Population ageing has become a global phenomenon in many under-developed and developing countries, which differ only in terms of speed and extent. Germany has one of the most rapidly ageing and shrinking populations in the world, even though immigration has been increasing since 2011 when the overall decline was observed. The key focus is on active ageing, so that an increasing share is healthy for a longer part of their life span. Anti-aging products are in demand due to the growing female aging population. Owing to the high gift potential and growing importance of creativity and individuality for German consumers, product innovations of this sort are expected to perform quite well. As a result, products that are multifunctional and those that are used by and under expert supervision have grown in popularity over the past few years.

Consumers are aware of the benefits of organic cosmetics, and usually choose natural cosmetics over synthetic ones. The three segments- nature-inspired cosmetics, organic cosmetics and natural cosmetics account for almost 15% of the total sales of the beauty market in Germany. Younger consumers are increasingly pushing organic and natural cosmetics forwards. Drug stores are the largest distribution channel for natural cosmetics, and account for approximately 40% of the market share, followed by departmental stores, perfumeries and salons. Facial skin care products are expected to record the highest number of sales. Online retailers benefit due to the lack of flexibility in retail stationary stores. Online spending is expected to increase by 8% in the next two years; men and women are expected to spend equal amounts of money on beauty products.