Germany Colour Cosmetics Market Analysis
The German colour cosmetics market is projected to grow by 4% in 2025, reaching more than €2 billion, with long-term growth expected at over 10% from 2025 to 2030, totalling above €2.50 billion. This growth in colour cosmetics industry is driven by demand for skin-first products, simplicity in makeup routines, and innovations in premium and multifunctional cosmetics.
Germany Colour Cosmetics Market Trends
Consumers are increasingly drawn to skin-first, performance-driven products that prioritise skin compatibility and active ingredients, shaping the future of colour cosmetics market.
There is a strong preference for natural, time-efficient makeup routines, with demand for multifunctional products that simplify routines without compromising results.
The “skinification” trend is gaining traction, as consumers prioritise skincare benefits in their makeup products, further driving the colour cosmetics market share.
Premium products with advanced technology and elevated packaging are becoming more desirable, while shoppers seek simplified and easy-to-navigate shopping experiences due to overwhelming product variety in the colour cosmetics industry.
About The Report
The Germany Colour Cosmetics Market Report 2025 report provides valuable insights into the German colour cosmetics market, including trends in consumer behaviour, product preferences, and emerging innovations. It covers key areas such as consumer typologies, purchasing patterns across face, eye, lip, and nail cosmetics, and the impact of economic factors on spending habits. The research also explores opportunities for brands to simplify makeup routines, introduce multifunctional products, and target premium segments, helping companies understand the current colour cosmetics market size and future growth potential. Brands, marketers, product developers, and investors in the beauty and personal care industry will benefit from this Colour Cosmetics Market Report, as it offers a comprehensive understanding of market dynamics, growth forecasts, and consumer demands to inform strategic decisions and drive targeted innovation.
Key Topics Analyzed in the Report
- Overview of current market performance and outlook for the next five years
- German makeup consumer typologies and how brands can meet their unique needs
- Purchase and repertoires of colour cosmetics products across market segments – face, eye, lip and nail – by consumer demographics
- Attitudes relating to colour cosmetics, including a preference for quick routines and motivations that fuel experimentation
- Key new product developments in the category
| Report Attributes | Details |
|---|---|
| Published Date | October 2025 |
| Data Range | 2019-2029 |
| Measurement Metrics | Revenue in € |
| Country Focus | Germany |
| Consumer Data | 1,105 internet users aged 16+, June 2025 |
| Number of Pages | 95 |
| Market Segmentation | Mascara, Regular Nail Polish, Lip Gloss, Lipstick, Eyebrow Pencil, Tinted Moisturiser, Face Powder, Concealer, Eyeliner Pencil, Liquid/Cream Foundation, Gel/UV Nail Polish, Tinted Lip Balm, Liquid Lipstick, Liquid Eyeliner, Contouring Product, Liquid/Cream Blusher, Powder Eyeshadow, Solid/Compact Blusher, Skin Tint. |
| Leading Companies | e.l.f. Cosmetics, YSL, ILIA, Haus Labs, Kess, Lancôme, Essence, Prada, Lisa Eldridge, LaBomme, Make Up For Ever, dm Trend It Up, Sarah Creal, IT Cosmetics, M·A·C, Fenty Beauty, Morphe, Pat McGrath, Louis Vuitton, Decorté, Orcé, Carolina Herrera, Maogeping, Muzigae Mansion, Catkin, Murmur Muse. |
Meet the Expert Behind the Analysis
This report was written by Mihaela Suhalitca. Mihaela researches consumer behaviour and trends in the German BPC market. Prior to joining Mintel in 2023, she gained extensive experience in quantitative and qualitative research as an associate and lecturer at the University of Duisburg-Essen. She holds an MA in East Asian Economic Studies and a BA in Communication and Public Relations.
Growth hinges on simplifying routines and tailoring innovation to five distinct consumer types with performance-led, skin-first solutions.
