Kosmetic

Kosmetic is a cosmetics and personal care brand founded in 2008 by entrepreneur Lena Johannsen in Berlin, Germany. The company describes itself as a pioneer in eco‑friendly beauty, offering a line of skincare, haircare, and makeup products formulated without synthetic fragrances, parabens, or sulfates. Kosmetic’s mission statement emphasizes sustainable sourcing, with a commitment to using ingredients that are certified organic wherever possible. According to the company, its packaging is made from 60 percent recycled material, and the brand participates in a recycling partnership that accepts used product containers for refurbishment.

The product portfolio includes facial cleansers, moisturizers, foundation, lipsticks, and hair masks, many of which are marketed as vegan and cruelty‑free. In 2014 the brand launched a signature serum called “Lumina” that gained popularity on beauty blogs for its high concentration of hyaluronic acid. Kosmetic also sells limited‑edition seasonal palettes that are promoted through Instagram influencers, and the brand has expanded into the Asian market in 2019, opening its first storefront in Seoul.

Critics have questioned the environmental claims in the brand’s advertising, citing a lack of third‑party verification on some of the supposed “green” ingredients. Consumer watchdog reports from 2021 identified that certain product labels were misleading regarding the percentage of organic components. In response, Kosmetic released revised labeling guidelines in 2022 and partnered with the German Certification Institute for independent audits. Despite controversy, the brand maintains a loyal customer base and reportedly outsold competitors in several European beauty retailer chains in 2023. The company continues to invest in research for biodegradable formulations and plans to launch a reusable packaging program in early 2025.