Laverana Natural Cosmetics: Innovation as a driver

Natural cosmetics for everyone and everywhere – that is the ambition of Laverana, manufacturer of the Lavera brand. The pioneer now exports to 40 countries. But development, production and distribution still take place in the Hanover region. A visit to the “heart” of the company, the new research and development laboratory and test centre.

The pink rain of flower petals, the company colours white and grey, the straightforward lettering: whoever makes their way to the new company headquarters will recognize the “Lavera House” from afar. The fact that it is located in Lavesstraße is a nice but coincidental detail. Because it is named after the court architect George Laves. However, considering the enormous appreciation shown by the Minister of Economy of Lower Saxony at the inauguration of the building, the idea of a Lavera Street would not be far-fetched either.

Since the company was founded in 1987, the natural cosmetics pioneer has been loyal to the Hanover region, creating jobs and continually investing in expansion. More than 30 million euros have been invested in the fully automated logistics and production centre in Bantorf alone, which is currently (end of November) being put into operation.

A laboratory on 400 square metres

The very beginning of Lavera was not the idea of founding a company, but simply a personal tolerance problem. Thomas Haase recalls that he suffered strongly from neurodermatitis in his youth and found out that natural products were the only ones he could tolerate. That is why he developed a lip balm, which soon became very popular with friends and acquaintances.

Initially, his parents and a friend helped him to run the small but growing production of natural cosmetics developing into Laverana. The name is composed of “La Vera” (the true) and “na” for natural cosmetics. Today a total of about 400 employees work for Laverana, 130 of them in Wennigsen. With the location of the research and development laboratories and test centre, this is the place where the “heart” of the company is located.

Passing a delivery van transporting raw material underground, we make our way to the newly created 400 square metre laboratory floor – the realm of Dr. Henrike Neuhoff. The head of research and development has been with the company for four years. Before coming to Laverana, she gained experience with conventional cosmetics in management positions at Clariant and Beiersdorf. She is therefore well aware of the differences. “For example, while there are around 5,000 synthetic perfumes, natural cosmetics can only use 400 fragrances made from natural oils and plant extracts. Since fragrance is crucial for cosmetic products, Laverana has its own perfume laboratory.

Up to 150 formulas for one cream

Especially with creams the skin feeling is crucial. Neuhoff explains that the sensory properties must not only be right when applying, distributing and absorbing, but also afterwards. The in-house test center plays a major role here. With the help of various devices that measure skin moisture, for example, but also wrinkles and pigmentation disorders, test center manager Dr. Sven Brandt and his team research important facts about the effect of a product. In addition, there are subjective tests, as this how a customer evaluates a product – he takes is in his hand, smells it, tries it out, and decides whether it is good or not, says company’s founder Thomas Haase

Therefore, it is not surprising that the development of a new product takes time. “Particularly with creams, we are quickly at 150 formulas before we say: this is it”, states Neuhoff. This usually takes about 12 months. But it can also be done faster. If the team has something they are convinced of and for which they see a gap in the market, the development is also possible in half a year.

The desire to innovate is, so to speak, part of the Laverana DNA: “Innovations, developing further, serving and fulfilling consumer expectations, this is ultimately a guarantee of success and will always remain the driving force at Lavera”, says Head of Sales Dirks. Whether it is lipstick, lip gloss, sprayable sun protection, self-tanning lotion or anti-aging care: since the early 1990s the Hanover-based family business has regularly launched new products – often ones that were previously only known from conventional manufacturers.

Thomas Haase is particularly proud of sun protection – he says that Laverana was the first to offer sun cosmetics made of mineral light protection worldwide. But the innovations did not always catch on immediately. In 1992, consumers doubted the naturalness of a face care product with liposomes made of lecithin. In 2001, Laveré, the first natural cosmetic anti-ageing skin care product launched, received critical comments from the industry. “We were often far ahead of our time”, recalls founder Haase.

Discounter experiment is over

Today many consumers are choosing natural cosmetics. But they do not make any concessions. Henrike Neuhoff says that the products must be at least as good as conventional ones. That does not scare them. On the contrary: “We have a good chance of being even better because we have natural ingredients that the skin can absorb easily and are good for it. And I think consumers feel that”.

But for this, you first have to get them to try natural cosmetics. Creating attention is therefore an approach Laverana pursues, with TV commercials or the opening of a pop-up store. Being visible and being found is also part of the strategy. Sales Manager Dirks explains that Laverana has always tried to supply consumers with its products wherever consumers are looking for and expecting them. This means that, in addition to the organic food trade, the products are also available in drugstores and food retail outlets. However, the company is not continuing the discount experiment. According to Dirks, at present, the brand and its product positioning does not fit the discounter model.

Succession is secured

On the other hand, the current discussions about sustainability are definitely something the product positioning is suited for. Consumers are looking for answers, “and we have them”, says Dirks. The company can prove its sustainability claim: Lavera is not only 100% certified natural cosmetics and certified by the Roundtable on Sustainable Palm Oil (RSPO), but has also been named as “Green Brand” several times and was most recently awarded the price for “Brand of the century” for the product category natural cosmetics.

The fact that sustainable and successful business activities complement each other wonderfully can ultimately be seen from the economic development. According to Head of Sales Dirks, Laverana has had double-digit growth rates for several years. Thomas Haase and his employees therefore have every reason to look to the future with optimism. Not least because the company is well positioned in terms of personnel: In addition to a team of divisional managers, two sons and the son-in-law work for the company. “The succession is secured”, company founder Haase is convinced.

Picture: Laverana Managing Director Thomas Haase

Three questions to Laverana’s founder and CEO Thomas Haase

How do you perceive Laverana’s role in the natural cosmetics industry?

As a democratizer and development pioneer. We produce effective, 100 percent certified natural cosmetics and want to make them available to everyone everywhere.

And where do you see the main challenges for your company?

To ensure the quality of natural cosmetics. As a company, to act in an ecologically resource-saving and climate-neutral manner. To meet customers requirements with the greatest possible flexibility.

How important is the organic specialist trade for you?

It is our root and has a particularly high status, which we support for example with exclusive special editions. As a pioneer in the natural cosmetics segment, the organic specialist trade is now a trendsetter for sustainable consumption.

(Interview translated from German)

Figures – Data – Facts

• 1987: Thomas Haase founded Laverana and the brand Lavera
• Locations: Hanover (administration), Wennigsen (laboratory and test centre), Bantorf (production and logistics)
• Employees: 400
• Product range: face, body, tooth and hair care, sun protection, decorative cosmetics
• Products: approx. 280 plus limited special editions
• Export share: approx. 40 percent
• Management: Thomas Haase

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