ANNEMARIE BORLIND

ANNEMARIE BORLIND

“If I can’t eat it, I won’t put it on my skin.” – This quality claim guided Annemarie Lindner when she started producing effective natural cosmetics in the 1950s. She was decades ahead of her time. Careful handling of natural resources and the constant search for the hidden potential of nature have been integral components of the company philosophy ever since. Above all, a history of courage, diligence, and unconditional passion for natural cosmetics are behind ANNEMARIE BÖRLIND.

HOW IT ALL BEGAN

Annemarie Lindner had problem skin and subjected herself to several treatments from dermatologists, some of which were painful. But they only improved her skin temporarily. She received a herbal mask treatment once when she was on vacation, and her skin gradually improved. This inspired Annemarie Lindner to become a professional cosmetologist and produce her own care products.

Our company founder, Annemarie Lindner, was born on September 22, 1920 in Berlin-Charlottenburg. She was the oldest child of Anna and Kurt Schmidt. Six years later, her sister Ruth was born.

1959

THE YEAR THE COMPANY WAS FOUNDED

On January 1, 1959, Annemarie Lindner, her husband Walter and her business partner at the time, Hermann Börner, founded Börlind GmbH with the ANNEMARIE BÖRLIND Natural Skincare brand. The company name is a combination of the last names of founders Börner and Lindner.

1965

NEUFORM CERTIFICATION

Just a few short years later, the idea of being the first cosmetics manufacturer to offer systematic care bore fruit. Börlind received the coveted neuform seal and was able to sell its products in health food stores. At the same time, the lime tree leaf logo was trademarked for ANNEMARIE BÖRLIND Natural Skincare.

1972

NEW COMPANY HEADQUARTERS

The company grew so successfully that the space for operations quickly became too small. The cornerstone was laid for today’s headquarters in Lindenstraße in Calw, Germany, in 1972.

1974

LL REGENERATION CARE SERIES CONQUERS THE COSMETICS MARKET

After a four-year period of development work with numerous tests and scientific confirmation of efficacy, it was finally time. In 1974, Börlind launched LL REGENERATION its first systematic care series in the natural cosmetics market. This marked the company’s breakthrough into the international market. Of course its exact composition remains one of Börlind’s best-kept secrets to this day.

1978

MICHAEL LINDNER JOINS THE COMPANY

In February 1978, Michael Lindner assumed a managerial role in his family’s company.

REST IN PEACE, WALTER LINDNER

A few days after his 80th birthday, Walter Lindner succumbed to cancer on March 29, 1978. Although Annemarie Lindner was the charismatic natural cosmetics pioneer who always stood in the limelight, Walter Lindner was much more than just the man at her side. With the certain intuition of an experienced businessman, he had worked tirelessly for decades to grow the company.

1983

EXPANSION OF THE COMPANY HEADQUARTERS

In 1983, the time was ripe again: the facilities could no longer adequately satisfy the dynamic company’s growth and standards. The new ergonomically-designed headquarters with naturally-lit rooms and open architecture had a natural, transparent feel.

CHANGING OF THE GUARD

In late 1983, Hermann Börner retired and appointed his son-in-law managing director.

1985

ANNEMARIE LINDNER RETIRES

At the end of 1985, Annemarie Lindner retired and her son, Michael Lindner, took on the position of CEO. Her advice was regularly sought for a long time thereafter, particularly when it came to product development.

1987

DADO-COSMED GMBH IS FOUNDED

Due to his previous work in the pharmaceutical industry, Michael Lindner recognized the need for dermatological care products made with natural ingredients. As a result, he founded a subsidiary, DADO-cosmed GmbH, in 1987. Today, the DADO SENS DERMACOSMETICS line includes care products for people with atopic eczema, acne, rosacea, allergies, and very dry skin.

1996

MICHAEL LINDNER BECOMES CEO

In 1996, Michael Lindner assumed the position of CEO. He received the state of Baden-Württemberg’s business medal for his achievements in 1998.

2003

BÖRLIND IN EXCLUSIVE FAMILY OWNERSHIP

Since January 1, 2003, Börlind GmbH has been under the exclusive ownership of the Lindner family.

2006

EXPANSION OF RETAIL OUTLETS

To meet the growing demand for natural cosmetics, Michael Lindner decided to expand beyond health food stores and add other retail outlets to the sales mix in Germany. The ANNEMARIE BÖRLIND brand became available in perfume shops, pharmacies, organic food stores, selected department stores, and premium drugstores.

2012

CSE CERTIFICATION

Börlind not only wanted to certify its products. All company activities would also be subjected to ongoing control. For this reason, the company decided to apply for CSE (Certified Sustainable Economics) certification. These guidelines go well beyond the usual criteria for natural cosmetics certification because they include the review and verification of the entire company and its underlying socio-ecological philosophy and not just the products.

2013

THE THIRD GENERATION OF THE FAMILY JOINS THE COMPANY

After receiving a master’s degree in family entrepreneurship, Nicolas Lindner joined his family’s company. He became the head of the marketing department.

BÖRLIND GOES HOLLYWOOD

In the ANNEMARIE BÖRLIND Beauty Lounge at the German Films reception in Los Angeles, Daniela Lindner and our brand ambassador at the time, Christiane Paul, met many stars who were enchanted by the glamorous makeover they received with our products.

2015

ACTIVE SUPPORT FROM THE YOUNGER GENERATION

Nicolas Lindner became a managing partner of Börlind GmbH. The same year, his sister, Alicia Lindner, also joined the company. She became the head of national and international sales.

2016

RESEARCH BREAKTHROUGH

The research team of ANNEMARIE BÖRLIND partnered with the Akott Group Italia to research the stem cells of the Black Forest rose. The result: a breakthrough. The two teams developed two new active ingredients: a lipo extract and a hydro extract from the stem cells of the Black Forest rose. They are used exclusively in three of our products.

2019

PIONEERS IN NATURAL COSMETICS – YESTERDAY AND TODAY

We are celebrating our 60th anniversary. Our many years of experience have given us a strong sense of responsibility. Our innovative products embody this awareness and the inseparable connection between humans and the natural world. And they have done so for three generations.

2020

THE THIRD GENERATION TAKES OVER

The siblings Alicia and Nicolas Lindner are the third generation to take over the management of the company. Michael Lindner retires from the operative business.

 

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