- Revenue grows by 6.4 percent to €384.4 million
- Significant growth driven by innovative new products in hair, skin, and oral care
- International share reaches 41 percent of total revenue
- First quarter of 2026 delivers 13 percent revenue growth
The Bielefeld-based Dr. Wolff Group sustained its growth trajectory in fiscal year 2025, despite a demanding macroeconomic environment. For the first time, the company is reporting revenue on a net sales basis. On this basis, consolidated revenue rose 6.4 percent year-on-year, from €361.2 million to €384.4 million. This growth was driven by strong brand positioning, successful product launches, and a disciplined strategy of international expansion.
“While many large FMCG companies are stagnating, we have again delivered profitable growth in 2025. Demand for effective, science-backed solutions in hair, skin, and oral care remains strong. We are consistently capitalizing on this through a focus on innovation and rapid execution across our core brands,” said Eduard R. Dörrenberg, CEO and Managing Partner of the Dr. Wolff Group.
Growth Trajectory Driven by Strong Brands and Innovation
Domestic revenue reached approximately €227 million in 2025, accounting for 59 percent of total revenue (2024: 65 percent), with growth of 2.4 percent in the German market. International revenue outperformed the domestic business, rising 12.8 percent to €157 million and accounting for 41 percent of total revenue (2024: 35 percent). The shift underscores the growing strategic weight of international markets for the family-owned company.
The company’s largest international revenues were generated in the United Kingdom, China, the Czech Republic, and Austria. Poland, Spain, and Hungary delivered particularly strong growth rates. By region, Southern Europe expanded by 54 percent, North America by 32 percent, and China by 27 percent.
In the fourth quarter, the oral care brand Bioniq® entered the Brazilian market, establishing the foundation for a long-term presence in one of the world’s largest consumer goods markets.
“Our evidence-based products are meeting strong demand globally. In high-growth, competitive markets, differentiation through efficacy and research is key,” said Dörrenberg.
By segment, the cosmetics division accounted for 65 percent of revenue at €250.8 million (+4.5 percent), while the pharma division contributed 35 percent at €133.6 million (+10.2 percent). Growth in pharma reflects rising demand for science-backed, over-the-counter therapeutic solutions in gynecology and dermatology.
New Products and Relaunches Drive Momentum
New product launches were a key growth driver in 2025, complementing established product lines developed through the company’s own research and development (R&D). Notably, new caffeine and DMG formulations for the Alpecin and Plantur brands opened new dimensions in the treatment of hereditary hair loss. The R&D pipeline remains robust: within two years, 16 new formulations, or rather products were developed.
“As a family business with 120 years of history, our response to economic challenges is clear. We continue to invest in R&D, systematically build our innovation capabilities, and use data analytics and AI to move faster and stay closer to our consumers,” Dörrenberg emphasized.
Strong Start to Fiscal Year 2026
The first quarter of 2026 was highly positive for Dr. Wolff Group, with revenue rising 13 percent to €110.4 million (Q1 2025: €97.8 million). The company launched the new Plantur DMG Clinical Shampoo and Serum in additional markets, including the United Kingdom, the Czech and Slovak Republics, and Hong Kong. A particular highlight was the entry of Bioniq® oral care into British retail, with the brand listed in more than 400 stores of the “Boots” drugstore chain which is a significant step beyond its previously online-driven growth in oral care.
Dr. Wolff is simultaneously preparing its next innovation cycle. Plans for 2026 include a global rollout of further Plantur innovations and the launch of Alpecin’s Grey Attack Plus, featuring an enhanced active ingredient concentration to generate additional growth momentum. The Vagisan gynecology range is being expanded with additional products, including a new product for the prevention of urinary tract infections, for which a patent application has been filed.
Internationally, the focus remains on Asia, North America, and selected European markets, with the Brazilian market set for continued expansion.
“Despite geopolitical uncertainties, we see significant potential in our core categories. Companies that act quickly, with focus and an innovation-driven mindset, can grow sustainably even in an environment of increasing regulation and competitive pressure. That is exactly the direction in which we are positioning Dr. Wolff,” said Dörrenberg.
Brand Performance in Detail
Alpecin grew revenue from €109.7 million to €115.9 million, an increase of 5.7 percent. Growth was driven by the expansion of the Grey Attack range, including the Grey Attack MAX launched in 2025. A new addition to the portfolio is the Grey Attack Beard & Temples category, targeting men who wish to reduce gray patches in their beard or at their temples — a previously unaddressed niche.
DMG-based products performed particularly well. The Alpecin Caffeine DMG Shampoo and Alpecin Caffeine DMG Serum, sold exclusively online as D2C products and based on the patent-pending caffeine and dimethylglycine active complex, generated strong growth impulses.
Plantur posted revenue growth of 8.3 percent, rising from €66.3 million to €71.8 million. The primary growth drivers were the newly launched Plantur DMG Clinical Shampoo and Plantur DMG Clinical Serum. The anti-gray line, comprising the Plantur 39 Anti-Gray Effect Shampoo and Conditioner, also performed above average, benefiting from growing consumer demand for visibly effective solutions against gray hair.
The gynecological products centered on the Vagisan brand increased revenue from €58.8 million to €64.6 million, a rise of 9.9 percent. The Vagisan MoistCreme, the brand’s highest-volume product, continued its growth trajectory. Lactic acid-based products delivered particularly strong above-average gains. The Vagisan Protective Ointment also continued to gain market relevance.
The oral care segment, comprising the Bioniq® and KAREX brands, expanded its position, with revenue growing from €24.9 million to €26.7 million. The clear growth driver was the Bioniq® White Filler toothpaste introduced in 2024 which focuses on the natural, gradual whitening of teeth through synthetic white tooth enamel (hydroxyapatite).
The dermatology segment, centered on the Linola brand, grew revenue to €64 million (+6.7 percent). In 2025, the portfolio was extended with two new products: Linola Acute, for skin prone to inflammation and itching, and Linola Rich Night Primrose Oil, a herbal medicinal product tailored to the needs of dry and neurodermatitis-prone skin.
A prescription medication for hyperhidrosis, a condition defined by pathologically excessive sweating, also contributed to a greater extent to pharma segment growth.
Revenue at the professional hair care brand ALCINA declined by 6.6 percent. The realignment of the decorative cosmetics range to meet regulatory requirements led, as anticipated, to a temporary decline. The sell-through of the make-up core line in 2025, followed by a successful relaunch in 2026, has established the basis for sustainable growth in this segment.
