Rossmann private-label shampoo outperforms major brands in consumer test

Recent consumer testing of shampoos has revealed that budget-friendly private-label products can outperform established luxury brands. In a test of 38 shampoos designed for fine hair, many products received 'good' or 'very good' ratings, with natural cosmetics performing particularly well due to the absence of problematic ingredients.

A Rossmann private-label shampoo emerged as a top performer, priced at approximately 2 euros, surpassing major names such as L’Oréal and Wella. Conversely, several well-known brands from L’Oréal and Procter & Gamble received 'insufficient' ratings due to the presence of microplastics, PEG/PEG derivatives, and concerning fragrances.

These testing results are influencing consumer purchasing habits within the European personal care sector. The shift from legacy brands toward high-performing budget alternatives is creating margin pressures for mass-market cosmetic suppliers and impacting inventory management and supply chain logistics for major retailers like dm and Rossmann.