What Annemarie Börlind does

Börlind GmbH, operating under the Annemarie Börlind brand, is a German natural cosmetics company founded in 1959 in Calw, Black Forest. The company develops, formulates, and manufactures certified natural skincare products in-house at its ISO 22716 GMP- and ISO 9001-certified facility, with a portfolio organized into specialized care series — LL REGENERATION (the 1974 breakthrough range), SYSTEM ABSOLUTE (anti-aging with 3D Ingredient Matrix), ROSENTAU (rose-based hydration with alpenrose extract), ZZ SENSITIVE (microbiome-friendly prebiotic/probiotic formulations), NATUROYALE, NATUNEO, ENERGYNATURE, AQUANATURE, and ROSE NATURE — spanning cleansers, toners, serums, moisturizers, eye care, lip care, masks, and bundled sets. Its underlying technology rests on proprietary ingredient complexes including LL Biocomplex, 3D Ingredient Matrix from tara tree, Black Forest rose stem cells (co-developed with Akott Group Italia), and botanical hyaluronic acid from Chinese tremella, supported by vertically integrated sourcing partnerships in Namibia, Nepal, the Swiss Alps, and Guatemala.

The business operates a dual go-to-market: direct-to-consumer e-commerce through twelve country-specific storefronts (US, Canada, Germany, Austria, France, China via Tmall, Czechia, Greece, Netherlands, Portugal, Slovakia, Vietnam) and a Wholesale Account program serving spas, salons, and professional retailers. Pricing is unit-based, ranging from $14 to $130+ per SKU with bundled care sets up to $465, positioning the brand in the premium natural cosmetics tier. The company is family-controlled, with the Lindner family (Michael, Nicolas, and Alicia Lindner) serving as Managing Directors, and operates a wholly-owned US subsidiary (Boerlind of North America) out of Philadelphia. Revenue mechanics are split between DTC e-commerce and B2B wholesale, with approximately 79% of SKUs vegan and the group certified climate-neutral through ClimatePartner since 2015.

Name

Annemarie Börlind

Legal name

Börlind GmbH

Website

https://boerlind.com

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

101–250 employees

Short description

Börlind GmbH (Annemarie Börlind) is a family-owned German natural skincare manufacturer founded in 1959, producing certified plant-based cosmetics in the Black Forest and selling through DTC e-commerce in 12+ countries plus B2B wholesale to spas, salons, and retailers.

Ownership category

akta.pro rank

Product category

Natural Skincare and Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

akta.pro secondary industries

Sensitive Skin & Barrier Repair (CRABAAAG), Eye & Lip Skincare (CRABAAAC), Professional Skincare & Facial Treatments (CRABALAF)

Keywords

• Natural skincare products
• Certified natural cosmetics
• Anti-aging skincare
• Botanical facial care
• Vegan skincare formulations

Headquarters

HQ city

Calw

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Sale of skincare products directly to consumers through the company's owned e-commerce platform (boerlind.com). Products include moisturizers, serums, eye care, masks, cleansers, and bundled care sets. One-time purchase model with optional subscription potential.
2. Wholesale B2B: Sale of products to wholesale business customers including spas, salons, and retailers through their Wholesale Account program.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Annemarie Börlind develops, manufactures, and sells certified natural skincare and cosmetic products for the face, body, and hair. Its portfolio spans moisturizers, serums, eye care, cleansers, toners, masks, lip care, and bundled care sets, organized into named care lines such as LL REGENERATION, SYSTEM ABSOLUTE, ZZ SENSITIVE, and ROSENTAU. Products are formulated in-house at the Calw, Black Forest facility and sold direct-to-consumer via country-localized e-commerce storefronts, with a separate wholesale program for spas, salons, and retailers.

Product overview

Annemarie Börlind is a German natural skincare brand offering certified natural cosmetics developed and manufactured in Calw, Black Forest, since 1959. The product portfolio consists of multiple specialized skincare lines: ROSENTAU (rose-based hydration with alpenrose extract for dry skin), ZZ SENSITIVE (microbiome-friendly formulations with prebiotic/probiotic complex and golden orchid for sensitive skin), SYSTEM ABSOLUTE (anti-aging line with green algae extract in 3D ingredient matrix for collagen/elastin activation), LL REGENERATION (the original 1974 breakthrough line with patented LL Biocomplex for cell renewal), plus standalone products like CERAMIDE VITAL FLUID, 2-PHASE HYALURONAN SHAKE, ANTI-AGING EYE PADS GOLD, HYALURONIC EYE PADS, and ROSE BLOSSOM VITAL CARE (Black Forest rose stem cell serum). Product categories include cleansers, toners, moisturizers, serums, eye care, lip care, and bundled care sets.

