Alex Cosmetic Gmbh

What Alex Cosmetic Gmbh does

Alex Cosmetic GmbH is a privately held, family-run German professional skincare company headquartered in Essen, Germany. It develops and sells a coherent skincare portfolio organized around its proprietary 5-step Beauty Routine system (Cleanse, Open/Peel, Tone, Correct, Protect), with over 25 product SKUs spanning cleansers, tonics, ampoules, serums, creams, BB Creams, eye care, body care, and specialty treatments such as Glam Eyes eye patches and Aloe Drops to Tan self-tanning concentrate. The portfolio is amplified by sub-brands including herbs2peel, fruits2peel (a 32.5% AHA/BHA/PHA professional peeling), and the SUPER-CHARGED concentrate line. The company is a European pioneer in BB Cream, having celebrated its 25-year anniversary in 2025.

The business operates a dual B2B/B2C go-to-market. The B2B arm supplies professional cosmetic institutes, medical-aesthetic practices, hotels, and SPAs across more than 40 countries through a dedicated field sales team, a 24/7 professional portal (professional.alex-cosmetic.com), an Academy training platform, and a Brand Portal that provides marketing assets. The B2C arm sells directly via the alex-cosmetic.com e-commerce shop, currently shipping within Germany, with unit prices ranging from €27 to €114 and free shipping above €50. Product positioning is centered on quality Made in Germany formulations combining natural ingredients with modern cosmetic research, cruelty-free certifications, and a transparency-oriented ingredient encyclopedia (Beautypedia).

Revenue is generated through one-time unit sales across both channels. Products are priced per milliliter, with average order values supported by the higher-priced hero SKUs (e.g., THE SERUM at €114). The company is independent, with no parent, no subsidiaries, no funding rounds, and no M&A activity disclosed. Operating geographies span Europe and a global B2B footprint through partner institutes, hotels, and SPAs.

Name

Alex Cosmetic Gmbh

Legal name

Alex Cosmetic GmbH

Website

https://alex-cosmetic.com

Company type

Private

Operating status

Operating

Short description

Alex Cosmetic GmbH is a family-run German professional skincare company that develops and sells a 5-step Beauty Routine product portfolio to B2B professional institutes, medical-aesthetic practices, hotels, and SPAs across 40+ countries, plus German consumers via direct e-commerce.

Ownership category

akta.pro rank

Product category

Professional Skincare Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Professional/Backbar Skincare (Esthetician & Spa Use) (CRABAAAK)

akta.pro secondary industries

Professional Skincare & Facial Treatments (CRABALAF), Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

Keywords

• Professional skincare products
• BB creams cosmetics
• Beauty institute supplies
• Facial treatment systems
• Anti-aging skincare

Headquarters

HQ city

Essen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2C E-commerce Sales: Direct-to-consumer online sales through alex-cosmetic.com. Products sold at retail prices ranging from €27 to €114 per unit. Consumers can create accounts, track orders, and access subscription/regular purchasing options.
2. B2B Professional Institute Sales: Sales to professional cosmetic institutes, medical-aesthetic practices, hotels, and SPAs through dedicated B2B partner program. Professional partners receive exclusive conditions, personal support, and practical training. Ordering available 24/7 through professional.alex-cosmetic.com with field sales and WhatsApp support.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Alex Cosmetic GmbH manufactures and sells a comprehensive portfolio of professional skincare products organized around its proprietary 5-step Beauty Routine system (Cleanse, Open/Peel, Tone, Correct, Protect). The product range includes cleansers, tonics, ampoules, serums, creams, BB creams in multiple shades, eye care, and specialty treatments such as the herbs2peel and fruits2peel professional peeling concepts. Products are sold both direct-to-consumer through an own e-commerce shop and to professional cosmetic institutes, medical-aesthetic practices, hotels, and SPAs through a dedicated B2B partner program with field sales support.

Product overview

Alex Cosmetic is a German professional skincare company offering a comprehensive portfolio of products organized around the 5-step Alex Cosmetic Beauty Routine system (Cleanse, Open/Peel, Tone, Correct, Protect). The product range spans facial cleansers (Freshly Picked Botanical Cleanser, Matt Pore Cleanser, Cleansing Gel), tonics (Green Tonic, Herbal Super Lotion), concentrated treatments (THE SERUM, Retinol Power Liquid 7x, Green Collagen Drops 7x), moisturizers (NO END Hyaluron Cream, Green Collagen Cream/Fluid, Extreme Eye Cream), BB Creams (in Nude, Medium, Dark, Deep Dark tones, plus Imperial and Royal variants, and Porcelain Glow Balm), and specialty treatments like Aloe Drops to Tan and Glam Eyes. The company also operates the herbs2peel and fruits2peel professional treatment concepts, and maintains Beautypedia as an ingredient knowledge platform. Products are categorized into lines including PROTECT, SUPER-CHARGED, BALANCE, RENEW, ALEGANCE, and CALM to address specific skin concerns.

