# DADO SENS ## Facts | | | |---|---| | Founded | 1987 | | Origin | Germany | | Headquarters | Calw | | Status | Active | | Distribution | Multi-channel | | Website | https://www.dadosens.com/de-de/ | DADO SENS is a German skincare brand based in Calw that makes care products for very sensitive and problem-prone skin. It describes itself as "Dermakosmetik auf Naturbasis", or dermocosmetics on a natural basis, and organises its range around specific skin conditions: atopic dermatitis (eczema), acne, rosacea and couperose, very dry skin and allergy-prone skin. The business traces its origins to DADO-cosmed GmbH, founded on 1 January 1987 by Michael Lindner [3]; the name DADO SENS itself first appeared on a product series in 1993 and was only later adopted for the brand as a whole. Today the brand belongs to the Börlind group, which also owns the natural-cosmetics brand ANNEMARIE BÖRLIND [9]. DADO SENS is active, with a range spanning face care, body care, sun protection and a make-up line for reactive skin, and it is sold in more than ten countries across Europe and Asia. ## Origin & founders According to the company's own account, Michael Lindner came to the idea through his work in the pharmaceutical industry. The brand places its founding against the backdrop of the 1980s, when, in its telling, allergies, eczema and other skin disorders were becoming more common and were showing up more often in children and teenagers. Lindner saw a need for a new kind of product: skincare with a natural base that could also meet dermatological demands. He founded DADO-cosmed GmbH on 1 January 1987 [3]. From the outset, DADO SENS says, the company developed its care series in close collaboration with dermatologists. Its "About us" page quotes Lindner as founder and managing director, saying that only those who understand the skin can meet its needs, and that this requires the kind of knowledge the company had built up over three decades. The brand's founding date depends on which milestone is counted. The company and its first product line date from 1987, and a 2019 interview with the company likewise refers to the brand's founding in that year [10]. The name DADO SENS, however, was first used in 1993 for a face and body care series, and the company says the series was so successful that its name was later taken over as the brand name [3]. This article follows 1987 as the founding year, with 1993 as the year the DADO SENS name entered use. ## History & milestones The first product the company developed was sun protection. DADO SENS explains that sun care was gaining importance in the 1980s, both because the harmful effects of UV radiation were becoming better understood and because acute reactions such as sun allergy were becoming more frequent. The resulting DADO SUN series, launched in 1987, was designed for dry, sensitive and allergy-prone skin, and it remains in the range today as the SUN series. The 1993 series that gave the brand its name was a face and body line for extremely dry skin. The company states that the manufacturing process behind it was patented. That series is still sold, now under the name EXTRODERM, and is aimed at people with atopic dermatitis. Several more lines followed in the 1990s. Sensitive Teen Care arrived in 1994 as a facial care series for teenage and adult acne; its slogan, "Stark gegen Pickel, sanft zur Haut" ("tough on spots, gentle on skin"), lives on in the current PURDERM series. In 1995 the company introduced DADO SENS MINERAL for sensitive skin, a line it says helps with irritation, allergies and perioral dermatitis, a rash around the mouth. It is sold today as PROBALANCE. The next step came in 2004 and 2005, when the company turned to the active ingredient ectoin. DADO SENS states that it was the first to use ectoin as a cosmetic active ingredient in a cosmetic product, in its Ectoin Anti-Aging Fluid [3]. A year later it launched REGENERATION E, an anti-ageing series whose products also contain ectoin. SENSACEA, a series for facial redness, couperose and rosacea, followed in 2013. Two years later, in 2015, the brand moved into colour cosmetics with HYPERSENSITIVE, a make-up range of foundation, powder and mascara put together for sensitive, irritated and reddened skin. The company explains the move by noting that people with eczema, acne or rosacea often struggle to find make-up their skin tolerates. In March 2019 the brand was relaunched. In an interview published that August, the company said the relaunch had been prepared over the previous two years and that the aim was to position the brand more firmly in the perfumery channel, where, it argued, the category of natural-based dermocosmetics had not previously existed [10]. The same interview described establishing the brand in perfumeries as an important short-term goal. ## Ownership Two companies appear in connection with DADO SENS, and the brand's own