Fragrance house

Alverde

Alverde Naturkosmetik was introduced by dm-drogerie markt in 1989 as the retailer’s second private-label brand, beginning with 14 facial-care products made with natural raw materials and sold in dm stores. In 1990, it expanded into decorative cosmetics, followed during the 2000s by hair and body care. Its identity is centered on certified natural cosmetics and plant-derived ingredients; Alverde received the German Sustainability Award in 2009 and has been certified by the independent NATRUE standard since 2010. A modern visual design arrived in 2016, while a 2020 relaunch placed sustainability and nature at the center of the brand’s design identity. By its 35th anniversary in 2024, Alverde had grown from 14 products to approximately 550 and was present in 14 European countries. Its fragrance extension, the Naturduft collection, launched in 2019 with four fragrances defined by essences of natural origin and NATRUE-certified natural-cosmetics standards.