Most popular men's cosmetics in Germany 2020

Nivea MEN and L’Oreal Men Expert products are among 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 Tabac and Florena Men.

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 more than 26 billion euros for the Western European market by 2024.

Skin care products most profitable

In the body care product segment, haircare products generated the highest revenues in 2021, followed by skin care(including those for both men and women), and oral hygiene products. Nivea was the most popular skin cream brand in Germany in 2020.

Ranking of the most popular men's cosmetics (used in the last three months) in Germany from 2016 to 2020

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Release date

November 2020

More information

Region

Germany

Survey time period

2016 to 2020

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:
2016: 23,102 respondents, representing 69.56 million people
2017: 23,106 respondents, representing 70.09 million people
2018: 23,086 respondents, representing 70.45 million people
2019: 23,120 respondents, representing 70.60 million people
2020: 23,138 respondents, representing 70.63 million people

Information on target group "Men":
2016: representing 34.03 million people
2017: representing 34.35 million people
2018: representing 34.69 million people
2019: representing 34.84 million people
2020: representing 34.85 million people The figures refer to the following studies:
2016: VuMA 2017; 2017: VuMA 2018; 2018: VuMA 2019; 2019: VuMA 2020; 2020: VuMA 2021.

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

Multiple answers were possible, therefore the percentage sum may exceed 100 percent.
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?"