Lessons Learned: Challenges Breaking Into Eu Wellness Markets
By Carsten Leonhard Knudsen, Considaret Clk Group Denmark, Vave Pharma & Go Global International ApS, Danmark
There’s a moment, just before entering a new market, when everything still feels possible. The decks are clear, the branding looks strong, and your product—whether a skin serum, a herbal patch, or an aromatherapy insert—feels ready for Europe. But optimism, while essential, can also be disarming.
The wellness industry in the EU is not just thriving. It’s layered, nuanced, and built upon foundations of trust, safety, and meticulous regulation. These markets don’t merely welcome innovation. They test it. And if you're not ready, well, you learn quickly.
One of our earliest encounters at Considaret Clk Group Denmark with this reality came through a partnership with a natural supplement brand from outside the EU. On the surface, the product checked all the boxes—clean ingredients, credible research, good packaging. But after three months of back-and-forth with regulators in Belgium and Spain, it became clear: the claims were too bold, the supporting data too vague. The product launch stalled.
That experience taught us something. Compliance isn’t a checkbox; it’s a lens. You don’t apply it after the fact. You design through it.
It starts with labeling. Simple, right? Not quite. EU consumer protection rules require that every phrase—from "supports immune health" to "calms the nervous system"—is not only true but verifiable by recognized standards. If your language drifts even slightly toward medical claims, the regulatory path shifts. Your product could move from being seen as a food supplement to a medicinal product. And that shift, trust me, is not one you want to navigate mid-launch.
Then there’s distribution. The assumption is: once the product is compliant, it will sell. But finding the right distribution partner in the EU wellness space is a challenge of its own. The best partners don’t just move boxes. They understand cultural preferences, local pricing sensitivities, and the subtle differences between a wellness fad and a long-term consumer shift.
A Danish skincare brand we worked with struggled in Germany not because of regulation, but because of consumer trust. They positioned themselves as "eco-luxury," which resonated in Copenhagen but rang hollow in Berlin. It took a full repositioning—and a new local partner—to gain traction.
We’ve also seen promising wellness startups underestimate the power of country-specific rules. While the EU has harmonized much of its regulation, certain requirements—especially for cosmetics and supplements—still vary by member state. That patchwork can trip up even experienced exporters.
At Vave Pharma, part of our work is helping clients see beyond the first approval. Because approval is only part of the journey. There's ongoing reporting, adverse event tracking, and in some cases, new packaging when rules evolve. That requires not just planning but agility.
It helps to see these challenges not as barriers, but as filters. They sharpen the proposition. Force clarity. And while the process can be frustrating, it often leads to stronger brands in the end.
We’ve been fortunate to witness success stories too. A botanical oil company we worked with gained EU traction not by making bold claims, but by leaning into transparency. Full ingredient traceability, minimalistic packaging, and local-language labeling made them stand out. They started small, country by country. But today, they’re across six EU markets.
I should also mention that Considaret Clk Group Denmark, Vave Pharma, and Go Global International ApS are honored to be nominees for the 2025 Go Global Awards. It will be held in London on the 18th and 19th of November and hosted by the International Trade Council. This event is not just a celebration. It’s a convergence—a space where business leaders, innovators, and international thinkers gather not just to exchange pleasantries, but to shape what comes next. We’re proud to be part of that conversation.
So, if you’re considering the EU for your wellness brand, come prepared. Not just with a product, but with a strategy. One that respects regulation, listens to cultural cues, and doesn’t assume success just because something worked elsewhere.
Because in the EU wellness space, success is never accidental. It’s earned. Carefully, patiently, and almost always, through lessons that only emerge along the way.
