Sanzi Beauty

Sanzi Beauty is a Danish cosmetics brand based in Copenhagen [11], known chiefly for peptide-based lash and brow growth serums alongside a broader vegan makeup and skincare range. The company traces its start to 2017, when founder Robert Friedrich launched it around an eyelash growth serum [2]; one Danish editorial test instead dates the founding to 2016 [9]. It remains active, with a webshop trading in Danish kroner, euros and Norwegian kroner and copyright dated 2026 [1].

The brand positions itself on the idea that a product's contents should matter more than its packaging. Its recurring tagline is "Clean. Vegan. Honestly. Perfume free," and all products are described by the company as vegan and free of added fragrance.

According to the company, Robert Friedrich entered the beauty industry in 2017 and built Sanzi Beauty around a single goal: to bring, in his words, honesty and effectiveness to the industry through products that "make a real difference without compromising on content" [2]. Friedrich is listed as Founder and CEO and is said to test all products personally before release.

The brand's first product was an eyelash growth serum, developed over several months with outside experts. Sanzi Beauty states that the serum has since been bought by more than 200,000 Danes and remains its bestseller [3]. From that single product the range expanded into skincare, makeup, hair care, body care and further growth serums for brows and hair.

Sanzi Beauty describes its formulations as vegan and perfume-free, made with "active and pure ingredients, without unnecessary chemicals and fillers." The company frames its pricing approach around minimal packaging, arguing that customers should pay for content and effect rather than presentation. In its own materials the brand summarises this as: "You pay for content and effect – not packaging."

The brand also emphasises broad suitability, presenting hero ingredients such as niacinamide (Vitamin B3) as appropriate for all skin types, including sensitive skin.

Sanzi Beauty's range spans makeup, skincare, hair care, body care and its signature growth serums. The lash and brow serums are built on a proprietary formulation the company calls Sanzi Growth Complex, described as combining 21 bioactive ingredients, among them seven bioactive peptides such as Myristoyl Pentapeptide-17, plus plant extracts and strengthening agents including biotin, panthenol, hydrolyzed keratin and hyaluronic acid [5]. The company states the eyelash serum contains no prostaglandins, a point of distinction from some competing lash products.

For the serums, the brand cites a results timeline of stronger, more resilient lashes or brows after about six weeks and visibly fuller, denser growth after twelve to sixteen weeks. Niacinamide features across the skincare line, which the company promotes for evening skin tone, calming blemishes and supporting hydration.

The company says its products are developed in Denmark and manufactured in Asia, drawing on a team with more than 28 years of combined experience in beauty and skincare development [4]. Finished products are tested at Oxford Biosciences to verify compliance with EU requirements, and the brand conducts annual visits to its manufacturers to check working conditions. Its production pages list GMPC (Good Manufacturing Practice for Cosmetics) and ISO 22716 among the standards followed. Sanzi Beauty also states that its products are certified vegan through the Vegan Society [10], and describes a deliberately minimal approach to packaging materials.

Sanzi Beauty's Volume and Curl Mascara was nominated for Product of the Year at the Danish Beauty Award in 2021 [9]. The same year, the Danish retailer and magazine Luxplus published a twelve-week test of the brand, in which the tester reported fuller, longer and stronger lashes after three months of use [9].

The brand is active as of 2026, operating a localised webshop in Danish, English and Norwegian, restocking products, and maintaining social channels on Instagram, TikTok and Facebook [1].