LR / Racine

Helmut Spikker and Achim Hickmann, the founders of the perfume brand LR, began their journey in 1985 with LR Cosmetic & Marketing GmbH. They steered away from the traditional beauty and cosmetics industry expectations, choosing instead to offer a diverse range of products including fragrances, creams, makeup, cosmetics, and health items from their headquarters in Ahlen. LR quickly established a strong presence in European and Asian markets. While production was a key aspect of their business, the primary focus was on creating a leading distribution network in Germany for effective marketing in the beauty industry. By evolving into LR Health & Beauty Systems GmbH in 2006, the company showcased a commitment to innovative marketing strategies. Over the years, LR expanded its reach by collaborating with renowned partners like Michael Schumacher, VW, and Marcus Schenkenberg. They also ventured into jewelry collections in 2011 and hosted grand anniversary events with celebrities such as Bruce Willis in 2012. In 2013, LR strengthened its marketing network by introducing a new production facility in Ahlen to manufacture nutritional supplements internally. This trend continued with the in-house production of aloe vera products in 2018. LR's commitment to quality is evident in the certification of many dietary and cosmetic items by the "Fresenius" institute, synonymous with consumer safety.