# Via Nova Naturprodukte ## Facts | | | |---|---| | Founded | 1990 | | Origin | Germany | | Headquarters | Kempten | | Status | Active | | Distribution | Pharmacy | | Website | https://www.via-nova-naturprodukte.de/ | Via Nova Naturprodukte is a German maker of natural health and care products based in Kempten, Germany. The company, which trades online as "Hirt Via Nova", says it has offered natural products to health-conscious customers since 1990 [2]. Its range spans dietary supplements, sports preparations, a household insect product and a line of natural cosmetics built around what it calls "active oxygen". Cosmetics are one part of a wider business rather than its core. The company presents its supplements as its established line and its "highly specific" oxygen care products and sports preparations as additions alongside them [1]. The best-known cosmetic names are the Vinoy face care range, Calendula ointment, the Vimere deodorant cream and the Viol massage oils. A tattoo aftercare oil, ViTattoo, is sold through a separate website. ## Origin and founders The company dates its activity to 1990, a date it states in its own materials rather than one taken from a public register [2]. It does not name its founders, and it does not explain the "Hirt" element of the name used on its website. The operating company is Via Nova Naturprodukte GmbH, a German limited-liability company. Its legal notice names Hannelore Rieger as managing director [5]; she is not described as a founder. ## History and milestones Little of the company's early history is set out publicly. The clearest dated milestone is its move to a new headquarters. According to the company, the building at Reinhartser Straße 25 in Kempten was built in 2017 and 2018, directly next to the town's prison [2]. The site also houses a factory outlet, where customers can collect orders in person. Another venture took the company into tattoo aftercare. The ViTattoo oil was developed together with a tattoo artist who had worked in the trade for eight years. In his account on the product's website, his clients often complained that new tattoos healed slowly under creams, with scabbing, itching and inflammation [9]. He says he developed the oil with Via Nova to address this. After positive feedback from clients, he decided to sell it to other tattoo artists and studios as well. The ViTattoo website carries a 2022 copyright notice in the name of Via Nova Naturprodukte GmbH and invites studios to become resale partners. The launch year of the oil is not stated. ## Philosophy and positioning Via Nova frames health broadly, as a matter of "body, soul and mind". The company sets itself four aims: to improve the body's energy supply by natural means, to solve problems of the skin and the musculoskeletal system "through the power of nature", to support greater performance and endurance, and to help people recover after stress, overexertion, illness or peak effort. It describes its products as "problem solutions" found in nature. The company lists a short set of principles: it makes its products "as close to their natural state as possible", it focuses on high-quality natural ingredients, and it produces and packages "as environmentally friendly as possible". It also says it seeks a balance between ecology and economy, and will draw consequences when ecological concerns require it. The company presents this as an appeal to "new creative thinking, honesty and reason". The company states that it strictly rejects animal testing of its products [2]. No third-party cruelty-free or organic certification is documented for the brand. Its tagline, used on both the German and English versions of its website, is "Valuable natural products with active oxygen for highest demands" [3]. ## Products and innovation The cosmetics line, sold as "Natur-Kosmetik", is organised around oxygen. Many products carry "Sauerstoff" (oxygen) in their names: a Calendula oxygen shower lotion, a Calendula oxygen shampoo, an oxygen herbal oil and the Vinoy oxygen face care series [4]. ### Vinoy face care The Vinoy face cream is the line's main skincare product. Via Nova describes it as "elemental oxygen beauty energy". The company's product page says the cream contains a plant-based oxygen complex together with calendula, lotus, chamomile, thyme and avocado extracts, aloe vera, royal jelly, vitamin E and allantoin, a soothing skin-care ingredient. The company presents the cream's "nascent oxygen" as a breakthrough for skin care, arguing that skin loses its ability to take up oxygen with age. It makes several strong claims for the cream: that the skin's oxygen content can nearly double within a short time of regular