Beauty is deeply personal, and in Germany and the Netherlands, how consumers discover and choose products is evolving fast. For brands, this means rethinking how they show up, from the channels they prioritise to the values they champion, to stay relevant in a market where trust, price, and ethics matter.
New insights from our Beauty, Beliefs & Buying Habits study in Germany and the Netherlands reveal the behaviours shaping the beauty market in 2025 and where brands can focus to connect.
From the growing influence of TikTok to the lasting appeal of in-store testers, the conversation is shifting toward impact. Brands are examining how they can align with consumer priorities centred on self-trust, affordability, and ethical values.
Using Datarubico’s Insights Creator and Beauty Trends Social Insights Tools, we explored the patterns driving beauty choices in both markets.
We surveyed 500 women in each country, representative of the online population, to understand what influences product discovery, purchase decisions and brand trust. The results offer clear direction for beauty brands aiming to succeed in Germany and the Netherlands.
What this means for brands
Tailor discovery channels by market
Lead with the right purchase driver
Empower self-driven decision-making
Close the emotional gap
Discover more key findings from our research:
Based on a nationally representative study of N=500 in Germany and N=500 in the Netherlands, conducted on Datarubico – Pureprofile’s all-in-one research platform, July 2025.
