German Cosmetics Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Germany Beauty & Personal Care Products Market Report is Segmented by Product Type (Personal Care Products and Cosmetics/Make-Up Products), Distribution Channel (Specialist Retail Stores, Supermarkets/Hypermarkets, Pharmacies/Drug Stores, Online Retail Channels, and Others), Category (Mass Products and Premium Products). The Report Offers Market Size and Forecast in Value Terms in USD for all the Above Segments.

Germany Beauty & Personal Care Products Market Size

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Germany Cosmetics Products Market Summary
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Study Period 2019- 2029
Base Year For Estimation 2023
Market Size (2024) USD 18.96 Billion
Market Size (2029) USD 23.06 Billion
CAGR (2024 - 2029) 3.99 %
Market Concentration Low

Major Players

Germany Cosmetics Products Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Germany Beauty & Personal Care Products Market Analysis

The Germany Beauty And Personal Care Products Market size is estimated at USD 18.96 billion in 2024, and is expected to reach USD 23.06 billion by 2029, growing at a CAGR of 3.99% during the forecast period (2024-2029).

With rising disposable income and increasing focus on personal grooming, consumers are willing to spend more on products that enhance their appearance and well-being. According to Statistisches Bundesamt, in 2022, disposable income in private households in Germany increased by 7% compared to the year before. The rise of social media platforms has significantly impacted consumer buying behavior. Moreover, celebrities and beauty bloggers are coming up with their own brands and targeting particularly younger demographics who are more active on social media. For instance, in June 2022, model and entrepreneur Hailey Bieber announced the launch of her new beauty brand, Rhode, via Instagram. The products were available for sale in Germany, France, Spain, and other European countries. Furthermore, players are launching natural products to cater to customers' demands for organic cosmetics. For instance, in August 2022, a German indie brand, Spirit of Rügen, launched a range of beauty products that are hand-made on the small island of Rügen, which is famous for its white chalk cliffs. Several of its beauty products feature the favorite healing Rügen chalk.

Germany Beauty & Personal Care Products Market Trends

Increasing Awareness About Effective Skincare

Pollution, stress, and unhealthy eating habits negatively impact skin health, increasing the prevalence of skin sensitivity and allergies. The climate in the country is warm and cold during different seasons, causing sensitive skin among consumers. Therefore, consumers are increasingly inclined toward effective skincare products available for various skin sensitivity issues such as acne, eczema, blemishes, and pimples. Furthermore, owing to the different skin concerns, the demand for skincare products with active ingredients, such as AHA, BHA, ceramides, niacinamide, retinol, hyaluronic acid, and others, has gained prominence among consumers. Moreover, as skin ages, it starts producing less collagen, which leads to wrinkle formation. The increasing geriatric population and rising focus on skin health further support the market growth.

Germany Beauty And Personal Care Products Market: Sales value of prestige beauty products in selected European countries, 2022 (in billion euros)

Personal Care Products Are Gaining Immense Popularity

The trend toward personalized haircare solutions tailored to individual hair types and needs is increasingly apparent in the country. This has led to the emergence of brands offering customized shampoos formulated for specific hair types. For instance, in 2022, Henkel launched SalonLab&Me, a new personalized hair care service to help consumers address their independent needs. Moreover, the market witnessed significant demand in facial care regimes due to the increasing interest in natural formulations, such as cleansers, serums, scrubs, and toners. The surge in e-commerce has led to heightened sales of body care products within the country, prompting numerous major companies to introduce their products online. For instance, in 2022, Dr. Barbara Sturm Molecular Cosmetics inaugurated high-end stores on Amazon across Europe. This partnership empowered the German brand to swiftly and cost-effectively distribute its products to consumers in the United Kingdom, Germany, France, Italy, and Spain. Market growth is also being driven by rising product innovation. For example, in March 2023, Oral B launched THE BIG RETHINK, an initiative to make oral care more inclusive, accessible, and positive for people with disabilities, their caregivers, and dental professionals. To celebrate the launch of THE BIG RETHINK, a brand film was introduced at an exclusive launch event in Frankfurt, Germany.

Germany Beauty and Personal Care Products Market: Revenue from skin and facial care products, Germany, 2020-2023 (in million euros)

Germany Beauty & Personal Care Products Industry Overview

The Germany beauty and personal care products market is highly competitive. Some major players in the market include Loreal S.A., Beiersdorf AG, The Procter & Gamble Company, Colgate & Palmolive Company, and Coty Inc. The market players are adopting strategies like product launches, expansion, partnerships, and mergers and acquisitions to cater to the growing demand for products. Product launch has been the most prominent strategy adopted by companies to expand their presence and penetrate the market. 

Germany Beauty & Personal Care Products Market Leaders

  1. Beiersdorf AG

  2. Loreal SA

  3. The Procter and Gamble Company

  4. Coty Inc.

  5. Colgate & Palmolive Company

*Disclaimer: Major Players sorted in no particular order

Germany Beauty And Personal Care Products Market Concentration
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Germany Beauty & Personal Care Products Market News

  • January 2024: Unilever brand Axe gained PETA approval and joined the Beauty Without Bunnies list.
  • December 2023: L’Oreal SA brand AESOP opened a new retail store in Munich, Germany. The store provides a wide range of skincare and haircare products like cleansers, shampoo, and conditioners. 
  • December 2023: Unilever acquired the premium biotech haircare brand K18. This marked another step in optimizing Unilever’s portfolio towards higher growth areas.

