In Germany, I find that alot of girls in their 30's tend to buy their skincare from the local Drogerie (Priceline or Boots) and they are usually very basic - a general face wash is usually the go and face wipes tend to be quite popular here. And although face masks are also popular here, it is more of a pampering session as opposed to something that is bought in order to improve the skin.
Some of the older women buy their skincare from the big department stores or Douglas. At times I feel like the youngest when I'm checking out the local skincare isles at a Karstadt, there seems to only be women in their 60's and 70's buying some skincare from Sans Souci or Annemarie Börlind. Nonetheless local make-up brands are relatively cheap here (and of good quality) and limited editions are just about a monthly occurrence. Here are a list of brands worth checking out while in Germany.

Catrice
The sister company to Essence, they make one of the best drugstore lipsticks in Germany (in my opinion). Their eyeshadows are known to have some of the closest dupes to a handful of Mac eyeshadows and their blushes are very pigmented as well.
Alverde
A natural and vegan friendly make-up line from DM offering face and body creams as well. Their make-up range is quite limited which can be rather frustrating but hey, anything bio must be good for the face, right? A notable mention goes to their baked eyeshadows and blushes including their mineral blush pearls.