Differentiator

Problem solved

Functional benefit

Brands

• NATUNEO: Skincare care series product line
• NATUROYALE
• LL REGENERATION
• SYSTEM ABSOLUTE
• ENERGYNATURE
• ROSENTAU
• ZZ SENSITIVE
• AQUANATURE
• ROSE NATURE

Products and services

• CERAMIDE VITAL FLUID Specialized skincare fluid containing ceramides for skin barrier support and vital nourishment, formulated for consumers seeking extra-care natural skincare.
• 2-PHASE HYALURONAN SHAKE Two-phase hydrating serum combining red alga, aloe vera, and botanical hyaluronic acid from white jelly fungus to stimulate the skin's own hyaluronic acid production.
• ANTI-AGING EYE PADS GOLD Anti-aging eye treatment pads with four hyaluronic acids that smooth, moisturize, and firm the delicate eye area, featuring barley extract for free radical protection.
• HYALURONIC EYE PADS
• EYE WRINKLE CREAM Anti-aging eye cream designed to reduce the appearance of fine lines and wrinkles around the eye area.
• Firming Beauty Fluid (SYSTEM ABSOLUTE) Part of the SYSTEM ABSOLUTE anti-aging line, this firming fluid uses green algae extract and a 3D ingredient matrix from tara tree to activate collagen and elastin production.
• FOR LIPS Lip Balm Protective lip balm with plant-derived oils and waxes, free from preservatives, designed to keep lips smooth and supple.
• ZZ SENSITIVE Fortifying Night Cream Night cream for sensitive skin featuring prebiotic and probiotic complex to balance skin flora, with golden orchid extract to regulate the skin's natural pH value.
• ROSENTAU Harmonizing Day Cream Day cream from the ROSENTAU line with alpenrose extract and organic jojoba oil for moisturizing, protecting, and harmonizing dry skin.
• ROSENTAU Nourishing Night Cream Nourishing night cream with alpenrose extract and organic avocado oil that counters signs of premature aging and increases skin resilience.
• ROSENTAU Care Set Complete skincare bundle containing Mild Cleansing Milk, Protecting Facial Toner, Harmonizing Day Cream, Nourishing Night Cream, and Energizing Eye Cream from the ROSENTAU line.
• Hydration Heroes (Hyaluronan Set) Hydration-focused bundle combining Hyaluronic Eye Pads and 2-Phase Hyaluronan Shake for intensive moisture and plumping effect.
• ZZ SENSITIVE Protective Day Cream Lightweight day cream with prebiotic and probiotic complex and golden orchid for strengthening the skin's protective barrier.
• ZZ SENSITIVE Regenerative Eye Cream Eye cream with golden orchid extract that strengthens the skin's natural protection mechanisms and softens wrinkles for the sensitive eye area.
• ZZ SENSITIVE Regenerative Night Cream Night cream with prebiotic and probiotic complex and white lupine that rebalances skin flora, promotes cell renewal, and firms facial contours.
• ZZ SENSITIVE Regenerative Day Cream Day cream with white lupine extract that promotes cell renewal, smooths skin, and tightens facial contours for demanding skin.
• ZZ SENSITIVE Strengthening Facial Gel Facial gel with golden orchid extract that deep-moisturizes skin and prepares it for subsequent day or night care products.
• ZZ SENSITIVE Mild Cleansing Emulsion Gentle cleanser for sensitive skin with prebiotic and probiotic complex that regulates the natural protection of skin flora without fragrance or synthetic dyes.
• ROSENTAU Energizing Eye Cream Eye cream with Himalayan cherry oil (Dhatelo) sourced from Nepal that nourishes and smooths while reducing signs of premature aging from alpenrose extract.
• ROSENTAU Protecting Facial Toner Facial toner with alpenrose extract, Multimoist CLR complex, and organic rose water that counteracts skin aging, increases resistance, and moisturizes.
• ROSENTAU Mild Cleansing Milk Gentle cleansing milk with mild surfactants that remove impurities and makeup while preparing skin for subsequent skincare steps.
• SYSTEM ABSOLUTE Gentle Cleansing Lotion Cleansing lotion from the SYSTEM ABSOLUTE anti-aging line with green algae extract in a 3D ingredient matrix that activates collagen and elastin production.
• SYSTEM ABSOLUTE Smoothing Eye Cream Anti-aging eye cream with Persian silk tree extract that minimizes wrinkles and reduces dark circles, embedded in a 3D ingredient matrix with green algae extract.
• SYSTEM ABSOLUTE Smoothing Day Cream Day cream with green algae extract in a 3D tara tree ingredient matrix that activates collagen and elastin production, reduces wrinkles, and preserves skin moisture.
• ROSE BLOSSOM VITAL CARE Two-phase anti-aging serum featuring exclusive Black Forest rose stem cells developed with Akott Group Italia that counteract collagen breakdown and encourage a firmer complexion.
• LL REGENERATION Gentle Cleansing Milk Cleansing milk from the LL REGENERATION line featuring the patented LL Biocomplex that stimulates skin cell renewal and firms skin with St. John's wort and plant-based ingredients.

