German Beauty is Here to Stay: What You Need to Know

G-beauty stands for German beauty, which has a scientific approach to skincare that focuses on ingredients and results instead of fads and trends. This beauty subculture is often described as ‘clean beauty,’ though that term often has varying definitions. It’s beauty with technology that’s held to strict standards, tested and fact-checked, with brands founded mostly by doctors and professors. G-beauty brands tend to have minimalistic, basic packaging – which ironically stands out on shelves among the other ornate skincare products grappling for your attention.

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K-Beauty, as you probably already know, are beauty products originating from South Korea known for being part of a lengthy, multi-step skincare routine. The idea around K-Beauty is to gently nurture the skin over the long-term to achieve hydrated, supple skin. The products are known to be innovative with unique ingredients not often found in other skincare.

G-Beauty, on the other hand, takes a farm-based, organic approach. While K-Beauty started with a concerted effort by the South Korean government to market their products globally, the German government has no hand in marketing these German products. K-beauty is targeted to a younger consumer, known for its playful elements and colourful packaging, while G-Beauty is minimalistic, science-backed, and targets an older consumer.

According to the German government, Germany is Europe’s largest cosmetics market and right now, it’s the sixth-largest exporter of cosmetics and skincare behind France, the U.S., and South Korea. Based on market research from Euromonitor, the G-Beauty industry is worth around 17 billion euros and growing. Aside from the products’ benefits, consumers are attracted to the un-hyped marketing and lack of major campaigns behind them. The brand founders are usually doctors or science professionals who know the ingredients well and come from outside of the beauty industry, which builds a sense of trust between consumers and brands.

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It goes without saying that anyone can use G-Beauty products, but their formulas are made with anti-aging in mind. So, if you’re thinking about, or just starting to, incorporate anti-aging products into your skincare routine, you may want to look into German products. The focus on results means that you won’t have to worry if you’re wasting time on products that won’t make a difference down the line.

When it comes to G-Beauty, skincare enthusiasts look for two things — clean formulations and new science. Augustinus Bader, Dr. Barbara Sturm, and Royal Fern are among coveted brands that do just that. Tim Golueke, the dermatologist behind Royal Fern describes the brand as “marrying wellness and German engineering,” characterizing the key pillars behind German skincare.

Other brands to check out include: Dr. Hauschka Rose, QMS Medicosmetics, Susanne Kaufmann, Nivea, Dr. Michael Pager, and Weleda.

Unlike K-Beauty, G-Beauty doesn’t advocate for lengthy multi-step routines, but instead products that are effective on their own. The belief is that with highly effective products, you won’t need 20 of them to get results. All you need is the basics — a cleanser, toner, serum and moisturizer.

If you’d like to start with one of the more affordable products, the QMS Medicosmetics Deep Gentle Cleanser might be the one for you. Founder Dr. Med. Erich Schulte has been researching the science of wound healing and applying it to skincare. This cleanser works to regenerate the skin and improve elasticity, working double time on damaged or scarred skin.

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German skincare products carry a hefty price tag, but the scientific technologies, focus on results, and clean, organic ingredients may make it worth it. If you don’t have $200 to shell out on a moisturizer, you can start with Nivea or Weleda at drugstore prices. Otherwise, G-Beauty products can get as high $400 per product.

G-beauty has a slew of A-listers who rave about the products including Rosie Huntington-Whiteley, Emily Ratajkowski, Hailey Bieber, Kourtney Kardashian, and Bella Hadid. Want skin like Victoria Beckham? She’s a dedicated fan to the Augustinus Bader brand which uses stem cell and biomedical research to initiate the body’s regenerative processes.

German beauty products can be found on sites like Neiman Marcus, Gee Beauty, Revolve, Net-A-Porter, and Nordstrom. Alternatively, some brands allow you to purchase them directly from their company website.

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