KEY STEPS

In 2025, Jörg Körfer stepped into the role of CEO, launching a strategic transformation to mark the company’s 40th anniversary. The first major milestone was the Global Leader Convention, where 2000 business partners gathered to revitalise sales and collectively shape the future. LR also inaugurated its new logistics hub in Ahlen. Furthermore, LR has established clear content priorities: in April, the company reaffirmed its aloe vera expertise with the LR Aloe Via Magic Power Duo. Looking ahead, select skincare products will feature not only pure aloe vera leaf gel but also fermented aloe vera, which provides deeper care due to its superior bioavailability. LR is also expanding its fragrance division. The new LR MOOD INFUSION perfume line utilises innovative technology to specifically enhance emotions. This range is complemented by LR ICONIC ELIXIRS, four unique fragrances for men and women embodying glamour, prestige, strength, and sensuality.

The year 2024 is defined by the launch of innovative product solutions. LR HEALTH MISSION has swiftly emerged as one of the company’s most sought-after products, while the LR ZEITGARD Signature decorative cosmetics collection proves that LR remains at the forefront of current trends. This new premium range, featuring 19 products, stands out for its blend of cutting-edge technologies and innovative textures enriched with nourishing ingredients. Beyond expanding its product range, LR is setting a significant milestone for sustainable and profitable future growth by restructuring its career plan. This new plan provides LR Partners with enhanced security when establishing their businesses while offering more compelling incentives to foster their own independence. Furthermore, LR is preparing for future expansion with the new Ahlen logistics centre. This state-of-the-art warehousing system ensures increased efficiency and enhances scalability opportunities.

LR celebrated a new achievement in 2023: ZEITGARD PRO was awarded a “special mention” in the “Bath and Wellbeing” category at the 2023 German Innovation Award. The relaunch of the LR FIGUACTIVE range is another reason for celebration: all products are now vegan and feature up to three times more fibre and up to 80% less sugar than before. LR continues its global expansion, marking a significant milestone with its entry into the British market. All commercial operations will be managed from Germany, ensuring the UK benefits from decades of expertise and direct marketing experience. To prepare for the future, LR is investing in a new packaging plant to boost the production capacity of its health products by 30%. Additionally, LR is launching a new photovoltaic installation, comprising roughly 2500 modules and generating a total of approximately 1000 MWh.

On 27 May, Dr Andreas Laabs stepped into the role of CEO, taking over the management of the entire LR group. Simultaneously, Andreas Grootz was appointed as the new Managing Director. Regarding the product range, 2022 will highlight the 20th anniversary of aloe vera, marked by an extensive campaign and a variety of events. Furthermore, LR will showcase its innovative prowess by launching ZEITGARD PRO COSMETIC DEVICE. This new product stands out due to its unique technology: a home-use cosmetic device featuring interchangeable accessories that allow for four different skincare routines at once. Its modern and timeless design was also recognised with a German Design Award in the “Bath and Wellbeing” category.

LR expanded its international footprint in 2021 by entering a key strategic market with a new subsidiary in South Korea. Additionally, LR was named one of the winners of the “Top 100” competition, which evaluates the repeatability of innovations across 120 test criteria to determine if breakthroughs stem from a planned strategy rather than mere chance. The transition of all LR packaging to FSC® certified materials also marks a significant milestone in the company’s commitment to sustainable management.

There are two reasons to celebrate: in 2020, LR Health & Beauty will mark its 35th anniversary. This milestone will also be recorded as the most prosperous year in the company’s history. By introducing LR LIFETAKT NIGHT MASTER, the direct marketing firm has expanded its product range to include the “sleep” segment. In June, this new product was honoured with the German Brand Award 2020. Furthermore, the new “LR Connect” app has been available to the LR community since mid-December, offering high adaptability suitable for all sales structures.

A year of remarkable achievements: LR reviews a successful 2019, marked by 11,000 new careers and outstanding product launches! The company entered the “Beauty Food” sector in February, officially launching the “5in1 Beauty Elixir”. LR was subsequently honoured with the German Brand Award in June. Another milestone to celebrate: the LR Global Kids Fund marked its tenth anniversary.

The new Aloe Vera production facility at the company’s headquarters in Ahlen was inaugurated on 2 February. A highlight of the site is the Skywalk, where visitors can view the entire production process of the high-tech facility from a 40-metre-long glass walkway. At the start of August, Andreas Friesch was appointed CEO and spokesperson for the LR board of directors.

