ANNEMARIE BÖRLIND Managing Director Alicia Lindner on Keeping the Family Legacy Alive
Annemarie Lindner founded natural beauty brand ANNEMARIE BÖRLIND in the '50s, decades before anyone else even cared about clean skincare. More than 60 years later, the company is still going strong with Annemarie's granddaughter, Alicia Lindner, at the helm.
Today, Alicia acts as the managing director and co-owner of ANNEMARIE BÖRLIND and Dado Sens alongside her brother, Nicolas, using her specialties of communications, politics and business administration to keep the brand current while adhering to the principles that put it on the map. We had the chance to chat with Alicia about the brand and the secrets to her success in the interview below.
Name: Alicia Lindner
IG Handle: @aliciaboerlindner
Hometown: Calw, Black Forest, Germany
1. The beauty industry truly runs in Alicia's blood.
"Growing up in a family where everyone is very enthusiastic about skincare, it almost felt too simple to be in love with it, too. My grandmother founded the company over 60 years ago, and today we are still a family business. During school, I was interning in different industries to give them a try, but I was always drawn back to natural skincare. When a customer of ANNEMARIE BÖRLIND told me that she is more confident since she uses our products, I knew I could never go anywhere else."
-Alicia Lindner
(Image courtesy of Alicia Lindner)
2. The brand's Beauty Shots are a big milestone for her.
"They are a highly effective serum, but certified natural skincare. Plus, they are super recyclable. We have amazing results from the clinical studies. I am very proud of these three beauties. The Beauty Shots are instant skin saviors—highly concentrated ingredients, clean Black Forest deep spring water and a specific product for your skin's needs."
-Alicia Lindner
(via ANNEMARIE BÖRLIND)
3. Her must-have skincare product is day cream.
"I don't even know how people get through life without it. It protects the skin, moisturizes and prevents aging."
-Alicia Lindner
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4. It's a tough choice, but her favorite product from the brand is probably the Naturoyale Day Cream.
"It has a very rich texture that my skin loves, and a divine scent. The product is clean yet super-efficient."
-Alicia Lindner
(via ANNEMARIE BÖRLIND)
5. Her routines have gotten her to where she is today.
"It sounds so unsexy, but having a private and professional life organized in routines allows me to handle the complexity of handling a business and a family with three small kids."
-Alicia Lindner
6. Her biggest skincare tip is to wash your face!
"And yes—in the morning and evening. There are so many germs and dirt on your face in the evening, and you don't want that. To me, it's essential—like washing hands, for example."
-Alicia Lindner
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7. The most rewarding part of the work she does is making people happy.
"When people find the right skincare product for them, they are more comfortable in their skin. They are braver when they go out in the world. That is very rewarding to me."
-Alicia Lindner
8. The one thing Alicia wants people to know about her is that she "is a very big skincare enthusiast on a mission to bring female empowerment to full power."
9. The best advice she ever received came from a pastor.
"A pastor once told me that if you do something with full conviction, you must never be afraid to be ridiculous. I think that's important because so many people are afraid to be embarrassed or ridiculous, and therefore hold back. Go out there. Go full speed. Don't hold back."
-Alicia Lindner
For more on women in the beauty industry who inspire us, click HERE to read our feature on Lilac St. founder, Alicia Zeng.