What boep does

boep (legally 'das boep') is a privately held, family-run direct-to-consumer natural cosmetics brand headquartered in Mainz, Germany, with small-batch contract manufacturing in the Allgäu region. Founded in 2015 by Dr. med. Michaela Hagemann and her brother Tilman, the company sells certified vegan, COSMOS Natural Standard-compliant skincare and sun-care products across roughly 100 SKUs organized into four lines: a mineral sunscreen range (SPF 30 and 50), a medical-grade 'med' series for neurodermatitis, rosacea and atopic skin (co-developed with bioanalyst Anni from AnnisBunteWelt), a gut-skin 'med Darmbasis' probiotic line (drops, capsules, powder with DSMZ-deposited bacterial strains), and dedicated baby, kids, and adult/pregnancy ranges, plus curated gift sets.

The business model is straightforward D2C e-commerce through the owned Shopify storefront dasboep.de, supplemented by a network of partner shops and midwife (Hebammen) recommendation channels. Products are sold at unit prices roughly between $10 and $35 for standard sizes, with gift sets and calendars priced above $100, free EU shipping from €59 via DHL GoGreen, and a points-based loyalty program (boep-club) with bilateral €10 referral incentives. The brand has accumulated 2,941 verified customer reviews averaging 4.85/5, ships across the EU, and localizes its site in six languages. The customer base is fragmented across babies/infants, children, parents, sensitive-skin individuals, and gift buyers — with no disclosed enterprise or wholesale concentration and no external institutional funding.

Name

boep

Legal name

das boep

Website

https://dasboep.de

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Boep (das boep) is a privately held German D2C brand selling COSMOS-certified vegan natural cosmetics — sunscreens, medicated skincare, and probiotics — for babies, children, and adults with sensitive or atopic skin, distributed via its own online store, partner shops, and midwife recommendations across the EU.

Ownership category

akta.pro rank

Product category

Certified Natural Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Food (Health) Supplement Retailers (456191)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industries

Sensitive Skin & Barrier Repair (CRABAAAG), Baby Skincare (Lotions, Creams, Oils) (CRABAJAB), Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF)

Keywords

• Natural cosmetics
• Baby skincare
• Mineral sunscreen
• Sensitive skin care
• Vegan skincare products

Headquarters

HQ city

Mainz

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, Technology or R&D, Infrastructure

Revenue model

1. E-commerce Product Sales: Direct-to-consumer sales of certified natural cosmetics through owned online store. Products include skincare (creams, lotions, oils), sun protection, hair care, probiotic supplements, and gift sets. Revenue is generated through one-time product purchases at various price points. Bundle discounts and sale items drive additional value.
2. Gift Sets and Bundles: Pre-packaged gift sets for various occasions (newborn, pregnancy, baby shower, birthdays) at premium price points. Bundle deals offer products at discounted prices compared to individual purchase.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

boep sells certified natural cosmetics under its own brand, including mineral-based sunscreens, the medical-grade 'med' series for neurodermatitis and rosacea-prone skin, baby and kids skincare, adult body care, and probiotic gut health supplements (Darmbasis drops, capsules, and powder). Products are vegan, COSMOS Natural Standard-certified, and produced in small batches in the Allgäu region of Germany. The company sells primarily through its own e-commerce store (dasboep.de), shipping within the EU with DHL GoGreen, and supplements with partner shops and midwife-led distribution.

Product overview

boep is a certified natural cosmetics brand offering vegan skincare products for babies, children, and the whole family, with a focus on sensitive skin conditions. The product portfolio is organized around several key lines: the core Sunscreen line featuring mineral-based SPF 30 and SPF 50 products; the medical-grade 'med' series developed with bioanalyst Anni for very sensitive, neurodermatitis, and rosacea-prone skin; the Gut-Skin Axis (Haut & Darm) line combining topical skincare with probiotic supplements (Darmbasis drops, capsules, and powder) for internal support; and dedicated Baby & Kids ranges including care products, bath additives, and hair care. The brand also offers Adult/Mom care products for pregnancy and wellness, and curated gift sets for various occasions. All products are COSMOS Natural certified, dermatologically tested with 'very good' skin tolerance, made in Germany (Allgäu), and developed by founder Dr. med. Michaela Hagemann. The company operates a loyalty program called boep Club for customer retention.

