APR group, the brand first gained recognition through targeted solutions for adult acne, backed by clinical testing and extensive user feedback. It quickly expanded into skincare devices that have gone viral.

What price range does Medicube occupy in stores?

Medicube positions itself between mid-range and premium, with skincare products priced from €13 to €34, and devices ranging from €69 to €304 depending on the technology. Face masks are also available starting at €4.95.

3. Merit Beauty: Back to essentials

Merit was founded in 2021 in Los Angeles by Katherine Power (co-founder of Who What Wear), with a strong idea: simplify the beauty routine. In response to product overconsumption, the brand offers a curated, intuitive, and elegant range. Quickly adopted by consumers seeking a more natural approach, it has become a reference for “less but better.”

What price range does Merit Beauty occupy in stores?

Merit sits in the accessible premium segment, with products priced between €20 and €42.

4. Made By Mitchell: A creative approach to makeup

Founded by Mitchell Halliday, a British makeup artist who rose to fame on social media, Made By Mitchell started as a highly personal project before becoming a viral brand. Its DNA: bold colors, innovative formats, and complete freedom of expression. The community follows, tests, and shares.

What price range does Made By Mitchell occupy in stores?

Made By Mitchell sits between accessible and mid-range, with products priced from €4 to €35.

5. Summer Fridays: A highly desirable brand

Summer Fridays was created by two American influencers, Marianna Hewitt and Lauren Ireland, who leveraged their community to launch effective and highly desirable products. Today, it aligns with the “hybrid makeup” trend—a concept that blends makeup and skincare to deliver formulas that are both high-performing and skin-beneficial. Since then, the brand has developed a strong sun-soaked, lifestyle-driven identity aligned with these new expectations.

What price range does Summer Fridays occupy in stores?

Summer Fridays sits in the premium segment, with products priced between €18 and €68.

6. Krème: The 100% French DNVB

Krème was founded in France with a clear ambition: to offer natural, transparent, and accessible cosmetics. Created by a new generation of entrepreneurs, the brand focuses on short, easy-to-understand formulas that respect the skin. It is part of a broader movement: consuming less, but better.

What price range does Krème occupy in stores?

Krème sits between accessible and mid-range, with products priced from €4.90 to €39.90.

FAQ: Frequently Asked Questions

Why integrate cosmetic DNVBs into a shopping center?

Cosmetic DNVBs bring more than just products: they drive traffic, novelty, and engagement. Their strong digital presence attracts an already engaged audience, who come in-store to test, discover, and purchase.

How do cosmetic DNVBs increase average basket size?

Some brands, like Medicube, offer complementary products (skincare + devices), which encourages upselling.

What format should be prioritized to integrate a DNVB into retail?

Flexible formats like pop-ups or corners are particularly effective. They allow you to test a brand’s performance while creating in-store excitement.

Have DNVBs already convinced you?

From tech-driven skincare to highly desirable brands and accessible concepts, cosmetic DNVBs now cover all segments of the market. Their strength: an already engaged community and a real ability to drive in-store traffic.

For shopping centers and property owners, the opportunity is clear: integrate these brands to energize the retail mix, attract new customers, and create richer in-store experiences.