Balea: Von der belächelten Eigenmarke zur Benchmark für die Branche

Balea, the German market-leading brand owned by dm, has made a remarkable transformation from being just a basic shower gel or facial cream to a full-fledged skincare line with innovative products, including a "Professional" hair care series. This shift is evident in the numbers from market research firm Yougov, which shows that a product of Balea is bought by a German consumer every 6.7 months, more often than every second month.

Balea's success story is not just about brand perception; the figures from Yougov clearly demonstrate its growth. From June 2022 to June 2026, Balea's revenue increased by 47%, with almost every second German considering purchasing its products. The reach of Balea is also growing, with the customer penetration rising from 34% to 40% over the past four years. This is significant given the crowded competition, as Balea is also attracting new customers, according to Yougov expert Anna-Katharina Kraus.

Balea's success can be attributed to several factors. First, the price-performance ratio. Customer loyalty to the brand is high, with Yougov reporting a repeat purchase rate of 73.4% for Balea products. This is a high value, and it reflects the satisfaction of customers who perceive a good price-performance balance. The second factor is the community aspect.

While classical own brands merely meet a rational need for good and affordable products, Balea creates an emotional connection, which is a key driver of success. This includes customer proximity, aesthetics, and trend awareness. The digital channels also play a crucial role, with the dm app alone having over seven million users, allowing for direct communication with customers and valuable feedback.

In summary, Balea's success can be attributed to its ability to offer high-quality products at competitive prices, coupled with a strong emotional connection with its customers, and a robust online community. This comprehensive approach has enabled Balea to redefine its category and become a benchmark brand in the skincare industry.