Germany Beauty and Personal Care Products - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Germany Beauty and Personal Care Products is segmented by Type (Personal Care Products and Cosmetics/Make-up Products), Distribution Channel (Specialist Retail Stores, Supermarkets/Hypermarkets, Convenience Stores, 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 million for all the above segments.

Market Snapshot

Germany Cosmetics Products Market Size
Study Period: 2016 -2027
Base Year: 2021
CAGR: 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.

The outbreak of COVID-19 impacted the overall sales of Beauty abd Personal care products in Germany. The pandemic influenced consumers spending habits and purchasing decisions which led to a slight decline in the market growth. Furthermore, the on-premise sales through supermarkets and convenience stores witnessed a decline due to the subsequent lockdowns and closure of retail stores, as individuals have been practicing social distancing measures and avoiding gatherings and outings. However, online e-commerce platforms performed well across Beauty product categories in 2020.

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

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 type, category, and distribution channel. By type, the market studied 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, bath and shower products, oral care products, men's grooming products, and deodorants and antiperspirants. The cosmetics/make-up products​ segment is further segmented into facial cosmetic, eye cosmetic products, and lip and nail make-up products​. By category, the market studied is segmented into premium and mass products. By distribution channel, the market studied is segmented into specialist retailers, hypermarkets/supermarkets, online retail channels, convenience stores, and other distribution channels. The report offers market size and forecast in value terms in USD million for all the above segments.

By Type
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

Escalating Imports of Skincare Products in the Country

Germany has a magnanimous demand for skincare products, and it has been dependent on imports from other countries to satiate its demand. Thus, the country has been indulging in several trade deals with major skincare-producing countries over the years. In Germany. for skincare, the majority of people focus on many popular brands such as L'Oreal and Unilever PLC. According to ITC Trade Map, Germany imported 4,392 metric ton of skincare products in 2021, with Italy being the major country having a major value share of Germany's imports. The imported value of skincare products in 2020 accounted for USD 97 million, whereas in 2021, the value increased to USD 109 million. However, in 2021, due to the usage of chemical products that penetrate directly into the skin and cause harm, people started using organic products.

Germany Cosmetics Products Market trends

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. 

Germany Cosmetics Products Market Analysis

Competitive Landscape

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

Major Players

  1. Beiersdorf AG

  2. Unilever

  3. Loreal SA

  4. procter & Gamble

  5. Shiseido Company

Beiersdorf AG, Unilever, Loreal SA, procter & Gamble, Shiseido Company

Recent Development

In January 2022, L'Oreal and Verily announced a strategic partnership exclusive to beauty to advance skin health. The first-of-its-kind partnership in the beauty industry is expected to entail two programs aimed at better understanding and characterizing skin and hair aging mechanisms.

In February 2021, Beirsdorf AG personalized face care with the launch of a new brand O.W.N.(Only What's Needed). The new brand was launched in key European markets. O.W.N uses artificial intelligence and is built around a proprietary algorithm that brings together Beiersdorf's 140 years of skincare expertise and consumer knowledge.

In January 2020, iconic beauty brand Revlon launched its PhotoReady Prime Plus Perfecting + Smoothing Primer, the first mass cosmetic product that meets the clean beauty standards of the Environmental Working Group (EWG)

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    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 By Type

      1. 5.1.1 Personal Care Products

      2. 5.1.2 Hair Care Products

        1. Shampoo

        2. Conditioners

        3. Others

      3. 5.1.3 Skin Care Products

        1. Facial Care Products

        2. Body Care Products

        3. Lip Care Products

        4. 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

        1. Deodrants and Antiperspirants

      6. 5.1.6 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 By 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 Convenience Stores

      4. 5.3.4 Pharmacies/Drug Stores

      5. 5.3.5 Online Retail Channels

      6. 5.3.6 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 Skinceuticals Inc

      8. 6.4.8 Natura & Co.

      9. 6.4.9 Revlon

      10. 6.4.10 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 - 2027.

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

Beiersdorf AG, Unilever, Loreal SA, procter & Gamble, Shiseido Company are the major companies operating in Germany Beauty and Personal Care Products.

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