Born in 1950, Beatrix Lied is a skincare expert whose expertise is based, among other things, on her professional experience at the University Dermatology Clinic in Hamburg and on decades of studying leading premium skincare brands through her own beauty institute.

With her skincare philosophy, Beatrix Lied follows a distinctive path within the world of cosmetics: reducing the use of an excessive number of skincare products.

Her concept moves away from the traditional distinction between day creams and night creams. Instead, it recommends one cream selected according to the individual needs of the skin and used only during the day.

What makes Beatrix Lied’s professional background particularly distinctive is the combination of different areas of expertise. Alongside her strong interest in dermatology, she is a trained make-up artist and has spent decades exploring the psychosocial aspects of personal appearance.

She helps both consumers and professionals develop a deeper awareness of personal appearance, image and the choice of colours.