Startup
Brand Ranking
Breaking NEW
ground.
6TH EDITION
AUTUMN 2026
Since 2021, the Startup Brand Ranking has explored how consumers perceive young brands. Unlike many startup rankings from business media, it is based on a public survey rather than expert opinion. This paper interprets the data in context – analysing the communication, brand presence, category and business model of selected startups.
New this year: alongside brand image, we measure Purchase Intent for the first time – whether awareness, likeability and trust can translate into genuine demand. It is an additional indicator of a brand’s commercial potential, not a substitute for sales figures.
Our new Brand Radar also puts the spotlight on ten particularly young brands. And because insights should not end up buried in a PDF, the ranking itself is becoming a living document: with a concise paper, this website and an integrated GPT.
The ranking doesn’t end here. It starts here. Time to make use of the new playground.
New this year: alongside brand image, we measure Purchase Intent for the first time – whether awareness, likeability and trust can translate into genuine demand. It is an additional indicator of a brand’s commercial potential, not a substitute for sales figures.
Our new Brand Radar also puts the spotlight on ten particularly young brands. And because insights should not end up buried in a PDF, the ranking itself is becoming a living document: with a concise paper, this website and an integrated GPT.
The ranking doesn’t end here. It starts here. Time to make use of the new playground.
18-65
Panel Age
10
Categories
30.000
People asked
2 WAVES
Since last year
Humanity trumps market logic
Now that the hype years are a bit behind us, it is clear: those brands that servereal needs endure. Translating a true understanding of the target group intoproduct and communication leads to smaller numbers for TAM, SAM & SOM, butgreater chances of success.
Now that the hype years are a bit behind us, it is clear: those brands that servereal needs endure. Translating a true understanding of the target group intoproduct and communication leads to smaller numbers for TAM, SAM & SOM, butgreater chances of success.
Purchase intent trumps awareness
Across the entire panel, it can be observed that awareness and purchase intent correlatenegatively. Today, greater awareness no longer automatically leads to moresales. A striking brand identity (reflected in values such as identification,sympathy, trust) therefore becomes even more important in order to grow.
Across the entire panel, it can be observed that awareness and purchase intent correlatenegatively. Today, greater awareness no longer automatically leads to moresales. A striking brand identity (reflected in values such as identification,sympathy, trust) therefore becomes even more important in order to grow.
Niche trumps mass market
For two decades, startup investments were based on breeding the next majorcorporation. At the same time, the long-term trend towards individualisationwas usually the basis for this. The fact that success today is achieved in theniche rather than the mainstream suddenly seems logical when viewed over thelong term.
For two decades, startup investments were based on breeding the next majorcorporation. At the same time, the long-term trend towards individualisationwas usually the basis for this. The fact that success today is achieved in theniche rather than the mainstream suddenly seems logical when viewed over thelong term.
Creator brands weak despite strength
A part icularly visible effect of niche development is creator brands. Highlypopular within the core target group, completely misunderstood beyond it.Unlike with other brands, highly polarising cases can be found here. Weak onaverage, but impressively successful thanks to very strong fan loyalty.
A part icularly visible effect of niche development is creator brands. Highlypopular within the core target group, completely misunderstood beyond it.Unlike with other brands, highly polarising cases can be found here. Weak onaverage, but impressively successful thanks to very strong fan loyalty.
Pet brands on the rise
The emotionalconnection is even greater with pet brands. Bucking the trend, the startupscene here continues to bring forth strong brands. While the birth rate inGermany continues to fall, the love for cats and dogs grows unchecked. No endis in sight.
The emotionalconnection is even greater with pet brands. Bucking the trend, the startupscene here continues to bring forth strong brands. While the birth rate inGermany continues to fall, the love for cats and dogs grows unchecked. No endis in sight.
The strongest startup brands in Germany
In the sixth year of the Startup Brand Ranking, the question is no longer only which young brands attract attention, but which ones truly make their way into Germans’ everyday lives – and into their shopping baskets. The 2026 ranking sharpens this perspective by including logos and purchase intent, making the results more distinctive and more closely tied to market reality.
At the top, Like shows how cultural relevance, focused branding and commercial success can reinforce one another. With Nø Cosmetics in second place and HORIZN STUDIOS in third, the ranking also highlights the strength of challengers that have grown by creating clearly defined spaces of their own. Together, the top three reveal a market increasingly shaped by relevance, differentiation and a close understanding of real consumer needs.
*Definition: Fast-growing Germany-based companies | minimum 6 years. Score based on different weights of each image item in the table. Values are displayed as index values.
The strongest startup brands in Germany
The niche trend becomes even more visible among the youngest startups in this year’s ranking. Founded within the past five years, these brands grew after the startup boom and the peak of performance marketing – by identifying specific needs that established players had overlooked. Raus, this year’s number one, rethinks travel around the promise of genuine solitude, while second-placed Prematch builds for a clearly defined community.
In third place, Rex reflects the rise of premium services for highly engaged pet owners. From digital tools such as Endel and Lumaly to Pick’em’s flavoured toothpicks, the Rising Stars of 2026 show that even the smallest niches can support strong brands. Success increasingly belongs to founders who understand their audience deeply—and apply brand thinking from the very beginning.