Differentiator

Problem solved

Functional benefit

Brands

• fruits2peel: Professional fruit acid peeling treatment concept for cosmetic institutes and home use, featuring 32.5% AHA/BHA/PHA combination
• herbs2peel
• SUPER-CHARGED
• Alex Cosmetic Beauty Routine

Products and services

• Freshly Picked Botanical Cleanser Gentle facial cleanser with botanical formula designed for sensitive skin, providing light cleansing without irritation; sold to consumers via e-commerce and to professional institutes.
• Glam Eyes Eye treatment patches designed for immediate eye area rejuvenation and freshness.
• Aloe Drops to Tan Self-tanning concentrate for individualized, streak-free natural tan enriched with Aloe Vera for intensive care and elegant glow.
• Green Collagen Line Collagen-boosting skincare line including Green Collagen Drops 7x ampoules, Green Collagen Cream, and Green Collagen Fluid for skin firmness, elasticity, and intensive hydration.
• NO END Hyaluron Cream Intensive moisturizing cream with multi-molecular hyaluronic acid and Deep Delivery technology for plump, fresh, radiant skin; quickly absorbed, unisex, and sensitive-skin friendly.
• THE SERUM Intensive pro-collagen and moisture-boosting serum with 3 peptides, butterfly lilac extract, hyaluronic acid, and aloe vera that stimulates collagen production and improves skin structure.
• BB Cream Line Beauty balm (BB cream) range spanning multiple shades (Nude, Medium, Dark, Deep Dark) and variants including Imperial BB Cream with resveratrol and coenzyme Q10, Royal BB Cream, and Porcelain Glow Balm; offers mattifying finish, coverage, and physical UV protection. Available in 30ml and 50ml sizes.
• fruits2peel Professional treatment concept based on 32.5% AHA/BHA/PHA hydroxy acid peeling for skin renewal; available as PEELING LIQUID for professional in-studio use or LIQUID PEELER for safe home application. Dermatologically tested and suitable for sensitive skin including rosacea and couperose.
• herbs2peel Exclusive herbal peeling product designed for professional cosmetic institutes and beauty professionals; combines herbal peeling and regeneration principles for in-cabin treatment results visible after application.
• Alex Cosmetic Beauty Routine Proprietary 5-step skincare system: Cleanse, Open/Peel, Tone, Correct, Protect. A systematic methodology combining compatible products for various skin conditions and concerns, enabling flexible customer recommendations with high skin tolerance.
• Beautypedia Ingredient Encyclopedia Comprehensive ingredient database providing transparency on properties, benefits, and potential side effects of cosmetic ingredients; covers antioxidants, essential oils, and addresses all skin types and problems including acne, hyperpigmentation, wrinkles, and skin irritations.

Quantifiable outcome

• Products suitable for all skin types and concerns, with harmonizing formulations enabling flexible customer recommendations across diverse needs

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• La Roche-Posay: L'Oréal-owned dermocosmetic brand widely distributed through pharmacies and recommended by dermatologists. Comparable as a much larger incumbent competing in the medical-aesthetic and sensitive-skin niches Alex Cosmetic serves.
• Eucerin: Beiersdorf-owned dermo-cosmetic brand with deep medical-aesthetic and pharmacy presence. Comparable as a German-headquartered incumbent competing in the same sensitive-skin and professional-recommendation channels.
• Bioderma: NAOS-owned dermocosmetic brand with broad retail and pharmacy distribution in sensitive-skin and dermatological segments. Comparable at the intersection of professional channel and consumer skincare where Alex Cosmetic also operates.

Direct peers

• PCA Skin: Professional chemical-peel-focused skincare brand sold to estheticians and medical-aesthetic practices. Comparable to Alex Cosmetic's fruits2peel/peeling-driven professional proposition.
• Dermalogica: US-headquartered professional skincare brand sold through licensed skin therapists and institutes, with a structured regimen-based product philosophy. Highly comparable to Alex Cosmetic's institute-led, routine-driven GTM.
• Janssen Cosmetics: German professional skincare brand with a comprehensive facial-care range sold to cosmetics institutes and SPAs globally. Comparable German heritage, professional channel, and regimen-based portfolio.
• IMAGE Skincare: Professional skincare brand distributed through spas, med-spas, and licensed skincare professionals, with a portfolio organized around treatment-step systems. Directly comparable in channel mix and professional positioning.
• Éminence Organic Skin Care: Organic, natural-ingredient professional skincare brand sold through SPAs and estheticians. Comparable to Alex Cosmetic's natural-ingredient positioning and institute-led distribution.
• Gatineau: Professional French skincare brand sold through beauty institutes and SPAs with a treatment-step methodology. Comparable in professional channel structure and regimen-based brand architecture.
• Dr. Spiller: German family-owned professional skincare brand with a deep treatment and ampoule portfolio sold through institutes and SPAs worldwide. Closest direct geographic and positioning peer to Alex Cosmetic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/alex_cosmetic

Compliance2 records

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 Alex Cosmetic Gmbh