IDA WARG Beauty is further strengthening its position in Germany with a major new retail partnership. The brand, acquired by Lumene Group in late 2023, is now available across 2,300 Rossmann stores nationwide.

Having first entered the German market through selected online retailers, IDA WARG Beauty made its brick-and-mortar debut in early 2026 through Müller, spanning over 600 stores across Germany and Austria. The Rossmann listing now takes the brand’s total retail presence to around 3,000 stores nationwide.

Germany is the largest beauty and personal care market in the EU, and haircare is one of its fastest-growing categories. With its vegan, cruelty-free formulas, Scandinavian identity and accessible mid-premium pricing, IDA WARG Beauty is perfectly positioned to connect with trend-aware, value-conscious German consumers looking for trusted, high-quality Nordic brands.

“Rossmann is a landmark partnership for IDA WARG Beauty in Germany. With 3,000 stores now across the market, we have reached a scale that gives the brand real visibility and accessibility for German consumers. We see significant long-term potential here, and this expansion is a strong next step in our DACH growth roadmap”, says Johan Melin, Executive Vice President, Sales and Commercial, Lumene Group.

Founded in 2018 by Swedish influencer and entrepreneur Ida Warg, IDA WARG Beauty has grown rapidly into one of Scandinavia’s most loved beauty brands, known for its effective, feel-good products, playful designs and delicious scents across haircare, self-tan and body care. Acquired by Lumene Group in December 2023, the brand has since expanded across the Nordics, launching in Finland, Denmark and Norway, before making its DACH debut in 2026, with Germany emerging as a key growth market.