In 2020, colour cosmetics was amongst the beauty and personal care categories most negatively affected by the COVID-19 pandemic in Germany. This situation continued in 2021, although the rate of decline slowed.
Despite the struggles of many categories within colour cosmetics, colour cosmetics sets/kits saw the strongest increase overall in 2021. One factor influencing this was the ability to hold and attend general gatherings, along with the fact that in general people were able to spend more time outside of their homes in comparison with the previous year.
Amidst declining sales of colour cosmetics, L'Oréal Deutschland continued to lead the category in Germany in 2021, improving its value share as it continued to tap into consumer trends. For instance, it launched Maybelline Perfector 4-in-1 – a vegan multipurpose make-up product which serves as primer, concealer, BB cream and powder.
In 2022, colour cosmetics is set to return to positive current value growth. Demand will begin growing again as consumers return to more normal daily life, including going to work and socialising as they did pre-pandemic.
As a result of the pandemic, consumers in Germany are becoming increasingly concerned about maintaining their health and wellbeing, and are interested in self-care. This trend is expected to consolidate their interest in colour cosmetics, which are also often positioned as a way to take care of skin, eyes, lips and hands.
The K-beauty trend has been long-known and very popular when it comes to skin care. In Germany too, Korean beauty brands have received a lot of attention and positive feedback, which has allowed them to succeed.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.See All of Our Definitions
This report originates from Passport, our Colour Cosmetics research and analysis database.
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