Beauty and personal care e-commerce in Germany – statistics & facts

The beauty and personal care e-commerce industry in Germany has seen rapid growth in recent years, almost doubling its revenue since 2017. This has been aided by technological developments which have made it easier for consumers to order items online. Furthermore, social media has allowed products from all over the world to be easily discovered by those passionate about beauty, and some influencers have dedicated their career to finding and promoting products that they believe bring something new to the market.

Online revenue share of cosmetics and body care products: **%

Top personal care online store: docmorris,de

Top 3 most used personal care products: Oral and dental care, personal hygiene products, skin care products

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Current statistics on this topic

Revenue of the e-commerce cosmetics market in select countries worldwide in 2025 (in million U.S. dollars)

Key Figures of E-Commerce

Revenue of cosmetics e-commerce in selected countries worldwide 2025

Purchase criteria for personal care in Germany as of September 2025

Cosmetics & Personal Care

Purchase criteria for personal care in Germany 2025

Users in the beauty, health, personal & household care segment in Germany from 2017 to 2029 (in millions)

Online Retail

Users in the beauty, health, personal & household care segment in Germany 2017-2029

Overview

Revenue of cosmetics e-commerce in selected countries worldwide 2025
Revenue of cosmetics e-commerce in selected countries worldwide 2025
Revenue of the e-commerce cosmetics market in select countries worldwide in 2025 (in million U.S. dollars)
Share of shoppers buying beauty products online worldwide 2024, by generation
Share of shoppers buying beauty products online worldwide 2024, by generation
Share of global consumers purchasing cosmetics and beauty products online in 2024, by generation
Revenue in the beauty, health, personal & household care segment in Germany 2017-2029
Revenue in the beauty, health, personal & household care segment in Germany 2017-2029
Revenue in the beauty, health, personal & household care segment in Germany from 2017 to 2029 (in billion U.S. dollars)
Online retail revenue share of cosmetics and body care products in Germany 2015-2023
Online retail revenue share of cosmetics and body care products in Germany 2015-2023
Revenue share of online retail with cosmetics and body care products in Germany from 2015 to 2023
Germany: Top 10 personal care online stores 2023
Germany: Top 10 personal care online stores 2023
Top online stores in the personal care segment in Germany in 2023, by e-commerce net sales (in million U.S. dollar)
Most used personal care product by category in Germany 2025
Most used personal care product by category in Germany 2025
Most used personal care product by category in Germany as of September 2025
Purchase criteria for personal care in Germany 2025
Purchase criteria for personal care in Germany 2025
Purchase criteria for personal care in Germany as of September 2025

Segment revenues

ARPU in the beauty, health, personal & household care segment in Germany 2017-2029
ARPU in the beauty, health, personal & household care segment in Germany 2017-2029
ARPU in the beauty, health, personal & household care segment in Germany from 2017 to 2029 (in U.S. dollars)
Revenue in the personal care e-commerce market in Germany 2017-2029
Revenue in the personal care e-commerce market in Germany 2017-2029
Revenue in the personal care e-commerce market in Germany from 2017 to 2029 (in billion U.S. dollars)
Revenue of the personal care e-commerce market in Germany 2017-2029, by segment
Revenue of the personal care e-commerce market in Germany 2017-2029, by segment
Revenue of the personal care e-commerce market in Germany from 2017 to 2029, by segment (in million U.S. dollars)
Cosmetics e-commerce revenue in Germany 2017-2029
Cosmetics e-commerce revenue in Germany 2017-2029
Cosmetics e-commerce revenue in Germany from 2017 to 2029 (in million U.S. dollars)
Revenue of the online cosmetics market in Germany 2017-2029, by segment
Revenue of the online cosmetics market in Germany 2017-2029, by segment
Revenue of the online cosmetics market in Germany from 2017 to 2029, by segment (in million U.S. dollars)
Revenue per user in the cosmetics e-commerce market in Germany 2017-2029
Revenue per user in the cosmetics e-commerce market in Germany 2017-2029
Revenue per user in the cosmetics e-commerce market in Germany from 2017 to 2029 (in U.S. dollars)
Online skin care market revenue in Germany 2017-2029, by segment
Online skin care market revenue in Germany 2017-2029, by segment
Online skin care market revenue in Germany from 2017 to 2029, by segment (in million U.S. dollars)
Revenue per user in the skin care e-commerce market in Germany 2017-2029
Revenue per user in the skin care e-commerce market in Germany 2017-2029
Revenue per user in the skin care e-commerce market in Germany from 2017 to 2029 (in U.S. dollars)
Beauty tech e-commerce revenue in Germany 2017-2029
Beauty tech e-commerce revenue in Germany 2017-2029
Beauty tech e-commerce revenue in Germany from 2017 to 2029 (in million U.S. dollars)
Beauty tech e-commerce average revenue per user in Germany 2017-2029
Beauty tech e-commerce average revenue per user in Germany 2017-2029
Beauty tech e-commerce average revenue per user in Germany from 2017 to 2029 (in U.S. dollars)

