WM BEAUTYSYSTEMS AG & Co. KG

What WM BEAUTYSYSTEMS AG & Co. KG does

WM BEAUTYSYSTEMS AG & Co. KG is a privately held German cosmetics company headquartered in Pulheim, near Cologne, founded in 1988 by Wolfgang Müller. It operates as an AG & Co. KG (corporation as general partner) with the founding family maintaining ownership and a supervisory board chaired by Claudia Bechmann alongside executive board members Marcus Hanf and Michael Wendel. The company sells skincare, beauty devices, and solar cosmetics under four registered brand trademarks—WELLMAXX (active-ingredient skincare with hyaluron⁵, skineffect, Cellular Lift, Collagen, shape, and basiccare lines), DEVEE (hyaluron and rose blossom skincare), LIFTMEE (home-use cosmetic devices introduced in 2012 including microcurrent, EMS, LED, and cleansing tools), and SUNMAXX (tanning and sun protection lines TANTASTIC, GOLD, SUNBOOSTER, SUN CARE)—plus reusable waschies cleansing pads under OEKO-TEX certification. The catalog spans 90+ products formulated without parabens, mineral oils, microplastics, or PEGs, with vegan formulations and 66-100% natural ingredient content. Products are developed, tested, and produced in Germany, with DERMATEST dermatological testing as a recurring compliance partnership.

The business operates three go-to-market motions simultaneously: direct-to-consumer e-commerce through owned Shopify-powered storefronts (wellmaxx.com, devee.de, liftmee.de) shipping within Germany via DHL GoGreen Plus plastic-free logistics; a B2B partner program at b2b.wm-beautysystems.com with trade license verification for beauticians and spa professionals; and physical retail through wholly-owned SUNPOINT Beauty and Tanning Studios, WELLMAXX bodyforming Studios, and WELLMAXX beauty spa. Revenue mechanics are one-time product purchases and unit-priced bundles (cleansing kits at 20% discount, beauty boxes at €99) with payment options including PayPal, Apple Pay, Google Pay, Klarna, and credit card, plus professional services revenue from the studios. Marketing is multi-channel: Klaviyo email automation for retention, Google Ads and Facebook/Instagram paid media for acquisition, and content marketing through a 20+ ingredient encyclopedia and skincare routine guidance. The company has no disclosed revenue, no external funding, and operates with a lean HQ team of 9 employees, with most operational labor likely concentrated in studio locations and contract manufacturing.

Underlying product technology rests on cosmetic chemistry rather than algorithmic systems: a proprietary 3-fold active complex in the skineffect series, 5-fold hyaluronic acid technology combining long and short-chain molecules for multi-layer penetration, peptide technology including Matrixyl 3000, Collaxyl, Argireline, Syn-Ake, and Syn-Coll for anti-aging, MultiMoist CLR vitamin D booster that supports vitamin D production under UV exposure, and tyrosine tanning intensifiers. The LIFTMEE device line incorporates microcurrent, radiofrequency, EMS, LED light therapy, vacuum, and cleansing brush modalities but no AI-driven personalization or computer vision features are disclosed. Geographic reach is restricted to Germany with no international shipping offered.

Name

WM BEAUTYSYSTEMS AG & Co. KG

Legal name

WM BEAUTYSYSTEMS AG & Co. KG

Website

https://wellmaxx.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

WM BEAUTYSYSTEMS AG & Co. KG is a family-owned German cosmetics company founded in 1988 that sells 90+ skincare, beauty device, and solar cosmetic products across four brands (WELLMAXX, DEVEE, LIFTMEE, SUNMAXX) via owned D2C e-commerce, a B2B partner program for beauticians, and wholly-owned tanning and spa studios in Germany.

Ownership category

akta.pro rank

Product category

Skincare Cosmetics and Beauty Devices

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industries

Skincare Devices (Cleansing Brushes, Microcurrent, LED, Dermaplaning) (CRABAKAI), Sun Care & After-Sun (Non-color) (CRADANAH), Sunless Tanning Product Retail (Self-Tanners/Branded Products) (HSALAJAH)

Keywords

• Skincare cosmetics
• Beauty devices
• Solar cosmetics
• Anti-aging skincare
• Clean beauty

Headquarters

HQ city

Pulheim

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales (B2C): Direct-to-consumer sales of cosmetics and beauty devices through owned e-commerce storefronts (wellmaxx.com, devee.de, liftmee.de) with standard pricing for individual products and bundled kits. Revenue generated through one-time product purchases with occasional promotional discounts.
2. B2B Partner Sales: Wholesale and B2B sales to beauticians, spa professionals, and beauty studios through exclusive partner program requiring trade license verification. Provides access to dedicated B2B area with potentially different pricing structures.
3. Physical Studio Services: Revenue from SUNPOINT Beauty and Tanning Studios, WELLMAXX bodyforming Studios, and WELLMAXX beauty spa offering body treatments and professional services.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

WM BEAUTYSYSTEMS manufactures and sells skincare cosmetics, beauty devices, and solar cosmetics under four brands (WELLMAXX, DEVEE, LIFTMEE, SUNMAXX) covering cleansing, anti-aging, body care, tanning, and sun protection categories. The company sells 90+ products primarily through owned e-commerce storefronts within Germany, with a B2B partner program for beauticians and company-owned physical studios/spas. Products feature clean beauty formulations, peptide technology, 5-fold hyaluronic acid systems, and professional-grade cosmetic devices for home use.

