“No cream should have more ingredients than you can count on one hand.”
Anna Pfeiffer, founder of FIVE
I had the idea for FIVE in February 2015. At that time I was a graphic designer. My skin had been bothering me all winter because it was super dry and sensitive. I tried everything, but couldn't find a skin care range that could solve my skin problems. I was also annoyed by exaggerated advertising promises like “90% fewer wrinkles in 59 days” because I knew 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 can understand a list of 30 botanical terms in 4-point font? And why are there so many ingredients in a simple cream?
A long research period followed, which brought a lot of clarity and ultimately the idea for FIVE. I knew that natural cosmetics had to be simple and understandable. In the summer of 2017 we launched four products and immediately appeared successfully on television on “The Lions’ Den”.
Since then, we have been working with experts from Germany and Switzerland to create the best nature-based products with a maximum of 5 ingredients and thus make cosmetics understandable for you.
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Skin care tips
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Natural cosmetics from FIVE