2017 was a year of significant innovation: it began with the start of construction on our Aloe Vera production plant in Ahlen in February, followed by the launch of our new brand LR ALOE VIA in July, and concluded with the rollout of our new Onboarding programme for LR partners in October.

LR inspiration: In January, a major beauty study was conducted and 200 Mercedes A-Class vehicles were provided to our LR Partners! A new site at the former Westfalen mine opened its doors in September this year, while the Turkish market showed the strongest growth among numerous expanding markets.

Celebrating 30 years of LR! The first Guido Maria fragrance was launched during Berlin Fashion Week, alongside a new product in the LR ZEITGARD range. 2015 was also highlighted by two prestigious accolades: the Astra Award from the European Direct Selling Association and the ‘Company of the Year 2015’ prize.

A year of transformation: 2014 saw key milestones such as our new customer concept, a fresh online store, and the first LR television commercial on German screens. LR marked its 10th anniversary in France, Turkey, and Poland, while in Portugal, the fragrance of Portuguese TV star Christina Ferreira (MEU) shattered all LR sales records.

More stars, more innovation, more expansion: At the start of 2013, model Karolina Kurkova joined the LR family with her own signature fragrance. The Mind Master Brain & Body Performance Drink captured the attention of global customers from its mid-year launch. 2013 was also defined by an ‘expansion to the east’, which secured even more robust growth.

A festive atmosphere at LR: Aloe Vera celebrated its 10th anniversary! That same year, LR won a marketing award for its Bruce Willis campaign and launched its first women’s fragrance worldwide: ‘Lovingly’ by Bruce Willis. In September, a new subsidiary opened in Astana, the capital of Kazakhstan.

25 years of LR – featuring Bruce Willis: To launch Bruce Willis’s debut fragrance in Frankfurt, the superstar took to the stage at the Frankfurter Festhalle before roughly 15000 business partners from 30 LR countries. The year 2010 also saw the introduction of the Porsche LR and our enhanced remuneration system receive a warm welcome.

Enhancing LR fragrances: In 2009, LR collaborated with dermatest to conduct a study on the longevity of its perfumes. The results confirmed that LR fragrances possess remarkable staying power. With everything prepared, the new fragrance launch took place later that same year.

LR sets a world record: The expansion of the automotive concept now incorporates the Polo LR. The inaugural car handover made headlines! A total of 265 vehicles featuring the LR logo were officially entered into the Guinness World Records.

2007 was a landmark year for LR! The market saw the arrival of high-performing sales drivers, including the Colostrum, Serox, and Nanogold products, alongside the Microsilver toothpaste, all certified by SGS INSTITUT FRESENIUS. Furthermore, prizes worth a total of one million euros were awarded during the ‘LR Champions Race’ sales and distribution competition.

In 2006, ‘LR International’ was rebranded as ‘LR Health & Beauty Systems’. Positioned under the slogans ‘Feel good. Look great’ and ‘Your chance to change’, the brand expanded into the Italian and Spanish markets. During this same year, several American superstars joined the group.

LR is launching its first-ever monthly catalogues to complement its main annual catalogue, which has already achieved great success each year. The company’s 20th anniversary provided another wonderful opportunity for celebration. The “1001 Nights” themed evening, held at the Yemen Pavilion in the Hanover exhibition centre, was a landmark event for LR.

LR aims for the stars: 2004 saw the opening of subsidiaries in Ukraine, Poland, Hungary, Cyprus, and Turkey. Alongside its dietary supplements, LR launched the ‘Aloe Vera Drinking Gel’ in 2002. Numerous celebrities have embraced the LR brand, leading to the creation of exclusive perfume lines developed in collaboration.

Reaching new heights with PS: To mark its 10th anniversary, LR developed its unique automotive concept. 200 consultants received their Mercedes LR, a concept highlighted by Mercedes Benz magazine. Subsidiaries in Switzerland, Norway, Finland, Portugal, the Czech Republic, Slovakia, and Romania were established between 1995 and 1999.

Reaching the summit: After just 5 years on the international market, LR hit a turnover of one million marks for the first time. New branches were opened in Austria, the Netherlands, Sweden, Greece, Denmark, Belgium, and Luxembourg. The LR-All-Time-Classic perfumes, Harem and Jungle Man, were launched.

Significant milestones: “LR Cosmetic” was established in 1985 in the Westphalian town of Ahlen. Two years later, the original range of unique perfumes and body care products was expanded with the “Line Racine”. In 1989, LR reached a symbolic landmark: the sale of its 1,000,000th perfume!