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L’Oréal and other beauty giants are pleading with the EU to exclude American cosmetics from its tariff war

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A group of beauty companies, including industry leader L’Oréal, hope the European Union will exclude American cosmetic goods when it rolls out extensive tariffs next month.

L’Oréal, the Paris-based company that owns brands like Lancôme, Maybelline, and Cera Ve, has a large presence in the U.S.—the North American region took in €11.8 billion in sales last year. 

However, new tariffs could hamper beauty-related trade significantly, as the region has a significant upper hand. In France alone, beauty imports from the U.S. amount to $500 million, while exports are worth roughly €2.5 billion, according to an industry number cited by Reuters.

“If there is this tit-for-tat thing on beauty, it’s going to penalize Europe much more than American businesses and companies,” L’Oréal CEO Nicolas Hieronimus told the Financial Times. He added that he urged the officials he met in Brussels last week to look at the balance of trade before subjecting entire categories to the upcoming tariff. 

L’Oréal’s Hieronimus was joined by 15 other beauty executives who warned the EU that its tariff countermeasures could hurt their operations. 

“My only ask to the people I’ve met [in Brussels] is to say: look at the balance of trade and don’t put a red flag on a category where we have more to lose than to win,” he said. 

When U.S. President Donald Trump said he would impose a 25% tariff on steel and aluminum, the EU published a 99-page list of retaliatory tariffs on U.S. goods earlier in March. This includes shampoos, perfumes, aftershaves, sunscreens, and more. 

Beauty and personal care products contribute €180 billion to the bloc’s GDP and employ 2 million people, according to Oxford Economics. Germany and France are the region’s biggest cosmetics markets—and are home to Beiersdorf and L’Oréal, respectively.

Beauty comes at a cost

Two-thirds of Hamburg-based Beiersdorf’s American business comes from beauty products made outside the U.S., primarily in Mexico. The company is navigating through what tariffs could mean while continuing to serve the burgeoning U.S. market, including increasing inventories and hiking prices.

The U.S. market has been especially attractive for beauty companies amid a luxury slowdown. The country has emerged as a bright spot as consumer spending has picked up.

Europe is a heavyweight in cosmetics in its own right. Still, small and medium-size U.S. companies benefit from exporting to the region due to low import tariffs on personal care goods. 

Any level of tariffs under the Trump administration was bound to stress the beauty industry’s global supply chain. Establishing production from scratch for some of the more specialized raw materials used in making cosmetics can be tricky—and expensive. 

When it was just a case of U.S. imposing tariffs, L’Oréal’s Hieronimus wasn’t too concerned as many of its beauty products are made within the country. 

It does, however, export its fragrances from Europe.

Beiersdorf’s CEO Vincent Warnery told the FT that if the EU didn’t ease how its tariffs applied to American cosmetics, it would be akin to “shooting ourselves in the foot.”

“We’ll raise prices in the U.S., if needed, which will hurt consumers in the US and Canada and will also hurt our market share… So leave us out of it, enjoy what we bring to the economy, and don’t start a fire where there is no need,” he added.

The tariffs will take effect on April 13, but the EU is still soliciting views from businesses impacted by the measures. 

Representatives at L’Oréal, Beiersdorf, and the EU didn’t immediately return Fortune’s requests for comment.

This story was originally featured on Fortune.com



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Dow futures drop as report says White House mulls global tariff of up to 20% on nearly all trading partners

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  • US stock futures fell Sunday evening as Wall Street braced for the latest salvo in President Donald Trump’s trade war. The Wall Street Journal reported that advisers have considered a global tariff of up 20% on almost all countries, though reciprocal tariffs are still an option. That follows an earlier report that said Trump is eyeing more aggressive duties to transform the US economy.

Investors are buckling up for a potentially bumpy ride as a critical week for markets and the economy kicks off, with reports indicating President Donald Trump’s trade war could soon get even more intense.

Dow futures were down more than 180 points, or 0.43%, while S&P 500 futures fell 0.5% and Nasdaq futures dropped 0.7%. That follows Friday’s selloff that saw the broad market index sink 2%.

Tariff news dominated the weekend and indicated more escalation is ahead. On Sunday, sources told the Wall Street Journal that Trump has pushed his advisers to get more aggressive on tariffs, including higher rates on a wider set of nations.

One option under consideration in recent days is a global tariff of up to 20% that hits nearly all US trading partners, reviving an idea Trump floated on the campaign trail.

