Leading Beauty Retail Brands in Germany: Q1 2025 Overview

In the dynamic world of beauty retail, maintaining a competitive edge requires deep insights into digital presence and consumer engagement. Sensor Tower, renowned for its unparalleled cross-platform data, provides an in-depth analysis of the leading brands in Germany's beauty retail sector for Q1 2025. This article highlights the trends and performance of Flaconi, Notino, and Sephora from Q4 2024 to Q1 2025, drawing on website and app analytics, audience trends, and advertising data.

Flaconi

Flaconi is a prominent beauty retailer known for its extensive range of cosmetics and fragrances. It maintains a strong digital presence with flaconi.de and the Flaconi app.

• Audience Trends: Flaconi's monthly true audience showed a slight decline from 2.8M in January to approximately 2.5M by March 2025. The website consistently attracted more visitors compared to the app, with web-only users remaining above 2M each month.

• App Engagement: The app's monthly active users fluctuated, starting at 354K in October 2024 and stabilizing around 425K by March 2025, indicating robust mobile engagement.

• Ad Spend & Channels: Flaconi's monthly advertising spend decreased from nearly $460K in December 2024 to approximately $220K in March 2025, with significant impressions driven through Facebook and Instagram.

Notino

Notino is celebrated for its wide selection of perfumes and cosmetics, complemented by a strategic digital approach through notino.com and the Notino: profumi e cosmetici app.

• Audience Trends: The monthly true audience peaked at about 930K in November 2024 before stabilizing around 700K in March 2025. Web-only visitors dominated, exceeding 500K monthly.

• App Engagement: The app saw a steady increase in monthly active users, surpassing 145K in March 2025, reflecting consistent growth in mobile user engagement.

• Ad Spend & Channels: Notino's monthly advertising spend showed variability, with a peak of nearly $400K in December 2024, primarily invested in Facebook and Instagram channels.

Sephora

Sephora, a global leader in beauty retail, leverages its digital platforms sephora.com and the Sephora app to enhance its market presence.

• Audience Trends: Sephora's monthly true audience remained stable above 500K throughout the quarter, with web-only users consistently leading.

• App Engagement: The app's monthly active user base saw a minor decline, from 420K in December 2024 to around 308K by March 2025, indicating a slight shift in user engagement.

• Ad Spend & Channels: Sephora's monthly ad spend decreased from $388K in October 2024 to approximately $114K in March 2025, with Instagram and Facebook being the primary channels for impressions.

Conclusion

The analysis of Q1 2025 highlights the dynamic nature of Germany's beauty retail sector, underscoring the importance of a robust digital strategy. Sensor Tower's comprehensive data, including Web Insights, App Performance Insights, and Pathmatics, provides unmatched insights into cross-platform user behavior, empowering brands to optimize their digital presence and advertising strategies effectively.

For decision-makers, leveraging Sensor Tower’s consolidated data offers unique advantages, enabling strategic decisions that drive growth and enhance competitive positioning in the fast-evolving beauty retail landscape. Explore Sensor Tower’s full range of products and services to unlock new opportunities and insights.