The Beauty Alliance Germany, the largest association of owner-managed perfumeries, achieved sales growth of 3.9 per cent last year compared to the previous year. Total sales of all members totalled around 985 million euros. Although the operating result before taxes of all Beauty Alliance Group business units did not reach the record year 2023 with 13.5 million euros, it was above plan. "In view of the subdued consumer sentiment, geopolitical uncertainties and conflicts, we are very satisfied with the result," summarised Managing Director Frank Haensel. Brick-and-mortar retail performed well with an increase of 3.2 per cent while online sales even rose by 6.8 per cent.

Strategic change of location

Beauty Alliance Germany represents 153 perfumery retailers and, with around 900 locations, forms the largest network of perfumeries in Germany. At the beginning of 2025, Beauty Alliance initiated a strategic reorganisation and the category management, marketing and finance departments from Bielefeld to Leverkusen. However, the operational activities of the Beauty Alliance Group will continue to be carried out in Bielefeld. "The location and better accessibility for committee members, partners and suppliers strengthen our market position and facilitate cooperation," says Haensel. Annual meetings with the industry will also be held in Leverkusen in future.

Targeted investments for more distributions

At the same time, the Beauty Alliance is investing in the areas of IT, reporting, centralised settlement and marketing in particular in order to increase profitability and better support its partner companies. "These measures will strengthen our performance and create the basis for higher dividends," emphasises Managing Director Christian Lorenz. The Beauty Alliance shareholders' meeting will take place in Munich from 18 to 20 May. It is an important platform for planning the next steps for the future. The Beauty Alliance is responsible in particular for centralised settlement, merchandise management, marketing and advising members.

Source: Beauty Alliance Germany