What The Browery does

The Browery is a privately held German beauty brand headquartered in Grünwald near Munich, operating a dual-channel business that combines professional in-store brow and lash treatments with a direct-to-consumer e-commerce product line. The company operates 8 retail boutiques inside Germany's most prestigious department stores — KaDeWe (Berlin), Breuninger (Munich), Oberpollinger (Munich), Galeria (Hamburg), and Kaufhof on the Königsallee (Düsseldorf), plus the Amalienstraße flagship and the Grünwald standalone. Service offerings span Vow Brows threading, microblading, Brow Boost Needling, Brow Botox, HydraFacial, laser hair removal (via the sister brand Removity using Gentle Max Pro), and Pico laser tattoo/PMU removal, with treatment pricing from €18 to €690.

The product catalog is structured around four collections — Growth & Care (The Maximiser serum, The Activator Usma Oil), Shape & Define (The Shaper triangular pencil with refill system, The Definer micro-fine pencil), Style & Fix (The Stylist tinted gel, The Creator 24-hour brow glue), and Highlight & Lift (The Eye Opener powder and cream highlighters), plus Essentials tools (The Brush 3-in-1, The Sharpener). Proprietary technical elements include a first-to-market Usma Oil (Isatis Tinctoria seed oil), break-resistant mineral pencil cores, and multi-function applicator brush designs, with vegan formulations and refillable/recyclable packaging as a sustainability positioning.

Revenue is generated through three streams: e-commerce product sales (Shopify storefront, €7-€79 unit pricing, free shipping above €60, Germany-only delivery), in-store treatment services (€18-€690 per session, booked through the e-cut platform), and gift cards in both service and online denominations. The company is organized under two German GmbH entities (The Browery Holding GmbH and The Browery Cosmetics GmbH), is represented by Amira Staehle, has no disclosed external funding or institutional investors, and reports a 9-person headcount across operations, retail, and digital.

Name

The Browery

Legal name

The Browery Holding GmbH

Website

https://browery.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Browery is a German beauty brand operating 8 premium department-store boutiques and a Shopify e-commerce store, offering in-store brow and lash treatments (threading, microblading, needling, laser) alongside a proprietary line of vegan, refillable brow care products for individual consumers in Germany.

Ownership category

akta.pro rank

Product category

Beauty Services and Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Beauty Salons (812112)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eyebrow Shaping & Design Services (HSALAIAC)

akta.pro secondary industries

Eyebrow Tinting & Dyeing Services (HSALAIAD), Eyebrow Lamination & Brow Lift Services (HSALAIAE), Powder Brows / Ombre Brows (PMU) (HSALAIAG), Brow & Lash Growth Treatments / Conditioning (Serums/In-Salon) (HSALAIAK), Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC)

Keywords

• Eyebrow care products
• Brow shaping services
• Lash growth serums
• Microblading treatments
• Clean beauty cosmetics

Headquarters

HQ city

Grünwald

HQ country

Germany

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Product Sales (E-commerce): The Browery generates revenue through direct-to-consumer sales of proprietary brow and lash care products via its Shopify-powered online store (browery.com). Products span styling tools (brushes, sharpeners), color cosmetics (brow pencils, gels, highlighters), and growth serums/oils. Pricing ranges from €7 (sharpener) to €79 (serum). Free shipping above €60.
2. In-Store Treatment Services: Revenue from professional brow and beauty treatments performed at 8 physical store locations across Germany. Treatment categories include: Vow Brows (signature threading and tinting), Microblading (semi-permanent pigmentation), Brow Lifting, Brow Botox, Brow Boost Needling (microneedling with serum), HydraFacial (skin rejuvenation), Laser Hair Removal, and Tattoo/PMU Removal. Treatments range from €18 (brow tinting) to €690 (microblading full 2-treatment course).
3. Gift Cards (Service & Online): The company sells gift cards in two formats: Service Vouchers redeemable at flagship store locations for in-store treatments, and Online Store Gift Cards for e-commerce product purchases. Gift cards available in €10, €25, €50, €100, €150, and €500 denominations.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

The Browery sells proprietary eyebrow and eyelash care cosmetics (styling pencils, gels, growth serums, brushes, highlighters) directly to consumers via its browery.com Shopify storefront, and offers professional in-store beauty treatments (Vow Brows threading, microblading, brow needling, Brow Botox, HydraFacial, laser hair removal, tattoo removal) at 8 retail boutiques inside premium German department stores. The brand combines a vegan, sustainable product line with a full-service brow and lash studio experience.