Differentiator

Problem solved

Functional benefit

Products and services

• Mineral Sunscreen Sensitive SPF 50 Mineral-based sunscreen with SPF 50 protection, fragrance-free formula designed for very sensitive and atopic skin. Uses zinc oxide physical UV filters for instant protection with no waiting time.
• Mineral Sunscreen Sensitive SPF 30 Mineral-based sunscreen with SPF 30 protection, fragrance-free formula for sensitive skin. Uses zinc oxide physical UV filters.
• Mineral Sun Milk SPF 50 Mineral sun milk with zinc oxide filter providing SPF 50 protection for babies and children. Hawaii Reef Law compliant, free from oxybenzone, octinoxate, and octocrylene.
• Mineral Sunscreen Family SPF 30 Family-friendly mineral sunscreen with SPF 30, suitable for children, pregnant women, and adults.
• Mineral SPF 50 Sun Balm Mineral sun balm with SPF 50 for very sensitive skin, neurodermatitis, and cold weather protection.
• After Sun Body Lotion After sun care lotion for dry skin, soothing sun-stressed skin with natural ingredients.
• med base cream Hypoallergenic base cream combining medical active ingredients with certified natural cosmetics for neurodermatitis and rosacea. Contains 5% evening primrose oil from controlled organic cultivation.
• med Akut Roll-On Acute relief roll-on for itching and insect bites, suitable for atopic skin.
• med Shampoo Medical-grade shampoo for sensitive scalp, suitable for neurodermatitis and rosacea.
• med Conditioner Fragrance-free conditioner for sensitive scalp and skin prone to neurodermatitis.
• med Deo Stick Natural cosmetics deodorant stick without aluminum, designed for sensitive skin and neurodermatitis.
• med Pflegebad (Care Bath) Bathing additive for very sensitive skin and neurodermatitis care, contains squalane to prevent fluid loss.
• med Darmbasis Tropfen (Gut Base Drops) Probiotic drops with carefully selected bacterial cultures specially developed for babies and young children to support gut health.
• med Darmbasis Kapseln (Gut Base Capsules) Probiotic food supplement with 5 billion CFU from 10 bacterial strains including Lactobacillus rhamnosus and Lactobacillus casei for children and adults. Bacterial strains deposited at DSMZ.
• med Darmbasis Pulver (Gut Base Powder) Probiotic powder supplement for gut health support, suitable for children and adults.
• Baby Wound Cream Natural baby wound cream with calendula for diaper rash and reddened baby bottoms.
• Baby Almond Oil Pure almond oil ideal for newborn care, baby massage, and infant care essentials.
• Baby Bath Oil Gentle bath additive for newborns with a pleasant light scent, gently cares for baby's skin.
• Baby Shampoo Certified natural cosmetics shampoo for gentle baby washing and infant care.
• Baby Cream Certified natural cosmetics cream for newborn care of dry baby skin.
• Kids Shampoo Kids shampoo without silicones, gently cleanses skin and hair for children.
• Kids Conditioner Kids conditioner providing long-lasting care for dry ends.
• Kids Combing Spray Easy combing spray for long hair that tends to get tangled, available with and without fragrance.
• Family Shampoo Family-sized shampoo for children and the whole family.
• Nourishing Body Butter Rich body butter for moisturizing skin from head to toe during and after pregnancy.
• Skin Tightening Body Oil Skin firming body oil with seaweed extract for pregnancy care, shown to increase skin elasticity.
• Shower Gel Shower gel for sensitive skin and neurodermatitis with aloe vera.
• Wind and Weather Balm Natural cosmetics wind and weather balm for babies and children for dry baby skin and cold protection.
• Sunscreen Family Set Sunscreen bundle with family sun protection products including After Sun Lotion free of charge.
• Skin Calm Routine Set Skin routine set for daily care of sensitive skin and neurodermatitis.
• Gift Set for Baby's First Weeks Gift set for newborn care including baby wound cream, baby almond oil, and baby cream.
• Midwife Selection for Birth Midwife-recommended set with wind and weather balm, baby wound cream, and baby almond oil.
• Kliniktaschen-Set (Hospital Bag Set) Hospital bag set with essentials for birth and postpartum including med balsam for nipples, fragrance-free deodorant, vegan lip balm, wash gel, and hand cream.
• boep Club Loyalty Program Exclusive care club loyalty program where customers collect Wohlfühlpunkte (wellness points) on purchases and referrals to redeem for rewards and discounts.

