LeGer by Lena Gercke

LeGer by Lena Gercke is a German lifestyle brand founded in 2017 by the model and television host Lena Gercke, with its headquarters in Berlin. It began as a fashion label and later expanded into home goods and, from 2024, fragrance. The fragrance line — the part of the brand relevant to beauty retail — is produced and distributed under a long-term license by Coty Inc. [4], while the fashion and home lines remain operated independently by the founder's own company, LeGer GmbH [5].

The brand is named after Gercke, who won the first season of Germany's Next Topmodel in 2006 and went on to host and judge several German television programmes [9]. It is closely tied to her public identity, and within a few years of launch it had become one of the more prominent personality-led fashion labels in the German-speaking market.

LeGer launched in 2017 as an exclusive capsule collection created with the online retailer About You. According to Coty, this marked the first time a personality from the About You community designed their own collection for the shop. The German trade press has described the venture as conceived from the outset as a lasting lifestyle company rather than a short-lived celebrity tie-in, combining fashion, home goods and personal branding.

Gercke remains the founder and chief executive, and frames the brand around self-expression. "I want to encourage women to use fashion to express their feelings and inspire others," she has said. The company positions its core values around women's empowerment, individuality, comfort and community.

By 2019, LeGer was described in industry coverage as Germany's most successful personal brand [10]. The following year the company relocated to Berlin and was established as an independent entity, LeGer GmbH [10]. Over the early 2020s it broadened beyond clothing into furniture and home accessories under the LeGer Home line.

In May 2024, the brand entered beauty: Coty Inc. signed a long-term license agreement to develop, produce and distribute LeGer's debut fragrance, with distribution focused on the DACH region of Germany, Austria and Switzerland [3]. The first scent, LeGer Signature Eau de Parfum, launched in the summer of 2024 [1]. A second fragrance, LeGer Signature Wildflower, followed in August 2025 [13].

The brand's corporate structure separates its two sides. LeGer GmbH owns the brand and runs the fashion and home lines directly. The fragrance category is the subject of a separate license: Coty Inc. (NYSE: COTY), one of the larger beauty groups, holds the long-term rights to develop, produce and distribute LeGer scents, and the company states that the product is developed and distributed by Coty [4].

This produces a split picture of ownership depending on the lens. A Coty investor release frames the arrangement as Coty holding the fragrance license while LeGer GmbH operates the fashion and home lines independently [4]; the brand's own site presents LeGer GmbH simply as the independent owner [5]. For the beauty market, Coty is the operating company behind the scents; for the brand as a whole, control rests with Gercke's company.

Within Coty's consumer-fragrance portfolio, LeGer sits alongside licensed and owned names such as Burberry, Davidoff, Hugo Boss and Bruno Banani.

The fashion brand is built on the idea that clothing should let women express themselves while feeling confident and comfortable, an outlook the company carries into its beauty extension. Coty's marketing for the fragrance draws on what it calls the "free-spirited nature and confident self-empowerment" of Lena Gercke, and uses the tagline "FEARLESS. FORWARD. YOU." German editorial coverage characterises the fashion aesthetic as minimalist — "clear lines, modern elegance with a touch of casualness" — organised around capsule-wardrobe pieces meant to combine flexibly.

In beauty, the brand is a fragrance line positioned in the accessible, drugstore price tier. The debut, LeGer Signature Eau de Parfum, is described by Coty as a feminine scent inspired by Gercke, opening on a sweet almond note with heliotrope and gardenia and resting on musk and cedarwood. It is sold as an Eau de Parfum in two sizes alongside body and hair sprays. The 2025 follow-up, Wildflower, reworks the original around peach and almond, ylang-ylang, and a base of vanilla, amber and musk.

The scents are sold through mass-market and online retailers in the German-speaking region, including dm, Müller, Rossmann and Notino. There is wider availability through cross-border online channels, but the brand has no dedicated Nordic distribution of its own.

The brand is active. Its fashion line continues with current seasonal collections, the second fragrance launched in August 2025, and Gercke appeared as a guest investor on the German television show Die Höhle der Löwen in September 2025 [5]. Distribution remains concentrated in the German-speaking market: the fashion line ships to Germany and Austria, and the Coty-licensed fragrances are positioned for the DACH region.