Product overview

The Browery operates as a dual-channel beauty business combining physical brow and lash studio services with an e-commerce platform. The studio offers professional treatments including Vow Brows & Threading, Microblading, Brow Boost Needling, Brow Botox, Laser Hair Removal, Tattoo & PMU Removal, and Hydra Facial at physical store locations in Berlin, Munich, Hamburg, and Düsseldorf. The product line spans four collections: Shape & Define (The Shaper, The Definer), Growth & Care (The Maximiser, The Activator), Style & Fix (The Creator, The Stylist), and Highlight & Lift (The Eye Opener Puder and Creme), supported by Essentials tools (The Brush, The Sharpener). Gift vouchers are available for both services and online store purchases. The company emphasizes sustainable practices with vegan textures and refillable packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• The Stylist Tinted eyebrow gel that colors, shapes, and sets eyebrows with a soft texture combining plant-based waxes and powder, providing natural volume, smudge-proof and long-lasting hold. Sold to consumers for at-home brow styling.
• The Definer Ultra-thin eyebrow pencil with micro-fine, break-resistant tip for precise styling; features 4 color shades and smudge-proof, long-lasting texture that can be layered for natural 3D effects. Sold to consumers for at-home brow definition.
• The Brush 3-in-1 eyebrow brush combining a spoolie, angled brush, and fluffy brush in one compact tool for precise styling, natural blending, and comfortable brow shaping. Sold to consumers as a styling tool.
• The Sharpener Double sharpener designed for thick makeup pencils, normal-sized lip liners, kajal sticks, and wood pencils, preventing tip breakage for precise contours. Sold to consumers as a pencil accessory.
• The Creator Brow glue providing 24-hour hold for feathered, laminated brows; features a 2-in-1 formula with a natural side for definition and a drama side with extension fibers for volume and lifting effect. Sold to consumers for at-home brow setting.
• The Shaper Triangular eyebrow pencil combining wax, powder, and oil for a smudge-proof, natural finish; features a wide tip for color and a thin tip for detailed work, with a sustainable refill system. Sold to consumers for at-home brow shaping.
• The Maximiser 2-in-1 serum for lashes and eyebrows with active ingredients including Isopropyl Cloprostenate, Panthenol, Hyaluronic Acid, and Ginseng Root Extract; promotes dense, long lashes and full eyebrows in 4-8 weeks. Sold to consumers for daily brow/lash growth care.
• The Activator 100% biological, cold-pressed Usma Oil (Isatis Tinctoria Seed Oil) from the woad plant; first of its kind on the German beauty market, providing protection, care, and growth stimulation for lashes and brows. Sold to consumers as a daily brow/lash care oil.
• The Eye Opener (Puder) Powder highlighter in stick form providing shimmering finish for a mini facelift effect; available in Pearl and Sand shades for highlighting brow bone, cheekbones, and Cupid's bow. Sold to consumers for at-home highlighting.
• The Eye Opener (Creme) Cream highlighter with silk-matte finish and lifting effect; defines brow shape while brightening the brow bone to open up the eye area. Sold to consumers for at-home highlighting.
• The Browery Servicegutschein Gift voucher redeemable for professional beauty services at The Browery's 8 physical store locations across Germany. Available in denominations of €25, €35, €50, €150, and €500. Sold to consumers and as gifts.
• The Browery Gutschein Onlinestore Gift voucher for The Browery online store, redeemable for product purchases at browery.com. Available in denominations of €10, €25, €50, and €100. Sold to consumers and as gifts.
• Vow Brows & Threading Signature brow shaping and tinting service using proprietary threading technique; includes symmetry mapping, tinting, shaping, and perfection finishing. Available at 8 in-store locations across Germany. Priced from €25 (classic shaping) to €89 (Brow Lifting + Vow Brows).
• Microblading Semi-permanent pigmentation technique creating ultra-fine 3D hair strokes manually with fine needles. Includes consultation, pre-drawing, threading, and hair stroke work. Priced from €350 (gap filling) to €690 (full 2-treatment course). Available at The Browery studios across Germany.
• Brow Boost Needling Microneedling treatment for eyebrows using Korean plant vitamins applied via micro-fine needle roller; stimulates hair growth and cell renewal to promote new brow hairs. Priced at €99 per session. Available at The Browery studios.
• Hydra Facial Gentle skin health improvement method combining cleansing, peeling, and hydration; addresses acne, congestion, hyperpigmentation, and wrinkles. Priced from €159 (Deluxe) to €289 (Platinum); recommended every 4-6 weeks. Available at The Browery studios.
• Laser Hair Removal (Removity) Gentle and permanent hair removal using Gentle Max Pro laser technology, suitable for all skin types; multiple sessions required as laser only affects hair in growth phase. Priced from €39 (upper lip) to €259 (full legs), with packages from €99 (face) to €459 (full body). Offered by sister brand removity at The Browery studios.
• Tattoo & PMU Removal Tattoo removal using latest Pico technology, offering effective, low-pain, and safe removal for unwanted tattoos regardless of skin type and tattoo color. Priced from €150 (XS) to €420 (XL). Offered by sister brand removity at The Browery studios.
• Brow Botox Non-surgical treatment using precise injections to relax muscles, lifting eyebrows naturally and creating a fresher facial expression while smoothing fine lines. Available at The Browery Munich studios.

