Personalised beauty is an exciting market with growth potential. In fact, 60% of Germans, rising to 84% of 16-34 year olds, are interested in customised products or routines, and 52% of German adults* say being able to express their individuality is a top priority.
Mintel’s 2025 BPC Trend (My) Knowledge is Power explains how online resources allow consumers to be more experimental and creative, fostering a personalised approach to beauty. 41% of Germans interested in personalisation already personalise products at home, opening opportunities for brands to tap into this DIY spirit with easy-to-use solutions. At the same time, the integration of generative AI is revolutionising how brands approach customisation, creating opportunities to deliver personalised beauty routines that adapt in real time to consumers’ unique preferences and lifestyles – even if they evolve daily.
A threat for the market is low consumer financial confidence, as a majority of Germans think the cost of living will worsen in 2025. However, the BPC sector remains resilient, and brands can connect with consumers seeking affordable luxury. 41% of Germans think tailored products are more luxurious, and 30% think they are more effective than regular products. This highlights the potential for personalised beauty to elevate consumer satisfaction and loyalty.
Leverage the efficient luxury image of customisation and encourage small acts of personalisation to meet Germans’ bespoke beauty needs.
Mihaela Suhalitca, Research Analyst – Beauty and Personal Care
For the purposes of this Report, Mintel’s definition of personalisation in BPC includes:
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