Quantifiable outcome

• 4.85 out of 5 rating from 2,941 verified reviews
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core, supporting and minor.

• Anni from AnnisBunteWelt (Anni Gernert)coreStrategic or Co-development Partner · 1 January 2020Bioanalyst and ingredient expert who co-developed the med series products. Met founder Michaela at organic trade fair in 2020. Anni's son has neurodermatitis, inspiring joint product development. She advised on ingredient selection, tested samples, and refined formulations until perfect recipe was achieved. Her expertise in cosmetic ingredients and community influence contribute to product development and marketing.
• DSMZ (German Collection of Microorganisms and Cell Cultures)supportingTechnology or IntegrationAll bacterial strains used in med Darmbasis probiotic products are deposited at the DSMZ in Germany. This ensures strain authenticity, quality control, and scientific credibility for the probiotic formulations.
• Midwives and Healthcare ProfessionalscoreChannel Partner/ Reseller/ DistributorPartnership network with midwives (Hebammen) and antenatal/postnatal class providers. Midwives recommend boep products and special midwife-selected bundles are available. Healthcare professionals provide personal skin consultations through the platform.
• Partner ShopsminorChannel Partner/ Reseller/ DistributorPartner shops listed as additional retail distribution points for boep products beyond the direct e-commerce channel.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Lavera: German natural cosmetics brand with COSMOS/Natrue certifications and broad baby, kids and sensitive-skin ranges. Closest head-to-head competitor on German natural cosmetics positioning and price tier.
• HiPP Babysanft: Baby care line from German organic baby food giant HiPP. Comparable on baby skincare positioning, natural/organic credentials, and German pharmacy/retail distribution.
• Weleda: Swiss-German natural cosmetics brand with a strong baby and sensitive-skin range (Weleda Baby Derma, Calendula line). Directly comparable to boep on natural certification, baby/family positioning, and DACH heritage, though significantly larger and globally established.
• Bübchen: German baby care brand (now under Nestlé/Galderma heritage) with a long-standing sensitive baby skin range. Comparable on baby customer segment and German mass-market retail presence.
• Bioturm: German natural cosmetics specialist with strong atopic dermatitis and sensitive-skin ranges (Natrue-certified). Closest comparable on natural-cert + neurodermatitis niche within the German market.
• Mustela: Specialist baby and maternity skincare brand with strong sensitive-skin and atopic-prone lines. Comparable on target customer (expectant/new parents), formulation rigor, and pharmacy distribution.

Broad incumbents

• Bioderma: NAOS-owned sensitive-skin dermo-cosmetic brand with strong atopic and rosacea ranges. Overlaps with boep's med series on skin condition focus and dermatology-channel distribution.
• Eucerin: Beiersdorf-owned dermocosmetics brand with deep atopic dermatitis and sensitive-skin ranges. Comparable on medical-grade skincare positioning, but far larger with global pharmacy distribution.
• La Roche-Posay: L'Oréal-owned dermocosmetics leader with extensive sensitive/atopic skin ranges and strong dermatologist endorsement. Represents the scale benchmark boep's med line must compete against in clinical credibility and retail reach.
• Sebamed: German pH 5.5 sensitive-skin brand with deep dermatology and atopic-skin ranges. Comparable on medical-grade positioning and German manufacturing, with much broader pharmacy footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/dasboep
• Instagraminstagram.com/dasboep
• TikToktiktok.com/@dasboep
• Pinterestpinterest.com/dasboep
• Xx.com/dasboep
• LinkedInlinkedin.com/company/das-boep-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 boep