A 20% rate would further up the ante. Fitch Ratings earlier estimated that if Trump carried out all his previously announced plans, the effective US tariff rate could hit 18% on average—the highest level in 90 years. 

Reciprocal tariffs, where the US matches duties or trade barriers from other countries, are still an option too, according to the Journal, but one source that said Trump wants a “big and simple” policy.

That suggests the eventual tariff policy will be broader than Treasury Secretary Scott Bessent’s “dirty 15” plan to set tariffs on the 15% of countries that the administration considers the worst trading partners.

The White House didn’t immediately respond to a request for comment.

Similarly, the Washington Post reported on Saturday that Trump is considering a single universal tariff as part of an effort to fundamentally transform the US economy.

That means most imports would face the same rate no matter which country they are from, the report said, adding that Trump views a single duty as less likely to be watered down by exemptions.

Intense discussions are ongoing ahead of Wednesday, which Trump has billed as “Liberation Day,” when his next batch of tariffs will be unveiled.

Trump has already slapped tariffs on China, Canada, Mexico, steel, aluminum and autos, while threatening duties on pharmaceuticals, chips, lumber and the European Union. 

Last week, he suggested he would show some “flexibility” on reciprocal tariffs, and earlier reports said those would be more targeted, raising hopes on Wall Street that their impact would be less severe.

But after stocks rallied, his announcement of auto tariffs on Wednesday contributed to another selloff, which was also fueled by signs that tariffs were worsening inflation as well as consumers’ expectations of future inflation.

Also on Saturday, Trump stood by his auto tariffs, telling NBC News that they are permanent and that he doesn’t care of they cause carmakers to hike prices.

“I couldn’t care less if they raise prices, because people are going to start buying American-made cars,” he said. “I couldn’t care less. I hope they raise their prices, because if they do, people are gonna buy American-made cars. We have plenty.”

Trump later said if prices on foreign cars go up, then consumers will buy American cars.

Meanwhile, several big reports are due this week that could reveal how much stress the economy is feeling from Trump’s tariffs and steep federal job cuts.

On Tuesday, the Institute for Supply Management’s manufacturing activity index for March will come out, and the Labor Department will report February job openings and turnover.

On Wednesday, ADP will release private-sector payroll data for March. On Thursday, ISM will publish its monthly services-activity index, and the Labor Department will report weekly jobless claims.

On Friday, the Labor Department will issue its highly anticipated March jobs report, and Federal Reserve Chairman Jerome Powell is also scheduled to speak.

This story was originally featured on Fortune.com



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EU will respond firmly to US tariffs but still open to ‘compromise,’ German chancellor says

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German Chancellor Olaf Scholz on Sunday said the EU would respond firmly to tariffs announced by US President Donald Trump but stressed the bloc was also open to compromise.

“It is clear that we, as the European Union… will react clearly and decisively to the United States’ tariff policy,” Scholz said ahead of the opening of a trade fair in Hanover.

But the bloc was “always and at all times firmly prepared to work for compromise and cooperation”, he said.

“I say to the US: Europe’s goal remains cooperation. But if the US leaves us no choice, as with the tariffs on steel and aluminum, we will respond as a united European Union,” Scholz said.

Trump has announced sweeping tariffs on the United States’ allies and adversaries, including a 25-percent levy on auto imports starting next week.

A 25-percent US tariff on steel and aluminium from around the world came into effect in mid-March, with EU countermeasures set to begin in April.

As a major car manufacturer and exporter, Germany could be hit particularly hard by the auto tariffs and they were the subject of a visit to Washington by Finance Minister Joerg Kukies last week.

Germany has vowed a tough response to the tariffs, with a government spokesman insisting that “nothing is off the table”.

However, Italian Prime Minister Giorgia Meloni struck a more conciliatory tone on Saturday, calling for a “reasoned” approach to the escalating dispute.

EU chief Ursula von der Leyen also previously said she “deeply” regretted the US auto tariffs and the EU would “continue to seek negotiated solutions”.

Scholz on Sunday also insisted Canada was an independent country, responding to repeated comments by Trump that it should become the 51st US state.

“Canada is a proud, independent nation, Canada has friends all over the world and especially here in Germany and Europe,” he said at the Hanover trade fair.

Canada is a special guest at the event, which officially opens on Monday.

This story was originally featured on Fortune.com



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