Germany Beauty and Personal Care Products - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

Germany Beauty and Personal Care Products is segmented by Personal Care Products, Cosmetic Products, Cosmetics/Makeup Products, Distribution Channel, Category and Geography.

Market Snapshot

Study Period: 2016 - 2026
Base Year: 2020
CAGR: 4.8 %
CAGR (2019-2024): 4.8%

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Market Overview

Germany Beauty and Personal Care Products market is projected to grow at a CAGR of 4.8% during the forecast period.

  • Within the beauty and personal care in Germany, natural products, products free of synthetics and possible harmful chemicals, and the products with essences of herbs and plants as active ingredients attracted a strong demand in 2016, and the demand is expected to grow more during the forecast period.
  • The German cosmetics and toiletries market is mainly driven by women and younger consumers, as they are willing to spend more money on such offerings. Hair, skin and face care products made up the two categories with the highest turnover,
  • Germany is the largest cosmetic market in Europe, followed by France and the United Kingdom. Drug stores are observed to be the largest distribution channel in the beauty and personal care industry in Germany, owing to their convenient location and wide selection of mass-market beauty brands. 

Scope of the Report

Germany beauty and personal care products market is segmented by Personal Care Products (Hair Care Products, Facial Care Products, Shower Gels, Oral Care, Men's Grooming Products, and Deodorants and Antiperspirants);  by Cosmetics/Make-up Products (Facial Cosmetics, Eye Cosmetic Products, Lip and Nail Make-up Products, Hair styling and coloring products); by Distribution Channel (Specialist Retail Stores, Supermarkets/Hypermarkets, Convenience Stores, Pharmacies/Drug Stores, Online Retail Channels, Others); By Category (Mass Products and Premium Products) & by Geography.

Personal Care Products
Hair Care Products
Skin Care Products
Facial Care Products
Body Care Products
Lip Care Products
Bath and Shower Productrs
Oral Care
Mouthwashes and Rinses
Men's Grooming Products
Deodrants and Antiperspirants
Cosmetics/Make-up Products
Facial Cosmetics
Eye Cosmetic Products
Lip and Nail Make-up Products
Hair styling and colouring products
By Category
Mass Products
Premium Products
Distribution Channel
Specialist Retail Stores
Convenience Stores
Pharmacies/Drug Stores
Online Retail Channels

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Key Market Trends

Growing Prominence for Hair Care Products

Germany is witnessing a growing demand for natural products as consumers seek less harmful and healthier offerings featuring ingredients which can enhance one’s wellbeing. Furthermore, people in the country are stifled by high relative costs of treatments and a shortage of time. This is where new product lines are adding disruptive innovations through DIY home usage packets which take care of all treatments. Apart from this, the market in the country is driven by the presence of global players such as Beiersdorf AG, Henkel, and various others. Being local, these companies are well aware of the consumer preferences in the country, and are launching new products at a regular interval. 

hair care

Rising Demand of Oral Care Products

Key players in the Germany oral care market are highly indulged in partnerships with several dental associations, by launching oral care centers and campaigns to create awareness and promote their oral care products. Moreover, these dental associations approve various oral care brands as safe and effective to use. This has also encouraged the customers to invest in mouthwashes and other oral care products, supported by rise in per capita spending for oral hygiene products. GlaxoSmithKline and Procter & Gamble continued to lead the German toothpaste market, as they contain a portfolio of well-known and trusted brands. These companies have gained share, partly with the introduction of a new Sensodyne whitening toothpaste, which is also suitable for those with sensitive teeth. Key players are leveraging online platforms optimally, by selling their products through their own websites, as well as by listing the products in the popular e-retailing websites, in order to improve their brand visibility and reachability of products. 

oral care

Competitive Landscape

Leading players in the market enjoy a dominant presence worldwide. Brand loyalty among the consumers gives these companies an upper edge. Majority of the share is held by the leading players, including Unilever and Procter & Gamble, Beiersdorf AG, and Henkel among others. The major companies in the market follow the expansion and new launches as the major strategy for improving the regional footprints. The companies are aiming at increasing its production capacities, in order to cater the ever-increasing demand for cosmetics and personal care products.  Key players have intensely embarked on industry consolidation by leveraging their distribution network, entering into partnerships with local distributors, especially in the emerging economies.

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study



    1. 3.1 Market Overview


    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Personal Care Products

      1. 5.1.1 Hair Care Products

        1. Shampoo

        2. Conditioners

        3. Others

      2. 5.1.2 Skin Care Products

        1. Facial Care Products

        2. Body Care Products

        3. Lip Care Products

      3. 5.1.3 Bath and Shower Productrs

      4. 5.1.4 Oral Care

        1. Toothbrushes

        2. Toothpaste

        3. Mouthwashes and Rinses

        4. Others

      5. 5.1.5 Men's Grooming Products

      6. 5.1.6 Deodrants and Antiperspirants

    2. 5.2 Cosmetics/Make-up Products

      1. 5.2.1 Facial Cosmetics

      2. 5.2.2 Eye Cosmetic Products

      3. 5.2.3 Lip and Nail Make-up Products

      4. 5.2.4 Hair styling and colouring products

    3. 5.3 By Category

      1. 5.3.1 Mass Products

      2. 5.3.2 Premium Products

    4. 5.4 Distribution Channel

      1. 5.4.1 Specialist Retail Stores

      2. 5.4.2 Supermarkets/Hypermarkets

      3. 5.4.3 Convenience Stores

      4. 5.4.4 Pharmacies/Drug Stores

      5. 5.4.5 Online Retail Channels

      6. 5.4.6 Others


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 L'Oreal Group

      2. 6.4.2 Procter & Gamble

      3. 6.4.3 Beiersdorf AG

      4. 6.4.4 Unilever

      5. 6.4.5 The Estee Lauder Companies Inc.

      6. 6.4.6 Shiseido

      7. 6.4.7 Riverderm AG

    5. *List Not Exhaustive

**Subject to Availability

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Frequently Asked Questions

The Germany Beauty and Personal Care Products market is studied from 2016 - 2026.

The Germany Beauty and Personal Care Products is growing at a CAGR of 4.8% over the next 5 years.

The Germany Beauty and Personal Care Products is valued at 4.8% in 2026.

Henkel AG & Co. KGaA, Beiersdorf AG, Unilever, Loreal SA, Riverderm AG are the major companies operating in Germany Beauty and Personal Care Products.

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