For quite a long time and actively raging in the world, the K-Beauty trend has taught us to Korean BB-creams and jellies for skin cleansing. The J-Beauty trend has convinced us of the benefits of Japanese sake essences and ingredients. We probably should have taken our passports and moved to another country so as not to be seen as lagging behind fashion. But don't rush. For the undecided, a new direction has now appeared - G-Beauty, or beauty in German.
In the past few years, German beauty brands have begun expanding into every possible place people buy cosmetics, from Whole Foods to high-end beauty salons. But unlike, say, K-Beauty, which originated as a joint effort by the Korean government to promote Korean brands overseas, G-Beauty does not so much promote innovation as it cultivates the concept of "pure beauty." And "clean" from all points of view.
“Our clients like that German cosmetics meet European purity standards. This automatically means that it is free of toxins and substances harmful to health,”says Jessica Richards, founder of the influential Brooklyn boutique Shen Beauty. German brands, as a rule, have rather minimalistic packaging, which looks very dignified in modern beauty spaces filled with bright Asian things. Cassandra Gray, founder of Violet Gray, a luxury beauty salon in London, is even more determined: “Now customers are looking for products labeled 'Made in Germany' on the shelves. You see, on cosmetic products, this mark means to many the same as an organic sticker on tomatoes,”explains Kassandra.
German cosmetics are pure and effective preparations, which in most cases are based on the principles of organic production, which have long been successfully practiced on local farms. Case in point: Weleda, a pioneer in natural skin care with Swiss-German roots, founded in 1921, and Dr. Hauschka, a line of natural cosmetics and skin care that has been around since 1967. Both brands have had decades to build their biodynamic farms and laboratories, as well as their manufacturing processes. In addition (and in fact, this is what everyone relies on) in Germany there is a very serious and strict control over ingredients and their processing, which, in fact, is a key factor for a "natural" beauty brand. Everything is transparent and reliable so that no questions arise.
So, the above-mentioned Weled is going through a period of its revival in the United States, England and the Scandinavian countries. In the last year alone, US sales are up 19%. According to market researchers Spins and Nielsen, German beauty brands grew 13% in the United States, up from 11% for all other natural brands. The classic Skin Food moisturizer, loved by professional makeup artists, has been featured on numerous occasions as “indispensable” in interviews with stars such as Rihanna, Julia Roberts and Victoria Beckham. And while the German government is not helping its companies to enter foreign markets, “the country really does support biodynamic agriculture and this idea of sustainable development,” says Martina Joseph, CEO of Dr. HauschkSkin Care.“If you look at the many different categories and businesses in Germany, the quality and integrity of the ingredients will be key.” German creams and serums are absolutely transparent, and this is exactly what everyone is looking for today in such a complex and confusing world. The packaging is clear, the ingredients are laid out simply, and the claims are backed up by science. By the way, "backed by science" is another important component of the success of G-beauty. Serious brands offer not only pure formulations, but cutting edge science as well. We are talking about such expensive brands as Augustinus Barder, Dr. BarbarSturm and Royal Fern, which combine "safety, health and high technology."what everyone is looking for today in such a complex and confusing world. The packaging is clear, the ingredients are laid out simply, and the claims are backed up by science. By the way, "backed by science" is another important component of the success of G-beauty. Serious brands offer not only pure formulations, but cutting edge science as well. We are talking about such expensive brands as Augustinus Barder, Dr. BarbarSturm and Royal Fern, which combine "safety, health and high technology."what everyone is looking for today in such a complex and confusing world. The packaging is clear, the ingredients are laid out simply, and the claims are backed up by science. By the way, "backed by science" is another important component of the success of G-beauty. Serious brands offer not only pure formulations, but cutting edge science as well. We are talking about such expensive brands as Augustinus Barder, Dr. BarbarSturm and Royal Fern, which combine "safety, health and high technology."health and high manufacturability ".health and high manufacturability ".
Photo: Getty Images, press archives
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