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IKW-study "Make-up your mind"
Crisis after crisis – people in Germany are feeling overwhelmed. They are reacting more irritably, feeling more exhausted than before, and half of them (51%) are concerned about their mental health. But how is mental health related to cosmetics? More than you might think, according to the latest study by the IKW, ‘Make-up your Mind – how cosmetics provide inner stability’. As the desire for inner peace continues to grow and people seek to distance themselves from the outside world, stress management and self-care strategies are becoming increasingly important. Cosmetic care rituals play a central role in this. The use of cosmetics and the variety of cosmetic and care products available help people to reconnect with themselves and maintain their mental health.
The study report of the in-depth representative study ‘Make-up your Mind’, conducted by Lönneker & Imdahl rheingold salon on behalf of IKW 2025, can be found here.
