Indie brands shine at Vivaness 2024 as German natural beauty market recovers

The 2024 version of Vivaness, Europe’s main natural and natural beauty commerce present, occurred from thirteenth to sixteenth February 2024 in Nuremberg, Germany, along with its sister truthful Biofach, the biggest natural meals commerce present on the planet. Both occasions hosted 2,550 exhibitors from 94 nations (154 for Vivaness), with a complete of 35,000 commerce guests from 128 completely different nations. The occasion owes a part of its success to the significance of natural and natural beauty merchandise in Germany, the place the licensed natural beauty phase alone represents greater than 10% of all the beauty market [1].
Slow restoration
Indeed, natural and natural beauty is a part of the mainstream in Germany, because of very large availability throughout all main distribution channels, robust personal label brands and inexpensive worth ranges for a lot of traces. For nearly 20 years, the licensed natural beauty phase has been rising continuously in Germany, registering a CAGR of 6.5% over the previous decade. However, in 2022, the sector recorded its first recession in years, with a 3.5% fall, to EUR 1.43 billion. In 2023, the market started to get better in worth, rising by 2% thanks to cost hikes.
According to market analysis firm GfK (Gesellschaft für Konsumforschung), which introduced its newest retail figures at Vivaness 2024, extra shoppers are shopping for natural and natural beauty merchandise however they’re buying fewer gadgets per retailer go to. In addition, shopper loyalty is lowering as clients, scuffling with a shrinking disposable revenue, are switching to extra inexpensive personal label brands.
Actually, natural and natural personal label beauty brands registered a 15.2% worth enhance in 2023 whereas different brands (which account for 70% of all the natural beauty worth market) dipped 1.2% throughout the identical interval.
Nevertheless, shopper curiosity in natural and natural beauty and private care merchandise stays excessive in Germany. Drugstores continued to be a very powerful retail channel for natural beauty – 88.9% of licensed and non-certified natural beauty in Germany was offered within the drugstore channel in 2023, in response to market researcher Circana, which additionally introduced its findings at Vivaness 2024.
Innovation from indie beauty brands
While Germany’s predominant licensed natural and natural brands and their personal label counterparts had been instrumental in creating and rising this phase over the previous twenty years, and nonetheless proceed to drive R&D in the present day, the inflow of indie brands which began round ten years in the past has added a much-needed ingredient of innovation and creativity to the business.
At Vivaness 2024, a few of the most fascinating product launches got here from the indie model part. Like Swedish model Dak Matter which gives stylishly-packaged natural cosmeceutical scalp look after varied scalp situations like psioriasis or seborrheic eczema.
German indie model Afrolocke manufactures hair care and styling merchandise for textured hair whereas Finnish model Luonkos focuses on strong beauty with a twist: the model’s face cleaning truffles are strong cleaning oils reasonably than bar cleansers.
Traditional Chinese Medicine (TCM) beauty model Shaoyuan from Southern Germany introduced its new refillable make-up merchandise in superbly hand-crafted porcelain jars as effectively as new colors in its Flower Lip vary of embossed lipsticks.
And Swiss newcomer model Aromastick produces aromatherapy inhaler sticks: Each of the eleven variants contains a cautious mix of natural important oils for a selected therapy objective – sleep, focus, nausea, steadiness, loosen up and so forth.
Other main tendencies seen at Vivaness 2024 included that perennial favorite, plastic-free rest room beauty. At least half a dozen exhibitors featured strong and powder-based tub and physique care as effectively as oral care.
Sensitive pores and skin was one other key focus space, with microbiome/barrier care launches from a number of exhibitors, together with i+m Naturkosmetik from Germany, which has simply launched a Barrier Cream formulated with pre- and pro-biotics. Swiss model Farfalla launched 5 new face care merchandise within the Derma Pro Biome vary for delicate, irritated or mature pores and skin. And Bulgarian beauty model Wooden Spoon’s most up-to-date new launches embrace the Silver-A cream, a buttery skincare balm for atopic pores and skin formulated with anti-bacterial silver powder.
In 2025, Vivaness will not be a stand-alone truthful and can resume as a piece of the bigger Biofach occasion. Beauty brands shall be gathered within the Vivaness Area (Hall 4A) of the commerce present from 11-14 February, 2025.

https://www.premiumbeautynews.com/en/indie-brands-shine-at-vivaness,23635

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