*Definition: Fast-growing Germany-based companies | minimum 6 years. Score based on different weights of each image item in the table. Values are displayed as index values.
TOP 5 Industry leaders.
The strongest startup brands per Category
Past brand rankings have shown that brands with higher visibility in people's daily lives tend to perform better. Understandable. But equally understandable is the need for the ranking to reflect this.
Since 2024, startups have been evaluated in separate categories to account for the specific conditions of each industry. This approach continues in 2025 with the introduction of three new categories: Digital Consumer Services & AI, Media & Leisure, and Environment & Energy.
E-Commerce &
Marketplaces
Everyone knows the feeling: when the playground isalmost empty and only four children are left defending the turf. Bücherbüchse,konfetti, tink and ArtNight are the ones still standing on the pitch, whilemost others have either long since tumbled off the big kids’ swing or simplylack relevance.
Rank
Name
Score
Rank
Name
Score
1
Bücherbüchse
716
2
Konfetti
632
3
tink
589
Food &
Beverages
The smallest consumer niche in the world canarguably be found between the teeth of young people. Pick’em is a prime exampleof how new products continue to emerge in the food sector, defying the overalltrend. And this is despite the fact that less venture capital typically flowshere, companies receive lower valuations, and retailers demand high marginslong before production achieves economies of scale. The emergence of new brandsin the face of these challenges is driven by passionate founders like thosebehind Pick’em or Superstreusel, who are not afraid to become the face of theirbrand. This is precisely how authenticity and identification are created withina niche.
Rank
Name
Score
Rank
Name
Score
1
Pick'em
716
2
Laori
695
3
Super Streusel
695
Health &
Medical Services
Whenit comes to digital health, conflicting developments continue to emerge. On theone hand, face-to-face appointments in clinics are set to become mandatoryagain; on the other hand, electronic patient records are being expanded, andtele-clinics are opening in pharmacies. In this complex situation, avi’s hybridapproach seems particularly promising. However, the greater short-termpotential lies in four legs. Rex and Vetevo not only tap into a highly engagedtarget audience, but also encounter lower regulatory hurdles. In the long run,human medicine will have to clear these hurdles too. Until then, ADHDdiagnostics (GAM) and cannabis (Bloomwell) show how it can be done.
Rank
Name
Score
Rank
Name
Score
1
Rex
766
2
Vetevo
728
3
avi
682
Household &
Body Care
Hardly any sector has capitalised on the e-commerce boom as much as personal care. Brands like Nø Cosmetics or Junglück are now permanent fixtures in German drugstores. Yet, while the old formula of a young brand paired with clever performance marketing no longer seems to work, it is high street drugstores, of all places, that are keeping the POS alive. Here, the traditional brick-and-mortar world is still thriving—perhaps partly thanks to a rejuvenation cure driven by young e-commerce brands. However, both the ranking and the brand radar reveal that the supply of new players is running thin. Longevity could offer a remedy, but that remains uncertain. Until then, the old world stays ahead of the game.
Rank
Name
Score
Rank
Name
Score
1
Nø Cosmetics
798
2
Zahnheld
752
3
nevernot
679
Mobility &
Travel
This year, mobility and travel are dominated byphysical offerings. This includes tiny houses by Raus, self-service apartmentsby Numa and Limehome or subscription bikes by Dance. An increasing number ofpeople yearn for a return to simpler times, escaping city noise and the stateof being always on. Furthermore, JoinMyTrip represents a brand that injectssocial factors into travel, promising genuine connections rather than luxury.Generally speaking, the common thread this year lies in conscious experiencerather than added comfort. This is a principle that is highly recommended forbrand management too. Because here, as is so often the case, less is more.
Rank
Name
Score
Rank
Name
Score
1
Raus
800
2
Numa
744
3
JoinMyTrip
654
Finance &
Insurance
Germany’s economy is stagnating forthe seventh consecutive year. Deglobalisation is progressing, and the outlookfor state pension benefits is shrinking. One's own future depends more thanever on financial decisions. Despite the recent end of “payment for orderflow”, fintech brands are once again among the stronger brands in the overallpicture. While Getquin, a typical niche player, leads the ranking, TradeRepublic occupies second place as one of the few exceptions that findswidespread approval. The formula for success is as simple as it is consistent:simplicity and clarity in product, design and communication. In times of the“enshittification” of major platforms, this is a perfect model for upcomingconsumer techs.
Rank
Name
Score
Rank
Name
Score
1
getquin
706
2
Trade Republic
666
3
Finanzfluss
643
Media &
Leisure
When it comes to leisure, 2026 presents a touchingpicture. Because here, love dominates: love for sport, for children, for thedog, for tenderness. Without exception, all startup brands in this categorystand out because they address target audiences that are highly involved andgrateful for anything that helps them pursue their love. Be it the love foramateur football with Prematch, the love for children with Edurino or the lovefor the dog with Hundeo. This is brand management at its absolute best—highlyemotional. And it reaches all the way into the bedroom, where Femtasy and Cheexquite literally enrich people’s love lives. Let’s make love again.
