Inside the Beauty Trends of Emily in Paris Season 4
EMILY IN PARIS*
EMILY IN PARIS*
The highly anticipated return of Emily in Paris this August has once again taken the world by storm with the first part of its fourth season. Whether you're a fan of the show or not, it’s undeniable that this series continues to be a major cultural phenomenon, offering a vibrant platform for fashion, lifestyle, and increasingly, skincare and wellness brands. As someone who binge-watched the new episodes over the weekend, I couldn’t help but notice several beauty and wellness trends that stood out—trends that are not only on-screen but also reflect broader shifts in the industry.
Augustinus Bader and the Celebration of Well-Aging
One of the most striking moments in the season revolves around a product from the renowned skincare brand Augustinus Bader. Celebrated for its iconic skincare line, beloved by industry key opinion leaders and celebrities alike, the brand has recently expanded into luxurious hair care. These ultra-effective treatments, infused with the patented TFC8® technology, embody over 30 years of scientific research and innovation.
In this season, the storyline introduces a fictional shampoo from Augustinus Bader’s hair care range, crafted specifically for the series. But this isn’t just any shampoo—it serves as a symbol of a broader trend that’s gaining momentum: the celebration of grey hair and the freedom to embrace it. The episode delves into “the grey zone,” a metaphorical space where aging is not something to be feared or concealed, but rather embraced with grace and audacity.
This message is powerfully conveyed through the characters of Sylvie Grateau (Philppine Leroy-Beaulieu) and of Mademoiselle Agnès, who serves as the brand’s ambassador in the episode. With her stunning salt-and-pepper hair, she epitomizes the boldness and beauty of well-aging, making a compelling case for the empowerment that comes with embracing one’s natural beauty. It’s a refreshing narrative that perfectly aligns with today’s shift towards authenticity and self-acceptance in the beauty industry.
Korean Beauty Gets a Playful Twist
Another trend that Emily in Paris playfully explores is the phenomenon of Korean skincare, particularly the quest for glass skin—that flawless, translucent complexion that has taken social media by storm. However, the series adds its own humorous twist to this trend. In a memorable episode, a fictitious brand promises to deliver the perfect glass skin, only for the characters to discover that the product is actually an intimate skincare item—a lubricant, to be precise—disguised as a revolutionary Korean beauty serum.
This satire underscores the sometimes extreme lengths brands go to in capitalizing on the Korean beauty craze. But if you’re genuinely aiming for that coveted glass skin look without resorting to unconventional methods, consider trying IREN Shizen Skin Care. This Franco-Japanese brand specializes in achieving that hydrated, dewy complexion through a method known as skin sandwiching, layering products for optimal moisture and glow. Their Skin Revival Serum and Moisture Lock Cream are excellent choices for those looking to achieve a radiant, glass-like finish that feels as good as it looks.
Mimétique: The French Skincare Gem Now in Emily’s Routine
No discussion of the season’s beauty highlights would be complete without mentioning the French skincare brand Mimétique, which has made its way into Emily’s bathroom. Known for her trendsetting style and hectic life, it’s fitting that Emily would opt for a skincare routine that’s both minimalist and highly effective.
Amidst the chaos of her love life—caught between Gabriel and Alfie—and her professional dramas at Agence Grateau, Emily has clearly chosen a routine that simplifies her life while delivering results.
Mimétique is the 3.0 dermocosmetic brand. It disrupts the traditional French pharmacy codes with its concrete approach to biomimetic skincare, offering face care that imitates the skin’s natural processes to regenerate it.
Mimétique’s Skin Revive Serum, with its powerful blend of vitamin C and niacinamide, regenerates and brightens the skin, making it a perfect fit for someone constantly in the spotlight. The Skin Restore Cream is another standout, a hydrating and firming product that strengthens the skin barrier, ensuring a youthful glow that lasts. Having personally used these products down to the last drop, I’m thrilled to see them gain the global recognition they deserve through the series. Here is my review of the range.
Stephanie Branchu / Netflix
Embracing the Sober Lifestyle: The Rise of Alcohol-Free Trends
Another significant wellness trend highlighted in this season of Emily in Paris is the rise of the sober lifestyle. As more people choose to reduce or eliminate alcohol from their lives—whether for health, personal reasons, or simply to embrace a more mindful way of living—the demand for sophisticated, alcohol-free beverages has surged. The show reflects this cultural shift by featuring alcohol-free wines and cocktails that allow characters to enjoy the social experience of drinking without the alcohol.
This trend is especially notable in France, a country where the social ritual of drinking is deeply embedded in the culture. By showcasing this movement, Emily in Paris is acknowledging a broader, global change in attitudes toward alcohol. The shift is being driven largely by younger generations—particularly Gen Z and millennials—who prioritize mental and physical well-being and are more conscious of their consumption habits.
CREDITS PHOTO: EMILY IN PARIS / NETFLIX