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July 07, 2017

World News

LR Health Launches New LR ALOE VERA Brand

Ahlen, Westphalia, Germany-based LR Health & Beauty recently launched its new LR ALOE VIA brand, featuring 40 care products for the entire family.

“The demand for our Aloe Vera care products steadily increased over the past years,” said Dr. Thomas Stoffmehl, CEO of LR Health & Beauty. “Currently, they make up about 20 percent of our core business. They are an important part of our partners’ daily business. In order to meet the high demand in the future, we are updating our Aloe Vera portfolio and are expanding our production capacities.”

The development and production of Aloe Vera products is one of the core competencies of LR Health & Beauty. Since 2002, the company has sold more than 55 million liters of Aloe Vera Drinking Gels as well as 70 million Aloe Vera care products. Processing 12,000 tons of aloe vera leaves per year, LR is among the world’s largest manufacturers of aloe vera products.

The company’s Research and Development Department is continuously developing the products further, and 15 years of aloe vera expertise are reflected in the new LR ALOE VIA brand, which covers the areas of care, cleansing and regeneration. The product variety ranges from the main lines Face Care, Body Care, Special Care and Oral Care through to the sub-lines Hair Care, Men Care and Baby Care.

For all Aloe Vera products, LR exclusively uses the pure leaf gel of the plants, which is sourced in Mexico by the company. Controlled manufacturing processes are top priority, from cultivation through processing in Germany. All LR Health & Beauty products comply with strict quality standards. Regular inspections by the International Aloe Science Council (ISAC) ensure high aloe vera quality, from cultivation to processing. All care products are tested for skin tolerability by the independent Dermatest Institute. SGS INSTITUT FRESNIUS tests the Drinking Gels, carries out blind testing and inspects the batches as well as the hygiene conditions.

“The quality of our Aloe Vera products can be recognized by the high content of pure leaf filet,” said Stoffmehl. “In contrast to care series sold in drug stores, our products feature a particularly high aloe vera content—most of the products count between 30 and 60 percent. This content is shown on the packaging and thus also transparently visible for the consumer.”

In addition to the launch of the ALOE VERA VIA brand, LR is building a new production site for Aloe Vera Drinking Gels at its headquarters in Ahlen. Both projects are part of the sustainable growth strategy. The investment in the site amounts to EUR 10 million.