When Lena Korres worked as a chemical engineer in the 1990s, she remembers a beauty industry dominated by big corporations. Giants like L’Oréal, Estée Lauder, Unilever, Procter & Gamble, Johnson & Johnson, and Coty controlled almost all major personal care brands. They often sold products made with harsh, synthetic ingredients to keep costs low, extend shelf life, and ensure consistency. There were very few independent skincare brands, and natural ingredient options were just as rare, she says.

Wanting to fill this gap in the market, Korres and her husband Giorgos, a chemist, launched their own skincare brand in Athens, inspired by traditional Greek remedies and ingredients. “Because we worked in a herbal homeopathic pharmacy, we knew herbal ingredients inside and out,” says Korres. The brand avoids heavily marketed, quick-fix trends and instead focuses on slower, more thoughtful routines built around wellness, skin health, and authenticity. It has grown steadily, generating around $150 million in annual revenue and selling in over 50 countries through major retailers like Sephora, Boots, and Ulta Beauty.

This month, Korres celebrates 30 years in business. Its long success shows the lasting appeal of the Mediterranean lifestyle. Fashion brands have already been capitalizing on the Euro summer trend, using the romantic Riviera vibe to boost sales. Now, beauty brands from the region—like Rowse, In Aéras, and Furtuna Skin—are gaining global popularity for their minimally processed, plant-based products and holistic wellness approaches.

What the Mediterranean does differently

Growing interest in Mediterranean beauty goes hand in hand with the popularity of the Mediterranean diet, which has been the top expert-recommended diet in the US for seven years in a row, according to a report from U.S. News & World Report. Many of the world’s oldest populations also live in or around the Mediterranean. Countries like Spain, Italy, and Greece consistently have some of the highest life expectancies globally—often linked to diet, active lifestyles, and strong community ties.

Mediterranean aesthetics are also becoming more widely embraced. This summer’s beauty standard favors a relaxed, sun-kissed look, with real or fake freckles, a glowing tan (real or fake), and effortlessly messy hair. For example, Hawaiian Tropic’s latest campaign features a sun-kissed Alix Earle. Brands like Rhode and Summer Fridays also use a visual style that highlights skin-first complexions, wet-look hair, and warm outdoor lighting, creating an aspirational, vacation-ready feel. Shoppers seem to be responding. “This is so fun and cute. I’m sold on buying more Hawaiian Tropic products,” reads one of the top comments on Hawaiian Tropic’s TikTok video with Earle, which has been liked by other users 807 times so far. The video itself has over 11,000 likes.

TikTok content

Meanwhile, the rise of Mediterranean beauty also aligns with the “touch grass” movement, which started as viral Gen Z internet slang telling people who spend too much time online to step away from their screens. “The origins of the phrase were somewhat self-deprecating,” says Louise Yems, strategy director at The Digi Fairy, a youth culture and insights agency. “It was a reality check for people who were always online, which was harmful in many ways. But it has become a playful cure-all for the downsides of constant algorithm-driven content.”

The trend has since evolved into a real wellness movement, with people actively rethinking their relationship with technology and seeking beauty solutions that feel grounded, unhurried, and sensory. “Ironically, the touch grass lifestyle became very visually appealing on social media,” says Yems.”A lot of it reflects a life spent in nature, in community, and in peace. In some ways, that’s where the connection to the Mediterranean lifestyle lies.” The spread of the term has also broadened its meaning, she adds. “It’s now become a catch-all phrase for spending time in real life and having community experiences.”

Sui-Sien Donovan, senior creative strategist and editor at Morning—a creative strategy studio whose clients include Nike, Louis Vuitton, and Calvin Klein—shares a similar view. “We used to see digital sayings like ‘touch grass’ as simple truths, relying on self-imposed rules to guide our behavior and choices: online versus offline, screen versus grass, self-care versus people-pleasing,” she says. “These prescriptive, algorithm-driven trends were followed by optimized, LLM-era wellness.”

“Now, deeply personal and intuitive ways of ‘touching grass’—meaning prioritizing feeling as the ultimate measure of a good life—are resonating with Gen Z,” Donovan continues. “The recent low-cortisol summer trend quickly grew into a broader conversation about living a low-cortisol life. Today, being present and grounded can look like Sicilian grandfathers sharing an antipasti lunch on the beach, young male fitness influencers taking a break with their Topicals under-eye masks, or city dwellers wearing Vibram Five Fingers to feel more intentional while walking on concrete.”

Time-tested remedies
Some may see this cultural shift as performative, but Korres argues that Mediterranean beauty is anything but—especially for established brands that do more than just take aesthetic inspiration.

One of Korres’s unique selling points is its use of local organic farming and in-house eco-extraction. The brand works with over a thousand Greek family farms to source its ingredients, then formulates products in-house. “We bring the landscape and people into everything we do,” she says. “I think that’s truly essential to the Mediterranean lifestyle; it’s about people and nature being in contact every day.”

Responsible local sourcing and offering reliable, slow-living-inspired beauty rituals are also central to Rowse, a Madrid-based beauty brand co-founded in 2018 by Nuria Val, a photographer and creative director, and Gabriela Salord, a marketing executive, who first met while working in Paris. Their first product was a winter body oil, designed to protect and hydrate skin during the colder months. Eight years later, Rowse has expanded into skincare, makeup, and facial treatments, available in its two stores on Calle Argensola and Calle Vallehermoso in the Spanish capital.

