lavera chosen by the German Standards jury as a Brand of the Century

The German Standards jury exclusively picked the pioneer lavera Naturkosmetik brand as a Brand of the Century in the product category of Natural Cosmetics.

The idea

The company's founder, Thomas Haase, already had the inspiration in 1975 to produce natural cosmetics. Seeking a suitable care solution for his allergic skin, he searched in old chemist literature and began cultivating plants and developing various formulations – his first product: a lip balm.

That was the initial spark for the idea to develop and distribute natural cosmetics. He opened with others one of the first organic shops and founded his own company and the lavera Naturkosmetik brand.

Every plant and all of life have their own secret. Since 1987, the core principles behind lavera, meaning "truth", are pioneering spirit, a passion and deep conviction that true care for skin and hair is found solely in nature.

Wholesomeness, beauty and effectiveness were and today still are the foundations of lavera beauty care: Shampoos are intended to cleanse gently with mild surfactants on the basis of coconut oil and sugar, creams should protect and be absorbed extremely quickly, providing the skin moisture and nurturing care, be very highly compatible and noticeably improve the condition of the skin.

At the same time, each step of development should be individually controlled and conform to the highest quality standards. That is why he concurrently created the company "Laverana" and embodied his cosmetic idea in the company name: lavera, "the truth", + "na" for natural cosmetics and began to achieve his vision and self-conception of natural cosmetics – "natural cosmetics" with the "lavera" brand – made in Germany in his home region of Hanover.

The success story

In 1987, natural cosmetics were still a niche segment, whereas today they have developed into a worldwide movement. The pioneer lavera brand can look back on an impressive history of success and rapid growth, and for decades, the company has been among the most important growth and innovation drivers.

The secret of success is found in the multiple award-winning product quality and brand diversity, along with the many innovative trend products. lavera Naturkosmetik sees itself as a full-range company. The lavera range consists of some 280 products, from cleansing, dental care, skincare, sun protection, decorative cosmetics, right down to the many special products and limited special editions.

lavera makes every cosmetic shelf complete with effective cosmetics, as a brand in the service of beauty and for customers – each consumer is welcome, whether young or old – each care wish is fulfilled, regardless of the skin type and age, from glittering gel, to self-tanning products, glossy lips, anti-pollution care, right down to the sensitiv line of products.

The brand wants to pamper the skin and the senses, with its light care creams and the unique world of fragrances, without dogmas and censorship. lavera natural cosmetics are intended to be fun, lavera seeks to set and adopt trends, be distributed everywhere and make natural cosmetics available worldwide in the market "for everyone, everywhere".

In this, "sensitiv" always has a special significance, as optimal compatibility remains the top priority. Typical to lavera is the optimal composition of several natural substances in a balanced proportion. In addition to scientific know-how and state-of-the-art technology, it requires human qualities such as idealism, intuition, creativity and patience to unlock the substances in plant-based raw materials.

Customers associate the name lavera with the term natural cosmetics, effective care from tip to toe. Many product innovations have vitalised the natural cosmetics segment worldwide, such as 100% mineral sun protection that lavera introduced in retail trade for the first time in 1990. lavera lipstick is part of the official "faces of lipsticks".

In 2001, the company introduced the term "anti-ageing" for natural cosmetics as well, focusing attention on the effectiveness of nature. The previous granola image has been cast off for good.

In 2002, the first spray-on sun protection was voted "Product of the Year" by the key global exhibition, BioFach, in Nuremberg. In the year 2003, lavera introduced the first certified natural cosmetic self-tanning lotion in retail trade. From 2010 to 2016, lavera was involved in Eco Fashion with the lavera Showfloor – all models styled by lavera – i.e. lavera facial skin care and decorative cosmetics, thus also establishing decorative cosmetics outside of the organic specialist retail trade. In 2013, the lavera Beauty Balm and Colour Correction were launched – multifunction trend products. In 2014, lavera introduced the first certified Mousse Make-up in the market, in 2016 the Re-Energizing Sleeping Cream, in 2018 facial skin care with an Anti-Pollution Complex, to name but a few of the many innovations.

The sustainability pledge


Laverana has remained a family-run medium-sized company, based in the Hanover area. In addition to Claudia Haase, two of Mr. Haase's sons, along with his son-in-law, are now working for the company. Research & development is performed in Wennigsen, and the company's manufacturing and administration are located at its headquarters in Hanover. A state-of-the-art logistics and production centre is currently being built in Bantorf, which will fully take up operations in 2020, further enabling the democratisation of natural cosmetics to also be promoted internationally.

From the product idea, right down to shipping, everything comes from a single source, made in Germany, in the Hanover Region. The scientists have a special passion for natural cosmetics. They leave no stone unturned to continue to improve lavera products and to develop effective natural cosmetics that are always manufactured according to the state of the art and most modern methods.

From product ideas to shipment of finished products, everything comes from a single source. With its roughly 400 employees, natural cosmetics manufacturer Laverana is producing lavera Naturkosmetik more ecologically than ever. Sustainability is firmly established in company policy. It has always been the overarching goal to be a responsible steward of resources and to treat human beings, animals and nature with respect in the development, manufacture and export of natural cosmetics. Objectives of the ISO 9001-2015, ISO 14001, ISO 50001, OHSAS 18001 management systems and of the ZNU "Sustainable Business Practices" standard enable continuous optimisation of the sustainable corporate objectives and CO2 reduction, towards the aim of becoming climate-neutral.

As an active founding member of the natural cosmetic association NATRUE, the company also enables sustainable commitment directly in Brussels, in order to safeguard and establish worldwide the highest natural cosmetic standard achieved for the consumer. The folding boxes for lavera facial skin care are produced climate-neutral, in that lavera donates water filters and access to clean, cost-free drinking water in Kenya.

The consistent quality and sustainability standard is reflected in many evaluations by independent jurors. lavera is 100% certified natural cosmetics, roughly 95% vegan. lavera Naturkosmetik has already received the highest ratings from Öko-Test over 900 times.

lavera Naturkosmetik has already been voted for the 4th time as one of the Green Brands Germany, since 2019 also Green Brands Switzerland and Czech Republic, was among the Top 5 in 2016 in the German Sustainability Award in the category of most sustainable brands, and according to Germany's weekly magazine, Focus, is among "the best products in the category of body care" (Sept 2019) or is one of the most sustainable brands in Germany (March 2019). Internationally, the natural cosmetic brand also receives many accolades such as the "Victoire de la Beauté" in France or the "Free From Skin Award" in the UK.

German Standards, Brands of the Century

In 2002, Dr Florian Langenscheidt published German Standards, Brands of the Century, for the first time. It has to do with an encyclopaedia of major German brands, which are considered icons of German industry. Revised every three years, the website and book feature those who have been setting standards in their field. It describes the history of a brand, its origin, its significance and signal effect. Each selected brand is an exemplary model for a product category. Some 200 brands have thus far been selected as German Standards, Brands of the Century. In the year 2018, the rights to the encyclopaedia were transferred to Tempus Corporate, Zeitverlag, and since then, the illustrated book and website have been even higher quality. 

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