Why the Botox Business Is Booming—and the East Is Reaping the Benefits

The beauty boom is driving demand

In addition to medical applications, however, the market for aesthetic treatments has also been growing for years. According to Merz CEO Burchard, treatment methods have advanced significantly in recent years. “In the past, you could tell right away that someone had been treated. Today, it’s done so delicately and discreetly that you hardly notice it anymore.” At the same time, social acceptance has increased. Following the COVID-19 pandemic, for example, the so-called “Zoom boom” further fueled demand. Because many people were constantly seeing themselves on screen during video conferences, their own appearance became an even greater focus. 

However, botulinum toxin is a prescription-only medication in Germany and may only be administered by licensed physicians. Professional associations warn against seeking treatment from non-medical providers.

Why patients often have to wait a long time

The University Medical Center Magdeburg has also observed that botulinum toxin is being used more frequently today. “Patients are now much more proactive in seeking information about their treatment options,” says neurologist Laura Danielian. In addition, new approved indications mean the treatment is becoming an option for an increasing number of patients. However, rising demand is putting growing pressure on the supply of care: “In Saxony-Anhalt, we’re already seeing a shortage of care. The number of practitioners is limited, and existing capacities are already reaching their limits.”

China as a Market of the Future

While doctors complain about a lack of capacity, manufacturers are responding to rising global demand with investments. The boom has long since become a global business. Among the most important markets for Merz are the U.S., Brazil, and South Korea. Burchard sees particular potential in China. There, the company received approval for its botulinum toxin product at the end of last year. China is considered one of the world’s fastest-growing markets for aesthetic treatments.

“Made in Germany” is very well received there, according to Burchard. Both medical and aesthetic applications are currently growing worldwide at high single-digit percentage rates. Merz itself is growing even faster than the overall market, at around ten percent per year.

How Dessau Is Benefiting from the Boom

While many industries in Germany are currently suffering from a weak economy and high uncertainty, the pharmaceutical industry is doing comparatively well. The Dessau-Roßlau site is also benefiting from this boom. By 2028, Merz will invest more than 100 million euros there and create around 150 additional jobs. 

For site manager Björn Niemczak, the expansion exemplifies the plant’s development. The site began in the early 2000s with the production of the active ingredient. “We now truly manufacture everything from the cell bank to the final product in Dessau,” he says. 

The site’s development also reflects the transformation that botulinum toxin has undergone in recent years: from an active ingredient known primarily as a wrinkle treatment to a medication with a wide range of medical applications.

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