Cosmetics firms led by L'Oreal urged the EU not to involve them in a trade war

Cosmetics companies from Europe, led by the global brand L'Oreal, have appealed to the European Union (EU) not to involve them in a trade war with the United States. This was reported on Sunday, March 23, by the Financial Times (FT) newspaper.

"Leave us out [of the trade war], enjoy what we bring to the economy, and don't light a fire where there's no need," Vincent Warneri, executive director of Beiersdorf, which owns Nivea, said in a statement.

According to Warner, the EU's inclusion of cosmetics in the list of targets for retaliatory measures against US duties will harm the European market share.

"My only request to the people I met [in Brussels] is to look at the trade balance and not put a red flag on a category where we have more to lose than to gain," the newspaper quoted L'Oreal executive director Nicolas Hieronymus as saying.

Trump's tariff war: what consequences await the global economy

Since March 4, 2025, the United States has sharply increased duties on goods from China, Mexico and Canada.

Earlier, on March 20, it was reported that the members of the European Union did not agree on retaliatory measures to tariffs imposed by US President Donald Trump. It is noted that France, Italy, Spain, the Netherlands and Ireland opposed the further escalation of trade conflicts.

On February 26, Trump announced the introduction of US duties of 25% not only on cars from the EU, but also on "everything else." The American leader added that the EU was created in order to "deceive" the United States, which they carried out.