Founding Story

What drives us hasn't changed. We want to accelerate the world's transition towards sustainable care.

What moves us

Inspired by travel through California and Scandinavia our founder Laura - together with her stepfather - started dealing intensively with the cosmetic industry in 2015. What do most cosmetics, that we put on our biggest organ, our skin, daily, actually consist of? The result was frightening. Silicones, parabens, microplastic and mineral oils are found in the majority of products.

We are looking to change that and accelerate the world's transition to sustainable care.


We want to give natural cosmetics a new image and make them more attractive to a broader range of customers. Natural cosmetics should become a lifestyle. Out of the ordinary design is thus part of our DNA. Represented not only in our unique product design but also in the way we communicate.


Our idea came to life through family and friends - the HEJ FAMILY. Together we worked on the design, products and our mission. We met every Friday after work to come up with creative ideas. Teamwork makes the dream work.

the product in focus

After falling in love with the design we moved on to product development. Right from the start, we set our goal to produce high quality and certified natural cosmetics at a great price. We started looking for extraordinary and highly effective ingredients. Thus, we discovered the prickly pear seed oil and developed, in collaboration with our producers, the Cactus Line.

Founding in 2016, launch in 2017

After the establishment of the company in 2016 we finally had a selection of 13 products ready for you in-store. An incredible moment of happiness. Since then we have been growing steadily and have a great journey behind us. The combination of design and highly effective products are still the centre of our work.

Today we are a pretty big team

of about 17 employees that work with a huge passion for creating new products. Making natural cosmetics accessible to you thanks to collaborations with dm, Müller, Budni or Zalando.

Get to know our team

North Rheine Westphalia founder

learn more about our founding story