Germany Colour Cosmetics Market Report 2024
Our colour cosmetics in Germany market research shows that the category has emerged from its pandemic slumber.
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EXECUTIVE SUMMARY
- The five-year outlook for colour cosmetics
- Market context
- Colour cosmetics show signs of recovery after the pandemic slump
- Mintel predicts
- Market size and forecast for colour cosmetics
- The easing of the cost-of-living crisis will create future demand for new products and innovation
- Mintel predicts steady growth
- Opportunities
- Leverage skincare and the general interest in health in all colour cosmetics categories
- Cater to ageing consumers to keep Germans from dropping out of the category
- Germans value basics and convenience
- Engage with social media trends to promote niche products
- Approach inclusivity from a broad angle
- The competitive landscape
- Market shares are shifting towards mid-market brands
- Established brands dominate the market
- Graph 1: market share for colour cosmetics, 2023
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MARKET DRIVERS
- The German economy
- 2024 remains challenging
- Graph 2: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 3: financial confidence index, 2022-24
- The impact of the economy on colour cosmetics
- Respond to microplastic and biodegradable glitter regulations
- The ‘skinification’ trend takes place mainly in the lip and base makeup categories
- Graph 4: moisturising/hydrating claims in colour cosmetics, by sub-category, 2022-24
- Use social media trends in colour cosmetics marketing
- Brands need to adapt their approaches to fit trend types…
- …and react quickly to catch microtrends
- Tailor colour cosmetics to the emerging Gen Alpha
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WHAT CONSUMERS WANT AND WHY
- Purchase of face makeup
- Liquid/cream foundation remains the most popular base product in Germany despite a significant decline
- Graph 5: purchase of base colour cosmetics, 2023-24
- Skincare is moving in on colour cosmetics…
- …creating opportunities for colour cosmetics products with skincare benefits
- Face makeup purchase declines with age
- Cater to mature skin with hydrating claims
- Graph 6: interest in properties/claims in face makeup, 2024
- Attract hybrid workers with hybrid products
- The purchase of concealer is connected to acne-prone skin
- Graph 7: purchase in base makeup products, 2023 vs 2024
- Younger women have almost halved their purchases of contouring products
- Coverage preferences centre around medium coverage
- Graph 8: coverage preferences in face makeup, by gender and age, 2024
- Consumers have simplified their routines, but with a focus on longevity and matte finishes, purchases can return
- Graph 9: purchases of setting and finishing makeup, 2023 vs 2024
- Help consumers embrace their skin type with a corresponding makeup finish
- Graph 10: preferences in finish in face makeup, by gender and age, 2024
- The global blush craze hasn’t reached Germany yet, but there is hope
- Graph 11: purchase of blush makeup, 2023 vs 2024
- Bronzers and highlighters see limited purchase in Germany…
- Graph 12: purchase of bronzers and highlighters, 2024
- …but brands could tempt consumers with innovative products and trending looks
- Skin type
- 61% of Germans have combination or dry skin
- Support consumers who struggle to follow makeup trends because of their skin type with virtual try-ons or tutorials
- Purchase of eye makeup
- Mascara and eyeliner are purchased most frequently
- Graph 13: purchase of eye makeup, 2023 vs 2024
- Provide bundles for heavy users of eye makeup
- Graph 14: repertoire of eye makeup products purchased (excluding eyebrow products), by gender and age, 2024
- Include Gen X in colour cosmetics conversations
- Align eyebrow products with current trends to increase purchase
- Graph 15: purchase of eyebrow products, 2024
- False eyelashes are the most purchased by younger consumers
- Preferred mascara claims
- Most consumers look for volumising mascara, followed by waterproof
- Graph 16: preferred mascara claims, 2024
- Cater to consumers who have sensitive eyes
- Introduce tubing mascara to consumers
- Purchase of lip makeup
- German lip makeup buyers stick to what they know
- Graph 17: select lip makeup purchase, 2023 vs 2024
- Raise interest in lip primers and oils through a focus on skin health
- Offer bundles to heavy users of lip products
- Graph 18: number of types of lip makeup product purchased, by gender and age, 2024
- Purchase of nail products
- Regular nail polish is purchased most commonly
- Graph 19: purchase of nail products, by buyers, 2024
- Raise the purchase of top and base coats
- Preferred claims in nail polish
- Germans’ top priorities in nail polish are quick drying and long lasting
- Graph 20: preferred nail polish claims, 2024
- A combination of quick-drying and long-lasting claims would reach most consumers
- Behaviours relating to colour cosmetics
- Support consumers interested in following social media trends
- Graph 21: behaviours towards trends/social media in colour cosmetics, 2024
- Assist consumers trying to build more-elaborate routines with the right tools
- Graph 22: behaviour towards routines in colour cosmetics, 2024
- Appeal to infrequent makeup users with convenience
- International inspiration: hydrating lip liners for those who like to blend products
- Reassure parents of Gen Alpha with child-safe and skincare-inspired colour cosmetics
- Graph 23: behaviours towards buying preferences and education in colour cosmetics, 2024
- Sustainability is still a divisive topic
- Combine sustainability and visual appeal in packaging
- German consumers know what they want
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LAUNCH ACTIVITY AND INNOVATION
- Luxury brands lead in launches
- Graph 24: launches in colour cosmetics, by the top 10 ultimate companies, 2023-24
- Interest consumers with affordable luxury in the lower-priced categories…
