Andmetics

Andmetics is an Austrian cosmetics company built around a single hero product: a pre-shaped cold-wax strip for shaping eyebrows. It was founded in Pasching, Upper Austria, by Margot Helm and Hannes Freudenthaler, and grew from that one patented item into an international brow-and-lash specialist sold mainly through salons and beauty retailers. Most sources, including the law firm that handled its 2024 ownership change and the Austrian commercial registry, date the founding to 2015; one business-press interview gives 2014 instead [10][9].

Since spring 2025 the name has carried a narrower meaning. The consumer-facing storefront was rebranded as A.N.D. beauty, while the professional and salon channel kept the original identity as Andmetics Professional [16]. Both run under the same legal entity, andmetics GmbH, and share founders, a headquarters in Pasching, and the same majority owner. The brand remains active, with a full product catalogue and a salon-training programme online in 2026.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

The company began with co-founders Margot Helm and Hannes Freudenthaler. Before Andmetics, Helm had spent roughly eight years in central purchasing at the discount retailer Hofer (the Austrian arm of Aldi), where, according to a profile in the Austrian business outlet Cash.at, she became the chain's youngest authorised officer at the age of 25 and oversaw purchasing across several countries; she later held senior roles at Fressnapf and Backaldrin [9]. Freudenthaler, an engineering graduate, serves as managing director.

The founding idea was a brow-shaping strip aimed at making a fiddly task fast and repeatable. The product was a cold-wax strip pre-shaped to a fixed brow outline, which the company says is designed with reference to the golden ratio so it fits a range of brow shapes. Andmetics secured a European patent on the pre-shaped strip; the specific patent number is not published on the brand's own site.

The strip scaled quickly. By 2019 the company had raised a million-euro round from Raiffeisen KMU Beteiligungs AG and was selling in around 40 countries, with cumulative sales reported above ten million strips [11]. In 2020 the business took an unusual detour: during the pandemic it imported hygiene products, chiefly face masks from Asia, and Cash.at reports that this side activity helped triple revenue to about 3.5 million euros, with some 2.5 million masks sold to buyers including Vienna Airport and the Austrian railways [9].

The most significant change came in April 2024, when Doppler Holding — described in Austrian press as the country's largest privately owned filling-station operator — acquired a controlling stake. Doppler Holding took 41 percent and Vera Doppler a further 10 percent, giving the Doppler side a combined 51 percent majority; Vera Doppler became co-chief executive alongside Freudenthaler [10][11]. The following year the company split its branding: the consumer range moved to A.N.D. beauty in spring 2025 under a broader "smart cosmetics" positioning, and the professional channel retained the Andmetics name.

Andmetics is operated by andmetics GmbH, registered in Upper Austria. Since April 2024 its majority owner has been the Doppler group, through Doppler Holding's 41 percent stake combined with Vera Doppler's 10 percent [10]. The acquisition was advised by the law firm Oberhammer, whose press release on the deal is among the sources confirming the ownership structure and the 51 percent majority [10].

The catalogue is organised around eyebrows and eyelashes, in four lines plus a training programme. The Shaping line is anchored by the patented Brow Wax Strips in Standard and Large formats, supported by items such as a protection powder, micellar water and a calming oil for use before and after treatment. The strips sit on a perforated, non-slip paper backing, and the company says a treatment takes under two minutes and removes hair down to the root.

The Tinting line offers brow and lash colours in six shades, which Andmetics describes as giving brilliant tones without red discoloration and lasting up to six weeks. The Lifting line is the brand's main K-beauty element: a three-step Korean brow- and lash-lifting system of lifting, setting and keratin lotions that, according to the company, was developed with Korean specialists and refined over a year, with the lifting products explicitly made in Korea. A Styling line adds brow powder, gel, mascara and a highlighter for finishing.

Andmetics states that its wax is free of rosin and that its formulas are vegan and cruelty-free; the rosin-free and vegan wax claim is also repeated by the professional retailer BellAffair [13]. Beyond products, the brand runs a salon-training arm, the Brow & Lash Club, and partners with European beauty academies such as Cambio for brow-and-lash certification courses.

Andmetics Professional presents itself as a business-to-business partner for salons, using the tagline "Your Look. Your Rules. Our Tools." and describing itself to customers as a "beauty sparring partner". Its pitch to salon owners frames brow and lash work as a revenue opportunity, combining the patented hero strip, the Korean-developed lifting system, professional tints and styling tools, and structured training. On individual product pages aimed at end users, the tone shifts to a lighter campaign voice.

The brand is active. As of 2026 the professional site carries the full product range and the Brow & Lash Club academy, the Doppler majority ownership remains in place, and the consumer sibling A.N.D. beauty has been operating since spring 2025. Distribution spans salon and retail channels across the German-speaking markets, the Nordics and the United States [16].