Rank
Name
Score
Rank
Name
Score
1
Prematch
767
2
Edurino
765
3
Hundeo
759
Environment &
Energy
Niches seem to be a good alternative for Germany’sstartup ecosystem. Especially when it comes to sustainability, they are abreeding ground for innovation – yet without the mass market, there can be noreal change. And the commercially strongest players in this sector are stillnot strong brands. Solar panel systems are currently sold via an army of salesagents, but still not through hearts and minds. Yet, especially in the massmarket, a gut feeling can become the ultimate dealbreaker, even when rationalselling points are entirely clear-cut. And so, with enter and Rabot Energy, twobrands that are still very much a niche remain at the top. We are keeping ourfingers crossed that they also succeed in scaling up.
Rank
Name
Score
Rank
Name
Score
1
enter
703
2
Rabot Energy
694
3
faircado
653
Digital Consumer
Services & AI
In the summer of this year, theGerman Startup Association proudly announced 52% more startups in the firsthalf of 2026 [25]. Upon closer inspection, however, this success story turnsout to be a fallacy—at least in the B2C sector. The fact that very few new B2Cpaths are being forged, of all things when it comes to innovation, shows justhow difficult it is to take real risks. Given that more and more consumer techbrands have crossed the ten-year mark, the 2026 category ranking is ultimatelytoo meagre. Yet, instead of scrapping the sector entirely, its continuedinclusion should be understood as a call to give consumers another chance. Intimes when an increasing number of public authorities are turning their backson Big Tech, private individuals could also be expected to show greateropenness towards European offerings. More on this, hopefully, in 2027.
Rank
Name
Score
Rank
Name
Score
1
2
3
Fashion &
ACCESSORIES
Unlike food or personal care, fashion brandsincreasingly lack perspectives for scaling. This is particularly evidentoffline. Indeed, using young brands as a rejuvenation cure proves visiblyharder for fashion department stores than for drugstores. In parallel,second-hand is growing and already accounts for 10% of the German market. Thisis a trend that does not exactly bring new brands onto the radar. With “HotBoys Cry”, there is a contender currently in the startingblocks that originates more strongly from the brand itself and views fashion asa statement. Brands like 6PM have recently been the exception here, but theirtop position shows that this could be the royal road for the future.
Rank
Name
Score
Rank
Name
Score
1
6PM
738
2
Sperling
702
3
Bracenet
691
Want to find out more?
An initial analysis of 305 startups based on publicly available data Startups selected via Crunchbase and Dealroom as well as through an active call for entries, business rankings, and an expert survey
Shortlist drawn up on the basis of search traffic, web traffic, social reach, employee numbers, funding, and turnover Online survey via Appinio on brand perception of a total of 246 companies (198 startups, 48 established brands) n = 8,000, split into ten groups, each with 20–26 brands, representative of the Internet (18 to 65 years old)
Definition of Top 10 startups: no more than ten years old, head office in Germany, at least one founder still at the company, focus on B2C Definition of startups for Top 10 Rising Stars: less than five years old, headquartered in Germany, at least one founder still in the company, focus on B2C.
Shortlist drawn up on the basis of search traffic, web traffic, social reach, employee numbers, funding, and turnover Online survey via Appinio on brand perception of a total of 246 companies (198 startups, 48 established brands) n = 8,000, split into ten groups, each with 20–26 brands, representative of the Internet (18 to 65 years old)
Definition of Top 10 startups: no more than ten years old, head office in Germany, at least one founder still at the company, focus on B2C Definition of startups for Top 10 Rising Stars: less than five years old, headquartered in Germany, at least one founder still in the company, focus on B2C.
Definition of startups for category rankings: maximum ten years old, headquartered in Germany, at least one founder still in the company, focus on B2C.
The top three established brands correspond to the best-known brands in each category in Germany as per the YouGov BrandIndex (as of: 10/2023).
The brand is ranked using a score that takes into account its visibility as well as emotional and rational factors in almost equal measure (we have adjusted this year’s score based on a correlation matrix of the 2021 and 2022 data set)
The age of the various companies also influences the score in order to present the success of establishing the brand in relation to the time taken to achieve it and thus better reflect the situation of startup brands. Since 2024, this only applies to the Rising Stars score. See also the explanations in the relevant chapter.
The highest possible score is 900 or 1100 among the Rising Stars.
The top three established brands correspond to the best-known brands in each category in Germany as per the YouGov BrandIndex (as of: 10/2023).
The brand is ranked using a score that takes into account its visibility as well as emotional and rational factors in almost equal measure (we have adjusted this year’s score based on a correlation matrix of the 2021 and 2022 data set)
The age of the various companies also influences the score in order to present the success of establishing the brand in relation to the time taken to achieve it and thus better reflect the situation of startup brands. Since 2024, this only applies to the Rising Stars score. See also the explanations in the relevant chapter.
The highest possible score is 900 or 1100 among the Rising Stars.
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