Germany Online Beauty Market Report 2023
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The beauty ecommerce industry has to address sustainability and fairness issues while offering the flexibility, convenience and bargains Germans are accustomed to. Susanne Krenz, Principal Research Analyst - Beauty…

Germany Online Beauty Market Report 2023

£ 2,195 (Excl.Tax)


Discover the latest beauty market trends and how they are impacting the online beauty retailers industry Germany! Our market analysis on beauty products online in Germany 2023 is packed with valuable insights on consumer attitudes, beauty online Germany market size and a forecast on the beauty online Germany market growth. With this report, you’ll have the knowledge to stay ahead of the competition and keep your business growing!

Overview: Online Beauty Market Germany

In 2022 the beauty online Germany market size fell, causing a temporary dip in sales. However, this is forecast to rebound to double-digit value growth in 2023 in spite of the cost-of-living crisis.

This beauty online Germany market growth will largely be driven by the inflationary price increases in many BPC categories. Once the economy bounces back to relative normality, prices in the BPC category will stabilise as well.

Online Beauty Shopping Trends for German Consumers: What Consumers Want and Why

High inflation rates are squeezing consumer budgets. Retailers will have to be fully transparent about the total cost of products, i.e. including delivery and returns, to give buyers total control over their spending. Discounts are especially popular with German consumers, therefore, promoting convenience and loyalty discounts can encourage people to buy products or to sign up for subscription services.

As the beauty online Germany market volume is set to increase, the pressure on the development of Germany’s urban infrastructure and sustainable delivery will also double.

  • Online Beauty Market Trends: As the beauty online Germany market volume increases, sustainability in this sector is becoming an unavoidable subject. 24% of German BPC online buyers would prefer sustainable shipping options.
  • Beauty Consumer Behaviour: 48% of German consumers buy beauty online.
  • Market Opportunities for Online Beauty Retailers in Germany: With consideration for squeezed consumer budgets, brands need to focus on how they can support their customers during the cost-of-living crisis. 43% of online BPC buyers, especially those aged 16 to 34, say discounts would encourage them to buy new beauty products.

Beauty Online Germany Market Growth and Opportunities

In spite of Germans’ limited interest in digital innovation, almost half of Germans buy beauty online. Brands can increase participation and interest by introducing innovative retail technology such as virtual try-on tools to appeal to a younger, tech savvy audience, who continue to gain more purchase power.

As the online beauty market Germany is forecast to more than double in value from 2022-27, it is crucial for the online beauty retailers industry Germany to find more sustainable delivery solutions and to minimise the levels of product returns to cater to consumer demands for sustainability and ethical retailing.

To discover more about the Germany Beauty and Personal Care Industry, read our Germany Beauty and Personal Care Retailing Market Report 2023, or take a look at our extensive Beauty and Personal Care Market Research.

Quickly Understand the Online Beauty Market Germany

  • The impact of inflation and the Ukraine conflict on online beauty retailers in Germany.
  • Infrastructure challenges and ethical issues associated with eCommerce and online shopping.
  • How does the low interest in digital innovations of German online BPC buyers’ effect the online beauty market Germany?
  • How to grow the beauty and grooming subscriptions category.
  • The importance of sustainability in online beauty retail.
  • What are purchase factors and barriers preventing beauty online Germany market growth?
  • How can brands connect with specific demographics, e.g. Millennials and Gen Z?
  • Consumer attitudes and behaviours.

Covered in this Report

Products: Beauty products (makeup, colour cosmetics, nailcare, fragrances, skincare), personal care products (haircare, bodycare, hair removal, everyday toiletries, oral hygiene, bathing, deodorants), BPC accessories and electricals (hair and makeup brushes, hair styling tools, beauty and dental tools).

Brands: Gorillas, CycleLogistics, veloCarrier, Shopopop, Faircado, eBay, Rossmann, Toern, Snapped, Boots, Primark, Birchbox, DM, L’Oréal, Essence, Shiseido, Arive, Douglas, PerfectCorp, TikTok, Meta (Facebook, Instagram), Amazon, Shopify, Sephora, Glossier, Walmart, HelloBody, Banana Beauty, Henkel, Schwarzkopf, Uncorrupted Beauty, and many more.

Expert Insights into the Online Beauty Market Germany

This report, written by Susanne Krenz, Principle Research Analyst, delivers in-depth commentary and analysis to highlight current industry trends, insights on beauty online Germany market volume, and adds expert context to the numbers.

The online beauty retailers industry Germany has to address issues on sustainability and fairness while offering the flexibility, convenience, and bargains Germans are accustomed to.

Susanne Krenz, Principle Research Analyst
Susanne Krenz
Principle Research Analyst – Beauty and Personal Care

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • The growth of digital technologies
    • Factors associated with delivery
    • Graph 2: agreement that promoting the fair treatment of workers best defines an ethical retailer or brand, by age, 2022
  3. market activity

    • Sector size and forecast
    • Channels of distribution
    • Graph 3: online vs offline shopping for BPC products, by age, 2022

    • Purchasing beauty and grooming products online
    • Graph 4: online purchase of beauty and grooming products in the last 12 months, by product type, 2021 and 2022
    • Encouraging factors for online shopping for beauty and grooming products
    • Use of beauty and grooming subscription services
    • Graph 5: factors that would encourage use or more frequent use of beauty and grooming subscription services, 2022
    • Online beauty and grooming shopping behaviours
    • Graph 6: online beauty and grooming shopping behaviours in the last 12 months, 2022
    • Attributes of online beauty and grooming tools
    • Graph 7: attributes associated with online beauty and grooming tools, 2022
  5. retailer activity

    • Retail innovation
    • Social commerce and live streaming
    • Direct to consumer

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – TURF analysis methodology
    • Appendix – market size and central forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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