We reduce what you really need in the bathroom.

Because beauty doesn't come from excess – but from equilibrium. When skin and hair regain their natural balance.

With our natural cosmetics essentials, we show you how you can become independent of conventional care products step by step. Fewer tubes. Less irritation. Less pressure.

Our formulations are reduced, radically natural, and so well thought out that in the long run, you'll even use and consume less of our products. This way, you save resources and money – and strengthen yourself at the same time. Will you join us?

We are a close team of three

Alongside the two founders Mar and Natalie, Sue has been an integral part of our team since 2019.

We complement each other perfectly, trust each other implicitly, and work every day to bring products to your home that are noticeably good for you and the world.

Do you have questions or want to tell us something?

Write to us. We're here.

∴ is the mathematical symbol for a logical consequence, pronounced "therefore"

Therefore beauty has always been within us and is now becoming the new epitome of our entrepreneurial activities. ⬇️

#rebranding

That's why we are now called "therefore beauty"

Our journey began in 2017 with a radical question: How can the beauty industry be effectively
changed – toward greater sustainability and responsibility for plastic waste and ingredients? Under the controversial name "terrorists of beauty," we launched five radically sustainable natural soaps. As the first premium brand for solid care products in Germany, we caused a stir. Political, uncomfortable, uncompromising – loudly demanding change from the beauty industry – and the industry responded!

Our anti-brand was praised and hyped. Der Spiegel, NDR, N-TV, Brigitte, Budni, Edeka, Douglas... all talked about us and wanted a dash of this surprising radicalness in their news and on their shelves.

Today, a few years later, the world has changed. In times of multiple crises and economic uncertainty, people long less for confrontation – but for guidance. And we've changed too: We've learned a lot about entrepreneurship, the industry, skin, and hair. We've accompanied thousands of people in their bathrooms over the years, observing what works well and where they need more help to master the transition to our soaps. But the greatest insight was how much good our products do for our users — beyond the rational environmental aspect. Their radical purity and naturalness have the power to restore skin and hair to balance. All that's needed is the right guidance, which we're happy to provide.

With therefore beauty, we're giving our old brand mantra and the product knowledge we've built up over the years a new, powerful form: calm, clear, and smart. We remain true to our anti-principles, but constructively develop them into reliable care solutions that help our bodies and the planet find greater resilience in one coup. The world has enough loud populists! We'd rather be counted among the constructive doers.

We are and remain the logical answer to everything that goes wrong in the beauty industry.

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#brand manifest

∴ We follow nature's logic.

We’ve done the math.

And we’ve seen enough.

Enough perfection sold as promise.

Enough routines that forget the body.

∴

We believe in the natural logic of less.

We believe in subtraction, not addition.

In formulas that support the skin — not fight it.

In care > cover > control.

We don’t believe in fixing.

We believe in ingredients the body understands.

In letting go of the chase for flawless.

In rituals that don’t consume — but:

Empower.

To trust your skin.

To depend less.

To become more you.

Because when we follow what makes naturally sense

We arrive at what feels right.

∴ therefore beauty

The founders talk about the origins of their company: