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REPOR T

The men’s grooming category reflects a similar evolution. consumers discover and buy products. E-commerce is
What was once centred on basic hygiene has expanded expanding rapidly, but not at the expense of physical retail.
into comprehensive skincare, hair styling, and targeted Instead, brands are blending channels to create consistent,
treatments. This change is visible both in premium high-quality experiences wherever the consumer
retail and mass-market aisles, with men increasingly chooses to shop. This omnichannel approach
willing to invest in higher-quality products that is becoming the standard, with digital platforms
reflect their personal style and self-care priorities. playing an essential role in product discovery,
Finally, digital transformation is altering how research, and replenishment.

Certifications: The Trust Imperative

Trust is a defining feature of the German beauty
market, and formal certifications play an important
role in building it. Labels such as NATRUE and BDIH are
well established and widely recognised by consumers.
Their strict criteria are covering everything
from raw material sourcing to production
methods and environmental impact that
offers reassurance in a crowded marketplace.
The EU Cosmetics Regulation provides the legal
framework, but German consumers often expect
brands to go further. This can mean demonstrating
efficacy through independent testing, proving
environmental commitments through recognised
certifications, or offering full transparency
on supply chains. Cruelty-free status is also
significant, particularly for younger buyers
who want assurances that ethical standards
extend across the entire production process.

Consumer Trends compare options, and seek evidence of performance.
and Customer Insights Quality outweighs quantity, with a preference for
Purchasing behaviour in Germany reflects fewer, well-chosen items that deliver visible results.
a highly informed and deliberate approach. Demographic shifts are shaping demand in distinct ways.
Consumers take time to research products, Mature consumers represent a valuable segment for

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