Svenja Walberg

Svenja Walberg is a German beauty brand named after its founder, a cosmetician who began by treating clients in a studio she built in her family's garage. The brand is best known for its lash and brow serums, sold under the names Lashcocaine and Browcocaine, and for a micro-needling roller for home use, the product with which the business started [2]. Its range now spans lash and brow care, mascara, skincare and a hair line.

The brand is active. It has also drawn criticism: in 2023 the Austrian consumer magazine KONSUMENT questioned the safety of the original Lashcocaine serum, which was based on a synthetic hormone compound [7]. A peptide-based version, which the company markets as hormone-free, followed.

The brand's story is told mainly in a 2023 founder portrait on the German beauty site Beautypunk, an article written in a promotional tone. According to that account, Svenja Walberg moved in her early twenties with her young son and her partner into her partner's parents' house, and turned its garage into her own cosmetics studio [2]. Running a business while raising a child is presented in the portrait as a central part of her story.

On trips to the United States, Walberg encountered micro-needling, a treatment in which fine needles are rolled over the skin. Beautypunk describes how she wanted to bring the treatment's results to customers back home in Germany, and decided that products of this kind should also exist for use at home. The brand began with its Microneedleroller [2]. In the same period she also took over the distribution of an American lash serum.

The portrait describes Walberg as 38 years old in 2023 and presents her as the face of the label, stressing that she deals with customer concerns personally. The year the brand was launched has not been documented.

After early sales through the shopping channel QVC and through perfumery retail, the German drugstore chain dm took an interest in the brand, according to Beautypunk [2]. The same article names Daniela Katzenberger and Bonnie Strange among those who had picked up on the products, without describing any formal partnership.

By 2023 the portfolio consisted of the Lashcocaine lash serum, the Browcocaine brow serum, a hyaluronic serum called Phyve, a fruit-acid peel called Vampirepeel, and the micro-needling and body rollers. In April that year KONSUMENT published its critical product check of Lashcocaine (see Controversies).

In February 2024 the brand's blog presented Lashcocaine PepActive, a lash serum built on peptides rather than hormones, and described it as the bestseller at the drugstore chain Rossmann [5]. More recently, the brand's website has announced the return of Lashcocaine, now reformulated with hyaluronic acid [1]. It has not been publicly documented whether the original prostaglandin formula was withdrawn.

The brand's ownership is not publicly documented, and the companies connected to it sit in two countries.

The legal notice on the brand's website names the operator of its online shop as Beauty Rebel Ltd., a limited company registered in Sliema, Malta [3]. The same notice lists Sebastian Böller-Walberg as the person responsible for the site's content. Sliema is therefore the registered address behind the brand's web shop.

A different company appears as the product maker. KONSUMENT named Walberg GmbH, a German limited company, as the manufacturer of Lashcocaine [7]. The German company register aggregator North Data lists Walberg GmbH's managing directors as S. Böller-Walberg and Svenja Walberg, and its stated purpose as the production and distribution of textiles and cosmetic products. North Data gives the company's address as Grünwald, with a later move of its seat to Cologne in July 2025 [8].

Beauty Rebel Ltd. and Walberg GmbH are separate legal entities. This article treats Germany as the brand's country of origin, based on the founder's background and the German manufacturer, while noting that the shop itself is run from Malta. No parent company, sale or acquisition has been reported.

Svenja Walberg describes itself as a brand for "the newest beauty trends", and its website sums up its values in two words: always vegan, always effective [1]. Its tagline is "#follow the beauty trends", signed off with "Love, Svenja", a personal note that matches the founder-led image the brand projects.

Beautypunk reports the brand's aim as developing beauty products with well-thought-out expertise at fair prices. The brand sits in the drugstore price segment and sells through several channels: its own online shop, drugstore chains, a wholesale portal for resellers and an ambassador programme. The shop runs in ten European languages and ships internationally.

The brand's product names lean on a single idea. Lashcocaine, Browcocaine and Haircocaine cover lashes, brows and hair, and a waterproof Lash Coca!ne Mascara extends the line into makeup. The spelling with an exclamation mark appears in the product names on the brand's own shop.

Lashcocaine PepActive is the product for which the most detail is published. According to the brand's blog, the formula combines a mix of ten peptides and caffeine with an encapsulation technology intended to carry the active ingredients to the hair roots. Biotin, vitamin B5, arginine, red clover extract and hyaluronic acid are added for conditioning. The company says the serum gives longer, fuller lashes within a few weeks without the use of hormones.

The Microneedleroller that started the business is still sold, now under the name BEAUTYROLLER® and marketed for the face and neckline. The skincare range also includes cleansers, serums and masks, among them the Liquid Glass Skin Mask, a peel-off treatment, and an express eyelift product called Eyebaghack.

No third-party certifications are documented for the brand. KONSUMENT noted that the original Lashcocaine carried a "dermatest: sehr gut" seal, a skin-tolerance test label rather than a certification.

In April 2023 KONSUMENT, the magazine of the Austrian consumer association VKI, reviewed the original Lashcocaine serum and concluded that it considered the product "not harmless" [7]. The magazine reported that the serum is based on a synthetic prostaglandin, a hormone-like compound that can make lashes darker, thicker and longer. It listed possible side effects including conjunctivitis and darkening of the skin around the eyes.

KONSUMENT also criticised the packaging for lacking a warning that the product is unsuitable for children and teenagers, citing the Bavarian State Office for Health and Food Safety. It noted that lash serums containing prostaglandins have long been banned in countries such as Sweden and Canada. The magazine further pointed to the preservative chlorphenesin in the formula, and said it could not understand how the product had earned its "dermatest: sehr gut" seal.

According to KONSUMENT, the manufacturer, Walberg GmbH, gave no statement [7]. The brand's later PepActive serum is marketed as hormone-free [5], but the company has not publicly linked the reformulation to the criticism.

Svenja Walberg is an active brand. Its online shop was live in September 2026 with current offers and a banner announcing the relaunched Lashcocaine. The core market is German-speaking Europe, while the shop serves customers across Europe in ten languages.