User penetration

Users in the beauty, health, personal & household care segment in Germany 2017-2029
Users in the beauty, health, personal & household care segment in Germany 2017-2029
Users in the beauty, health, personal & household care segment in Germany from 2017 to 2029 (in millions)
Beauty & personal care e-commerce user penetration rate in Germany 2017-2029
Beauty & personal care e-commerce user penetration rate in Germany 2017-2029
Beauty & personal care e-commerce user penetration rate in Germany from 2017 to 2029
Users in the personal care e-commerce market in Germany 2017-2029
Users in the personal care e-commerce market in Germany 2017-2029
Users in the personal care e-commerce market in Germany from 2017 to 2029 (in millions)
Cosmetics e-commerce users in Germany 2017-2029
Cosmetics e-commerce users in Germany 2017-2029
Cosmetics e-commerce users in Germany from 2017 to 2029 (in millions)
Number of skin care e-commerce users in Germany 2017-2029
Number of skin care e-commerce users in Germany 2017-2029
Number of skin care e-commerce users in Germany from 2017 to 2029 (in millions)
Penetration rate of the skin care e-commerce market in Germany 2017-2029
Penetration rate of the skin care e-commerce market in Germany 2017-2029
Penetration rate of the skin care e-commerce market in Germany from 2017 to 2029
Number of beauty tech e-commerce users in Germany 2017-2029
Number of beauty tech e-commerce users in Germany 2017-2029
Number of beauty tech e-commerce users in Germany from 2017 to 2029 (in millions)
User penetration rate in the beauty tech e-commerce market in Germany 2017-2029
User penetration rate in the beauty tech e-commerce market in Germany 2017-2029
User penetration rate in the beauty tech e-commerce market in Germany from 2017 to 2029

Brands

Brand shares in the online personal care market in Germany 2022
Brand shares in the online personal care market in Germany 2022
Brand shares in the e-commerce personal care market in Germany in 2022
Most popular beauty and cosmetics websites in Germany 2023, by website traffic
Most popular beauty and cosmetics websites in Germany 2023, by website traffic
Most visited beauty and cosmetics websites in Germany in December 2023 (in millions)
Online revenue of Douglas 2003-2023
Online revenue of Douglas 2003-2023
Online revenue of Douglas from 2003 to 2023 (in million euros)
Online revenue of Douglas in Germany, the Netherlands, and Belgium 2019-2023
Online revenue of Douglas in Germany, the Netherlands, and Belgium 2019-2023
Online revenue of Douglas in Germany, the Netherlands, and Belgium from 2019 to 2023 (in million euros)
Annual revenue of Redcare Pharmacy 2020-2024
Annual revenue of Redcare Pharmacy 2020-2024
Annual revenue of Redcare Pharmacy from 2020 to 2024 (in million euros)
sephora.de: e-commerce net sales 2018-2025
sephora.de: e-commerce net sales 2018-2025
E-commerce net sales of sephora.de from 2018 to 2025 (in million U.S. dollars)
Notino: e-commerce net sales 2016-2025
Notino: e-commerce net sales 2016-2025
E-commerce net sales of notino.de from 2016 to 2025 (in million U.S. dollars)
dm: e-commerce net sales 2017-2025
dm: e-commerce net sales 2017-2025
E-commerce net sales of dm.de from 2017 to 2025 (in million U.S. dollars)
glossybox.de: e-commerce net sales 2014-2025
glossybox.de: e-commerce net sales 2014-2025
E-commerce net sales of glossybox.de from 2014 to 2025 (in million U.S. dollars)

