Luvia Cosmetics

Luvia Cosmetics is a German makeup-tools company based in Reinbek, near Hamburg, that specialises in vegan brushes, beauty sponges and storage accessories. It was founded by Daniel Shahparian, an entrepreneur of German-Persian heritage, and operates as the trading name of Vico GmbH [1]. The brand built its identity around a single proposition: professional-grade makeup brushes made without animal hair, paired with a clean, restrained design language. Its tagline sums up the positioning the company has chosen for itself — "Luvia isn't a trend. Luvia is a statement."

The company remains active. As of mid-2026 its storefront is trading, with anniversary sets and retail collaborations on sale, and the brand continues to appear in third-party coverage [8]. It is sold across Germany and, by the company's own account, in more than 25 European countries through retailers including Douglas, Zalando, Flaconi, Notino and Müller.

Luvia Cosmetics was founded by Daniel Shahparian, who also serves as managing director of the parent company. The brand traces its founding to 2013, the date its own about and press pages give for the start of operations under Vico GmbH [7]. Some external sources instead place the founding in 2012, the year Shahparian is described as having started the venture; the company's own pages predominantly cite 2013, and that year is treated here as the primary date with 2012 noted as an alternative [2].

The founder's background is part of how the company tells its story. According to Luvia, Shahparian's German-Persian heritage informs a brand identity it frames around "genuine openness," and the business has positioned itself as inclusive and diverse, noting early collaboration with the LGBTQ+ community. The company also stresses its independence: it describes itself as owner-managed, with no external investors, and says it has favoured "fair prices from the start" over aggressive discounting.

The legal entity behind Luvia Cosmetics is Vico GmbH, registered at Roentgenstrasse 6 in Reinbek, a town in Schleswig-Holstein within the Hamburg metropolitan area [6]. Daniel Shahparian is listed as the managing director. The brand's about pages name only "Germany" as its origin, while the legal imprint records the specific registered seat in Reinbek; the imprint is the authoritative source for the company's address. Search-result material describes Vico GmbH as part of a larger "Vico International Holding," though this wider corporate structure is not independently confirmed beyond those listings.

Luvia presents itself as a maker of professional makeup tools that combine function with what the company calls timeless, uncompromising design. Its stated philosophy is captured in the line "Beauty means freedom – and responsibility," and the company says its aim is to create "tools that not only support but define beauty" [2]. In its own marketing the brand reaches for terms such as "responsible luxury" and "conscious luxury," positioning its products at the prestige end of the makeup-tools market rather than as everyday basics.

Four values recur across the brand's own descriptions of itself: vegan and cruelty-free production, inclusivity, owner-managed independence, and sustainability. The company frames veganism not as a marketing angle but as a founding commitment, stating it has been "100% vegan since the beginning – with attitude, not as a trend" [4].

The core of the range is makeup brushes, sold both as curated sets and as individual pieces, alongside beauty sponges, brush-cleaning soaps and care accessories. The company's best-known set is the Prime Vegan collection, described as a 15-piece group of handcrafted brushes for creating full-face looks; a larger Prime Vegan Pro variant pairs 12 handmade brushes with a fine-pored sponge [9][10]. The Nude Aura sets, part of the brand's Aura Collection, sit alongside these as more recent signature releases.

The technical centrepiece of the brand is Nurai, a proprietary synthetic fibre used in place of animal hair. The company describes it as "specially developed" and "premium," and says it is antibacterial, dimensionally stable, and "outperforms human hair in terms of hygiene, durability, and comfort" [5]. According to Luvia, the fibre replicates the structure of natural hair while remaining more hygienic and cruelty-free. The brand rejects animal-hair brushes outright, arguing that materials such as marten hair are often obtained through animal suffering.

A recurring product feature is the brand's brush quiver — a reusable case made from vegan PU, designed to double as a transport box, storage holder and workstation. The company treats this carrying case as a defining accessory rather than incidental packaging, in keeping with its emphasis on reusable, longer-lived design.

Veganism and animal welfare are central to how Luvia describes itself. The brand says it is "100% vegan and cruelty-free" and "officially approved by PETA USA," and its press materials state that it is certified by both the Vegan Society in the United Kingdom and PETA in the United States [7]. The company says it has held PETA-Approved Vegan and Cruelty-Free certification "since day one."

The brand extends these claims to packaging and materials. It says it eliminated plastic packaging early and uses FSC-certified wood — sourced from controlled forestry — for brush handles and folding boxes. Travel cases are described as recyclable aluminium, and brush quivers as reusable PU organisers rather than disposable items. On manufacturing, the company states that design takes place in Germany while production is split between selected European partners, naming Italy and Spain, and locations in the Far East, with suppliers said to meet criteria covering material selection and fair production conditions.

Independent coverage of Luvia is limited and concentrated in the German market. The brand's homepage displays a press wall citing OK Magazin, Grazia and In Touch under the heading "Selected. Mentioned. Recommended.," though specific articles or dates are not provided [3]. The German consumer-comparison site Vergleich.org featured the brand in a "Luvia-Pinsel" brush test, last updated in June 2026, describing it as a 2013-founded, fully vegan brand built around the Nurai fibre [8]. The company also refers to bestseller rankings and award-winning design on its press page, but names no specific awards. Claims that it has sold "several million brushes" and is present in more than 25 European countries are the brand's own and have not been independently verified.

Luvia Cosmetics is an active, trading brand. Its online store was selling in mid-2026, featuring an anniversary set and collaborations including Luvia x Zalando and a limited-edition liquid-lipstick line with the creators Coupleontour, and the brand maintains active social accounts on Instagram and TikTok under the handle @luviacosmetics. Its commercial relevance was reflected in third-party test coverage updated in June 2026 [8]. The company's distribution is multi-channel and Europe-focused, spanning major beauty retailers across the German-speaking market and beyond.