Happy Friday! 

People aren’t just convinced that the food in Europe is superior. They’re also fawning over its skin-care products. On social media, vacationers are showing off their “pharmacy hauls” from across the continent, extolling the virtues of E.U.-made creams and serums and turning drugstores into can’t-miss destinations.

“Are you ready to see the most important landmark in all of Paris? No. It’s not the Eiffel Tower,” one social media influencer says, before turning the camera on a French pharmacy, with its signature green-cross sign (and a line down the block). In another video, the same woman debriefs the experience: “I just blacked out and spent nearly 600 euros at the French pharmacies. So, let’s go through everything I got.” Some are carrying extra luggage to ferry their goods home.

While some beloved European drugstore brands are sold in the U.S., skin care and beauty lovers cite a host of reasons for buying abroad, from lower prices to differences in formulations or products. The E.U. has more stringent rules about ingredients than the U.S., such as bans and restrictions on phthalates and parabens. Sunscreen is regulated as a cosmetic in Europe, leading to more variety than in the U.S., which classifies it as an over-the-counter drug. This summer, the U.S. approved Bemotrizinol, the first new ingredient approved by the FDA for sun protection since the late 1990s. The ingredient has been used in Europe and Asia for decades.

Many European skin-care brands have long been known for giving priority to both effectiveness and gentleness on the skin, according to dermatologist Marisa Garshick. These products emphasize “not stripping the skin barrier, not being too harsh—and then also combining the sensorial experience,” she said.

Garshick said the hype over European products isn’t new, but social media has given it new life. She pointed out it’s no coincidence that budget-friendly European buys like La Roche-Posay, Avène, Vichy and Eucerin are popular in U.S. drugstores. 

Nicole Berrie, 43, owner of Bonberi Mart in New York City’s West Village, said she’s very conscientious about ingredients, which makes Europe’s regulations appealing to her. She said she still needed to be mindful purchasing products, scanning for synthetic fragrances, which she tries to avoid. She said she spent about 97 euros at a French pharmacy on a recent vacation.

“They still have that bit of allure of discovery and sense of adventure, which is hard to find in this digital age when everything is available online,” she said of drugstores abroad. 

When Chloe Panes, 22, went to Greece in July, she made a point to stop by a pharmacy to find a Korres body cream she had purchased in the country last summer. But once she and her girlfriends were inside, they took their time shopping and asking for recommendations from the pharmacist. Panes later posted about her haul online. 

“Being in another country, you just think there’s something more special about the items, so you ask more questions,” said Panes, a content creator and stylist in New York City.

It can feel luxurious to wander a pharmacy where toiletries aren’t locked behind glass, a simple convenience many Americans no longer have.

Read on for top stories of the week, from the Journal and elsewhere. Send me your thoughts on this week’s newsletter and what you’d like to read about in future editions. You can contact me at sara.obrien@wsj.com. If you’re reading this in your inbox, you can just hit reply!

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Alex Cooper, the pregnant podcast host and entrepreneur, spent her weekend buying out people’s online baby registries. The average middle-income family spends about $29,325 on baby expenses annually for the first five years, according to a 2026 survey from LendingTree. That doesn’t include hospital costs or baby gear like strollers, car seats or cribs. After the podcast host shared her efforts on social media, many future moms commented with their registry links.

I’m Sara O’Brien, a reporter covering the intersection of culture, health and wellness. Each week, I’ll take you inside the latest health trends to help you understand where they came from, who’s profiting and whether they’re worth your money. Send me feedback or questions at sara.obrien@wsj.com (if you’re reading this in your inbox, you can just hit reply). Got a tip for us? Here’s how to submit.