Vujo

Vujo is a German baby-care brand that sells its range under the name Vujo Frischling. The products are certified natural cosmetics made without perfume, fragrance or ethanol, and they are meant for the sensitive skin of newborns and young children. The brand belongs to LIVONDO GmbH, a company based in Bonn [9], and was started by Carola Lehmann, who had worked for decades on dermatological products before turning that experience into a baby-care line of her own [2].

What sets the brand apart from much of the baby-care shelf is the reasoning behind its fragrance-free stance. Vujo argues that a baby's natural scent plays a part in the bond between parent and child, and that perfume in skincare covers it up. The company backs the idea with a 2020 study from TU Dresden on children's body odours as chemical signals between mother and child. The range was developed with an advisory dermatologist and in consultation with midwives, and the brand remains active, with its own online shop trading in 2026.

The brand's founding story centres on Carola Lehmann. According to the company, she specialised in baby care more than 25 years ago, and her long experience in making dermatological products led to the idea for Vujo Frischling [2]. The company presents her as both a professional and a mother: she describes her daughter, now long grown up, as the inspiration for much of what drives her. In the brand's telling, the core motive was simple. Lehmann wanted a care range that parents could rely on without compromise on ingredients, and that would leave room for closeness between parent and baby.

Vujo does not publish a launch year for the brand itself. It frames the line as the fulfilment of a long-held plan, saying that "25 years later" the idea had become a finished range developed together with dermatologists. Lehmann is the only person the company calls the founder of Vujo Frischling.

The brand's science pages name Lehmann, under her full name Carola Claudia Lehmann, as one of two members of its advisory panel. The other is a dermatologist, discussed below. Lehmann has also developed products outside the Vujo range. The midwives' page describes an organic lubricant gel she created for the VEMAL Intim line, a pH-adjusted product registered as a medical device and intended to reduce irritation after childbirth. It is presented as a separate line rather than part of the Vujo Frischling range.

Vujo Frischling is a trademark of LIVONDO GmbH, according to the legal notice on the brand's website, which lists the company's address in Bonn and its entry in the Bonn commercial register [9]. Carola C. Lehmann and Roland E. Lehmann are named as the company's managing directors. The German business register aggregator North Data lists the same two directors and gives the company's stated business purpose as the manufacture and distribution of healthcare products [10]. It also records an earlier company name, Livondo Verwaltungs-GmbH, and a period when the company was registered in Cologne before moving its address to Bonn.

No sister brands, outside investors or acquisitions are documented.

Vujo builds its identity on leaving things out. Its mission, in the company's words, is a care range that keeps a promise: that baby care gets better when one is willing to leave some things out. The phrase "weniger ist mehr" (less is more) recurs across the brand's pages, and the advisory dermatologist is quoted as saying that for infants every additional substance is a potential irritant, so the formulas use the smallest possible number of ingredients [5].

The fragrance-free principle carries the most weight in this positioning. The brand explains that a baby's familiar scent helps it find its bearings and feel secure, and that this scent acts as a chemical signal in the early relationship between mother and child. Vujo cites research by Dr. Laura Schäfer at TU Dresden, published in 2020, as evidence of how strongly children's body odours support this early bond [3]. Perfume, the company argues, masks that natural scent; leaving it out keeps "moments of real closeness" from being covered up. The tagline "Natürlich. Aus Liebe." (Naturally. Out of love.) sums up this emotional framing.

A second line of reasoning is about allergy risk. Vujo points out that fragrances are among the most common causes of contact allergies in cosmetics, and that EU rules require manufacturers to list 26 particularly relevant fragrance allergens individually on the packaging. Because a baby's skin barrier is not yet fully developed, the company says, such substances reach the deeper layers of skin more easily [7].

The brand extends this logic to other ingredients often found in baby products. Its page on fragrance-free care names several that it avoids entirely: perfumes, certain alcohols, essential oils, and plant extracts it describes as allergenic, such as calendula (marigold) and chamomile. Ethanol, the company explains, is often used as a preservative or as a solvent for essential oils and plant extracts; on a baby's skin it draws out moisture and weakens the skin's protective acid layer. Vujo says it uses no ethanol and relies instead on mild preservatives that occur in nature and are also approved for use in food.

