SEVERIN

SEVERIN is a German manufacturer of electric home appliances, headquartered in Sundern in the Sauerland region of North Rhine-Westphalia. The company traces its origins to a blacksmith's shop opened by Anton Severin in 1892 [6], and today makes a broad range of household products. Within beauty, SEVERIN is relevant for its personal-care and hair-styling devices — hair dryers, hot air brushes, curling irons, multi-stylers and grooming tools — sold under its "S-Style" and "Men's Care" lines.

The brand remains active. It exhibited at the IFA consumer-electronics fair in Berlin in 2025, launched a new men's grooming line in early 2026, and continues to issue regular press releases across its product categories.

The company began in 1892 when Anton Severin set up a smithy in Sundern [6]. The brand describes those early years with the phrase "Was als Schmiede beginnt, wird schnell zu mehr" — "what begins as a smithy quickly becomes more." After the First World War the operation produced curtain rods as the Anton Severin Metallfabrik, and in December 1921 it was incorporated as A. Severin & Co, the legal predecessor of today's Severin Elektrogeräte GmbH [6]. Manufacturing of electrical household appliances began in 1952 [6].

Through the mid-twentieth century the firm expanded its factory base in and around Sundern and widened its catalogue to hundreds of electrical devices. In 1995 SEVERIN opened production in Shenzhen, China [6]. Domestic manufacturing wound down over the following decades, and production in Sundern was discontinued in 2020 [6]. In 2024 the company introduced a rebranding under the slogan "Hallo Möglichkeiten" and designated a Global Center of Excellence in Shenzhen.

SEVERIN was family-owned by the Severin family for much of its history. According to Wikipedia, the Knauf family of Dortmund acquired a 49% shareholding in 2015 and the remaining shares in 2018, taking full ownership [6]. SEVERIN's own About page instead names its owner as Copper Oak Ventures, described as a Dortmund-based family office [2]. Both sources agree the owner is a Dortmund family office, and the two are widely understood to be the same ownership group.

SEVERIN positions itself around the tagline "Premium für Alle" — "Premium for everyone" — which the company frames as "not luxury for the few, but a lifestyle that is affordable for all." It describes its approach as combining intuitive technology with German quality standards and durable products, and summarises its mission as "quality, innovation and closeness to people." The company organises its identity around four stated pillars: forward-thinkers, everyday helpers, resource stewards and guarantors. On price, the personal-care range sits in an accessible, mass-market tier rather than a luxury one.

SEVERIN's beauty-relevant catalogue centres on the S-Style hair line. Its flagship is the S-Style Speed Pro hair dryer, built around a brushless (BLDC) motor rated at 1,650 to 2,000 watts, with ionic technology, three heat and power settings, a cool-shot function and magnetic concentrator and diffuser attachments. The company states that its ionic technology "neutralizes static electricity and seals the hair cuticle," giving smoother, less frizzy results and "up to 60% faster drying compared to conventional models" [5]. The line also includes the S-Style Multi-Style Pro and a self-rotating hot air brush.

In January 2026 SEVERIN launched a Men's Care grooming line [8]. It is led by the S-Style 6-in-1 Multi Grooming Set (HS 0710), an IPX6-waterproof device combining hair, beard, body, nose and contour trimming with magnetic, tool-free attachment changes, followed by the HS 0708 hair clipper offering cutting lengths from 1 to 33 mm.

The S-Style Speed Pro hair dryer is a listed winner of the iF Design Award, an international product-design prize based in Germany [7]. The Men's Care 6-in-1 grooming set was reviewed by the German technology outlet Beyond Pixels in 2026 [8]. Broad beauty-press coverage of the range is limited, consistent with SEVERIN's primary identity as an appliance maker rather than a dedicated beauty house.

Among its four core pillars, SEVERIN lists "Ressourcenbewahrer" — resource stewards — and states that it "acts responsibly and future-oriented." The company does not publish specific certifications or measurable environmental commitments for its personal-care line in the material reviewed.

SEVERIN is an active company. Its most recent public activity in the material reviewed is a press release dated 26 May 2026, and it maintains a multi-channel distribution model, including sales through Amazon and, in the Nordic market, the beauty retailer Lyko. The 2024 rebrand, the 2025 IFA appearance and the 2026 Men's Care launch all point to ongoing investment in the brand, including its personal-care range.