Germany Women’s Facial Skincare Market Report 2021
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COVID-19 has accelerated the integration of personal and planetary health, leading to an increased focus on wellness and sustainable skincare consumption. Susanne Krenz, Research Analyst - Beauty and Personal…

Germany Women’s Facial Skincare Market Report 2021

£ 2,195 (Excl.Tax)


This report provides comprehensive and current information and analysis of the Women’s Facial Skincare market in Germany, including German Facial Skincare market size, anticipated market forecast, relevant market segmentation, and Beauty Market Trends in Germany.

Click here to view the latest version (2022) of our Germany Women’s Facial Skincare Market Report (DE version).

Current market landscape

The face mask segment is growing faster even than before the pandemic (+9% from 2018-19, +14% from 2019-20).

Future market trends

For a variety of reasons – such as maskne caused by face coverings – consumers have made changes to their skincare routines over the last year. However some 26% are unsure if they will keep those changes going forward so there is a risk that consumers will revert to their more pared-back pre-pandemic routines.

Read on to discover more about the Women’s Facial Skincare consumer market in Germany or take a look at our other German Beauty, Personal Goods and Toiletries research reports.

If you would like to read the Germany Women’s Facial Skincare Market Report 2021 in German, you can find it here in our Mintel Store Germany.

Quickly understand

  • The impact of COVID-19 on women’s facial skincare and the wider BPC market
  • Changes in skincare routines and usage of facial cleansing and caring products
  • How consumers discover new skincare products and which brands they prefer
  • Which factors consumers believe to have the biggest impact appearance on their skin and associated opportunities
  • How launch activity reflects consumers changing priorities especially in sustainable, high-performance and moisturising products

Covered in this report

Brands include:Ave + Edam, Balea, CeraVe, DNA4You, Douglas, Dove, Drunk Elephant, Enka Face Care, Keys Soulcare, LOLI, Mauli, Purederm, Reset Yourself, See Ya Never!, Squish Beauty, The Body Shop, Zitsticka Etc.

Products covered:This Report examines the German market for women’s facial skincare and consumer attitudes towards it. For the purposes of this Report, Mintel defines facial skincare as cleansing and care products for face, neck, eye and lip areas, including:

  • Moisturisers: mainly includes creams and lotions with a primary function of hydrating/moisturising such as skin nourishes
  • Cleansers/toners: wipes, washes, sprays, makeup remover & scrubs
  • Masks: different types of treatments such as sheet masks, cream masks, gel masks which can be rinsed off or peeled off after the active ingredients have taken effect on the skin
  • Anti-ageing: serums, lotions and creams with anti-ageing properties
  • Skin whiteners & lighteners: creams, lotions and foams specifically for lightening the skin such as radiance creams
  • Specialised products: lip, eye, nose and neck specific products & treatments including salves

When referring to the usage of care products specifically, ‘skincare’ refers exclusively to facial/neck care products. Unless otherwise specified, ‘skincare’ refers to both cleansing and care products for the face/neck.

Expert analysis from a specialist in the field

This report, written by Susanne Krenz, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The pandemic has increased awareness that individual health and the health of the planet are interconnected. Consumers pay more attention than ever to wellness and sustainable consumption of facial care.

Susanne Krenz

Beauty and Personal Care Research Analyst

Table of Contents


    • Key issues covered in this Report
    • The impact of COVID-19 on women’s facial skincare in Germany
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape

    • Graph 1: key economic data, in real terms, 2019-22
    • Graph 2: social media networks used in the last three months, 2021

    • The impact of COVID-19 on consumer behaviour
    • Usage of facial cleansing products
    • Graph 3: usage of facial cleansing products, by type, 2019 and 2021
    • Usage of facial skincare products
    • Graph 4: usage of women’s facial care products, 2019 and 2021
    • Graph 5: usage of women’s facial care products, by type, 2019 and 2021
    • Graph 6: usage of women’s day cream/lotion, by age, 2019 vs 2021
    • Graph 7: usage of women’s eye cream, by age, 2019 vs 2021
    • Graph 8: usage of women’s sheet or leave-on masks, 2019 vs 2021
    • Graph 9: usage of women’s peel or wash-off masks, by age, 2019 and 2021
    • Graph 10: women’s serum usage, by age, 2019 and 2021
    • Facial skincare brand preferences
    • Graph 11: brand purchases in women’s facial skincare, 2021
    • Purchase journeys and new product discovery
    • Graph 12: activities done ahead of buying new women’s facial skincare products, 2021
    • Graph 13: consumer behaviours in women’s facial skincare, 2021
    • Graph 14: consumers who shop more online due to COVID-19, by age, 2020-21
    • Graph 15: attitudes to product discovery in women’s facial skincare, by age, 2021
    • Graph 16: product research behaviour in women’s facial skincare, by age, 2021
    • Graph 17: consumers who want to see product reviews by people with similar skin concerns, by age, 2021
    • Skincare routines
    • Graph 18: women’s skincare behaviours, 2021
    • Graph 19: consumers who intend to keep/not keep skincare routine changes post-COVID-19, by age, 2021
    • Graph 20: women’s facial skincare launches with ethical & environmental claims, 2017-2021
    • Factors impacting appearance of facial skin
    • Graph 21: top five factors impacting appearance of facial skin, 2021
    • Graph 22: female skincare consumers who say stress has the most impact on their facial skin, by age, 2021
    • Graph 23: female consumers who buy BPC as a mood booster, by age, 2021

    • Graph 24: launches in the women’s facial skincare market, by 10 most active ultimate companies, 2019-2021
    • Graph 25: launches in women’s facial skincare, by leading claims, 2019-2021
    • Advertising and marketing activity

    • Retail market share of facial skincare by percentage, 2019-20

    • Forecasting during the COVID-19 pandemic
    • Market segmentation
  7. COVID-19 scenario performance


    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology
    • Appendix – COVID-19 scenario performance methodology and assumptions

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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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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