website names both. Its frequently asked questions describe DADO SENS as a brand of Börlind GmbH, the company that also owns ANNEMARIE BÖRLIND [1]. The site's footer carries the line "Aus dem Hause Börlind" ("from the house of Börlind"), and Börlind's corporate website lists DADO SENS DERMACOSMETICS as one of its two brands [9]. The legal imprint, by contrast, names DADO-cosmed GmbH, registered at Lindenstraße 15 in Calw, as the company behind the site, and the press page refers to DADO SENS DERMACOSMETICS as the brand of DADO-cosmed GmbH [4]. The two statements describe different roles rather than a contradiction: Börlind GmbH is presented as the brand owner, while DADO-cosmed GmbH is the operating company that makes and sells the products. Neither company's website describes the terms of the link between them, such as an ownership share or when it was established. DADO-cosmed's managing directors, according to its imprint, are Nicolas Lindner, Alicia Lindner and Peter Müller-Pellet. The company's registered purpose is the manufacture and sale of cosmetics and personal care products. ## Philosophy & positioning DADO SENS positions itself between skincare and the pharmacy shelf. Its range is organised by skin condition rather than by product type, with series presented under first-person slogans such as "MY ROSACEA. MY CARE." and "MY ACNE. MY CARE." Beyond the core conditions, the company says its products also serve people with psoriasis or diabetes and those with very dry, easily irritated skin, and it describes its care as suitable both for everyday use and as support alongside medical treatment. The company sums up its approach in three principles. The first concerns efficacy: products developed with dermatologists that, in its words, ease conditions such as acne, eczema, psoriasis and rosacea. The second is purity, which it describes as avoiding unnecessary and questionable substances. The third is health, framed around preventive care and quality of life. Its mission statement reaches beyond products. The company says it wants people to get along well with their skin, and it pairs dermatologically effective products with what it describes as a strong commitment against the stigma attached to challenging skin and challenging phases of life. The brand's tagline, "Versteh dich gut mit deiner Haut", translates roughly as "get along well with your skin". The range also includes MENOENERGY, a series for skin during menopause, and DRYDERM, for dry skin. On testing, DADO SENS says it checks all of its care products in cooperation with recognised dermatological institutes and clinics, and that independent institutes review its efficacy claims. It publishes efficacy-test pages for its main series. ## Products & innovation The current line-up is built around seven care series: SENSACEA for rosacea, PURDERM for acne, EXTRODERM for atopic dermatitis, REGENERATION E for mature and sensitive skin, PROBALANCE for sensitive skin, MENOENERGY for menopausal skin and DRYDERM for dry skin. Alongside these sit the SUN sun-care range, with sun protection factors from 20 to 50 and a children's sunscreen, a body category that includes deodorants, hand, foot and hair care, and the HYPERSENSITIVE make-up line, which now also includes kohl eyeliner. The brand also makes stand-alone specialist products. Among them is a tea tree ointment, TEEBAUMSALBE, intended for insect bites and mild sunburn, and AKUTCREME, which the company presents as emergency care for irritation and redness. Ectoin is the ingredient most closely tied to the brand's history. The claim to have been first to use it as a cosmetic active comes from the company itself. ## Sustainability DADO SENS publishes a long "free from" list that it calls its quality promise. According to the company, its products contain no mineral oils or paraffins, no PEGs, no fully synthetic silicones, no phthalates, no synthetic glycols or ethanolamines, and no aluminium chlorohydrate. Its sunscreens avoid the UV filters oxybenzone and octocrylene. All products are vegetarian, the brand says, and many are also vegan; it does not claim the whole range is vegan. It also says it does not test on animals. On microplastics the company is specific: it states that its products contain none, in either solid or liquid form, and that the "Look for the zero – zero plastic inside" initiative lists them as microplastic-free [6]. On fragrance, the brand's own statements differ in detail. The homepage describes the products as free from synthetic fragrances [1]. The more detailed quality promise describes the range as "largely" free from synthetic fragrances and specifies that the PURDERM series and the deodorants contain a blend of natural and synthetic scents [6]. The brand's website displays badges describing it as a climate-neutral company and a green brand, without naming the bodies behind them. No third-party certifications