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.
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.
Key Topics Analysed in this Report
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:
Nailcare products (cuticle cream, buffers, and French manicure), as well as body glitter products and instant tanning products are excluded from this report.
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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