German Drugstores Expand South Korean Skincare Offerings as Demand Surges

Major German drugstore chains and international cosmetics corporations are expanding their product lines in response to growing consumer demand for South Korean skincare formulations, particularly among younger demographics. The shift comes as annual beauty care expenditure in Germany reached approximately 18 billion euros in 2025, representing a 6.3 percent increase, according to figures from the German Cosmetic, Toiletry, Perfumery and Detergent Association.

In October 2025, drugstore retailer Rossmann introduced a dedicated South Korean skincare range produced in Seoul under its private label Isana, offering products at price points roughly half those of established brands. Sandra Lorenz, who oversees private label operations at Rossmann, reported that the line was "sold out within a very short time." Competing chain dm launched products modeled on South Korean formulations under its Balea brand, manufactured within Germany.

Established manufacturers are also realigning their operations around South Korean development hubs. Beiersdorf stationed part of its global innovation team in South Korea to develop products including sunscreen sticks, while Taunus-based Cosnova, parent company of Essence and Catrice, has integrated South Korean skincare concepts into its product development.

The commercial expansion reflects South Korea's growing position in the global beauty industry. In 2025, South Korean cosmetics exports reached a record 11.4 billion US dollars, positioning the country as the world's second-largest cosmetics exporter behind France, while Germany ranks fourth.

According to a survey conducted by market research firm YouGov, approximately one-quarter of German facial care buyers are familiar with South Korean beauty products and express interest in trying them, while nearly ten percent already use them regularly. Acceptance is concentrated among Generation Z and Millennial consumers, with 53 percent of facial care buyers now selecting products containing UV protection.

Industry formulations prominently feature ingredients such as snail mucin and polydeoxyribonucleotide (PDRN), a substance derived from salmon and trout reproductive cells used to promote skin hydration and recovery. Hamburg-based cosmetics researcher Meike Streker expressed skepticism regarding the efficacy of topically applied DNA fragments, noting that the skin barrier makes deep absorption doubtful, while pointing to product texture and skin feel as the primary drivers of consumer adoption.

The trend also extends to retail operations and cross-border trade. Specialty stores such as Vibe Seoul, which opened on Frankfurt's Zeil shopping street, combine sales of South Korean cosmetics with K-pop music and cultural merchandise. Concurrently, German personal care items have gained traction in Asian markets, accelerated by viral social media exposure including a video featuring K-pop musician Jungkook using a German lip balm. Streker noted that German drugstore items remain highly sought after by Asian visitors in central Frankfurt, as the "Made in Germany" designation continues to signal quality and trust among international consumers.

Written by Thorben Thiede thorben.thiede@alpineweekly.com