Milestones in LR’s history

On the path to success with Health & Beauty

LR Health & Beauty Systems was established in Ahlen (Westphalia) in 1985 as "LR Cosmetic". Today, 33 years later, LR is one of Europe’s leading direct sales enterprises by turnover.

milestone 2018


LR continues its innovation course

Since January, the LR Global Kids Fund has been cooperating with the organisation "SOS Children's Villages International"; in April the association was awarded the "SOS Children's Village Cup" in bronze for its commitment.

At the beginning of the year, LR introduced a new brand: LR LIFETAKT combines first-class dietary supplements with expert tips on nutrition, exercise and lifestyle and creates an individual and holistic solution. With the Performance Powder Mind Master Extreme and the Nutri Repair Hair Care line, two further products were launched successfully.

On 2 February, the new Aloe Vera production site was opened at the company's headquarters in Ahlen. A highlight is the Skywalk: Visitors can follow the entire production line within the high-tech plant from the 40-metre long and glazed gateway.

LR was awarded the twelfth Business Award of the City of Ahlen. The Mayor of Ahlen, Dr. Alexander Berger, praises the company as "an extremely successful enterprise with strong local ties".

At the beginning of August, Andreas Friesch was appointed new CEO and Speaker of the Executive Board of LR.

milestone 2017


Year of innovations

For LR Health & Beauty, 2017 turned out to be the year of innovations. In spring, the construction of the most modern Aloe Vera Production site in Europe at the company's headquarters in Ahlen got under way. 10 million euros will be invested in the site.

The processing of Aloe Vera is one of LR’s core competencies. On 1 July, the company launched its new LR ALOE VIA brand consisting of 40 care products and a tailor-made sales concept for the product line to support sales partners.

In autumn, LR presented the LR ZEITGARD Serox Instant Result Mask with an instantly visible and noticeable anti-age-effect after. The introduction of the onboarding programme for newcomers facilitates the successful entry into the company.

In order to promote the personal exchange with LR sales partners, the LR executive board launched their own profiles in 2017 and thus can be directly approached by every sales partner.

milestone 2016


LR inspires

LR published its Beauty Study with questions and answers concerning the topic of beauty at the beginning of the year. In July about 500 guests celebrated one of the biggest car handing over in company history with 200 Mercedes Benz A-class cars.

In autumn, Dr Thomas Stoffmehl was elected chairman of the European Direct Selling Association “Seldia” and LR opened a new location at the premises of a former colliery. Another highlight was the signing of the contract between LR and the Theodor F. Leifeld Foundation. They are going to invest in the construction of a new production plant in 2017.

The LR business model has wide-spread appeal: a sharp increase in the number of newcomers resulted in the solid growth of the Group with Turkey showing the strongest development among numerous growth markets.

milestone 2015


30 years of LR

In 2015, LR celebrated its 30th anniversary. In addition to a big anniversary party where the LR celebrities Guido Maria Kretschmer, Bruce Willis, Emma Heming-Willis and Karolina Kurkova congratulated the company personally, the launch of the first fragrance by Guido Maria Kretschmer at Berlin Fashionweek and the introduction of the product innovation ZEITGARD rounded out the anniversary year.

Since September last year, Dr. Thomas Stoffmehl has been the new CEO of LR. As former CEO of bofrost*, he has long-standing expertise in direct sales and know-how in managing an international company. In October, the anniversary was crowned by the Astra Award of the European Direct Selling Association (Seldia). LR was honoured as best European direct sales enterprise of the year with the “Company of the year” award.

milestone 2014


A year full of revolutions

With a new customer concept and innovative products LR provides in 2014 for one revolution after another. One of the most important: The new e-shop and the opening for customers and for a new group of customers – the Premium customer.

The number of LR lovers increases. No Wonder! With the new Bruce Willis fragrance, the practical Aloe Vera Sun Spray and the improved Aloe Vera Baby series LR achieves great success in regarding products.

For the first time, the emotional LR TV commercial is aired on German television. In France, Turkey and Poland LR is celebrating its 10th anniversary. And Portugal is breaking all records with the fragrance of the Portuguese TV star Christina Ferreira ("MEU"), which becomes a top seller in no time.

milestone 2013


More Stars, more product innovations, more LR expansion

The year 2013 was really special for LR. The first Highlight took place right at the beginning of the year: Supermodel Karolina Kurkova became a new member of the LR family and presented her new fragrace which became a real topseller within only a few mounths.

And that was only the beginning. The middle of the year was coined by the introduction of a true world innovation, the Mind Master Brain & Body Performance Drink. Noticeable bottle, noticeable effect – Mind Master made a real impact und made 2013 the anti-stress-year for LR!

The evergreen throughout the whole year was doubtlessly the topic “expansion east”. Because LR grew rapidly in 2013 – especially directed toward east – und broke one LR record after the other.

milestone 2012


Kazakhstan, 10 years Aloe Vera & fragrance successes with Bruce Willis

Birthday mood at LR: The Aloe Vera celebrates its 10th Anniversary year! Since 2002 LR successfully sells a variety of high quality Aloe Vera products. In September a new subsidiary in Astana, capital of Kazakhstan, opens. The sales in neighboring Russia are growing from month to month by around 20 percent.

