Birkenstock Cosmetics Expands into Beauty Care
Birkenstock Cosmetics has been expanding into the beauty care market, launching a range of skincare and body care products.
Birkenstock, known for its footwear, has been steadily expanding into the beauty care market. In October 2024, the German brand launched Birkenstock Care Essentials, a skincare line initially focused on foot care. A year later, it expanded into body care, followed by a nail care collection in May 2026.
The brand's Head of Cosmetics, Quentin Ojeda, says that the launch of Birkenstock Care Essentials is a natural extension of the brand. He adds that the brand saw an opportunity to innovate and bring real expertise to an underserved category by offering natural, responsibly developed, highly sensory and effective products.
The brand has built a portfolio of around 20 products, now available through about 100 physical and online retail outlets across several European markets.
A Cosmos-certified care range
All products in the range are Cosmos Natural or Cosmos Organic certified. Quentin Ojeda explains that this label is a guarantee of trust for the brand's community. It reflects the brand's commitment to offering high-quality organic and natural cosmetics.
With feet at the core of its DNA, Birkenstock initially launched eight foot care products, before expanding with six body essentials - including cleansers and creams - and, ahead of summer 2026, a nail care line featuring five nail polish shades, a top and base coat, and a gentle nail polish remover.
The nail polish formulas are 23-free, meaning they are formulated without 23 potentially harmful substances. They are also vegan and incorporate naturally derived ingredients, including beet and sugar cane, wherever possible.
International expansion
The brand's care business is delivering strong double- or even triple-digit growth, depending on the market, confirming the potential of the brand in this category. The brand is available in several European markets, including France, the UK, Germany, Italy, the Netherlands, and more.
The brand's distribution strategy is built on a selective approach. It wants to partner with retailers that can deliver meaningful brand experiences. For example, in France, the brand is available through Merci, Le Bon Marché, Smallable, and Oh My Cream. In the UK, it is available through Big Beauty and Asos Beauty.
Plans for the future
Birkenstock Cosmetics plans to keep expanding its beauty and personal care portfolio by focusing on product categories where it believes it can bring genuine added value to consumers. The brand is also stepping up its international expansion, starting with Asia through its recent launches in China and South Korea.
The brand's strategy underscores its ambition to establish itself as a long-term player in the personal care market.
Birkenstock Cosmetics' products are manufactured in Germany or elsewhere in Europe, with the packaging also sourced from Europe.
The brand's products are available through about 100 physical and online retail outlets across several European markets.
The brand's distribution strategy is built on a selective approach, partnering with retailers that can deliver meaningful brand experiences.
The brand's nail polish formulas are 23-free, meaning they are formulated without 23 potentially harmful substances. They are also vegan and incorporate naturally derived ingredients, including beet and sugar cane, wherever possible.