Quantifiable outcome

• Visible results for brow/lash growth within 4-8 weeks of regular use
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• RemovitycoreStrategic or Co-development PartnerRemovity is a sister brand operated under The Browery cosmetics entity, specializing in laser hair removal (using Gentle Max Pro laser), tattoo and PMU removal (using Pico laser technology), and HydraFacial skin treatments. It is co-branded alongside The Browery on the main website and shares the same treatment locations. Removity represents The Browery's extension into adjacent beauty/wellness services beyond brow and lash care.
• ShopifycoreTechnology or IntegrationShopify powers The Browery's e-commerce storefront (browery.com). The website uses Shopify's platform for product listings, shopping cart, checkout, order management, customer accounts, and cookie/tracking implementation. Shopify's platform is referenced in the privacy policy as the underlying commerce infrastructure.
• StripecoreTechnology or IntegrationStripe Inc. (510 Townsend Street, San Francisco, CA 94103, USA) is the payment processing provider for The Browery's online store. Stripe handles credit/debit card payments and other payment methods. Referenced in the Terms of Service and Refund Policy as the sole payment processor.
• EnvalminorImplementation/ SI/ Consulting PartnerEnval is the digital agency credited with creating and maintaining The Browery's website (browery.com). Every page footer notes 'Erstellt und betreut durch Enval' (Created and maintained by Enval). They appear to handle web development, e-commerce management, and ongoing site maintenance.
• e-cut (Online Booking System)coreTechnology or Integratione-cut is the online appointment booking platform used by all The Browery retail locations for scheduling in-store treatments. Each store page links to e-cut for appointment reservation. The platform handles calendar management and booking for all 8 store locations.

Scale indicators3 records

Recent moves1 record

Expansion highlights6 records

Emerging players

• Glossier: Glossier is a DTC-first, community-driven beauty brand with a brow product line (Boy Brow) and a similar emphasis on refillable, clean formulations. It is comparable on GTM (community, organic social, sustainability) rather than direct product overlap.
• RapidLash: RapidLash sells lash and brow enhancing serums directly comparable to The Browery's The Maximiser, targeting the same consumer need with similar active-ingredient claims and treatment timelines.
• RevitaLash Cosmetics: RevitaLash is a category-defining brand for lash and brow growth serums, comparable to The Browery's The Maximiser and The Activator. It is a global specialty brand with overlapping positioning in the brow/lash growth subsegment.

Direct peers

• Benefit Cosmetics: Benefit Cosmetics is the global leader in brow products and brow-bar services, offering tinted gels, pencils, and growth serums alongside in-store brow shaping. The Browery competes on the same product categories (brow gels, pencils, serums) and service categories (threading, tinting) but in a smaller DACH-focused footprint.
• Anastasia Beverly Hills: Anastasia Beverly Hills pioneered the modern brow category with pomades, pencils, and microblading services and is a global direct competitor in brow product assortment and semi-permanent pigmentation services.
• RefectoCil: RefectoCil is an Austrian/German specialist in professional brow and lash tinting products used by salons and brow studios. It is the closest direct comp to The Browery's signature Vow Brows threading-and-tinting service and shares DACH heritage and salon-channel distribution.

Broad incumbents

• Charlotte Tilbury: Charlotte Tilbury is a premium broad-line beauty brand with brow pencils, gels, and a strong retail presence in luxury department stores like KaDeWe and Breuninger — overlapping with The Browery's department store channels and premium positioning.
• NYX Professional Makeup: NYX is a mass-market color cosmetics brand with a deep brow assortment (gels, pencils, pomades) competing on price and selection. It is a broader incumbent in the brow category rather than a specialized brow player.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/the_browery/?hl=de
• LinkedInlinkedin.com/company/the-browery

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 The Browery