dr. hauschka
Dr. Hauschka (WALA Nederland BV) is the Benelux operating subsidiary of German natural cosmetics group WALA Heilmittel GmbH, selling NATRUE-certified natural facial care, body care, makeup, and special care products direct-to-consumer online, through authorized retailers, and via a professional therapist network.
- Company typePrivate
- Founded1967
- HeadquartersHoofddorp, Netherlands
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What dr. hauschka does
Dr. Hauschka is the consumer-facing natural cosmetics brand operated in the Benelux market through WALA Nederland BV, a privately held Dutch entity (domiciled in Rijswijk/Hoofddorp) that is a regional subsidiary of German parent WALA Heilmittel GmbH, headquartered in Bad Boll/Eckwälden. Founded in 1967, the brand has more than 55 years of operating history and sells facial care, body care, makeup, and special care cosmetics positioned as 100% NATRUE-certified natural products free of synthetic preservatives, silicones, PEG, and mineral oils.
The product platform is built on a proprietary "Rhythmic Care Concept" — a three-step cleanse/strengthen/care routine supported by medicinal plant extracts sourced from the group's own biodynamic garden, the Demeter-certified Sonnenhof farm, and global fair-trade suppliers, with raw materials manufactured under pharmaceutical-grade quality controls. Roughly 500 raw materials are used in formulations and over 90% of plant-based ingredients are organically cultivated. The company has also developed an alternative classification system ("huidbeelden" / skin images) of 11 skin profiles that supports personalized recommendations through an interactive digital skincare test rather than conventional skin-type labels.
The business model is predominantly D2C e-commerce (drhauschka.nl and drhauschka.be), supplemented by an authorized retailer footprint and a professional therapist network that delivers in-person treatments and consultations. Pricing spans €2.15–€74.00 per unit across sample sizes, daily care, serums and color cosmetics. Revenue is one-time per transaction (no subscription tier), with repeat purchase driven by the Dr. Hauschka Friends loyalty program (1 point per €1 spent, 50 welcome points, birthday gifts) rather than a recurring billing model. Distribution, formulation IP, and supply chain ultimately sit with parent WALA Heilmittel GmbH, while Benelux marketing, retail relationships, and customer service are executed by WALA Nederland BV.
dr. hauschka firmographics
Firmographics- Name
- dr. hauschka
- Legal name
- WALA Nederland BV
- Website
- https://drhauschka.nl
- Company type
- Private
- Founded year
- 1967
- Operating status
- Operating
- Short description
- Dr. Hauschka (WALA Nederland BV) is the Benelux operating subsidiary of German natural cosmetics group WALA Heilmittel GmbH, selling NATRUE-certified natural facial care, body care, makeup, and special care products direct-to-consumer online, through authorized retailers, and via a professional therapist network.
- Ownership category
- akta.pro rank
dr. hauschka industry classification
Industry- Product category
- Natural Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Natural/Organic & Clean Skincare (CRABAAAH)
- akta.pro secondary industries
- Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
Keywords
Where dr. hauschka is headquartered
LocationHeadquarters
- HQ city
- Hoofddorp
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
dr. hauschka business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- E-commerce Product Sales: Direct-to-consumer online sales through branded e-commerce platforms (drhauschka.nl, drhauschka.be) with product categories spanning facial care, body care, and color cosmetics. One-time purchase model with loyalty program integration.
- Dr. Hauscka Friends Loyalty Program: Points-based loyalty program where customers earn points on purchases (1 point = €1), receive 50 welcome points, and can redeem for rewards. Generates repeat purchase incentives and customer data for personalization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full-size products across facial care, body care, and make-up categories |
| Unit Pricing | Pay-as-you-go | Sample/travel sizes for try-before-buy |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
dr. hauschka product offering
Product offeringCore offering
Dr. Hauschka develops, manufactures, and sells 100% NATRUE-certified natural cosmetics across facial care, body care, special care, and color cosmetics categories. Products are formulated with medicinal plant extracts sourced from the company's own biodynamic garden and Demeter-certified Sonnenhof farm, manufactured under pharmaceutical-grade standards, and sold directly to consumers through its own e-commerce platform and trained therapist network in the Benelux region.
Differentiator
Problem solved
Functional benefit
Brands
- Dr. Hauschka MED: Professional care line developed with doctors and research institutes for the very dry and neurodermitic skin, strengthening the protective barrier and supporting regeneration.
Products and services
- Facial Care Line Complete range of NATRUE-certified natural facial skincare products covering cleanse, strengthen, and care routines, designed for individual skin profiles across sensitive, dry, oily, combination, and mature skin conditions.
- Body Care Line Range of certified natural body care products for daily cleansing, moisturizing, deodorizing, and regenerative care, including pregnancy and baby product selections.
- Natural Make-up Line NATRUE-certified natural makeup for face, eyes, and lips using mineral pigments and plant-based ingredients, free from synthetic additives, microplastics, and silicones.
- Regeneration Line (40+ and 50+) Age-defying natural skincare range targeting fine lines, wrinkles, and reduced skin vitality in mature women aged 40 and 50+.
- Dr. Hauschka MED Professional Care Line Professional dermatological care line developed in collaboration with doctors and research institutes for very dry skin and neurodermitic-prone skin, designed to strengthen the skin's protective barrier and support regeneration.