Quantifiable outcome

• 95% of users confirm reduced wrinkle depth after 4 weeks using SYSTEM ABSOLUTE Smoothing Day Cream
• +3 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Akott Group ItaliacoreStrategic or Co-development PartnerResearch partnership for development of exclusive Black Forest rose stem cell extract - a world innovation in natural cosmetics. The partnership developed stem cells from Black Forest roses using sustainable, modern, and GMO-free methods for deriving active substances from plants.
• ClimatePartnercoreTechnology or IntegrationCarbon offset certification partnership. Börlind GmbH has been certified as a climate-neutral company since 2015 through ClimatePartner. Products are climate-neutral with emissions offset through climate-protection and drinking water projects.
• DHL Paket GmbHminorOthersShipping and logistics partner for order fulfillment and delivery of products to customers.
• Swiss Alps Alpine Rose HarvesterscoreOthersWild-harvested alpenrose (alpine rose) extract sourced from certified collection in the wilds of the Swiss Alps. Supports local communities and sustainable harvesting practices.
• Namibia Jojoba Oil SuppliercoreOthersJojoba oil sourced from a partner in Namibia. As a regular buyer of the high-quality oil, this project provides local people with a secure income while supporting sustainable agriculture.
• Nepal Dhatelo Seed Oil ProjectcoreOthersHimalayan cherry (dhatelo) seed oil sourced through a local environmental project in Nepal exclusively sponsored by Börlind. Oil is used in ROSE DEW products and supports socio-environmental sustainability.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Dr. Hauschka: German natural cosmetics brand specializing in certified natural skincare with similar holistic, plant-based philosophy and rhythmic manufacturing approach. Directly comparable to Annemarie Börlind in positioning, price points, and European heritage.
• Weleda: Swiss-German natural cosmetics company with over 100 years of history producing certified natural skincare and body care using biodynamic ingredients. Comparable in certification standards (Natrue), sustainability commitment, and broad international footprint.
• Caudalie: French natural skincare brand built around vine-derived actives, sold through DTC and pharmacy/retail channels with premium positioning. Comparable premium natural positioning, French/European heritage, and DTC-plus-retail GTM.
• Drunk Elephant: Premium biocompatible skincare brand focused on clean formulations with active ingredients, sold through Sephora and DTC. Comparable premium clean-beauty positioning, active-ingredient story, and $30-$90+ price points.
• REN Clean Skincare: Clean skincare brand owned by Unilever, using bioactives and natural ingredients with proven efficacy claims. Comparable positioning at the intersection of natural and scientifically validated skincare.
• Tata Harper: Luxury natural skincare brand with non-toxic, plant-based formulations, sold through DTC and prestige retailers. Comparable ultra-premium pricing, natural ingredient storytelling, and anti-aging product focus.

Broad incumbents

• La Mer: Ultra-premium skincare brand owned by Estée Lauder, focused on luxury moisturization and anti-aging. Comparable premium pricing tier and anti-aging claims, but with broader portfolio and global brand recognition.
• L'Oréal: World's largest beauty company with skincare brands spanning mass to luxury (La Roche-Posay, Vichy, SkinCeuticals). Comparable skincare category presence, particularly through dermatological-natural hybrids like La Roche-Posay.

Others

• Estée Lauder Companies:

Emerging players

• Herbivore Botanicals: Natural skincare brand with botanical-led formulations and minimalist packaging, sold through Sephora and DTC. Comparable clean-beauty positioning and natural ingredient story, though typically targets younger consumers than Annemarie Börlind's core 40+ demographic.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/anneborlind
• Facebookfacebook.com/boerlind.naturkosmetik
• LinkedInlinkedin.com/company/boerlind-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Annemarie Börlind