Germany Beauty & Personal Care Products Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

      1. 4.1.1 Increasing Awareness About Effective Skincare

      2. 4.1.2 Aggressive Marketing and Advertising Strategies By Brands

    2. 4.2 Market Restraints

      1. 4.2.1 Enhanced Presence of Counterfeit Products

    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 Product Type

      1. 5.1.1 Personal Care Products

        1. Hair Care Products

          1. Shampoo

          2. Conditioners

          3. Other Hair Care Products

        2. Skin Care Products

          1. Facial Care Products

          2. Body Care Products

          3. Lip Care Products

          4. Bath and Shower Productrs

        3. Oral Care

          1. Toothbrushes

          2. Toothpaste

          3. Mouthwashes and Rinses

          4. Other Oral Care Products

        4. Deodrants and Antiperspirants

      2. 5.1.2 Cosmetics/Make-up Products

        1. Facial Cosmetics

        2. Eye Cosmetic Products

        3. Lip and Nail Make-up Products

        4. Hair styling and colouring products

    2. 5.2 Category

      1. 5.2.1 Mass Products

      2. 5.2.2 Premium Products

    3. 5.3 Distribution Channel

      1. 5.3.1 Specialist Retail Stores

      2. 5.3.2 Supermarkets/Hypermarkets

      3. 5.3.3 Pharmacies/Drug Stores

      4. 5.3.4 Online Retail Channels

      5. 5.3.5 Other Distribution Channel


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 L'Oreal S.A.

      2. 6.3.2 The Procter & Gamble Company

      3. 6.3.3 Beiersdorf AG

      4. 6.3.4 The Estee Lauder Companies Inc.

      5. 6.3.5 Natura & Co.

      6. 6.3.6 Johnson & Johnson Services Inc.

      7. 6.3.7 Henkel AG & Co. KGAA

      8. 6.3.8 Haleon Plc

      9. 6.3.9 Colgate - Palmolive Company

    4. *List Not Exhaustive

**Subject to Availability
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Germany Beauty & Personal Care Products Industry Segmentation

Beauty and personal care is an art field that addresses the looks and health of someone's hair, nails, and skin. The market studied is segmented by product type, category, and distribution channel. By product type, the market is segmented into personal care products and cosmetic and make-up products. The personal care products segment is further segmented into hair care products, skincare products, oral care products, and deodorants and antiperspirants. The cosmetics/make-up products segment is further segmented into facial cosmetics, eye cosmetic products, lip and nail makeup products, and hair styling and coloring products. By category, the market studied is segmented into premium and mass products. By distribution channel, the market learned is segmented into specialist retail stores, hypermarkets/supermarkets, online retail channels, pharmacies/drug stores, and other distribution channels. For each segment, the market sizing and forecasts have been done based on value (in USD).

Product Type
Personal Care Products
Hair Care Products
Other Hair Care Products
Skin Care Products
Facial Care Products
Body Care Products
Lip Care Products
Bath and Shower Productrs
Oral Care
Mouthwashes and Rinses
Other Oral Care Products
Deodrants and Antiperspirants
Cosmetics/Make-up Products
Facial Cosmetics
Eye Cosmetic Products
Lip and Nail Make-up Products
Hair styling and colouring products
Mass Products
Premium Products
Distribution Channel
Specialist Retail Stores
Pharmacies/Drug Stores
Online Retail Channels
Other Distribution Channel
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Germany Beauty & Personal Care Products Market Research FAQs

The Germany Beauty And Personal Care Products Market size is expected to reach USD 18.96 billion in 2024 and grow at a CAGR of 3.99% to reach USD 23.06 billion by 2029.

In 2024, the Germany Beauty And Personal Care Products Market size is expected to reach USD 18.96 billion.

Beiersdorf AG, Loreal SA, The Procter and Gamble Company, Coty Inc. and Colgate & Palmolive Company are the major companies operating in the Germany Beauty And Personal Care Products Market.

In 2023, the Germany Beauty And Personal Care Products Market size was estimated at USD 18.20 billion. The report covers the Germany Beauty And Personal Care Products Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Germany Beauty And Personal Care Products Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

The emerging trends shaping the German Cosmetics Market are a) Increasing focus on men's grooming b) Ethical sourcing c) Growing e-commerce and social media influence

German Cosmetics Industry Report

The German beauty and personal care products market is on an upward trajectory, fueled by a conscientious consumer base increasingly leaning towards organic, vegan, and chemical-free cosmetics to address skin concerns and enhance personal care. German cosmetic brands are at the forefront of embracing this shift, introducing eco-friendly and skin-safe innovations like Dr. Barbara Sturm's launch on Amazon, which underscores a broader industry move towards sustainability and health. The market sees significant demand from millennials and Gen Z, who prioritize organic products, shaping a highly competitive landscape where continuous product launches and strategic expansions are key. The skincare category, in particular, enjoys robust demand, indicative of a growing culture centered on self-care and beauty routines. Insights from Mordor Intelligence™ project a promising growth for the German cosmetics sector, underscoring the pivotal role of consumer trends towards natural ingredients and the proactive stance of brands in catering to these preferences. Get a sample of this industry analysis as a free report PDF download.

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German Cosmetics Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)