- Men's Facial Care Line Natural facial care range tailored to men's skincare routines, with simple effective formulations based on natural ingredients.
- Online Skincare Test (Huidbeeld Assessment) Interactive online assessment that categorizes consumer skin into 11 distinct profiles (huidbeelden) based on current state and influences, then recommends a personalized Dr. Hauschka product routine.
- House of Dr. Hauschka Treatments Professional in-person skincare treatments and product demonstrations provided by trained Dr. Hauschka therapists at House of Dr. Hauschka locations.
- Dr. Hauschka Friends Loyalty Program Customer loyalty program that awards points for purchases and provides benefits such as welcome points, birthday gifts, free shipping, and exclusive event access to incentivize repeat purchases.
Quantifiable outcome
- 100% certified natural cosmetics with no mineral oils, silicones, PEG, or synthetic preservatives
- +2 more outcomes
Companies that use dr. hauschka
Customer profileSegments5 records
Ideal customer profiles4 records
dr. hauschka technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
dr. hauschka partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- NaturamuscoreSubsidiary company responsible for sourcing and procuring bio-based raw materials. Naturamus buyers work with suppliers who share Dr. Hauscka's values, supporting long-term partnerships for organic and fair trade ingredient sourcing worldwide.
Scale indicators5 records
Expansion highlights6 records
dr. hauschka competitors and assessment
Company assessmentDirect peers
- Weleda: Swiss-German natural cosmetics brand operating across facial care, body care, and medicinal-grade skincare with biodynamic ingredient sourcing and NATRUE-style certification — directly comparable to Dr. Hauschka in product range, certification positioning, and European DACH/Benelux distribution.
- Lush: UK-based natural and ethical cosmetics brand with extensive bath, body, and skincare assortments, strong retail footprint, and a comparable ethical/natural positioning — competes for the same conscious consumer segment though with stronger bath/format innovation.
- REN Clean Skincare: Premium clean skincare brand positioned around bio-active natural ingredients and clean formulation standards, now under Unilever — directly comparable premium natural skincare positioning with strong DTC and selective retail distribution.
- Dr. Bronner's: Family-owned organic and fair-trade personal care brand known for certified natural body care and skincare — comparable organic/natural positioning and premium ethical branding.
- Korres: Greek natural cosmetics brand with botanical-based skincare, body care, and color cosmetics sold in pharmacies and selective retail — directly comparable natural positioning and European pharmacy/retail distribution model.
Broad incumbents
- The Body Shop: Global natural and ethical beauty retailer under Natura & Co with extensive skincare, body care, and cosmetics assortment — broader incumbent with overlapping natural positioning and retail presence in Benelux.
- Aveda: Estée Lauder's botanical-based prestige hair and skincare brand — broader incumbent with plant-derived ingredient positioning and salon channel distribution comparable to Dr. Hauschka's therapist network.
- Burt's Bees: Clorox-owned natural personal care brand with skincare, lip care, and body care — broader incumbent targeting the same natural-conscious consumer, though at lower price points and mass channels.
Emerging players
- Herbivore Botanicals: Premium DTC clean beauty brand with natural, botanical-focused skincare and body products — comparable ingredient-led positioning with stronger Gen Z digital momentum.
- Juice Beauty: USDA-organic certified clean skincare and color cosmetics brand — comparable certified-organic natural positioning, though with US market focus and DTC-first distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
dr. hauschka social profiles
Digital presencedr. hauschka financial estimates
Financial estimateRevenue estimate
Valuation estimate
dr. hauschka leadership team
Management profileNumber of profiles
Profiles1 record
dr. hauschka subsidiaries and ownership
Company hierarchySubsidiaries1 record
dr. hauschka funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
dr. hauschka M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about dr. hauschka
What does dr. hauschka do?
Dr. Hauschka develops, manufactures, and sells 100% NATRUE-certified natural cosmetics across facial care, body care, special care, and color cosmetics categories. Products are formulated with medicinal plant extracts sourced from the company's own biodynamic garden and Demeter-certified Sonnenhof farm, manufactured under pharmaceutical-grade standards, and sold directly to consumers through its own e-commerce platform and trained therapist network in the Benelux region.
Is dr. hauschka a public or private company?
dr. hauschka is a private company. It is classified as corporate owned and is currently operating.
When was dr. hauschka founded?
dr. hauschka was founded in 1967.
Where is dr. hauschka based?
dr. hauschka is headquartered in Hoofddorp, Netherlands, in the Europe region.
How does dr. hauschka make money?
Two revenue lines are on record. E-commerce Product Sales are the primary driver. The others are dr. Hauscka Friends Loyalty Program.
Who are dr. hauschka's main competitors?
Direct peers on record are Weleda, Lush, REN Clean Skincare, Dr. Bronner's and Korres. Broad incumbents are The Body Shop, Aveda and Burt's Bees. Emerging players are Herbivore Botanicals and Juice Beauty.
Does dr. hauschka have an API?
No public API is recorded for dr. hauschka.
What industry is dr. hauschka in?
dr. hauschka's product category is Natural Cosmetics. Its primary akta.pro industry code is CRABAAAH, Natural/Organic & Clean Skincare, with a secondary code of CRABACAJ, Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics). Its NAICS code is 456120 and its SIC code is 2844.