Birkenstock Care Essentials sees rapid growth in beauty
Birkenstock's beauty line, launched in 2024, has expanded rapidly, achieving double- and triple-digit growth in key markets. The brand's Cosmos-certified products, initially focused on foot care, now include body and nail care lines, with plans for further international expansion.
Birkenstock, the German brand renowned for its footwear, has made a strong entry into the beauty market with its Birkenstock Care Essentials line. Since its launch in October 2024, the brand has expanded its portfolio to include around 20 products, achieving double- and triple-digit growth in key markets. Quentin Ojeda, Head of Birkenstock Cosmetics, describes the launch as a natural extension of the brand’s expertise, offering natural and responsibly developed products to an underserved category.
A Cosmos-certified care range
All products in the Birkenstock Care Essentials line are Cosmos Natural or Cosmos Organic certified, reflecting the brand’s commitment to high-quality organic and natural cosmetics. The range initially featured eight foot care products, followed by six body essentials, including cleansers and creams. In May 2026, the brand introduced a nail care collection with five nail polish shades, a top and base coat, and a gentle nail polish remover.
The nail polish formulas are 23-free, meaning they exclude 23 potentially harmful substances, and are vegan, incorporating naturally derived ingredients such as beet and sugar cane. Like Birkenstock’s footwear, the cosmetics are manufactured in Germany or elsewhere in Europe, with packaging sourced from Europe.
International expansion
The brand’s early results are encouraging, with strong growth in various markets. In France, Birkenstock Care Essentials is available through retailers such as Merci, Le Bon Marché, Smallable, and Oh My Cream, which also carries the brand in the UK. Other European retailers include Big Beauty and Asos Beauty in the UK, Niche Beauty in Germany, Urbanstar in Italy, and Calico Club in the Netherlands, as well as Birkenstock’s own retail stores.
Ojeda highlights the brand’s selective distribution strategy, partnering with retailers that can deliver meaningful brand experiences. For example, Le Bon Marché offers a signature foot massage, while Oh My Cream recently hosted a month-long foot care and nail beauty activation featuring the nail polish range.
Looking ahead, Birkenstock Cosmetics plans to expand its beauty and personal care portfolio, focusing on categories where it can add genuine value. The brand is also stepping up its international expansion, starting with recent launches in China and South Korea, while continuing to strengthen its retail partnerships across Europe. This strategy underscores Birkenstock’s ambition to establish itself as a long-term player in the personal care market.
