- Revenue Increases Across Hair Care, Skin Care, and Oral Care
- Double-Digit Growth in Nearly Every Country Across All Product Lines
In the last year, the Bielefeld-based Dr. Wolff Group continued its upward trend, driven by innovative products in the pharmaceutical and cosmetics sectors, as well as significant international expansion. Total revenue rose by 6.9 percent to 418.7 million euros, up from 391.5 million euros the previous year. Cosmetic products from brands such as Alpecin, Plantur, and Alcina, alongside oral care products from Karex and Bioniq®, made up 70 percent of the revenue. The pharmaceutical sector, featuring gynaecological products from Vagisan and medical skincare from Linola, contributed the remaining 30 percent.
Strong Brands and Growth, Both Domestically and Internationally
Despite challenging market conditions, Dr. Wolff Group managed to increase its revenues in Germany by 7.5 percent, in contrast to many competitors who reported declines. Alpecin had the highest number of sales, bringing in 120.1 million euros, nearly a third of the total revenue. It was followed by Plantur at 84.4 million euros and Linola at 61 million euros. The most significant revenue drivers last year were Alpecin Grey Attack Men’s Shampoo (the leading innovation among 30,000 products in 2024[1]) and the newly introduced Plantur 39 Anti-Grey Effect Shampoo for women launched in summer 2024, both designed to permanently conceal initial signs of greying hair.
Internationally, 2024 marked a year of substantial growth for products from Vagisan and the caffeine shampoos from Plantur 39 and Alpecin. The classic Alpecin Caffeine Shampoo C1 significantly contributed to growth in global markets. With 930 employees, Dr. Wolff Group operates in 68 countries. Plans are made to further expand the international presence. The leading revenue-generating countries include Germany, the UK, Austria, the Czech Republic, and China, with the group also seeing significant growth in the USA, Spain, Italy, and other countries.
Innovative Products with New Active Ingredients
Twenty years after the start of the caffeine success story, a new, patent-pending active complex combining caffeine with dimethylglycine (DMG) was used for the first time in a shampoo last year. The innovative and scientifically based formula aims to further strengthen hair roots, including by improving microcirculation of the scalp – a crucial factor in reducing hereditary hair loss.
The Bioniq® White Filler Toothpaste, launched in November 2024, is also showing promising developments. It aims to naturally brighten teeth using artificial white enamel, avoiding harsh techniques such as bleaching. Bioniq® oral care products are currently available in 13 countries, with additional launches planned.
2025 with great opportunities
“Looking ahead to 2025 – 120 years after our founding – we can expect dynamic double-digit growth through steadfast international expansion and further innovations, some already patented, in hair care, skin care, and oral care,” states Eduard R. Dörrenberg, CEO and Managing Partner.
As a family- business with a long-term vision, Dr. Wolff Group continues to prioritize the highest quality standards over commonly applied value engineering that compromises product quality. “We anticipate greater efficiency gains through targeted, extensive use of artificial intelligence, such as AI agents, and modern tools that will assist us in achieving our ambitious growth goals,” notes Dörrenberg.
Expectations from the New German Government
Like many medium-sized enterprises, Dr. Wolff Group looks forward to potential changes following the government transition. “Germany needs a change in its politics, with less bureaucracy, fewer commissions, and more decisive action to tackle significant challenges,” asserts Dörrenberg. This includes successful integration, infrastructure renewal, digital expansion, and enhanced education.
“We extend our best wishes to the new government for the forthcoming years. We are enthusiastic about the new faces, including those from industry, and as a family business, we will continue conributing to the successfull transforming of Germany. We also anticipate numerous positive international impulses and a recommitment to Europe’s robust industrial foundation, coupled with a reduction in bureaucracy in Brussels. The current global uncertainties, including those in the USA, present numerous opportunities for Europe. If a long-term, credible outlook can be provided, it could positively influence both investment and talent acquisition,” concludes Dörrenberg.
[1] LZ direkt 03/2025 based on data from NielsenIQ