Page 69 - EXPORT MAGAZINE

REPOR T

premium skincare, driving interest in anti-aging While traditional drugstores remain the
solutions and products that support long-term skin health. dominant retail channel, online sales
At the same time, environmental awareness are growing at double-digit rates.
now spans all age groups, influencing purchasing The market is effectively split between
decisions across categories. Wellness-driven beauty, digital-native shoppers and those who value
linking skincare with broader lifestyle and the in-store experience, meaning brands
health goals, is also gaining ground. must deliver consistently high standards across both.

Challenges for Beauty Exporters
Germany’s retail landscape is concentrated
and demanding. A small number of powerful
chains dominate, setting exacting requirements
on product quality, marketing support,
and supply reliability. Meeting these expectations
is a significant undertaking for new entrants,
requiring careful planning and investment.
Regulatory compliance adds another
layer of complexity. In addition to EU rules,
brands must navigate German-specific labelling,
packaging, and environmental standards.
Supply chain pressures, from rising costs
to global disruptions, further complicate
operations. The market’s competitive
intensity cannot be underestimated.
With both global leaders and strong domestic
brands vying for space, exporters must offer
a distinct value proposition to stand out.
Sustainability credentials, proven product efficacy,
and a clear fit with German consumer values
are now essential rather than optional.

Opportunity Meets Responsibility

Success in Germany carries weight far beyond its borders. The country’s standards for quality, safety,
and sustainability influence the entire European market, meaning that achieving a foothold here
can open opportunities elsewhere. However, it is not a market that rewards short-term strategies.
Brands that succeed are those that demonstrate a long-term commitment, invest in retailer
relationships, and maintain a consistent promise to consumers. Germany’s beauty market
values authenticity, reliability, and continuous innovation. For exporters prepared to meet these
expectations, it offers both a challenging and a deeply rewarding arena for growth.

For more information on how IL Brand Consultancy can help you successfully expand your brand

into different markets, please contact us on info@ilbc.co.uk or visit our website at www.ilbc.co.uk.