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.
