Our story

I had the idea for FIVE in February 2015. At that time I was a graphic designer. My skin kept me busy all winter long because it was super dry and sensitive. I tried everything, but couldn't find a care series that could solve my skin problems. In addition, exaggerated advertising promises such as "90% fewer wrinkles in 59 days" annoyed me because I knew that I couldn't rely on them.

I didn't give up and decided to find my cream based on the ingredients. But far from it. It quickly became clear that this was not possible. Who understands a list of 30 botanical terms in a 4-point font? And why are there so many ingredients in a simple cream anyway?

Long research followed, which brought a lot of clarity and finally the idea for FIVE. I knew: Natural cosmetics have to be simple and understandable. In the summer of 2017 we started with four products and were immediately successful on television on “Die Höhle der Löwen”.

Since then we have been working together with experts from Germany and Switzerland to create the best natural products with a maximum of 5 ingredients and thus make cosmetics understandable for you too.

Welcome to FIVE. Nice, you're here.
Anna Pfeiffer

I had the idea for FIVE in February 2015. At that time I was a graphic designer. My skin kept me busy all winter long because it was super dry and sensitive. I tried everything, but couldn't find a care series that could solve my skin problems. In addition, exaggerated advertising promises such as "90% fewer wrinkles in 59 days" annoyed me because I knew that I couldn't rely on them.

I didn't give up and decided to find my cream based on the ingredients. But far from it. It quickly became clear that this was not possible. Who understands a list of 30 botanical terms in a 4-point font? And why are there so many ingredients in a simple cream anyway?

Long research followed, which brought a lot of clarity and finally the idea for FIVE. I knew: Natural cosmetics have to be simple and understandable. In the summer of 2017 we started with four products and were immediately successful on television on “Die Höhle der Löwen”.

Since then we have been working together with experts from Germany and Switzerland to create the best natural products with a maximum of 5 ingredients and thus make cosmetics understandable for you too.

Welcome to FIVE. Nice, you're here.
Anna Pfeiffer