Women’s Facial Skincare in Germany Market Report 2022
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Masks continue to excel while classic face wash falls out of favour and solid formats need a rethink. Holistic skin health is a trend with staying power. Susanne Krenz,…

Women’s Facial Skincare in Germany Market Report 2022

£ 2,195 (Excl.Tax)


The Women’s Skincare in Germany Market Report 2022 identifies consumers’ attitudes towards purchase and usage of female skincare, the impact of rising cost of living on the BPC sector, and opportunities for innovation in BPC product launches. This report covers the women’s skincare market size Germany, market forecast, market segmentation, and trends for the Germany skincare industry.

Click here to view the German version of our Women’s Facial Skincare in Germany Market Report 2022.

Current Market Landscape

Most product groups saw their usage boosted during the height of the pandemic and have since declined with inflation rates at an all-time high and further increases expected causing the fall in financial wellbeing to impact consumer spending. Our skincare report Germany shows that consumer sentiment has been in steep decline since the start of the conflict in Ukraine with the worst of the income squeeze yet to come.

Consequently, the Germany BPC products report indicates that the category faces a drop in engagement that is affecting all segments except one: Masks. Unlike all other segments, which have been losing value, masks are still seeing explosive growth. For consumers, they make for a quick pick-me-up, which goes some way towards explaining their impressive trajectory despite the ongoing economic challenges. Regular bar soap has also held up well while classic face wash has entered into freefall, and newer formats such as cleansing bars fail to generate continuous excitement.

Germany Skincare Industry Market Share and Key Industry Trends

While inflation won’t boost volumes, it will lead to some value growth. However, once the income squeeze fully hits German consumers they will cut back on discretionary spending, such as BPC products, and pinch pennies wherever possible, e.g. by switching to private labels and deprioritizing sustainability considerations unless they come with savings. This will cancel out any inflation-induced increase in value.

  • 66% of female skincare users think overall skin health is more important than treating particular concerns.
  • 81% of female skincare users would like brands to do more to prove product efficacy.
  • 53% of female skincare users are interested in multifunctional products that are compatible with their skin tone.
  • 35% of Germans said they were shopping more online compared to pre-COVID-19.

Future Trends in the Women’s Skincare in Germany Market

The women’s skincare industry report Germany predicts that once the German economy starts to recover, the general trend towards health and wellness can open up plenty of opportunity for women’s facial skincare. Pharmacies will have to fend off increased competition from supermarkets going forward.

There is opportunity to tap into trends around ‘skinmunity’ and overall skin health. Skincare with probiotics and fermented ingredients can support the body’s natural microbiome. Products that nourish the skin barrier and tackle stress and inflammation provide additional opportunities.

Read on to discover more details or take a look at all of our German Beauty & Personal Care Market Research.

Quickly Understand

  • The impact of COVID-19, the cost-of-living crisis and rising inflation on women’s skincare.
  • The usage and purchase of women’s facial skincare.
  • Desired product benefits.
  • Attitudes towards women’s facial skincare.
  • Behaviours around women’s skincare, which show that women are open to trying new brands and products.
  • Interest in innovation, with skin tone matching being the most important.
  • Launch activity and innovation, which see a steep increase in eco/ethical claims and skincare borrowing from food.

Covered in this Report

Products: Moisturisers, cleansers, toners (wipes, washes, sprays, makeup remover, scrubs, and mists), masks (peel-/wash-off masks and sheet/leave-on masks), anti-ageing products (creams, lotions, and serums), lip care.

Brands: Korres, Dermalogica, L’Oréal, Beiersdorf, Johnson & Johnson, Proctor & Gamble, Estée Lauder, Henkel, Shiseido, Dr. Theiss Naturwaren, Clarins, Pierre Fabre, Wala Heilmittel, Nivea.

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 in the German skincare industry and adds expert context to the numbers.

Masks continue to excel while classic face wash falls out of favour and solid formats need a rethink. Holistic skin health is a trend with staying power.

Susanne Krenz
Susanne Krenz
Beauty & Personal Care Research Analyst

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 1: company shares of facial skincare, by value, 2022

    • The German economy
    • Graph 2: key economic data, in real terms, 2019-23

    • Usage of facial cleansing products
    • Graph 3: usage of women’s facial cleansing products, 2019-22
    • Graph 4: usage of regular bar soap, by number of women’s facial cleansing products used, 2022
    • Usage of facial skincare products
    • Graph 5: usage of women’s facial care products, 2019-22
    • Graph 6: usage of women’s facial care products, by type, 2019-22
    • Desired product benefits
    • Graph 7: desired product benefits in women’s facial skincare products, 2022
    • Attitudes towards women’s facial skincare
    • Graph 8: attitudes towards women’s facial skincare, 2022
    • Graph 9: women who say they are always on the lookout for better products, by age, 2022
    • Graph 10: consumers who don’t struggle to know which products improve their facial skin, 2022
    • Behaviours around women’s facial skincare
    • Graph 11: behaviours around women’s facial skincare in the last 12 months, 2022
    • Graph 12: behaviours around women’s facial skincare in the last 12 months, by age, 2022
    • Interest in innovation
    • Graph 13: interest in innovation within women’s facial skincare, 2022

    • Graph 14: launches in women’s facial skincare, by 10 most active ultimate companies, 2020-22
    • Graph 15: launches in women’s facial skincare, by top 10 leading claims, 2020-22
    • Graph 16: launches in women’s facial skincare, by launch type, 2020-22
    • Graph 17: launches in women’s facial skincare with ethical – charity claims, 2017-22
    • Advertising and marketing activity


    • Market segmentation
    • Market size and forecast

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • 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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