Why G-Beauty is the next big thing

We have Germany to thank for some pretty exceptional stuff. From sausages and BMWs to Oktoberfest and Heidi Klum, they’ve racked up a very impressive repertoire, and yet, we’ll bet you’ve still been sleeping on German skin care. Because while K-Beauty and J-Beauty labels are busy shouting about their latest kooky (albeit captivating) creations, G-Beauty brands are quietly working away behind the scenes, more concerned with their learnings than the limelight.

Related Brands: 

Fans of the ‘does what it says on the tin’ mentality, German skin care takes a strict science-first approach, with a fondness for facts over fads and results over regimes. Most of us will have slathered our skin with the likes of Weleda’s Skin Food or one of Nivea’s many moisturisers, but the secrets behind these iconic German brands still remain somewhat under wraps.

Here, NIVEA Skincare Expert Robyn Hutch and Weleda’s Australian Marketing Manager Charmaine Pichler explains why G-Beauty belongs on the map.

What is G-Beauty all about?

“G-Beauty talks to effective and high-quality products,” says Robyn. “This means products are often led by findings in nature and science. Many of us forget that skin is our body’s largest organ and so researching how it naturally processes can help gain insights into how we best care for it.” 

Charmaine from Weleda explains that while efficacy is number one, experience still matters. “Wellness is a big part of German skin care, so a product has to feel good and have a holistic formulation that works on a physical and emotional level,” she says.

What are the pillars of the German skin care industry?

When it comes to earning star-status in the G-Beauty space, Robyn has a checklist for success, explaining that products should be “affordable, high quality, safe, reliable and easily available, with effective and simple to follow routines.” Reliability is king in German skin care, and research is the way to obtain it. “[NIVEA] has dedicated more than 130 years of research into understanding how the skin works, including the different skin types and the different care requirements brought about by culture, gender and age,” Robyn shares. 

Charmaine agrees, explaining that the crossroads where nature meets science is generally where the magic happens. “We look at our products from a holistic point of view; [they] have to be completely natural but also full of vitality and potency to help maintain a healthy body, inside and out. We lovingly harvest, distil and process our ingredients and combine the wisdom of nature with decades of skin care research and development, creating products that are highly effective and trusted around the world,” she says.

What are some beauty breakthroughs G-Beauty’s thorough research has led to?

“This [extensive] research has led brands like Nivea to use ingredients inspired by the skin’s own biology–our NIVEA Creme was the first oil-in-water based cream in the world of which modern skincare is based off,” Robyn explains. “This has always been one of the founding pillars [of both the brand and the industry], and as a result we've been the first to use many key skincare ingredients such as Q10 and creatine. Arguably one of the most recognisable skincare ingredients, coenzyme Q10, was researched by Beiersdorf scientists for the first time in the world in 1998, understanding its energy-generating role and properties in the skin and how those can be used to help reduce the signs of ageing. It has been used as an ingredient in our skincare ever since,” says Robyn. 

Products don’t always have to be complex to be cult-faves though – people will take notice of whatever works. “Take a look at our bestseller Weleda Skin Food for example”, says Charmaine. “[It] was formulated in 1926 and has an iconic following [globally]–one Skin Food is sold every 30 seconds around the world! It’s a product with simple, natural ingredients with no-nonsense packaging that just does what it says,” she shares.

German beauty brands have a global reputation for creating products in an ethically responsible manner. How did this standing come about?

“German consumers demand transparency and question the ingredients and the sourcing to validate that clean beauty really is what it says. Consumers look not only for efficacious products, but companies that are committed to the planet too,” says Charmaine. “Germany is one of the oldest skin care centres in the world. When we see German-made we immediately think orderliness and attention to detail, and this is the same for natural beauty; [we have] very strict standards when it comes to industry practices such as animal testing, which has been banned for years. Combined with a strong basis of academic institutions and scientific evidence, a reputation for manufacturing excellence and a particularly strict list of ingredients that are deemed safe in the EU, German natural, clean beauty products have an instant trust-factor consumers feel comfortable with,” she explains.

Which skin care steps are involved in a G-Beauty skin care regime?

“Skin will always benefit from a straightforward cleanse, tone and moisturise routine,” says Robyn. “Making sure all makeup is removed at the end of the day and that moisture is returned to skin is how you get the best out of your routine. It is always important to choose the products that suit your skin type which is how you will care best for your skin,” she confirms. “Our approach to skin care is to simplify your routine,” echoes Charmaine. “We believe that quality beats quantity every time, and one product can often have multiple uses like Weleda Skin Food, which can be used as a moisturiser for the face, hands, feet, a facial mask or even highlighter,” she says.

G-Beauty products: Weleda Skin FoodNIVEA CremeDr. Hauschka Revitalising Day Cream

This article originally appeared on beautyheaven.