trend !t up Pure Nude Lipstick

trend !t up is a popular cosmetic brand known for its modern, trend-oriented approach to beauty. It offers a wide range of affordable products, including the Pure Nude Lipstick series, which is celebrated for its velvet semi-matte finish and nourishing ingredients like avocado oil. The brand is deeply rooted in the European drugstore market, focusing on high-quality formulations that cater to current fashion and beauty movements.

As a private label brand, trend !t up was developed specifically for the German drugstore giant dm-drogerie markt. Since its launch in 2015, it has grown into one of the most recognizable in-house brands for the retailer. Most of its production takes place within Germany or neighboring European countries to ensure strict quality control and adherence to EU cosmetic standards.

The brand is ultimately owned by dm-drogerie markt GmbH + Co. KG, headquartered in Karlsruhe, Germany. As the largest drugstore retailer in Germany by revenue, dm manages trend !t up as a key part of its portfolio, alongside other successful private labels like Balea and alverde. This ownership structure allows the brand to remain agile in the fast-paced beauty industry while maintaining a commitment to affordability and consumer accessibility.