The cosmetics market for men - Germany

1.1 Scope of the study

Men's cosmetics refer to cosmetic products and care items designed specifically for men. These products meet the specific skin and hair care needs of men. They include facial cleansers, moisturizers, shaving foams, aftershave lotions, hair styling products, and beard care products. In recent years, the importance of men's cosmetics has increased as men place greater importance on their appearance and personal grooming.

The men's cosmetics market can be divided into several parts:

• Hygiene products (shower gels, shampoos, deodorants),
• Grooming products (shaving foam, aftershave, body cream),
• Beauty products (perfumes, make-up).

It is interesting to compare the trends of the market for men's cosmetics with the cosmetics market's overall trend. For example, North Asia's market share of the global market is the largest in the world. It accounted for 32% in 2022. Besides, Germany has been the biggest consumer of cosmetics in Europe for many years [L'Oréal 2022 Financial Report]. However, the overall trend shows a decline in the personal care and beauty market, with a decrease of 3.1% between 2020 and 2021. Nonetheless, in the meantime, the market for organic cosmetics has been growing. In 2021, natural cosmetics reached a share of just under 11% of the German cosmetics market [BioFach]. 

The types of products used by men are becoming increasingly diverse and are no longer limited to simple shower gels, deodorants, or shampoos. New brands are entering this promising market and offering a range specifically made for men, while also benefiting from the upswing in online sales. The product range is therefore becoming increasingly diverse, and the organic trend doesn't spare the men's cosmetics segment. This includes the globally growing segment of makeup for men.

Nevertheless, the market is still largely dominated by the cosmetics giants with their historic brand portfolios. Their sales were indeed taking place massively in supermarkets and hypermarkets initially, especially for the more classic hygiene products mentioned above, but are increasingly bending towards online distribution.