The beauty landscape in Germany has been consistently changing in order to meet the many needs and desires of its consumer; a trait that contributes to its robust and resilient character. A spectrum of products caters to people of all genders and budgets, making the German cosmetics market big and diverse – a true force to not be underestimated. Iconic brands like Nivea and Eucerin, under the umbrella of Beiersdorf, represent the essence of the German skincare approach. In 2022, the industry generated 6.14 billion euros in revenue – a considerable feat against a backdrop of the economic challenges presented by the pandemic.
The beauty products can be neatly categorized into fragrances, body care, skincare, facial care, haircare and decorative cosmetics, or colloquially known as make-up. The latter, with revenues reaching around 1.7 billion euros in 2022, has seen fluctuations and intensified competition as consumer tastes shift and product prices respond to Germany’s ongoing inflation. Sustainability has become a guiding principle for cosmetics users. Industry giants are adapting their production practices and communicating their environmentally friendly efforts, responding to the growing demand for eco-conscious choices. This commitment to sustainability positions established companies as leaders in the industry while also attracting new players dedicated to green practices.
The term ‘natural cosmetics’ holds significant sway among consumers in Germany. While the country lacks specific legal definitions for this category, EU regulations and certain seals on product packaging serve as the indicators of a product's alignment with natural cosmetics criteria. This transparency has driven the growth of natural cosmetics in Germany with revenues reaching 1.48 billion euros in 2021. As consumer preferences continue to evolve and sustainability becomes a non-negotiable element of beauty products, the German cosmetics market remains an intriguing and dynamic field, offering a multitude of options for all who seek to look and feel their best.