Online traffic

Top countries for the online beauty and cosmetics industry globally 2024, by traffic
Top countries for the online beauty and cosmetics industry globally 2024, by traffic
Leading countries for the online beauty and cosmetics industry worldwide in 2024, by total traffic volume
Leading online beauty stores worldwide 2024, by GMV
Leading online beauty stores worldwide 2024, by GMV
Gross merchandise value (GMV) of the top online stores in the beauty segment worldwide in 2024, by e-commerce net sales (in million U.S. dollars)
Top online personal care retailers in Germany 2023, by purchase intent clicks
Top online personal care retailers in Germany 2023, by purchase intent clicks
Leading online personal care retailers in Germany in 2023, by purchase intent clicks
Top online beauty retailers in Germany 2023, by purchase intent clicks
Top online beauty retailers in Germany 2023, by purchase intent clicks
Leading online beauty retailers in Germany in 2023, by purchase intent clicks
Conversion distribution of health and beauty websites in Germany 2022, by device
Conversion distribution of health and beauty websites in Germany 2022, by device
Distribution of conversions on health and beauty e-commerce websites in Germany in 2022, by device
Online traffic distribution of health and beauty websites in Germany 2022, by device
Online traffic distribution of health and beauty websites in Germany 2022, by device
Distribution of online traffic to health and beauty e-commerce websites in Germany in 2022, by device

Consumer behavior

Share of shoppers buying beauty products online in Europe 2023, by generation
Share of shoppers buying beauty products online in Europe 2023, by generation
Share of consumers purchasing beauty products online in selected European countries in 2nd quarter 2023, by generation
Top sources to search for beauty products online worldwide 2025
Top sources to search for beauty products online worldwide 2025
Leading online sources for beauty product search worldwide in 2025
Most used online purchase channels for beauty products worldwide 2025
Most used online purchase channels for beauty products worldwide 2025
Leading online shopping channels to buy beauty products worldwide in 2025
Cosmetics cross-border online shoppers in Europe 2023, by country
Cosmetics cross-border online shoppers in Europe 2023, by country
Share of cross-border online shoppers of cosmetics in Europe in 2023, by country
Online shoppers subscribing to beauty products in Europe 2023, by country
Online shoppers subscribing to beauty products in Europe 2023, by country
Share of online shoppers having a subscription to beauty products in Europe in 2023, by country
Frequency of online purchases of beauty products in Germany 2023
Frequency of online purchases of beauty products in Germany 2023
Frequency in which e-shoppers purchased beauty and health care products online in Germany in 2023
Product groups bought online and in physical stores in Germany 2023
Product groups bought online and in physical stores in Germany 2023
Categories shopped online and in physical stores in Germany in 2023
Breakdown of consumer goods sold on amazon.de 2022
Breakdown of consumer goods sold on amazon.de 2022
Breakdown of consumer goods sold on amazon.de in 2022
Online and offline personal care purchases in Germany 2023
Online and offline personal care purchases in Germany 2023
Online and offline personal care purchases in Germany in 2023

Online revenue share of cosmetics and body care products: **%

Top personal care online store: docmorris,de

Top 3 most used personal care products: Oral and dental care, personal hygiene products, skin care products

Key figures

The most important key figures provide you with a compact summary of the topic of "Beauty and personal care e-commerce in Germany" and take you straight to the corresponding statistics.

Revenue of the cosmetics e-commerce market
*****m EUR
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Detailed statistics
Cosmetics e-commerce revenue in Germany 2017-2029
Revenue of eye make-up
***m EUR
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Revenue of the online cosmetics market in Germany 2017-2029, by segment
Average revenue per user of skin care e-commerce
****EUR
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Revenue per user in the skin care e-commerce market in Germany 2017-2029

E-commerce net sales of dm.de
***m USD
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dm: e-commerce net sales 2017-2025
E-commerce net sales of sephora.de
****m EUR
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sephora.de: e-commerce net sales 2018-2025
Online revenue of Douglas in Germany
*****m EUR
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Detailed statistics
Online revenue of Douglas in Germany, the Netherlands, and Belgium 2019-2023

Share of millennials purchasing beauty products online in Germany
**%
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Share of shoppers buying beauty products online in Europe 2023, by generation
Share of cross-border online shoppers of cosmetics in Germany
**%
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Detailed statistics
Cosmetics cross-border online shoppers in Europe 2023, by country
Net sales of care products on amazon.de
***m USD
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Breakdown of consumer goods sold on amazon.de 2022