The beginning. In 1852, Pharmacist Adolf
Bergmann founded Waldheimer Parfumerie und Toilettenseifenfabrik as one of the
first cosmetics manufacturing companies in Germany. It became famous for
inventing tooth soap, a precursor to modern-day toothpaste. From 1875 onwards,
the company began manufacturing toilet soaps and body care products.
The birth of a brand. In 1920 Florena was
officially registered as a trademark by the Imperial Patent Office in Munich.
One of its first products was Florena talcum powder.
Development in a divided Germany. In 1946, the firm was
nationalized and renamed “VEB Rosodont-Werke.”
The first Florena skin cream was launched in 1950 as the forerunner of today’s
cream for the entire family. In 1952, the range was further extended to include
the new Florena Bath Soap and Florena Nut Oil.
From 1965 onwards
Florena Creme started selling in markets outside Germany, predominantly Eastern
Bloc countries. Vast quantities of shaving soap, perfume, and perfumed soaps
were exported to the former Soviet Union. In 1981, the company became part of
the German Democratic Republic’s largest cosmetics manufacturer, VEB
Florena joins the Beiersdorf family. Florena’s cooperation
with Beiersdorf began when it started manufacturing NIVEA under license in
1989. After German reunification, the company was privatized and began trading
under the name of Florena Cosmetic GmbH. Since 2002, Florena Cosmetic GmbH has
been wholly owned by Beiersdorf AG.
Pure care and nothing more. The successful
repositioning of the brand began in 2007 with a focus on natural ingredients.
Today, Florena offers entire skin care lines containing selected and gently
processed active ingredients. All new product developments are based to the
greatest extent possible on natural, renewable raw materials.