LR wins the Marketing Award 2012 for the Bruce Willis campaign and launches with Lovingly by Bruce Willis the world's first fragrance for women created by the famous actor. The successful cooperation with Bruce Willis and his wife Emma as a LR.Joyce brand ambassador is extended by contract till 2016.

milestone 2011


Russia and jewellery 

2011 is marked by two mega events: 

In April, LR officially set foot on Russian soil and opened its 32nd subsidiary. Just a few months later, the keys for the first LR Mercedes were handed over in Moscow. At the end of the year, LR Russia ranked among the top 5 of the most successful LR countries. 

LR’s new LR.Joyce jewellery collection followed in September. The highlight: 1-year quality warranty and exclusive shoe clips designed by Emma Heming Willis. 

milestone 2010


LR celebrated its anniversary

LR impressively celebrated its 25th anniversary: 

Hollywood superstar Bruce Willis created his first fragrance exclusively with LR. The popular actor presented his fragrance on the LR stage in front of around 15,000 sales partners from 30 LR countries in the Festhalle Frankfurt. 

LR’s optimised remuneration system attracted huge applause at the start of the year. Higher earning opportunities for partners and, as the new pinnacle of the existing car plan: an LR Porsche. 

milestone 2009


LR’s new star

With Marcus Schenkenberg, LR welcomes a new international top star for the LR Starbox in 2009. The celebrity did not turn down the opportunity to attend the presentation of his own fragrance line at a special LR event at the Westfalenhalle Dortmund. Some other LR fragrances were revised.

In cooperation with dermatest, LR developed a test procedure to evaluate fragrance strength. Conclusion: the new products offer a longer lasting fragrance experience!

milestone 2008


Top Model and Polo 

In 2008, LR aroused the interest of the media. As partner of the successful TV format, LR dedicated a fragrance to that year‘s winner Jenny. The Top Model fragrance is very popular among partners and the media. 

The expansion of the LR car plan to include the LR Polo also attracted attention. The first car hand-over in the car-city Wolfsburg very quickly made impressive headlines with a Guinness World Record. In the same year, the 1,000th LR Polo was on the roads. 

milestone 2007


LR offers new Top-Sellers

Many of today’s top sellers were launched in 2007, for instance Institut FRESENIUS-certified Colostrum, Serox, Nanogold and the Microsilver tooth paste. 

A huge sales and marketing competition made quite some noise: the LR Champions Race. Prize money of over one million euros in total was paid out among all participating LR partners. 

milestone 2006


LR: “Your chance to change” 

LR International was renamed LR Health & Beauty Systems. The new name was supplemented by two slogans: “Feel good. Look great." describes the enterprise from the LR clients’ point of view. “Your chance to change” focuses on opportunities that LR offers its sales partners. 

American top stars became part of the LR Star Box and LR continued its fast–paced global expansion: in 2006, subsidiaries in Italy, Spain and New Zealand were opened. 

milestone 2005


LR expanded beyond Europe’s borders 

LR “goes down under”: With the Australian superstar Ian Thorpe the launch down under in Melbourne turned into a mega event. In addition to the annual issue of the successful main catalogue, LR now launched monthly catalogues. Innovative product ideas and attractive offers became monthly top sellers. 

LR impressively celebrated its 20-year company anniversary in the Yemen pavilion of the Hannover Expo Park. Numerous celebrities attended the “One thousand and one nights” event. 

milestone 2000-2004


Aloe Vera and stars 

The success story continues. LR gained a foothold in Eastern Europe and opened LR Romania and LR Ukraine, while the product range was expanded. 

In 2001, LR broke new ground with dietary supplements, followed by the Aloe Vera Drinking Gel in 2002 which was awarded the INSTITUT FRESENIUS quality seal right from the start. 

A further success: the LR Starbox. Michael Schumacher was the first celebrity who created a fragrance line together with LR. Heidi Klum, No Angels and further celebrities followed thereafter. 

milestone 1995-1999


LR and Mercedes 

On the occasion of its 10th anniversary, then as “LR-International”, LR founded its unique car plan. 200 consultants received their first LR Mercedes. Even the Mercedes Benz magazine reported about the 1.3 km “black line of cars”. LR continued to grow, both on a national and global scale. Subsidiaries in Switzerland, Denmark, Norway, Finland, Portugal and France were opened. With the launch of the oriental-spicy Jungle Man another classic fragrance is created.

milestone 1990-1994


The first step abroad 

After only five years of operative business, LR generated annual turnover of more than DEM 1 million. In 1991, LR started global competition. Subsidiaries in Austria and The Netherlands were opened. In 1994, the oriental-sensuous Harem fragrance for women is launched. It still is among the most popular LR fragrances to the present day.

milestone 1985-1989


The first steps 

In 1985, LR was founded as “LR Cosmetic” in Ahlen (Westphalia). The range was composed of some fragrances and body care products. 

Two years later, the range was expanded and the “Line Racine” care product line launched, followed by the “Lady Racine” cosmetics range in 1988. 

In 1989, LR reached the first magical milestone by selling the 1,000,000th perfume. 

Why LR

Company carRemuneration systemRecognition
Success stories

LR products


LR star-concept

Guido Maria KretschmerCristina FerreiraKarolina KurkovaBruce Willis

Company LR

DevelopmentDirect salesPress centerLR GLOBAL KIDS FUND
Andreas FrieschThomas HeursenDr. Andreas Laabs

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