trend !t up cosmetics

trend !t up is an exclusive private-label brand developed by dm-drogerie markt. The brand offers a wide variety of makeup, nail care, and cosmetic accessories designed to follow the latest fashion trends at an accessible price point for consumers. It was launched to provide a trendy, budget-friendly alternative to premium beauty brands.

While the brand's creative direction and conceptualization originate in Germany, it does not maintain its own factories. Instead, manufacturing is outsourced to various high-quality cosmetic producers across Europe, primarily located in Germany, France, Luxembourg, and Italy. This allows the brand to maintain high standards of quality and safety in accordance with European health regulations.

The ultimate owner of trend !t up is dm-drogerie markt, one of Europe's largest retail chains specializing in cosmetics, healthcare items, and household products. Headquartered in Karlsruhe, Germany, the company manages the trend !t up brand as a core part of its own-brand portfolio, ensuring exclusive availability within its retail stores and online platforms.