Sustainable Cosmetics in Germany — Why the Market is Growing and What It Means
Contents
Figures on the natural cosmetics market in Germany
In 2024, the German natural cosmetics market reached a volume of approximately 2.7 billion euros — an 8.3 percent growth compared to the previous year, according to data from the German Cosmetics, Toiletry, Perfumery and Detergent Association (IKW). This is more than three times the growth of the conventional cosmetics market. Germany is thus the largest single market for natural cosmetics in Europe, ahead of France and the United Kingdom.
Particularly dynamic: the online channel. Almost 40 percent of all natural cosmetics purchases in Germany are now made through digital channels — an increase of 12 percentage points since 2020. This changes who holds market power: small, specialized brands can communicate directly with their target audience without relying on traditional cosmetics retailers.
What drives the growth
Three developments explain why Germany's sustainable cosmetics market is growing so strongly:
- Regulation and Transparency — The EU Cosmetics Regulation is becoming stricter. Ingredients such as microplastics, certain fragrances, and UV filters are under increased scrutiny. Consumers are reacting by favoring brands that voluntarily refrain from using these substances.
- Generation Z and Millennials — Two-thirds of under-35s in Germany state that they make brand decisions based on sustainability criteria. For this group, natural cosmetics are no longer a niche, but the expected norm.
- Ingredient-Awareness — Apps like INCI Beauty or Yuka have made ingredient scanning mainstream. A generation of buyers now reads INCI lists and proactively avoids parabens, PEGs, and synthetic fragrances.
- Post-Pandemic Wellness Boom — The pandemic has massively increased interest in physical self-care. Rituals — hammam, oil massages, masks — are part of a broader understanding of wellness that goes beyond quick products.
Detecting greenwashing — the honest test
Germany is also the country where consumer protection organizations like Stiftung Warentest regularly test natural cosmetic products — and regularly expose greenwashing. Green packaging, leaves in the logo, and terms like "naturally cared for" or "with aloe vera" are not quality features.
Here's a practical test for every purchase:
- Read the INCI list — Real natural cosmetics have a short list of recognizable ingredients. Long lists with many terms like "PEG," "-yl acetate," or "fragrance" are warning signs.
- Check certifications — NATRUE, COSMOS Organic, Ecocert, or BDIH are recognized standards. Without one of these seals, "natural" is just a marketing statement.
- Question the origin — Where do the raw materials come from? Direct partnerships with producers — instead of anonymous intermediaries — are a sign of genuine sustainability responsibility.
- Evaluate packaging — Sustainable cosmetics should come in recyclable or reusable containers. Glass jars beat plastic bottles.
Why Moroccan natural cosmetics are leading the way
Morocco has something that Europe does not: centuries-old, living cosmetic traditions. Ghassoul from the Atlas, argan oil from the Sous, rose water from the Valley of Roses — these are not trends. These are raw materials that have been extracted and used in the same way for generations.
Germany has recognized this. In no other European country has the demand for Moroccan cosmetic raw materials grown as strongly as here. Argan oil is now found in almost every German supermarket — although often in such diluted form that the active ingredient content is barely measurable.
The difference with EVARGANA lies in its directness: Ghassoul comes directly from mountain mines in the Atlas, Beldi soap is traditionally cold-saponified, Aker Fassi — the Moroccan lip stain made from pomegranate peels and poppy petals — is produced without synthetic dyes. These are not marketing promises. This is the origin.
What seals really mean
Not every sustainability label on cosmetic products means the same thing. Here's a quick overview of the most important recognized seals in Germany:
- NATRUE — One of the strictest standards worldwide. At least 75% natural raw materials, no synthetic fragrances, no silicones, no parabens.
- COSMOS Organic — European standard that prescribes organic cultivation of plant raw materials. More focused on agricultural origin than on chemical composition.
- Ecocert — French institute, widely used in Europe. Similar criteria to COSMOS, often used as a precursor to the organic label.
- BDIH — German standard that explicitly excludes animal testing. Popular with brands that produce in Germany.
Products without seals are not automatically inferior — but they require more self-research. For traditional raw materials such as Ghassoul or Beldi soap, transparency about their origin is often more meaningful than a label.
How consumers in Germany shop
A 2024 survey by the Federal Ministry of Food and Agriculture shows that 54% of German consumers pay attention to the ingredient list when buying personal care products. Five years ago, it was 31%. This represents a fundamental shift in purchasing decisions.
At the same time, the willingness to pay more is growing — if the quality is right. 61% of respondents stated that they prefer to buy fewer products, but better ones. This fits a market that is moving away from mass offerings towards smaller, specialized brands.
What this means for natural cosmetics: The price advantage of mass-produced products is becoming less important. Buyers in Germany are increasingly willing to pay 20 or 30 euros for a Ghassoul product — if they understand where it comes from and why it works.
EVARGANA — traditional and transparent
Frequently Asked Questions about Sustainable Cosmetics in Germany
What makes natural cosmetics more expensive than conventional products?
Natural cosmetics often use raw materials in higher concentrations, without cheap fillers such as mineral oils or PEGs. This is often accompanied by fair trade purchase prices, shorter supply chains, and more complex certification processes. This increases production costs — but also quality.
Are Moroccan natural cosmetics certified in Germany?
That depends on the brand. Traditional raw materials such as Ghassoul, argan oil, or Beldi soap are often sold in Germany without a European certificate — but this does not mean that they are less natural. Transparency about origin and processing is often a more meaningful quality feature.
How do I know if a "natural" product is really natural?
Read the INCI list. Natural ingredients have Latin plant names (e.g., "Argania Spinosa Kernel Oil") or recognizable descriptions. If you cannot identify the first five ingredients, the product is probably not as natural as promised.
