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Ranking of the most popular facial cosmetics in Germany 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 L'Oreal Paris.

Not just a pretty face

Almost 14 percent of the German population aged 14 years and older had purchased Nivea products that they used in the last three months, as of 2019. Skin and facial care are some of the most lucrative parts of the beauty and personal care industry, with annual revenues amounting to 3.3 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 2020

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Release date

November 2020



Survey time period


Age group

14 years and older

Special properties

German-speaking population; women

Method of interview

Computer-assisted personal interviews (CAPI)

Supplementary notes

(1) First asked 2016.
(2) Not asked since 2016.
(3) First asked 2017.
(4) Not asked since 2017.
(5) Not asked since 2018.
(6) First asked 2018. (7) Not asked since 2019.

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

Information on total sample:
2020: 23,138 respondents, projected base of 70.63 million people.

The figures refer to the following studies:
2020: VuMA 2021

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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