We have been pursuing the motto ‘MORE QUALITY FOR YOUR LIFE’ for 40 years.
Our goal: Simply more quality of life for everyone. In addition to innovative, highly effective health and beauty products ‘Made in Germany’, for us this means:
MORE of everything.
MORE freedom
For 40 years, we have been offering people the opportunity to lead a self-determined life with financial freedom and a better quality of life.
MORE growth
The development of new market locations and the introduction of innovative, market-relevant product solutions ensure steady growth - for the next 40 years too.
More freedom, more community, more family, more opportunities - simply more success across the board - 40 years of LR
The LR car concept has been unique since day one. Together with our long-term Mercedes-Benz partner ‘Autohaus Senger’, we look back on our highlights from the very beginning.
On our journey into the past, we take a look back with Thomas at the beginnings of LR and our journey from garage to company. Together we drive through Ahlen and stop at the most important places in LR's past.
How it all began... As part of our 40th anniversary, Thomas Heursen takes the time to take you on a journey through time. During the exciting presentation of our in-house fragrance production, he provides insights into the first steps of LR. Because it all began with a fragrance...
For MORE THAN 40 YEARS LR believes that there is MORE! Along with health and beauty what this means for us is: more freedom, more community, more family, more possibilities... Our innovative, highly effective health and beauty solutions “Made in Germany” strengthen our customers’ health and enhance their well-being. They are produced according to the latest scientific findings and from the best natural ingredients.
The year 2024 is all about new product solutions: The LR HEALTH MISSION quickly became one of the company's most successful product releases, and the LR ZEITGARD Signature decorative cosmetics collection demonstrates that LR is also on top of the latest trends. The new premium line, consisting of 19 products, impresses with its combination of innovative technologies and textures with nourishing ingredients. In addition to the expansion of the product portfolio, LR is also setting an important course for sustainable, profitable development in the future by realigning its career plan. On the one hand, the career plan offers the LR partnership greater security when building up their business and, on the other hand, creates more attractive incentives to further develop their own independence. LR is also preparing for future growth with the new logistics center in Ahlen. A state-of-the-art warehouse system ensures efficiency gains and improves scaling options.
LR has received yet another award in 2023: ZEITGARD PRO gained a “Special Mention” in the category “Bath and Wellness” at the German Innovation Award 2023. Another reason to celebrate is the relaunch of the LR FIGUACTIVE range: the products are now all vegan and contain up to three times more fibre and up to 80 % less sugar than before. LR is becoming ever more international: an important milestone has been reached with LR’s market entry into the United Kingdom. All business activities will be managed from Germany, so that the UK can benefit from decades’ worth of direct marketing know-how and experience. In order to be fit for the future, LR is investing in a new packaging plant with which the production capacity of its health products can be raised by 30 %. In addition, LR is putting a new photovoltaic system into operation: it comprises around 2,500 modules and will generate a total of about 1,000 MWh.
On 27 May, Dr Andreas Laabs assumes the office of Chief Executive Officer (CEO) and management responsibility for the entire LR Group. In addition, Andreas Grootz becomes the new Managing Director. On the product side, the year 2022 is marked by the 20th anniversary of Aloe Vera, which is celebrated with a large campaign and numerous activities. In addition, LR will once again demonstrate its innovative strength with the introduction of ZEITGARD PRO COSMETIC DEVICE. The special feature of the new product lies in its outstanding technology: the cosmetic device for home use with its interchangeable attachments enables four care routines at once. The German Design Award in the category "Bath and Wellness" is proof that the modern and timeless product design is also convincing all along the line.
In 2021, LR expands its international business and opens a strategically important market with its new subsidiary in South Korea. In addition, LR is one of the award winners of the "Top 100" competition, which uses 120 test criteria to examine the repeatability of innovation achievements, i.e. whether innovations are the result of a planned approach or a product of chance. The conversion of all LR packaging to FSC®-certified material also represents an important milestone and contribution to sustainable corporate management.
Two reasons to jump for joy: in 2020, LR Health & Beauty will turn 35. The anniversary year will also go down in company history as the most successful year ever. With the launch of LR LIFETAKT NIGHT MASTER, the direct marketing company has expanded its product portfolio to now also cover the “sleep” segment. In June, the new product received the German Brand Award 2020. Since mid-December, the new app “LR Connect” is at the LR community’s disposal. It is particularly adaptable and will suit any sales structure.
A year full of success: LR is looking back on 11,000 new careers and exciting product launches in 2019! In February the company entered the "Beauty Food" sector and officially started selling the "5in1 Beauty Elixir". In June, LR then received the German Brand Award. Another reason to be proud of: The LR Global Kids Fund celebrated its tenth anniversary.
