# Original Hagners ## Facts | | | |---|---| | Origin | Germany | | Headquarters | Freudenstadt | | Status | Active | | Manufacturing | Freudenstadt, Germany | | Distribution | Multi-channel | | Website | https://www.hagner-shop.de/ | Original Hagners is a German body and hair care brand made in Freudenstadt, a town in the Black Forest. It is one of the house brands of Heinrich Hagner GmbH & Co. KG, a family-run manufacturer that develops and produces personal care products and household cleaners [6]. The brand presents itself under the line "Bewährte Klassiker für Körper & Haar" ("proven classics for body and hair"), and its range runs from horse balm and milking grease to beer shampoo and herbal bath additives. Alongside this classic range sits a younger sub-line, Original Hagners Black Forest, which builds bath and shower products around spruce needles, berries, honey and local spring water. The brand is active and is sold mainly through drugstores, perfumeries and grocery retail, as well as through the manufacturer's own online shop. ## Origin & founders The company traces the brand back to its founder, Heinrich Hagner, and tells his story in the style of a family legend [12]. According to that account, Hagner spent long hours of his childhood in the Black Forest woods with his mother, carrying a woven basket and gathering berries and herbs. Spa visitors they met along the way often told the boy how lucky he was to live among the forest air and scenery every day. The company's retelling has the young Hagner wishing he could capture the freshness of the forests in a jar, so that the whole world could share in it. The company itself introduces this childhood dialogue with the words "so oder so ähnlich" ("this or something like it"), signalling that the scene is a reconstruction rather than a recorded event. Many years later, the story continues, Hagner founded his own firm to bring the Black Forest to everyone in the form of cosmetic care products. According to the company, Hagner learned early that fragrant and soothing plant materials from forests and meadows, combined with the region's clean water, suited body care well. He passed this knowledge on to his son, Bruno, who went on to develop a number of the care products that the brand still sells today. The company does not publish a founding year for either the firm or the brand, and the dates of Heinrich and Bruno Hagner's work are not stated. ## History & milestones The brand's documented history is told mostly through its products rather than through dates. The company presents its body and hair care range as rooted in the products Bruno Hagner developed, and it later added the Original Hagners Black Forest sub-line, which it describes as a continuation of the founder's philosophy. No launch year has been published for either range. A few dated milestones relate to the parent company. On 15 December 2015, the manufacturer's consumer online shop joined the FairCommerce initiative of the Händlerbund. In 2017, Heinrich Hagner GmbH & Co. KG became a certified member of the Roundtable on Sustainable Palm Oil (RSPO) [8]. ## Ownership Original Hagners is owned and manufactured by Heinrich Hagner GmbH & Co. KG, a limited partnership entered in the commercial register at the local court in Stuttgart. Its general partner is Hagner Verwaltungs-Gesellschaft mbH, which is represented by managing director Reiner Weisser [4]. The company describes itself as an independent, medium-sized business in the heart of the Black Forest with 120 employees [2]. Original Hagners is not the company's only brand. The same firm owns Evita, a basic-care line for face, hands and feet; Natürlich by Evita, which it presents as near-natural care for body and hands; and SC2000, whose range includes a hand-cleaning paste for workshops and trade use. Its brand portfolio also covers cream soaps and traditional shaving care. Besides its own brands, Hagner develops, designs and produces private-label and industrial brands on behalf of retailers and other companies. The company calls itself a family business with ties to its home region and says it operates worldwide as a producer. ## Philosophy & positioning Original Hagners is built on regional heritage. The company describes the Black Forest line as "traditional elements from our home region meeting modern care products", and links both ranges to the founder's idea of turning the forests and meadows of the region into everyday care items. The brand values the company names are tradition, quality and innovation. Place is central to the positioning. Hagner states that it produces exclusively in Freudenstadt "and nowhere else", and treats "Made in Germany" as a key mark of quality [11]. The company adds that the surrounding countryside reminds it to treat the environment and natural resources with care. In price and distribution, Original Hagners sits in the drugstore segment. The parent company says it built its business on own brands sold through drugstores, perfumeries and food retail, and that these brands still form the basis of its range [7]. A consumer online shop and a separate shop for trade customers sell the products directly. ## Products & innovation The classic Original Hagners range is made up of long-established body and hair care formats. It includes Pferdebalsam (horse balm), the Latschenkiefer (mountain pine) Intensiv Gel and Aktiv Fluid, and herbal bath additives scented with eucalyptus or lavender. Body care also covers pure jojoba oil, a body oil with jojoba, plain Vaseline, Vaseline with calendula, and Melkfett (milking grease) in a soft version and one with calendula. Sauna products round out the body care. Hair care follows the same traditional pattern. The range includes a beer shampoo (Bier-Shampoo), an oat shampoo (Hafer-Shampoo) and a birch hair tonic (Haarwasser Birke). The Original Hagners Black Forest sub-line takes a more modern approach, focused on bath and shower rituals. It comprises shower and bath essences, a bath honey, a muscle gel with mountain pine and a sugar-and-oil scrub called Kirschtraum ("cherry dream"). Its key ingredients, the company