Jekaterina Smirnova
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Jekaterina Smirnova

Consultant

Vilnius

English, Lithuanian, Russian

Jekaterina is a Consultant at Euromonitor International based in Vilnius with a focus on services and payments industries. 

Jekaterina works in research covering consumer foodservice, travel and consumer finance. She is responsible for providing strategic analyses, monitoring trends, as well as conducting and managing the research process across Nordic markets. She has a special interest in consumer foodservice and aims to build definitive, global expertise in this industry. Jekaterina graduated from The Aarhus University School of Business and Social Sciences, where she obtained her bachelor’s degree and master’s degree in Economics and Business Administration and Marketing.

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Top Five Trends Shaping Beauty and Personal Care in 2026 and 2027

Global beauty and personal care growth is accelerating as consumers demand tangible value, science-backed efficacy and emotional resonance. Five trends define 2026: Longevity reframes beauty as healthspan; Clean Reimagined moves from "free from" to substantiated proof; Emotional Micro-indulgence turns affordability into joy; Scroll to Shop collapses discovery and purchase into AI-led moments; Asian Wave positions the region as beauty's new centre of ingredient innovation and price-value balance.

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Global Insight Manager: Beauty and Personal Care