Hanover, 23.10.2019 - The Deutsche Standards jury has exclusively selected the pioneering brand lavera Natural Beauty as Brand of the Century and established it as the German standard for the natural cosmetics product category.

The idea of creating natural cosmetics took root in the mind of founder Thomas Haase as early as 1975. In search of a skincare solution suitable for his allergic skin, he consulted old pharmaceutical writings looking for natural ingredients with healing properties and began developing various formulas – his first product: a lip balm. This was the trigger for the idea to develop and market natural cosmetics. He was co-owner of one of the first organic stores and founded his own company as well as the lavera Natural Beauty brand in 1987.

Every plant and every form of life has its own secret. The spirit of discovery, passion, and the deep conviction that true care for skin and hair can only be found in nature have characterized the lavera brand, which means “the True,” since 1987.

Naturalness, beauty, and effectiveness have always been and remain the fundamental pillars of lavera beauty care: shampoos must cleanse gently with mild surfactants based on coconut oil and sugar, creams must protect, absorb quickly, hydrate the skin, nourish it intensively, be perfectly tolerated, and visibly improve the skin’s condition.
At the same time, every development step had to be personally controlled and meet the highest quality standards. That is why he founded the company “Laverana” at the same time and anchored his cosmetic idea in the company name: lavera “the True” + “na” for Natural Beauty, and began to realize his vision and concept of natural cosmetics – “natural cosmetics” with the brand “lavera” – made in Germany in his home region, Hanover.

In 1987, natural cosmetics were still a niche segment; today it has become a global movement. The pioneering brand lavera can boast an exemplary success story and rapid development, and has been one of the main drivers of growth and innovation for decades.

The secret to this success lies in the repeatedly award-winning quality of the products, the diversity of the range, and the many innovative trendy products. lavera Natural Beauty sees itself as a full-service provider. The lavera range includes around 280 products, from cleansing, dental care, skin care, sun protection, decorative makeup to numerous specialized products and limited editions.

lavera complements the cosmetic shelves with effective products, as a brand dedicated to beauty and customers – every consumer is welcome, whether tall or small – every care need is met, regardless of skin type or age, every trend is embraced, from glitter gel to self-tanner, from Glossy Lips to anti-pollution care to sensitive products.

The brand aims to pamper the skin and the senses, with its light creams and unique olfactory universe, without dogma or censorship. Natural cosmetics should be a pleasure with lavera; lavera wants to create and follow trends, be available everywhere, and make natural cosmetics accessible worldwide for “Everyone and Everywhere.” The term “sensitiv” always holds a special place, as optimal tolerance remains the top priority.

Typical of lavera is the optimal composition of several natural ingredients in perfect balance. This requires, in addition to scientific knowledge and modern technologies, human qualities such as idealism, intuition, creativity, and patience to decipher the active principles of plant raw materials.

For customers, lavera is synonymous with natural cosmetics, head-to-toe care that works. Many product innovations have energized the natural cosmetics segment worldwide, such as the 100% mineral sun protection that lavera first launched in 1990. lavera lipstick is part of the “Official History of Lipstick.” In 2001, the company introduced the term “Anti Aging” also for natural cosmetics, thus drawing attention to the effectiveness of nature. The previously somewhat outdated image was definitively renewed.

In 2002, the first sprayable sunscreen was voted “Product of the Year” by the global BioFach trade fair in Nuremberg. In 2003, lavera launched the first certified natural cosmetic self-tanner. From 2010 to 2016, lavera was involved in Eco Fashion with the lavera Showfloor – all models styled by lavera – that is, lavera facial care and decorative makeup, thus establishing decorative makeup also outside the organic specialty trade. In 2013, the lavera Beauty Balm and Colour Correction appeared – trendy multifunctional products. In 2014, lavera launched the first certified mousse make-up, in 2016 the Re-Energizing Sleeping Cream, in 2018 facial care with an anti-pollution complex, to name just a few of the innovations.

Laverana remains a medium-sized family business rooted in the Hanover region. In addition to Claudia Haase, two sons of Mr. Haase as well as his son-in-law now work in the company. Research and development as well as production are located in Wennigsen, while administration is at the headquarters in Hanover. Currently, a state-of-the-art logistics and production center is under construction in Bantorf, which will be fully operational in 2020 to continue the democratization of natural cosmetics internationally.

From the product idea to delivery, everything is done in-house, made in Germany, Hanover region. The scientists have a special passion for Natural Beauty. They spare no effort to constantly improve lavera products and develop effective Natural Beauty, always made according to the latest technological advances and the most modern methods. The Natural Beauty manufacturer Laverana produces lavera Natural Beauty with around 400 employees, more ecologically than ever before. Sustainability is firmly anchored in the company’s policy.

The overall goal has always been to manage resources responsibly and to develop, manufacture, and export Natural Beauty with respect for people, animals, and nature. The objectives of the management systems ISO 9001-2015, ISO 14001, ISO 50001, OHSAS 18001, and the ZNU standard for sustainable economy enable the continuous optimization of the company’s sustainable goals and the reduction of CO2 emissions, aiming to become climate neutral.

As an active founding member of the Natural Beauty association NATRUE, the company is also sustainably committed directly in Brussels to preserve and establish the highest standard of Natural Beauty worldwide for consumers.

The constant demand for quality and sustainability is reflected in numerous evaluations by independent juries. Lavera is 100% certified Natural Beauty, about 95% of which is vegan. The test magazine Öko-Test has already awarded the best ratings to lavera Natural Beauty more than 900 times. Lavera Natural Beauty has been voted Green Brands Germany for the 4th time, since 2019 also Green Brands Switzerland and Czech Republic, was among the top 5 at the Deutscher Nachhaltigkeitspreis in 2016 in the category of the most sustainable brands, is according to Fokus “among the best in the body care category” (September 2019), and is one of the most sustainable brands in Germany (March 2019). Internationally, the Natural Beauty brand also receives numerous awards such as the “Victoire de la Beauté” in France or the “Free From Skin Award” in the UK.

In 2002, Dr. Florian Langenscheidt first published the German Standards, Brands of the Century. It is an encyclopedia of major German brands, considered icons of the German economy. On the website and in the book, updated every 3 years, you can see who has set standards in their field.

The history of a brand, its creation, meaning, and impact are described. Each selected brand represents a typical example of a product category. About 200 brands have been chosen so far as German Standard, Brand of the Century. In 2018, the rights to the encyclopedia were transferred to Tempus Corporate, Zeitverlag, and since then, the illustrated book and website have been marketed with even higher quality.