Declaré

Declaré is a skincare brand specialising in products for sensitive skin. It traces its origin to 1978, when it was developed within the Greiter Piz Buin company, and presents itself today as "Declaré Switzerland," with production in Swiss laboratories on the shores of Lake Constance. Since 1990 the brand has been owned by Troll Cosmetics GmbH, an Austrian family company whose registered headquarters sit just across the lake in Schwarzach, Vorarlberg [8].

The brand identity and its corporate ownership straddle a border. Declaré describes itself as Swiss, citing manufacturing in Swiss laboratories [2], while the parent entity, Troll Cosmetics GmbH, is registered in Austria [10]. Both descriptions appear across the available sources, and the company has remained commercially active, with current product collections and a 2026 copyright notice on its website.

Declaré was created in 1978 by Marga Greiter as part of Greiter Piz Buin, the Swiss family company founded by chemist Franz Greiter [9]. Greiter is credited with introducing one of the first effective modern sunscreens in 1946, and the family business built a reputation in sun protection and skin science before Declaré emerged from it. According to the editorial profile by Strala Beauty, the 1978 range was the first line of cosmetics formulated specifically for sensitive and allergy-prone skin [6].

A note on dating: some informal references place the brand's beginnings in the late 1980s or early 1990s, but this appears to conflate the brand's creation with its later change of ownership. The brand's own account and independent trade coverage both give 1978 as the founding year [6].

The decisive change in the brand's history came in 1990, when Karl J. Troll acquired Declaré from Greiter Piz Buin and founded his own company, Troll Cosmetics [8]. In a later interview marking the company's anniversary, Troll recalled that some considered the move reckless at the time: "When I took over the Declaré brand, some thought I was crazy."

Under Troll's ownership the surrounding portfolio expanded. In 2010 the company acquired the premium brands Juvena and Marlies Möller from Beiersdorf, broadening its range alongside Declaré [7]. In February 2025 Troll Cosmetics marked its 35-year anniversary, with Declaré positioned as a flagship brand in the group [8].

Declaré is owned by Troll Cosmetics GmbH, a family-run company based in Schwarzach in the Austrian state of Vorarlberg. The business was founded by Karl J. Troll in 1990 and has since been led with his daughter, Barbara Sandner-Troll, as co-managing director [8]. Within the group, Declaré sits alongside sister brands including Juvena and Marlies Möller, both acquired from Beiersdorf in 2010.

The brand name derives from the Latin declarare, and the company frames this etymology as a commitment to transparency. As it puts it, the intention is "to disclose, to declare honestly and responsibly." Karl J. Troll has summarised the brand's outlook in a single principle: that "beauty, skin compatibility and effectiveness are three inseparably-linked features."

Declaré positions itself exclusively as a sensitive-skin specialist, citing industry figures that around 65% of consumers consider their skin sensitive. Its products are organised into themed collections such as Allergy Balance, Hydro Balance, Age Control and Caviar Perfection, spanning face, body, sun care and a men's line. Distribution is selective and aimed mainly at perfumeries, and the company reports a presence in more than 50 countries [7].

At the centre of Declaré's formulations is its SRC™ Complex, short for Sensitivity-Reducing Complex, which the company describes as a technology aimed at reducing irritation, improving the skin's barrier function and protecting cells. Supporting active ingredients include Sensiline, derived from linseed extract for its anti-inflammatory effect; Structurine, extracted from white lupins; and Ectoin, which the brand says helps protect the skin against light-related damage and ageing.

The company emphasises a pharmaceutical approach to manufacturing and testing. It states that its products are dermatologically tested for sensitive skin using a defined protocol, in which tape-stripped skin is assessed at 48 and 72 hours across three parameters: redness, fissures and flaking. Signature products named in editorial coverage include the Ocean's Best Triple Hyaluronic Serum, the Hydro Balance Ocean's Best Mask, the Essential Eye Lifting Serum and the Gentle Cleansing Milk [6].

Declaré remains active. Its website carries current product collections and a 2026 copyright notice, and its parent company, Troll Cosmetics, celebrated its 35-year anniversary in 2025 [8]. The brand reports distribution across more than 50 countries.