Ranking of the most popular facial cosmetics in Germany 2018-2019

Nivea was the most popular facial care brand in Germany. The German company is an institution boasting a long history and a wide range of products with international reach. Other leading face care was produced by Balea, which belongs to the drugstore chain dm, and Proctor and Gamble’s line Oil of Olay.

Not just a pretty face

More than a quarter of the German population aged 14 years and older had purchased Nivea products that they used in the last three months, as of 2018. Skin and facial care are some of the most lucrative parts of the beauty and personal care industry, with annual revenues amounting to over three billion euros in Germany alone. Advertising spending on facial care has certainly gotten a lift in recent years, with as much as 341 million euros pumped out in 2017. Across the EU, generally a high share of women tend to use facial care products, with Germany in third place after Poland and France.

Face value

Germany leads the facial care sector in Europe, with sales reaching 3.3 billion U.S. dollars in 2017. In comparison, in France sales totaled 2.7 billion U.S. dollars the same year. Globally, China and South Korea are the leading skin care markets in terms of growth, with the United States and Germany bringing up the top four.

Ranking of the most popular facial cosmetics (used in the last three months) in Germany in 2018 and 2019

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Release date

November 2019



Survey time period

2018 and 2019

Age group

14 years and older

Special properties

German-speaking population; women

Method of interview

Face-to-face interview

Supplementary notes

* Question not asked as of 2015
** First asked in 2015
*** Question not asked as of 2016
**** First asked in 2016
***** First asked in 2017
****** Question not asked as of 2017
******* Question not asked as of 2018
********First asked in 2018

Information on base:
The survey is based on the German-speaking population aged 14 years and older.

Information on total sample:
2014: 23,093 respondents, projected base of 70.52 million people.
2015: 23,090 respondents, projected base of 69.24 million people.
2016: 23,102 respondents, projected base of 69.56 million people.
2017: 23.106 respondents, projected base of 70.09 million people.
2018: 23,086 respondents, projected base of 70.45 million people.

The figures refer to the following studies:
2014: VuMA 2015; 2015: VuMA 2016; 2016: VuMA 2017; 2017: VuMA 2018; 2018: VuMA 2019

You can find more information on the methodology in the study here.

This question was asked in the survey in the following wording:. "Which of the following brands of facial cosmetics have you used used within the last three months? "

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