Mihaela Suhalitca
Research Analyst – Beauty and Personal Care
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Market size and forecast for colour cosmetics
- Outlook
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OPPORTUNITIES
- Reduce consumer overload in a crowded market
- German makeup users feel overwhelmed
- Graph 1: consumer typologies, by attitudes towards colour cosmetics, 2025
- Help makeup users navigate formats, finishes and formulations
- Lower entry barriers to promote experimentation
- Simplify makeup routines
- Germans prefer fast and natural makeup routines
- Graph 2: consumer typologies, by attitudes towards colour cosmetics, 2025
- Innovate in quick and precise application formats
- Support natural and softer makeup looks
- Highlight advanced technology to justify higher price points
- There is space to boost premium/luxury makeup purchases
- Translate efficacy through advanced technology
- Extend the premium feel through thoughtful packaging
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CONSUMER
- Consumer typologies
- Cluster analysis for the German colour cosmetics market
- Five consumer typologies for the German colour cosmetics market
- Makeup Minimalists
- Lean into comfort and simplicity
- Makeup Minimalists’ preferred makeup products
- Graph 3: colour cosmetics products purchased by Makeup Minimalists, 2025
- Create stress-free shopping environments for Makeup Minimalists
- Impress Makeup Minimalists with hydrating base makeup options
- Tentative Experimenters
- Bridge the confidence gap
- Tentative Experimenters’ preferred makeup products
- Graph 4: colour cosmetics products purchased by Tentative Experimenters, 2025
- Offer no-fuss multipurpose solutions…
- …and decode makeup application techniques for Tentative Experimenters
- Playful Pragmatics
- Allow for experimentation that doesn’t break the bank
- Playful Pragmatics’ preferred makeup products
- Graph 5: select colour cosmetics products purchased by Playful Pragmatics, 2025
- Reach Playful Pragmatics with long-lasting glossy lip formats
- Decode alternative eye makeup formats for Playful Pragmatics
- Low-fuss Luxers
- Focus on timeless elegance
- Low-fuss Luxers’ preferred makeup products
- Graph 6: colour cosmetics products purchased by Low-fuss Luxers, 2025
- Elevate classics to appeal to Low-fuss Luxers
- Glam Gurus
- Balance the hype with the price
- Glam Gurus invest in more than just the basics
- Graph 7: colour cosmetics products purchased by Glam Gurus, 2025
- Premium makeup perceptions vary significantly by consumer typology
- Transform the shopping experience into moments of planned indulgence for Glam Gurus
- Delight Glam Gurus with special editions and alternative formats
- Purchase and repertoires of face colour cosmetics
- Women’s face colour cosmetics repertoires dwindle with age
- Graph 8: women’s repertoire of face colour cosmetics, by age group, 2025
- Men prefer minimalist routines
- Graph 9: men’s repertoire of face colour cosmetics, by age group, 2025
- Younger women drive changes in purchases of face makeup
- Graph 10: purchase of select face colour cosmetics among females aged 16-34, 2023-25
- Skincare trends impact face makeup usage
- K-Beauty launches lead the interest in alternative formats
- Blush blindness is not a German issue
- Matte finishes are most popular for blusher and contour
- Graph 11: product finishes women look for when purchasing blushers or contour/bronzers, by age, 2025
- German women have a soft spot for warm cheek shades
- Women are discerning of their blushers’ or contours’ performance
- Graph 12: characteristics women look for when purchasing blushers or contour/bronzers, by age, 2025
- Inspiration: meeting expectations across demographics
- Purchase and repertoires of eye colour cosmetics
- Women remain engaged in the eye makeup category
- Graph 13: women’s purchase of any eye colour cosmetics, by age group, 2024-25
- Mascara purchases decline among women as focus shifts to the eyelids…
- Graph 14: women’s purchase of eye colour cosmetics, by product type, 2023-25
- …and eyebrow makeup
- Graph 15: women’s purchase of eyebrow colour cosmetics, by product type, 2024-25
- Support experimentation and creativity in brow makeup
- Warm neutrals and monochrome colour stories are the most sought after in eye makeup
- Mascaras are losing their grip…
- …but remain a staple regardless of repertoire size
- The pursuit of longer, fuller lashes…
- Graph 16: preferred mascara claims among women, by age group, 2024
- …spurs an interest in lash-growth solutions
- Lash lifts/laminations can replace mascara
- Men under 45 do not shy away from eye products
- Graph 17: men’s purchase of select eye colour cosmetics, by product type, 2025
- Purchase and repertoires of lip colour cosmetics
