Observed Signal · Aug 30, 2026 · Market Research Study · Source: Retail-News · Impact: 2/5 · Sentiment: Neutral
Beauty Market Grows; Consumers Seek Quality and Guidance
A YouGov study reported by Retail-News finds continued growth in Germany's facial- and hair-care markets alongside shifting consumer behavior: buyers research more, compare products, and increasingly demand both natural ingredients and demonstrable efficacy. Since 2022, facial-care sales rose 24.2% and hair-care sales 22.8%, though per-buyer spending growth is slowing and hair care is losing buyers. Nearly 40% of consumers sometimes use AI to research face and hair care (about 55% among 16–34 year-olds). UV-protection face care is widely used and interest in Korean skincare is rising (25% want to try it; 9% already use it).
Study reveals shifting consumer research and AI usage patterns relevant to marketers, retail media and product positioning, but is not directly about AdTech infrastructure or major platform policy.
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Key Takeaways & Evidence Grounding
- Since 2022, German facial-care revenue grew by 24.2%.
- Since 2022, German hair-care revenue grew by 22.8%.
- About 40% of consumers occasionally use AI tools to research facial and hair care; among 16–34 year-olds the share is ~55%.
- More than half of buyers regularly use facial-care products with UV protection.
- 25% of respondents want to try Korean skincare; 9% already use such products.
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Ontology Mapping & Concepts
Related Market Signals & Shifts
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Health and AI Reshape Consumer Behavior
A PwC study reported by Retail-News (31 July 2026) finds that health and technology increasingly shape consumer purchasing decisions in Germany. The research identifies generational differences—Generation Z rates its own health more critically and reports more mental health and sleep issues—making younger consumers a central target for health solutions. Price-performance, transparency and ease of use remain key purchase drivers for health products. Digital solutions, including AI tools, wearables and health apps, are gaining importance: more than half of AI-tool users first consult these applications for health questions, though wearables and apps are not always used regularly. Trust and provider credibility strongly influence willingness to share health data. The report concludes the global wellness market is expanding but success depends on practical, trustworthy digital offerings.
K‑Beauty Boom: Why Korean Skincare Is Going Global
Korean skincare (K‑Beauty) has become a global commercial force driven by the broader "Hallyu" (Korean Wave), state-backed soft‑power, fast R&D cycles, omnichannel retail experiences and celebrity/influencer marketing. South Korea rose to the world’s No. 2 cosmetics exporter with $11.4 billion in exports in 2025. Agencies like Jung von Matt Hangang, retailers such as Olive Young, Sephora, Rossmann and dm, and startups (e.g., Yepoda, Tirtir) are shaping international expansion via pop‑ups, product placement in K‑dramas, celebrity endorsements and localized product strategies. German retailers are launching their own K‑inspired lines (Rossmann’s Isana K‑line produced in South Korea; dm’s Balea “Inspired by Korean Skincare” developed in Europe), prompting debate about authenticity and quality standards.
US and Europe Drive Global K-Beauty Boom
Korean beauty (K-Beauty) has moved from a regional trend to a global e-commerce force, reaching an online retail volume of $15 billion in 2025, up from $12.5 billion in 2024 (≈22% growth), according to Euromonitor International. The United States accounted for 54% of international online K‑Beauty sales in 2025 while Western Europe's share rose from 3% to 10%. China’s share fell from 66% to 21%. Social commerce, led by TikTok Shop, is a key growth driver: TikTok Shop climbed from 27th to 7th among U.S. beauty e-commerce retailers between 2023 and 2025, with market volume rising from under $100 million in 2023 to over $900 million in 2025. Euromonitor also highlights Latin America (notably Brazil) as a next expansion region, with Brazilian online availability of K‑Beauty increasing by 159% in 2025.
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