Ranking of the most popular cosmetics for men in Germany 2014-2018

Nivea MEN and L’Oreal Men Expert products are the most popular cosmetic brands for German men. Nivea was founded in Germany and has a long history, as does L’Oreal. Other leading cosmetic brands for German male consumers are Balea Men, an in-house brand of the German drugstore retailer dm, as well as Florena Men and Tabac.

Male grooming market growing worldwide

Men’s cosmetics ranges have expanded considerably across various brands to include hair, skin and body care products, as well as fragrances. In addition to those, makeup for men has also been rising in mainstream popularity, with the supplementary influence of social media. The size of the men’s grooming market is predicted to grow worldwide, with estimates of almost 13 billion euros for the Western European market by 2020.

Skin care products most profitable

In the body care product segment, skin care products (including those for both men and women) generated the highest revenues in 2017, followed by hair care, makeup and oral hygiene products. Nivea was the most popular skin cream brand in Germany in 2018.

Ranking of the most popular cosmetics for men (used in the last three months) in Germany from 2014 to 2018

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Release date

November 2018



Survey time period

2014 to 2018

Age group

14 years and older

Special properties

German-speaking population; men

Method of interview

Face-to-face interview

Supplementary notes

* Question not asked as of 2015.

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 70.53 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.

Information on target group "men":
2014: projected base of 34.59 million people.
2015: projected base of 33.81 million people.
2016: projected base of 34.03 million people.
2017: projected base of 34.35 million people.
2018: projected base of 34.69 million people. The figures refer to the following studies:
2013; 2013: VuMA 2014; 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.

For this question, multiple answers were possible. For this reason, the sum of percentages may exceed 100%.
This question was asked in the survey in the following wording: "Which of the following brands of men's cosmetics have you personally used in the last three months?"

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