Beauty and the wonderful power of plants - Belladonna Naturkosmetik, Germany's first natural cosmetics speciality shop, has been focusing on both for almost 40 years. Belladonna can be translated as ‘beautiful woman’ in Italian and also be associated with the medicinal plant Atropa belladonna. When you enter the bright, bustling shop in the heart of Berlin-Kreuzberg today, you are enveloped by the scent of soap and essential oils that started it all at Belladonna.

BINU Beauty was created by marrying top-grade organic ingredients from Korea with the global sustainability trend of waterless and plastic-free cosmetics. The growth of BINU Beauty was achieved without investors. We successfully sold the brand in 2021. Here are the five crucial steps for our success in the highly competitive cosmetics market, viewed through the lens of brand strategy and marketing: …