- Graph 25: colour cosmetic launches, by price positioning and top 10 claims, 2023-24
- …and take inspiration from private label
- In Europe, launches with biodegradable claims are low but growing
- Graph 26: launches with ethical – biodegradable claims, 2020-24
- Face makeup launches
- ‘Skinification’ is reflected in base makeup claims
- Graph 27: launches in base makeup, by the top 10 claims, 2023-24
- Haus Labs showcases skincare-infused makeup
- Look to the Middle East for climate-resistant products
- Promote the benefits of superfoods
- Brands can help create surgery-like effects for consumers wishing to change their appearance
- Put inclusivity at the forefront, but be mindful to get it right
- Eye makeup launches
- In eye colour cosmetics, long-lasting and ease-of-use claims take the lead
- Graph 28: launches in eye colour cosmetics, by the top 10 claims, 2023-24
- ‘Athbeauty’ is rising in colour cosmetics
- Lean into gender-neutral colour cosmetics for more inclusivity
- Lip launches
- Long-lasting claims are the most popular in lip colour cosmetics, but ‘skinification’ claims are on the rise
- Graph 29: launches in lip colour cosmetics, by the top 10 claims, 2023-24
- Innovation in lip oils harks at hydrating properties
- Long-lasting lip products get put to the test with food consumption
- Nail colour cosmetics
- Vegan claims lead the field, but ease of use has seen significant growth
- Graph 30: launches in nail colour cosmetics, by the top 10 claims, 2023-24
- Delight consumers with fun and easy-to-use products
- essie developed an anti-chipping formula
- Advertising and marketing activity
- e.l.f. beauty touts inclusivity with Paralympian Anastasia Pagonis
- Let the consumer be the face of the campaign
- essie x Calzedonia
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MARKET SHARE
- Consumers chose small indulgences
- Mid-market to prestige brands gained shares
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MARKET SIZE, SEgmentation AND FORECAST
- Market forecast
- Mintel anticipates a modest growth trajectory
- Colour cosmetics are recovering and expected to grow further
- Market segmentation
- All colour cosmetics segments saw a boost in 2023
- The lip category saw the biggest growth among sub-categories
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- Consumer research methodology
- A note on language
- Appendix – market size and central forecast methodology
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value
- Market forecast and prediction intervals – value
After the pandemic-induced slump in the German colour cosmetics market, the category is on the rise again, presenting brands with a variety of opportunities, such as the skinification trend in colour cosmetics in Germany.
German Colour Cosmetics Market – Current Landscape
The German colour cosmetics market is experiencing a post-pandemic resurgence, driven by consumer interest in long-lasting and skincare-infused products. Social media is key to shaping consumer behaviour, prompting brands to engage with trending looks to capture niche market sectors.
Mintel’s colour cosmetics in Germany market research shows that the purchase of foundation has declined significantly over the last two years. Brands need to be aware of skincare potentially cannibalising makeup sales. Consumer interest can be boosted by prioritising skin health in their messaging and incorporating skincare benefits into their offerings.
As consumers age, they often disengage with the face makeup category. To attract non-users and non-buyers, brands should focus on addressing the skin concerns of ageing consumers and offer inclusive products.
Colour Cosmetics in Germany – Market Statistics
- Consumer Interest in Colour Cosmetics in Germany: Convenience and efficacy remain important to consumers, especially for the 41% of buyers who wear makeup every day.
- German Colour Cosmetics Market Trends: According to 82% of buyers, neutral makeup shades are more appealing than vibrant colours, highlighting Germans’ preference for understated looks.
German Colour Cosmetics Report – What’s Inside?
Key Topics Analysed in this Report
- Purchase factors for base, face, eye, and lip makeup, as well as nail polish.
- Common skin types and how they influence purchases of base makeup in the German colour cosmetics market.
- Preferred mascara and nail polish claims, with a focus on volume/waterproof claims, and quick-drying/long-lasting claims respectively.
- Consumer behaviours related to colour cosmetics in Germany.
- Launch activity and innovation in the German colour cosmetics market.
Report Scope
This report examines the retail of colour cosmetics in Germany, including consumer behaviours and attitudes.
For the purpose of this report, Mintel has used the following definitions:
- Face makeup: Foundation, concealer, powder, BB/CC cream, tinted moisturiser, blusher, bronzer, primer, highlighter, colour correctors, contouring products
- Eye makeup: Mascara, eyeliner, eyeshadow, eyebrow products, false eyelashes
- Lip makeup: lipstick, lip gloss, lip liner, tinted lip balm
- Nail colour: nail polish, gel/UV nail polish, false nails
Nailcare products (cuticle cream, buffers, and French manicure), as well as body glitter products and instant tanning products are excluded from this report.
Meet the Expert Behind the Analysis
This report was written by Henrike Philipp, Research Analyst at Mintel. Henrike joined Mintel Germany as an Associate Analyst in 2022 and was promoted to Research Analyst in BPC in February 2024. Prior to that, she worked in the Translation Team covering German Reports. She holds a Master of Arts degree in Classics from Durham University.
Our colour cosmetics in Germany market research shows that the category has emerged from its pandemic slumber. Incorporating skincare ingredients, extending staying power, and harnessing social media trends can drive growth in the German colour cosmetics market.
Henrike Philipp
Research Analyst
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