says, are the founder's original favourites: spruce needles, local berries and honey, combined with water from Black Forest springs [10]. Hagner names the Kleine Kinzig and the Forbach springs as examples of where that water comes from. For the Black Forest line, the company gives specific formulation figures. At least 95 per cent of the ingredients in its shower essences are of natural origin, water included, rising to at least 98 per cent in the bath essences [13]. The rest of each formula, according to the brand, provides a pleasant texture, preservation and scent. Hagner says it deliberately leaves out microplastics, parabens and silicones in these products. Some individual items, such as the Waldkräuter (forest herbs) shower essence, are labelled vegan, though this is not a claim made for the brand as a whole. No third-party product certifications are documented for Original Hagners itself. Certification applies at the level of the factory. The manufacturer is certified under ISO 9001:2015 for quality management and ISO 22716, the international good-manufacturing-practice standard for cosmetics, and holds an annual IFS HPC certification for household and personal care production [5]. ## Sustainability Most of the brand's environmental commitments come from the parent company. Hagner says it avoids microplastics and synthetic polymers wherever possible, buys cartons from responsibly managed forests and uses packaging made from recycled plastic. It also runs its own natural-gas combined heat and power plant, which produces electricity and heat on site. The company also states its support for Responsible Care, an initiative that, in its words, stands for responsible business conduct in economic, environmental and social terms. The Black Forest line goes further on packaging. All of its bottles and jars are made from 100 per cent recycled plastic, excluding the cap and label. The company says this material uses considerably fewer resources to produce than conventional PET plastic. ## Recognition No awards are documented for Original Hagners. At company level, Hagner says its products regularly receive very good ratings from the German consumer magazine ÖKO-TEST [8]. The company names no product, year or grade, and its statement may also cover private-label goods it makes for retailers. Independent product scores do exist. As of October 2026, the German comparison site Testsieger.de, which aggregates product ratings, listed several Original Hagners products with scores in the 70s, rating them "Empfehlenswert" ("recommendable") [14]. The highest-scored items included the body oil with jojoba, the beer shampoo and the horse balm. ## Current status Original Hagners is an active brand. In October 2026, its products were listed as available for immediate delivery in the manufacturer's online shop, and a new 600 ml size of the Dusch-Essenz Fichte (spruce shower essence) was marked as new on the Black Forest category page [3]. Germany is the brand's core market, and its products continue to be made in Freudenstadt. ## Timeline {#belagg-timeline} | Year | Event | Source | |---|---|---| | 2015 | Consumer shop hagner-shop.de joined the Händlerbund 'FairCommerce' initiative (15 Dec 2015) | https://www.hagner-shop.de/l/contact | | 2017 | Heinrich Hagner GmbH & Co. KG became a certified RSPO member | https://chh-cosmetic.de/nachhaltigkeit/ | | — | Heinrich Hagner founded his own company to make the Black Forest available in cosmetic care products (year not stated by source) | https://hagners-blackforest.de/die-geschichte/ | | — | Founder's son Bruno developed care products from his father's knowledge (year not stated by source) | https://hagners-blackforest.de/die-geschichte/ | | — | Sub-line Original Hagners Black Forest introduced to continue the founder's philosophy (year not stated by source) | https://hagners-blackforest.de/die-geschichte/ | ## Signature products {#belagg-products} - **Pferdebalsam (horse balm)** — Pferdebalsam Latschenkiefer Intensiv Gel Latschenkiefer Aktiv Fluid Kräuterbad Eukalyptus Kräuterbad Lavendel Jojobaöl naturrein Körperöl mit Jojobaöl — https://chh-cosmetic.de/wp-content/uploads/2023/07/Original-Hagners-Sortimentsuebersicht.pdf - **Latschenkiefer Intensiv Gel (mountain pine gel)** — Pferdebalsam Latschenkiefer Intensiv Gel Latschenkiefer Aktiv Fluid Kräuterbad Eukalyptus Kräuterbad Lavendel Jojobaöl naturrein Körperöl mit Jojobaöl — https://chh-cosmetic.de/wp-content/uploads/2023/07/Original-Hagners-Sortimentsuebersicht.pdf - **Bier-Shampoo (beer shampoo)** — Bier-Shampoo Hafer-Shampoo Haarwasser Birke — https://chh-cosmetic.de/wp-content/uploads/2023/07/Original-Hagners-Sortimentsuebersicht.pdf - **Melkfett mit Ringelblume (milking grease with calendula)** — Vaseline Vaseline Vaseline mit Ringelblume Melkfett Soft Melkfett mit Ringelblume — https://chh-cosmetic.de/wp-content/uploads/2023/07/Original-Hagners-Sortimentsuebersicht.pdf - **Original Hagners Black Forest Dusch-Essenz Fichte (spruce shower essence)** — Original Hagners Black Forest Dusch-Essenz Fichte — https://www.hagner-shop.de/ ## Key ingredients {#belagg-ingredients} spruce needles (Fichtennadeln) · local berries (heimische Beeren) · honey (Honig) · Black Forest spring water (Schwarzwälder Quellwasser) Source: https://chh-cosmetic.de/wp-content/uploads/2023/07/Original-Hagners-Black-Forest-Sortimentsuebersicht.pdf ## Sources 2. (T1) https://www.hagner-shop.de/i/ueber-uns 3. (T2) https://www.hagner-shop.de/c/marken/original-hagners-black-forest 4. (T2) https://www.hagner-shop.de/l/contact 5. (T2) https://chh-cosmetic.de/ 6. (T2) https://chh-cosmetic.de/unternehmen/ 7. (T2) https://chh-cosmetic.de/chh-markenwelt/ 8. (T2) https://chh-cosmetic.de/nachhaltigkeit/ 10. (T2) https://chh-cosmetic.de/wp-content/uploads/2023/07/Original-Hagners-Black-Forest-Sortimentsuebersicht.pdf 11. (T2) https://hagners-blackforest.de/ 12. (T2) https://hagners-blackforest.de/die-geschichte/ 13. (T2) https://hagners-blackforest.de/das-konzept/ 14. (T4) https://www.testsieger.de/hersteller/original-hagners/ --- Glowpedia · · Published 2026-10-06 Please cite with a link to the article URL.