Rowse was co-founded in 2018 by Nuria Val.
Photo: Courtesy of Rowse

For Val, it was important for Rowse to rely less on silicones. While synthetic ingredients in beauty products are generally not harmful and are considered safe to use, they do have cosmetic and environmental downsides. The occlusive nature of silicones means they can trap comedogenic substances, like dirt or oils, which tend to clog facial pores and cause blackheads or acne. For some people, they may also trigger skin irritation. Silicones also vary in how biodegradable they are, with some types not breaking down easily in nature and persisting in aquatic ecosystems.

Instead of isolating single synthetic ingredients, Rowse focuses on nutrient-dense, antioxidant-rich formulas powered by modern biotechnology and high-performance botanical actives, says Val. “Our ingredients come from the Mediterranean, because there are so many rituals here; people have been taking care of their skin for hundreds of years,” she explains—and what could be more reliable than a time-tested remedy? Among its bestsellers today is the Summer Hydrating Mist, a multi-tasking face, body, and hair mist made with apricot, aloe vera, and carrot.

Plant-based formulations are also foundational to Korres. “We formulate with Greek yogurt, Santorini grape, pure olive oil—ingredientsKorres says, “These are ingredients we know are part of the Mediterranean diet. We use them in our products because they’re good for our bodies and our skin.” She adds that this approach is connecting with customers, noting the brand has seen 47% year-on-year sales growth, driven by its Greek yogurt product line.

Korres’s Smart Yoghurt Probiotic Super Serum.
Photo: Courtesy of Korres

Sticking to Korres’s values has meant making some compromises. “We don’t use retinol in our products,” she gives as an example. “Does retinol have benefits? Absolutely, yes. But we choose not to use it because it sheds our surface skin cells too quickly, making the skin look fresh as new cells form.” Korres decided early on to avoid ingredients that are harsh on the skin. “When cells shed, you don’t have a full outer layer to protect the skin. That goes against our goal, which is to protect the skin,” she adds. “That’s the Mediterranean way of thinking. We don’t live an aggressive lifestyle here; it’s very balanced.”

The backlash against optimization

Digi Fairy’s Yem points to the growing online talk about 2026 being the year of “the unoptimized summer.” In a wellness context, she explains, it means “being present in the moment” and enjoying life, “rather than being tied to strict routines and wellness goals, like biometric tracking and Oura rings,” which have dominated wellness discussions over the past year. For some people, treating their daily life like an endless performance review has become exhausting. That’s why more consumers are turning to ancient healing systems, like acupuncture or ear seeding, which claim to calm the nervous system and restore balance.

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The Mediterranean lifestyle, in some ways, also offers a welcome break by focusing on community connection and slow living, rejecting the constant hustle. Think of long, uninterrupted meals with family and friends without screens or rushing; natural movement like walking or running to stay active instead of forced hard gym routines; and finding joy and contentment in simple, everyday pleasures rather than chasing material things.

Beauty has been driven by “such a strong scientific narrative” in recent years that has made the hyper-optimized industry feel “quite impersonal,” Yem says. In fact, several fragrance brands have already tried to capitalize on the Mediterranean vibe, even if they don’t have roots in the region. Diptyque’s new limited-edition summer collection is based on a Mediterranean water garden; Victoria Beckham has been promoting her Portofino fragrance; and the latest launch from haircare brand Ouai, which has been expanding its body range, includes two destination-inspired scents — Santorini and Ibiza — across its hair and fragrance products.

Rowse sees an opportunity to dive deeper into Mediterranean rituals like communal gatherings — now a strong pillar for the brand, according to Salord. Rowse’s flagship store often hosts workshops and events, such as makeup tutorials or sessions for astrology, meditation, and somatic writing. “Many of our clients have become friends and asked us to connect them with each other,” she says. “When people ask what sets Rowse apart from the thousands of other natural brands out there, we always say it’s the experience and the work we’ve done. Having hundreds of thousands of followers on Instagram is not a community. Community is about human connection, and in an era of everything-digital and AI, that matters more than ever.”

Frequently Asked Questions
Here is a list of FAQs about the Mediterranean beauty diet written in a natural tone with clear direct answers

BeginnerLevel Questions

1 What exactly is a Mediterranean beauty diet
Its not a strict diet Its a way of eating based on traditional foods from countries like Greece and Italy The focus is on whole foods that are rich in vitamins healthy fats and antioxidantsall great for your skin hair and nails

2 Why is everyone talking about it this summer
Summer means more sun swimming and outdoor activities which can dry out your skin and hair This diet is packed with hydrating foods and nutrients that help protect your skin from sun damage and keep you glowing even in the heat

3 What are the main foods I should eat
Think colorful vegetables fruits olive oil nuts seeds fatty fish whole grains and legumes Basically a lot of fresh unprocessed stuff

4 Can I still eat things like pasta and bread
Yes but choose wholegrain or wholewheat versions The Mediterranean diet isnt about cutting out carbs its about eating betterquality carbs in moderation

5 Do I have to give up dessert
Not at all The typical dessert is fresh fruit or a small piece of dark chocolate You can still have your treats but the focus is on natural sweetness and less refined sugar

Advanced Questions

6 How does olive oil actually improve my skin
Extra virgin olive oil is rich in healthy monounsaturated fats and vitamin E These fats help strengthen your skins barrier locking in moisture and protecting against pollution Vitamin E is a powerful antioxidant that fights free radicals that cause wrinkles

7 Is the Mediterranean diet good for reducing inflammation and acne
Yes Its naturally antiinflammatory because its low in processed foods sugar and unhealthy fats The high levels of omega3s from fish and antioxidants from fruits and vegetables can help calm skin conditions like acne rosacea and eczema from the inside out

8 Ive heard beauty from within is a thing What specific nutrients are key here
Vitamin C Boosts collagen for firm skin