for the brand are documented. ## Current status DADO SENS is active. In summer 2026 its German-language shop ran a seasonal sale and announced new shades for the HYPERSENSITIVE make-up range, and the site footer is dated 2026. The products are sold through the brand's own online shop and, according to the company, in health-food stores, selected pharmacies and drugstores. DADO SENS says it sells in more than ten countries. It distributes directly in Germany, Austria and France, and works through official distribution partners in Italy, Croatia, the Netherlands, Switzerland, Slovakia, Slovenia, the Czech Republic and Hungary, as well as in Malaysia and Vietnam in Asia [8]. The brand runs country websites for several of these markets alongside an international English-language site. ## Timeline {#belagg-timeline} | Year | Event | Source | |---|---|---| | 1987 | Michael Lindner founds DADO-cosmed GmbH (1 January 1987); DADO SUN sun-care series developed the same year (still in the range as the SUN series) | https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns | | 1993 | First face and body care series named 'DADO SENS' (for extremely dry skin) launched; its manufacturing process was patented; the series name was later adopted as the brand name; today sold as EXTRODERM | https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns | | 1994 | Sensitive Teen Care acne series launched (slogan 'Stark gegen Pickel, sanft zur Haut'); continued today as PURDERM | https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns | | 1995 | DADO SENS MINERAL series for sensitive skin launched; today PROBALANCE | https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns | | 2004 | Ectoin used as a cosmetic active for the first time (brand's own 'erstmals' claim) in the Ectoin Anti-Aging Fluid (page dates this block '2004/2005') | https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns | | 2005 | REGENERATION E series (Ectoin-containing) launched, 'the year after' the Ectoin fluid | https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns | | 2013 | SENSACEA series for couperose and rosacea launched | https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns | | 2015 | HYPERSENSITIVE make-up range (make-up, powder, mascara) for sensitive, irritated and reddened skin introduced | https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns | | 2019 | Brand relaunch of Dado Sens Dermacosmetics in March 2019 (per interview published 26 Aug 2019), repositioning the brand towards the perfumery channel as 'Dermakosmetik auf Naturbasis' | https://www.redspa.de/2019/08/beauty/60-jahre-annemarie-boerlind/ | ## Signature products {#belagg-products} - **EXTRODERM (series for neurodermatitis / very dry skin; originally launched 1993 as 'DADO SENS')** — Heute findet ihr die Pflegeserie unter dem Namen EXTRODERM in unserem Sortiment. — https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns - **SENSACEA (series for couperose / rosacea, 2013)** — SENSACEA ist deshalb besonders bei Couperose und Rosacea geeignet. — https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns - **PURDERM (acne series; successor of Sensitive Teen Care, 1994)** — hat auch heute noch Bestand in unserer PURDERM Pflegeserie. — https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns - **REGENERATION E (Ectoin anti-ageing series, 2005)** — Im Jahr darauf folgt die Pflegeserie REGENERATION E, deren Produkte ebenfalls Ectoin enthalten. — https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns - **HYPERSENSITIVE (make-up range for sensitive skin, 2015)** — HYPERSENSITIVE – MY SKIN. MY MAKE-UP. — https://www.dadosens.com/de-de/ ## Key ingredients {#belagg-ingredients} Ectoin Source: https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns ## Proprietary technologies & patents {#belagg-tech} - Patented manufacturing process for the 1993 'DADO SENS' face and body care series (today EXTRODERM) — patent number not given — https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns ## Mentioned in {#belagg-press} - **redspa.de (INSIDE beauty)** (2019) — Interview '60 Jahre Annemarie Börlind' (26 Aug 2019) — company statements on the March 2019 relaunch of Dado Sens Dermacosmetics and its move into perfumeries; states the brand was founded in 1987. — https://www.redspa.de/2019/08/beauty/60-jahre-annemarie-boerlind/ ## Sources 1. (T1) https://www.dadosens.com/de-de/ 3. (T2) https://www.dadosens.com/de-de/ueber-dado-sens/ueber-uns 4. (T2) https://www.dadosens.com/de-de/impressum 6. (T2) https://www.dadosens.com/de-de/ueber-dado-sens/unser-qualitaetsversprechen 8. (T2) https://www.dadosens.com/de-de/unternehmen/dado-sens-weltweit 9. (T3) https://www.boerlind.com/de-de/ueber-boerlind/unternehmen/unsere-marken 10. (T3) https://www.redspa.de/2019/08/beauty/60-jahre-annemarie-boerlind/ --- Glowpedia · · Published 2026-09-30 Please cite with a link to the article URL.