The Birthday Issue

 

  

Fifteen years ago, Niche Beauty started with a bold idea and very good instincts. In 2011, the Bechtolf family returned from their travels with an edit of brands Europe had barely heard of. The kind you could only get your hands on if you knew someone who knew someone. Niche Beauty made the introduction and quietly changed the game.

What began as a tightly curated selection became the destination for those in the know. Today, Niche Beauty is home to more than 400 of the most luxurious, effective and celebrated brands in the industry, across skincare, haircare, makeup, fragrance and accessories. A true 360-degree universe, refined by one uncompromising standard: if it is not exceptional, it does not make the cut.

We were never interested in simply selling products. Niche Beauty is a partner, a platform, a growth engine for founders with vision. Many of the brands we launched with in 2011 still rank among our icons, from By Terry and Rahua to Sunday Riley and Rodial. Together, we did not just build bestsellers. We built a lifestyle that feels considered, elevated and just a little bit ahead.

And that lifestyle lives beyond the screen. Since 2024, you can find us at the editorial store UZWEI in Hamburg. In 2026, our exclusive counter at KaDeWe in Berlin joins the Niche Beauty universe. Come by. Discover. Indulge a little.

This magazine marks our 15th birthday: a celebration of our partners, our founders, our team and, above all, you. Inside, you will find generous tips, honest do’s and don’ts, and a few birthday surprises. Our birthday, your treat.

Enjoy it. Celebrate with us. And have a beautiful summer.

With love, 
Anne Zimmermann