LR Health & Beauty launches new personal care brand

LR Health & Beauty has launched new brand LR ALOE VIA comprising 40 aloe vera-based personal care products.

The firm is also set to construct a new €10m production facility at its headquarters in Ahlen, Germany. The company is reported to have sold 70 million care products since 2002.

LR Health & Beauty's chief executive officer (CEO) Dr Thomas Stoffmehl said: “The demand for our Aloe Vera care products steadily increased over the past years. Currently, they make up about 20% of our core business.

“In order to meet the high demand in the future, we are updating our Aloe Vera portfolio and are expanding our production capacities.”

The new LR ALOE VIA brand consists of care, cleansing, and regeneration for use on the face and body. Processing 12,000t of aloe vera leaves per year, the firm uses pure leaf gel sourced from Mexican plants for the formulation of its products.

Dr Stoffmehl further noted: “In contrast to care series sold in drug stores, our products feature particularly high aloe vera content. Most of the products count between 30% and 60%.

“This content is shown on the packaging and thus also transparently visible for the consumer.”

In addition to care products, the firm offers cosmetics, perfumes, and dietary supplements. Its portfolio comprises more than 600 health and beauty offerings in 28 countries.

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Image: LR Health & Beauty launches new care brand LR ALOE VIA. Photo: Copyright LR.