LR / Racine

Germany Germany Seit 1985
Helmut Spikker and Achim Hickmann, the two founders, certainly had no idea what they were getting into when they founded their "LR Cosmetic & Marketing GmbH" in 1985. From the... Read more
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Interesting Facts

Helmut Spikker and Achim Hickmann, the two founders, certainly had no idea what they were getting into when they founded their "LR Cosmetic & Marketing GmbH" in 1985. From the very beginning, the brand wasn't supposed to follow the path of a conventional beauty and cosmetics label.

The two entrepreneurs initially produced a wide range of products at the company's headquarters in Ahlen, from fragrances and creams to makeup and cosmetics to health products. "LR" quickly gained a foothold in the European and Asian markets.

However, production was only one part of the company's concept. The main focus was rather on establishing a market-leading German distribution network for efficient marketing in the beauty sector. In the course of building up this multilevel marketing, "LR Cosmetic & Marketing GmbH" then finally became "LR Health & Beauty Systems GmbH" (or "LR" for short) in 2006.

"LR" expanded in various areas in the following years. These include, for example, cooperation with advertising partners (Michael Schumacher, VW, Marcus Schenkenberg; 2009), the introduction of jewelry collections (2011), or anniversary galas with celebrities such as Bruce Willis (2012).

The year 2013 was notable for the "LR" marketing network. From then on, the nutritional supplement products that have been previously sourced from partners could be produced in a separate new building in Ahlen. The strategy was similar for the aloe vera range, which was produced in-house in 2018.

Many dietary and cosmetic products from "LR" are certified by the "Fresenius" institute for consumer safety.
Research and text by ParfumoParfumo