Product overview

WM BEAUTYSYSTEMS AG & Co. KG is a German cosmetics company founded in 1988 that operates four main brands under a unified portfolio: WELLMAXX (active ingredient skincare), DEVEE (hyaluron and rose blossom skincare), LIFTMEE (beauty tools and cosmetic devices), and SUNMAXX (solar cosmetics). The WELLMAXX brand offers multiple product lines including hyaluron⁵ (hydration with 5-fold hyaluronic acid), skineffect (clean beauty with 66%+ natural ingredients), Cellular Lift (anti-aging with peptide technology), Collagen (firming), shape (body firming), and basiccare (foundation essentials). The LIFTMEE brand provides professional cosmetic devices for home use including the Dermalift Pro 6in1 (microcurrent/radiofrequency), Dermaglow 3in1 (EMS), LED Beauty Mask, Peel & Clean, and Ice Globes. The SUNMAXX brand offers solar cosmetics including TANTASTIC tanning lotions, SUNBOOSTER products, GOLD line, TAN MAXXIMIZER, and SUNCARE sun protection. The company also sells reusable waschies cleansing pads and facial cleansing kits as bundle products. All products are developed, tested, and produced in Germany according to the 'Made in Germany' principle.

Differentiator

Problem solved

Functional benefit

Brands

• hyaluron⁵: Product series featuring 5-fold hyaluronic acid for intensive hydration
• skineffect
• Cellular Lift
• Collagen
• basiccare
• shape
• TANTASTIC
• SUNBOOSTER
• GOLD
• SUN CARE

Quantifiable outcome

• Products contain 66-100% natural ingredients
• +3 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• DERMATESTcoreStrategic or Co-development PartnerIndependent dermatological institute that tests all WM BEAUTYSYSTEMS products for skin compatibility and tolerance, ensuring products are safe for consumer use.
• Deutsche Post AG (DHL)coreImplementation/ SI/ Consulting PartnerShipping and logistics partner for order fulfillment. All orders shipped plastic-free with DHL GoGreen Plus service supporting decarbonization measures within Deutsche Post/DHL logistics network.
• Facebook Ireland Ltd. (Meta)minorGTM or Marketing PartnerSocial media marketing partner using Facebook Pixel and visitor action pixels for retargeting and conversion optimization on Facebook advertising network.
• OEKO-TEX AssociationminorStrategic or Co-development PartnerCertification organization providing OEKO-TEX 100 certification for Waschies reusable makeup pads, ensuring products are free from harmful substances.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• NuFACE: US-based at-home microcurrent beauty device brand; directly comparable to LIFTMEE Dermalift Pro 6in1 and Dermaglow 3in1 in the professional-grade home beauty-device category.
• Babor Beauty Group: German professional skincare brand with a strong B2B beautician/spa channel; directly comparable to WM BEAUTYSYSTEMS' B2B partner program and peptide/active-ingredient positioning, including professional beauty devices.
• WALA Heilmittel GmbH (Dr. Hauschka): German natural cosmetics manufacturer of Dr. Hauschka and Dr. Hauschka Med ranges; competes directly with WM BEAUTYSYSTEMS in natural, dermatologically tested skincare with German manufacturing heritage.
• Annemarie Börlind: German natural cosmetics manufacturer; comparable in 'Made in Germany', clean formulation, and natural-ingredient positioning across facial care, body care, and anti-aging — overlapping WELLMAXX and DEVEE ranges.
• Sebapharma GmbH (Sebamed): German skincare and cleansing brand with dermatologist-tested positioning; comparable to WELLMAXX basiccare and skineffect ranges through pH-balanced cleansing and sensitive-skin dermatological product lines.
• Weleda AG: Swiss/German natural cosmetics and skincare brand; comparable to WM BEAUTYSYSTEMS' clean beauty (skineffect) and DEVEE positioning with natural ingredient claims, dermatological testing, and DTC plus retail distribution.

Emerging players

• Drunk Elephant: Clean-beauty skincare brand built around biocompatible formulations and ingredient transparency; comparable to DEVEE and WELLMAXX skineffect in clean/vegan positioning and active-ingredient serum-led routines.
• DECIEM (The Ordinary): Active-ingredient skincare brand with strong peptide, hyaluronic acid, and direct-to-consumer positioning; comparable to WELLMAXX Cellular Lift and hyaluron� on technology-forward, transparent-ingredient DTC marketing.

Broad incumbents

• Henkel AG: German FMCG conglomerate with personal-care portfolio (Fa, Schauma, Syoss); overlaps with WM BEAUTYSYSTEMS through mass-market bath/shower and skincare categories where Henkel operates at substantially greater scale.
• Beiersdorf AG: German personal-care giant behind Nivea, Eucerin, and La Prairie; directly comparable as a German-headquartered skincare manufacturer with strong dermocosmetic and mass-market positioning overlapping WELLMAXX's active-ingredient skincare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/wm-beautysystems-ag-&-co.-kg

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 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 WM BEAUTYSYSTEMS AG & Co. KG