use, that skin moisture rises significantly, and that wrinkle depth can visibly decrease [7]. No study is cited in support of these claims. Via Nova says the cream suits every skin type and age, and recommends applying it morning and evening to the face, neck and décolleté. The wider Vinoy oxygen face care series adds a deep-cleansing product, a cleansing milk and a facial toner. ### Body care and massage oils Calendula ointment is described by the company as protection, care and regeneration for stressed skin. The Vimere deodorant cream is sold as a long-lasting deodorant made without alcohol, aluminium salts or preservatives. The Viol products sit between skin care and sports care. Viol Aktiv is an "oxygen-active" oil for massaging into strained muscles. The range also includes a Viol Aktiv ointment and Viol Therm. Other care products include the ViSola +25 sun fluid, Venoxal and Viasan. ### Tattoo aftercare ViTattoo is marketed separately from the main range. Its website claims that tattoos treated with the oil "demonstrably" heal better, and that the oil absorbs faster and is easier to apply than any cream [8]. As with the face cream, no study is cited. ### Supplements and other lines Outside cosmetics, the company sells a range of dietary supplements. Several are based on royal jelly, including Viabol, a drinking ampoule of royal jelly in mead, and Vitamun, which combines royal jelly with bee pollen powder and green tea extract. Vilox Tabs are lozenges with coenzyme Q10 and vitamins, and VIPRO 100 is a multivitamin concentrate. A sports line covers BCAA tablets, D-ribose, glutamine and creatine. The household range consists of a single product, Bio-Insektal. ## Distribution Via Nova's products are sold mainly through German pharmacies. Products are listed with a German pharmaceutical product number (PZN), and the company notes that products can be ordered through any pharmacy in Germany using that number [7]. The company also runs a direct factory outlet at its Kempten headquarters. It asks customers to order by phone or email before collecting, and accepts payment in cash or on invoice rather than by card. An English-language version of the website exists, but no distribution outside Germany is documented. ## Current status Via Nova Naturprodukte is active. As of October 2026, its website was trading normally, listing products with pharmacy order numbers and announcing new opening hours for the factory outlet [1]. The company has not published dated news or recent product launches on its site. ## Timeline {#belagg-timeline} | Year | Event | Source | |---|---|---| | 1990 | Company starts offering natural products ('seit 1990'). | https://www.via-nova-naturprodukte.de/de/ueber-hirt-via-nova/ | | 2018 | New headquarters built 2017/2018 at Reinhartser Str. 25, Kempten. | https://www.via-nova-naturprodukte.de/de/ueber-hirt-via-nova/ | | — | ViTattoo tattoo-aftercare oil developed together with a tattoo artist and sold via a separate site (vianova-vitattoo.com, © 2022 Via Nova Naturprodukte GmbH); launch year not stated. | https://vianova-vitattoo.com/ueber-uns | ## Signature products {#belagg-products} - **Vinoy® Gesichtscreme** — Die elementare Sauerstoff-Schönheitsenergie — https://www.via-nova-naturprodukte.de/de/natur-kosmetik/ - **Vinoy® Sauerstoff-Gesichtspflegeserie** — Tiefenreinigung - Reinigungsmilch - Gesichtswasser — https://www.via-nova-naturprodukte.de/de/natur-kosmetik/ - **Calendula Salbe** — Schutz, Pflege und Regeneration für beanspruchte Haut — https://www.via-nova-naturprodukte.de/de/natur-kosmetik/ - **Vimere® Deo-Creme** — Langzeit Deo-Creme ohne Alkohol, Aluminiumsalze und Konservierungsstoffe — https://www.via-nova-naturprodukte.de/de/natur-kosmetik/ - **Viol® Aktiv** — Sauerstoff-Aktiv-Öl zum Einmassieren in strapazierte Muskulatur — https://www.via-nova-naturprodukte.de/de/natur-kosmetik/ ## Key ingredients {#belagg-ingredients} plant-based oxygen complex (pflanzlicher Sauerstoffkomplex) · calendula · avocado · aloe vera · royal jelly (Gelée Royale) · chamomile · vitamin E · allantoin Source: https://www.via-nova-naturprodukte.de/de/vinoy-gesichtscreme/ ## Sources 1. (T1) https://www.via-nova-naturprodukte.de/de/home-2/ 2. (T1) https://www.via-nova-naturprodukte.de/de/ueber-hirt-via-nova/ 3. (T2) https://www.via-nova-naturprodukte.de/en/about-us/ 4. (T2) https://www.via-nova-naturprodukte.de/de/natur-kosmetik/ 5. (T2) https://www.via-nova-naturprodukte.de/de/impressum/ 7. (T2) https://www.via-nova-naturprodukte.de/de/vinoy-gesichtscreme/ 8. (T2) https://vianova-vitattoo.com/ 9. (T2) https://vianova-vitattoo.com/ueber-uns --- Glowpedia · · Published 2026-10-13 Please cite with a link to the article URL.