Our story – Almost 40 years of Natural Beauty pioneering
From a founder's vision to the leading Natural Beauty brand
With his vision to develop Natural Beauty for everyone while always generating the latest innovations, our lavera founder Thomas Haase has been a pioneer in Natural Beauty for almost 40 years. Since its founding in 1987, he has made lavera one of the leading Natural Beauty brands worldwide. Today, we distribute around 250 products in over 40 countries and have approximately 500 employees at our three locations in the Hanover region.
lavera history at a glance
Discover the milestones of our journey.
1970s
The beginning - Believe in a natural care alternative
In the 1970s, it all begins with a vision. Thomas Haase is not satisfied with conventional cosmetics. Instead, he studies natural active ingredients and literature on ointments and cosmetics intensively. His conviction: Nature offers everything we need for effective and compatible care.
1975
The first product - The basis sensitive lip balm
With the highest standards for organic ingredients and effectiveness, the first product was created: a lip balm made from purely natural ingredients. It laid the foundation for the success story of the lavera brand – and is still available in our range today.
1987
The beginning of the success story - founding of the brand lavera
November 23, 1987 marks the official birth of the lavera brand. From the very first moment, lavera has stood for natural care products with specially developed active ingredient compositions. The vision becomes the mission – to make Natural Beauty accessible to everyone.
1990
Inventive spirit - lavera develops the first mineral sunscreen
In 1990, lavera was one of the first to bring mineral UV protection products to the market, taking on a pioneering role. Since then, the brand has been a key player in sun protection with effective, skin-caring formulas.
2007
Pioneering Work - lavera Sets Standards for Natural Beauty
In 2007, Laverana became a founding member of the NATRUE association and played a key role in the development of the certification that emerged from it. A milestone for the entire Natural Beauty industry.
2009
Progressive internationalization - Own branch in France
22 years after its founding, lavera opened its first own branch in France in 2009, setting the course for ongoing internationalization.
Since 2012
Green Brand Germany - Made in Germany
In 2012, lavera was awarded the prestigious EU Green Brand label for the first time in recognition of its ecological and sustainable approach. A confirmation of our holistic commitment to people, nature, and the environment.
2019
Awarded - lavera becomes Brand of the Century
2019 brought more highlights: In October, lavera was exclusively named Brand of the Century and has since become synonymous with “Natural Beauty.” This honors our nearly 40 years of pioneering work and our tireless commitment to effective, compatible Natural Beauty for every cosmetics shelf. Additionally, lavera established November 23 as the official DAY OF NATURAL BEAUTY, which has now developed into an international day of action.
2023 & 2024
Sustainably good - lavera wins the German Sustainability Award
In 2023, lavera won the German Sustainability Award and was nominated again in 2024. The award confirms our holistic approach: from the choice of ingredients to production in the Hannover region and packaging, we think in cycles and take responsibility for people, nature, and the environment.
2026
Our journey continues
Today, we have around 500 employees at our three locations. Our range includes about 250 lavera products with high-quality organic ingredients, which are sold in over 40 countries worldwide. We rely on more than 300 active ingredient compositions produced in-house in the Hanover region.
In addition, we have received over 1000 top ratings from Öko-Test for the quality of our products to date. A number that fills us with pride.
A success story for the region as well
Since our founding in 1987, we have been owner-managed and produce almost all of our products ourselves here in the Hanover region. Our center for research and production, with a laboratory area of more than 400 m2, is located in Wennigsen. Our site in Bantorf serves as the hub for filling, logistics, and distribution. The heart of the brand – our lavera house – is located in the center of Hanover.
Thanks to this local presence, we are able to guarantee the highest quality of our Natural Beauty products, effectively contribute to the conservation of natural resources, and always maintain respect for people and nature in everything we do. This will not change in the future.
Our Locations
