Short portrait

With the increasing normalization of everyday life after the war, there was a growing desire to cultivate and live the culture of beauty again - with pleasure, style and passion. And it is precisely for these values that the VKE Cosmetics Association has stood from the very beginning.

Founded in 1952, VKE represents the common political, professional and technical interests of manufacturers and distributors of perfumes, cosmetics and body care products in the medium, high and top price segments.

Currently, the association includes around 60 German sales subsidiaries of foreign parent companies or domestic cosmetics producers, which offer more than 250 world-famous brands and represent a German turnover of more than 2 billion euros. The decisive factor is not the size or turnover of the individual companies, but compliance with the qualitative criteria of selective distribution, which requires intensive consultation.

Goals and activities

Since its inception, the VKE's work has been primarily concerned with strengthening the depot cosmetics industry's own understanding and manifesting it at all political and economic levels.

As an industry trade association and thus an information hub between experts from industry, trade, science, end consumers, associations and government institutions, the VKE's key activities include

- Consolidating the position of the selective distribution system
- Ensuring professionally competent, authorized, high-quality and comprehensive distribution
- Combating product and brand piracy and the so-called gray market
- Preservation of fair performance competition in the cosmetics market
- Creation of a positive awareness for upscale consumption

Consistent public relations work is also one of the focal points of VKE's work. The association is a competent contact for questions relating to consumer behavior, market data and studies, trends and developments, consumer protection and the law.

The VKE also coordinates the work of the Fragrance Foundation Germany with the aim of countering the banalization of perfume as a cultural asset and communicating the fascination of perfume. In this context, the annual German Perfume Award DUFTSTARS takes place as a genre marketing event.

More information about VKE