IKW-Studies
Guidance in Turbulent Times
The world and our lives are constantly changing. Changes in our living environment are often driven by technological developments and the cultural context in which they are embedded. This often presents us with major challenges. How do we deal with them? What changes are our needs, lifestyles and demands? What influence do these changes have on our daily lives and what do they mean for beauty and home care?
The IKW studies provide interesting insights and answers. Some examples:
Transforming Lifestyles
The trend study "Transforming Lifestyles", commissioned by the IKW, brings together the two studies "Transforming Beauty" and "Transforming Households" and highlights the current trends and counter-trends in the beauty and home care industry.
Key findings of the studies:
- Areas of TensionSix areas of tension will shape the markets for personal care and household products in the years ahead.
- ReorientationSociety is finding a new orientation between technological progress and the desire for depth, authenticity, and community.
About the Studies
"Transforming Beauty" examines how AI-generated beauty ideals, social media, and new health concepts are transforming our body image.
"Transforming Households" analyses how everyday home life, household tasks, and interior culture are changing in an increasingly fast-paced society.
The studies were conducted by TheFuture:Project AG in 2026.
Make-up your Mind
In 2025, the study "Make-up your Mind – how cosmetivs provide inner strength" was conducted on behalf of the IKW, examining the relationship between mental health and cosmetics.
Key findings of the study:
- Body and Mental HealthThe majority are convinced that mental health can be positively influenced through the body.
- Cosmetic Care Rituals for Stress ReliefThe study shows that cosmetic care rituals play a central role in stress management and self-care strategies.
- Cosmetics and Mental HealthThe use of cosmetics plays a significant role for many people in maintaining their mental health.
About the Study
The findings of the study are based on in-depth psychological interviews and a representative online panel.
A total of 1,032 participants took part in the survey.
The studies were conducted by Lönneker & Imdahl rheingold salon in 2025.
Von #CleanTok bis "Messy To Clean"
Commissioned by the IKW, the study "Von #CleanTok bis 'Messy-to-Clean' – Zur Wahrnehmung und Bewertung von Hausarbeit in den Sozialen Medien" examined the relevance of household chores as a topic on social media, where and how users encounter it, what their motivations for engagement are, and how the portrayal of household chores on social media affects their general perception.
Key findings of the study:
- No Niche TopicContent about household chores on social media reaches millions of people and provides practical inspiration for everyday life.
- Household Chores Strike a ChordHousehold chores on social media have an impact — they motivate, inspire, and strengthen self-image, but can also create pressure.
- Household Chores Make You HappyThose who engage with household chore content on social media more frequently experience these activities as meaningful and stabilising.
About the Study
The findings of the study are based on the YouGov Germany panel.
A total of 4,069 people were surveyed (representative of the population aged 18 and above).
The study was conducted by the market research company YouGov in 2025.
CLEAN. BEAUTIFUL. INTEGRAL
The independent market study "Clean. Beautiful. Integral to the System." commissioned by the IKW illustrates how significant the industry is for Germany and what it contributes to the resilience of the economy and society.
Key findings of the study:
- Prosperity and Macroeconomic StabilityThe beauty and home care industry makes a significant contribution to prosperity and macroeconomic stability in Germany — even in times of crisis.
- Social ParticipationThe companies secure sustainable employment in urban and rural areas alike, across all generations.
- Rituals as an AnchorBeauty and home care provide structure and strengthen wellbeing and self-esteem, particularly in uncertain times.
About the study
The results of the study are based on current industry metrics, relevant specialist studies and an IKW member survey (April 2025) in which just over a quarter of companies participated – primarily executives and senior management.
The independent analysis was conducted by Roland Berger in 2025.
All IKW Studies
All IKW Studies from recent years can be found here – in German only