"No cream should have more ingredients than you can count on one hand."

Anna Pfeiffer, Founder FIVE
"No cream should have more ingredients than you can count on one hand."

Anna Pfeiffer, Founder FIVE

Anna Pfeiffer Gründerin Five Skincare

Anna's Story

I had the idea for FIVE in February 2015, when I was a graphic designer. All winter my skin was already bothering me as it was super dry and sensitive. I tried everything, but couldn't find a skincare line that could solve my skin problems. Moreover, I was annoyed by overblown advertising promises like "90% less wrinkles in 59 days", as I knew I couldn't give anything to that.

I didn't give up and decided to find my cream based on the ingredients. 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?

A long research followed, which brought a lot of clarity and finally the idea for FIVE. I knew: natural cosmetics must become simple and understandable. In the summer of 2017, we launched with four products and immediately made a successful appearance on TV's "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, making cosmetics understandable for you too.

Welcome to FIVE. Nice to have you here.

Anna Pfeiffer

Follow us on Instagram and Facebook

Anna's Story

I came up with the idea for FIVE in February 2015, when I was a graphic designer. All winter my skin was already bothering me as it was super dry and sensitive. I tried everything, but couldn't find a skincare line that could solve my skin problems. Moreover, I was annoyed by overblown advertising promises like "90% less wrinkles in 59 days", as I knew I couldn't give anything to that.

I didn't give up and decided to find my cream based on the ingredients. 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?

A long research followed, which brought a lot of clarity and finally the idea for FIVE. I knew: natural cosmetics must become simple and understandable. In the summer of 2017, we launched with four products and immediately made a successful appearance on TV's "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, making cosmetics understandable for you too.

Welcome to FIVE. Nice to have you here.

Anna Pfeiffer

Follow us on Instagram and Facebook

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