The brand's wider list of exclusions covers mineral oils, synthetic fragrances, silicones, parabens, PEGs and microplastics. All products are described as vegan. The company also says its formulas are free of known contact allergens and of allergenic fragrances, colourants and preservatives according to the criteria of the DAAB, the German allergy and asthma association.

Vujo's positioning leans on a professional audience as well as on parents. A dedicated page addresses midwives directly and opens with the line that natural cosmetics have been a recommendation in postnatal care for more than 20 years. The company says midwives across Germany recommend Vujo Frischling, and it offers consultation samples for postnatal visits and special terms for maternity clinics.

The range is small and focused on everyday baby care. Products named on the brand's site include a fragrance-free baby oil, a baby body lotion, a baby face cream, a lip balm and a combined wash gel and shampoo. These are also offered in sets, the most prominent being a starter kit that bundles all the care products in a small case branded with the Frischling character. A smaller gift set with three care products is aimed at new parents. Alongside skincare, the shop sells baby equipment such as muslin cloths and a soft toy made from organic cotton with GOTS certification.

The brand's illustrated world is part of the product identity. A character called Frischling Paul appears with a group of animal friends, including a deer, a squirrel, a hare, a mouse, a frog, a tit, a bee and a butterfly, and the site carries bedtime stories built around them. The company presents this world as a sign of how personal the project is for Lehmann and her team.

On the scientific side, Vujo says its products are developed and monitored by a dermatological advisory panel. The panel is led by the dermatologist Prof. Dr. med. Rolf-Markus Szeimies, the name used on the brand's homepage, its about page, its philosophy page and its science pages [2]. The midwives' page refers to the same dermatologist as Prof. Dr. med. Markus Szeimies [8]. According to the brand, Szeimies supported the development of the range and continues to advise the company. Drawing on his practice, Vujo states that around two thirds of all babies have problems with dry skin, and says its products are designed to counter moisture loss and help the skin build its own protective barrier.

The company also describes the skin it is formulating for. It says a baby's skin is three to five times thinner than an adult's and up to five times more permeable, with a protective acid layer that is not fully formed in the first years. Its advice pages recommend using as little product as possible, bathing a baby two to three times a week, and consulting a midwife or paediatrician if dryness or redness persists.

Testing claims are a central part of the brand's presentation. Vujo says all of its products have been dermatologically tested on sensitive baby skin by independent institutes and found to be very well tolerated, and that the testing institute Dermatest rated the range "very good" [6]. The company adds that every batch is checked individually, dermatologically tested and released for sale, and that all products are made in Germany under strict quality control.

### Certifications

Vujo Frischling carries the NATRUE seal for natural and organic cosmetics and the V-Label for vegan products [6]. The brand describes NATRUE as an international non-profit organisation based in Brussels that sets and checks standards for natural cosmetics. According to Vujo, NATRUE certification requires a minimum share of natural and near-natural ingredients, rules out synthetic colours and fragrances, petroleum-based ingredients, silicones and genetic engineering, and excludes animal testing along the whole supply chain, including for individual raw materials. Vujo adds that a high share of its ingredients comes from certified organic farming, and describes all of them as natural-based.

Packaging is the main focus of the brand's environmental claims. Vujo says all of its tubes are made from a single type of plastic, which makes them fully recyclable [4]. Where possible, its bottles use bio-based plastic made from sugarcane ethanol, marked with the I'm green label, or recycled material. The folding cartons come from FSC-MIX certified forestry. The company describes these choices as a starting point, saying that responsibility begins with the packaging. Production takes place in Germany.

On its homepage, Vujo lists several publications under the heading "known from": the midwifery journal Deutsche Hebammen Zeitschrift, the fashion magazine InStyle, the parenting titles Eltern and Leben & erziehen, and the pregnancy magazine Luna mum. The brand does not link to specific articles, and no awards are documented.

Vujo is active. As of 2026 the company runs its own online shop with current products and prices, and ships within Germany and to Austria [1]. Its main channel is direct sales through that shop, supported by recommendations from midwives. The brand also maintains accounts on Instagram, Facebook, YouTube and Pinterest under the Vujo Frischling name.