- There is space to boost lip product purchase among older women
- Graph 18: women’s repertoire of lip colour cosmetics, by age group, 2025
- Younger women look beyond lipstick…
- Graph 19: purchase of lip colour cosmetics among women aged 16-34, by product type, 2023-25
- …and integrate tints and liners in their routines
- Hydration is a key concern in lip makeup
- Graph 20: women’s preferred lip colour cosmetics claims, by age group, 2025
- Inspiration: clinically proven claims can boost quality perceptions
- Glossy finishes overtake matte ones
- Graph 21: women’s preferred finishes in lip colour cosmetics, by age group, 2025
- Bright and neutral warm tones are on all women’s lips
- Men’s lip makeup purchases remain low and stable
- Graph 22: men’s preferred lip colour cosmetics claims, 2025
- Graph 23: men’s purchase of lip colour cosmetics, 2025
- Purchase of nail colour cosmetics
- Nail care purchases are slowly increasing
- Graph 24: women’s purchase of nail colour cosmetics, 2024-25
- Younger women are prepping and accessorising their nails
- Graph 25: purchase of nail colour cosmetics* among women aged 16-34, by product type, 2023-25
- Expand the interest in nail-prep solutions
- Inspiration: link self-expression with mood
- Warm shades dominate, but nails invite more variety
- Is regular polish losing its shine?
- Graph 26: purchase of regular nail polish among women aged 35-54, 2023-25
- Motivations to try new products/brands
- Younger consumers are experimental with their makeup routines
- Graph 27: purchase of a new makeup product type/brand in the last 12 months, by age group, 2025
- Consumers experiment across makeup segments
- Graph 28: purchase of a new makeup product in the last 12 months, by product type, 2025
- Skin-first products have mass appeal
- Graph 29: motivations for trying a new product type/brand, by age group, 2025
- Inspiration: skin-loving ingredients beyond the face makeup segment
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INNOVATION
- Face makeup moves from long-lasting wear to long-lasting results
- Lower foundation purchases allow powders to shine
- High-tech brushes and nourishing formulas elevate mascara launches
- Inclusive mascara packaging solutions appeal to wider audiences
- Sensory-driven designs go beyond aesthetics in lip makeup
- Lip makeup products turn into viral wearables
- Regular polishes glow up with skincare-inspired ingredients
- Advertising activity
- Advertising spend decreased in 2024
- Graph 30: total spend on advertising in the colour cosmetics category, 2022-25
- TV leads total advertising spending
- Graph 31: % share of colour cosmetics ad spend, by medium, 2022-25
- L’Oréal leads in ad spending
- Graph 32: top 10 advertisers for colour cosmetics, by share of advertising spend, 2022-25*
- NYX had fun with its Gripping Primer launch
- The lip makeup segment plays with its food
- The time is ripe for experiential sensorial pop-ups
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MARKET
- Market drivers
- Fragile economic growth keeps Germans cautious
- Price transparency is crucial in uncertain times
- Balancing innovation and compliance amid the EU’s regulatory shake-up
- Germans are most willing to splurge on fragrances and colour cosmetics…
- Graph 33: amount willing to spend on a single BPC product, by product category, 2025
- …but financial concerns would shift their purchases to the basics
- Graph 34: beauty/grooming products consumers would prioritise spending on when worried about money, 2025
- Market size and segmentation
- Germany’s colour cosmetics market is experiencing steady growth
- Face and eye colour cosmetics make up the bulk of value sales
- Graph 35: % share of colour cosmetics retail value sales, by segment, 2024
- All segments grew in 2024, albeit at a slower pace
- Lip care is innovating in hybrid products
- Market forecast
- The colour cosmetics market is poised for steady growth
- Graph 36: retail value sales of colour cosmetics products, 2019-30
- Colour cosmetics will maintain modest but steady momentum
- Forecast – note on US trade disruption
- The impact of US trade disruption on the colour cosmetics market
- Market share
- L’Oréal remains the colour cosmetics market leader
- Price-sensitive shoppers drive growth for affordable makeup players
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APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations
- Methodology – consumer research
- Consumer research methodology
- A note on language
- Methodology – Advision
- Methodology – market size and forecast
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value
- Market forecast and prediction intervals – value
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