Ranking of the most popular facial cosmetics in Germany 2020

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.