A representative study on mental health and the importance of cosmetic products, commissioned by the German Cosmetic, Toiletry, Perfumery and Detergent Association (IKW) and conducted by Lönneker & Imdahl rheingold salon (2025).
This study, with a total of 1,032 respondents, examines the state of mental health in Germany What methods have people found to maintain their mental well-being, and what role do cosmetic care products play in this context of mental self-care?
The study shows that people find it difficult to ignore stressful external influences. Many have therefore created symbolic “escape rooms” – individual ways of dealing with inner pressure.
Ways to address the imbalance between the inner and outer worlds
1- Nature and Activity (Stepping Away from the Hustle): The forest serves as a mental sanctuary, symbolizing detachment [from worries], clarity, and silence. Activities such as exercise, walking, cycling, and mountain excursions also help individuals distance themselves from overwhelming environmental stimuli.
2- Self-Care (Home Solitude): Going to bed early, resting, visiting a sauna or spa, showering or bathing, listening to music, and using headphones can all foster relaxation and help restore inner balance.
3- Connection and Embracing (With Loved Ones): Cooking with loved ones, spending time with a romantic partner, or engaging in long conversations can help restore balance. Key point: These activities should be voluntary, low-effort, and free from formalities or contrived planning.
4- Distinct States (Temporary Escape): Festivals and events—as well as certain boat parties—can offer an exciting way to break free from the pressure of environmental stimuli. In these settings, ordinary rules and obligations are set aside; this state of euphoria and liberation acts as a form of “psychological cleansing” (akin to sweeping out a chimney).
5- Distraction and Procrastination (Media Overload): Social media and alcohol consumption serve as tools for distraction. While the goal here is also to escape stressors, achieving inner balance through these methods is difficult.
Role of self-care rituals like routines in achieving inner balance
For many, mental well-being begins with daily life. Mindful routines—such as maintaining a regular schedule, exercising consistently, ensuring healthy sleep, and taking planned breaks—help foster greater stability. Self-care and beauty rituals play a special role in this context: they are easy to incorporate into a daily schedule, accessible, and adaptable to individual needs. At the same time, these rituals act as a mental boundary against the outside world—a world often filled with overwhelming pressure and chaos. Thus, skincare—serving as a boundary against the external world—becomes a means of preserving mental health and stabilizing inner balance.
People engage in specific self-care rituals to feel better about themselves and support their mental well-being. Examples of body-and-mind rituals include achieving relaxation through showering, using fragrances and moisturizers, facial skincare, and shaving.