On February 2nd, the new Aloe Vera production facility at the company's headquarters in Ahlen was inaugurated. A highlight is the Skywalk: Visitors can observe the entire production process of the high-tech facility from the 40-meter-long glassed-in walkway. In early August, Andreas Friesch is appointed as the new CEO and spokesperson of the management board of LR.
The year of innovations: first the start of construction on our new aloe vera production site in Ahlen in February, then the launch of our new brand LR ALOE VIA in July and, finally, the start of our new onboarding programme for LR partners in October.
LR is thrilled: With our extensive beauty study in January and with 200 Mercedes-Benz A-Class cars for our LR partners! In September of that year, our location in the former Zeche Westfalen is opened, and the Turkish market, among many growth markets, exhibits the best development.
30 years of LR: This was a reason to celebrate. With the launch of the first Guido Maria Kretschmer fragrance at the Fashionweek Berlin, our product innovation LR ZEITGARD, and two awards: the Astra Award from the European Direct Selling Association and the Company of the Year 2015 Award.
A year full of revolutions: 2014 is marked by a new customer concept, a new E-shop, and the new slogan "More quality for your life." LR celebrates its 10th anniversary in France, Turkey, and Poland, while in Portugal, the fragrance of the Portuguese TV star Christina Ferreira (MEU) shatters all LR sales records.
More stars, more innovation, more expansion: Since the beginning of the year, the supermodel Karolina Kurkova has joined the LR family with her very own fragrance. The world's first, the Mind Master Brain & Body Performance Drink, is introduced in the middle of the year. Another reason to celebrate: the company is experiencing significant growth in Eastern Europe.
Birthday atmosphere at LR: The Aloe Vera Drinking Gels have been available for 10 years now! In September, a new branch is opened in Astana, the capital of Kazakhstan. And as if that weren't enough, LR wins the marketing award for the Bruce Willis campaign and launches Lovingly by Bruce Willis, the world's first fragrance for women by the star.
25 years of LR – Bruce Willis celebrates with us: For the presentation of the first Willis fragrance in Frankfurt, the superstar himself doesn't miss the opportunity to perform in front of around 15,000 sales partners from 30 LR countries at the Frankfurter Festhalle. In 2010, our optimized compensation system and the introduction of the LR Porsche also receive a lot of applause.
In 2009, LR conducted a study in collaboration with dermatest to assess the longevity of its perfumes. The result: LR fragrances have excellent staying power. Additionally, the company welcomed a new star, Marcus Schenkenberg, into its ranks. Another highlight was the establishment of the LR Kids Fund, a non-profit initiative aimed at supporting socially disadvantaged children.
In 2008, LR achieved a world record: the LR car concept was expanded to include the LR Polo. The very first car handover made headlines! A total of 265 vehicles formed the LR logo, earning a place in the Guinness World Records.
Successes are born: In 2007, LR introduced top sellers to the market, including Colostrum certified by the SGS INSTITUT FRESENIUS, Serox, Nanogold, and the Microsilver toothpaste. In addition, the "LR Champions Race" sales and distribution competition awarded a total of one million euros in prize money.
With a clear message: In 2006, LR International became LR Health & Beauty Systems. Under the slogans "Feel good. Look great." and "Your chance to change," the brand now positions itself in Italy and Spain as well. US top stars become part of our exclusive Star-Box.
More LR every month: In addition to the successful annual main catalog, LR now introduces monthly catalogs for the first time. Another reason to celebrate is our 20th anniversary. The party with the theme "1001 Nights" in the Yemen Pavilion on the Expo grounds in Hannover becomes a true LR event.
LR reaches for the stars: In 2004, the company opens subsidiaries in Ukraine, Poland, Hungary, Turkey, and Cyprus. In addition to dietary supplements, LR introduces the Aloe Vera Drinking Gel in 2002. Numerous celebrities become convinced of the LR brand, leading to the creation of exclusive fragrance lines in collaboration with them.
Continuing to rise with horsepower: For its 10th anniversary, LR establishes its unique car concept. 200 consultants receive their LR Mercedes, and the Mercedes Benz Magazine reports on it. Subsidiaries in Switzerland, Norway, Finland, Portugal, France, Czech Republic, Slovakia, and Romania are added to the expansion.
At the top: After just five years in international competition, LR achieves an annual turnover of over 1 million DM for the first time. Subsidiaries are opened in Austria, the Netherlands, Sweden, Greece, Denmark, Belgium, and Luxembourg. The LR All-Time Classic fragrances Harem and Jungle Man are released.
Advancing in great strides: LR Cosmetic is founded in 1985 in Ahlen, Westphalia. The initial product range consisting of a few fragrance lines and body care products is expanded two years later with the introduction of "Line Racine." In 1989, LR breaks its first magical barrier: the 1,000,000th perfume is sold.