# YBPN ## Facts | | | |---|---| | Founded | 2018 | | Origin | Germany | | Headquarters | Leverkusen | | Owner | beauty alliance Deutschland GmbH & Co. KG | | Status | Active | | Distribution | Multi-channel | | Website | https://www.ybpn.de/ | YBPN, short for "Your Beauty Professional Network", is the consumer-facing name of a German network of independent, owner-managed perfumeries and the label of that network's own small range of cosmetics. Both belong to beauty alliance Deutschland GmbH & Co. KG, a trading cooperative of perfumery retailers whose business address is in Leverkusen and whose registered seat is in Bielefeld [3]. YBPN is therefore not a cosmetics manufacturer with a history of its own, but a shared retail identity that member shops trade under, with a handful of own-brand products attached. The name covers two things at once. In the shops and online, YBPN is the umbrella under which the member perfumeries present themselves, their staff and their beauty treatments. On the shelf, it is the label printed on a short line of make-up items, among them a lip oil and a lip balm, which the network says are sold only in its own perfumeries and online shops. ## Origin & founders YBPN has no individual founder. It grew out of the cooperative structure of beauty alliance, in which independent perfumery owners pool purchasing, marketing and services while keeping their own shops and shop names. Two of those shops, Parfümerie Becker in Euskirchen and Basler Beauty in Stuttgart, are named on the YBPN website as examples of where its staff work. No source gives a founding year for either the YBPN label or the cooperative behind it, and the company's own figures for its age differ. The YBPN website says the network has been bringing out its customers' beauty "for over 60 years" [2], while a beauty alliance press release from January 2020 speaks of "more than 50 years" of history [5]. Both statements refer to the perfumery cooperative and its predecessors rather than to the YBPN name itself, and neither names a starting date. ## History & milestones The earliest independent account of the YBPN own label comes from the German trade paper Lebensmittel Zeitung. In June 2018 it reported that the cooperative, after introducing a new umbrella brand, was now launching its first own label under the YBPN name, intended to sharpen the profile of its member retailers against competitors and aimed at a young customer group [4]. The report does not say exactly when the umbrella brand itself was introduced. Reaching younger shoppers remained a theme in the cooperative's communication. In January 2020, managing director Frank Haensel said that an appearance at the FIBO fitness trade fair in Cologne in 2019 had encouraged the group to try new channels of communication and to work with selected influencers over the longer term in order to address that audience more directly [5]. In the same statement he described plans to list the treatments offered in the member perfumeries' cosmetic lounges in the YBPN online store finder, so that customers could search for a specific treatment near them. ## Ownership YBPN is owned and operated by beauty alliance Deutschland GmbH & Co. KG [3]. The company is a limited partnership registered in Bielefeld, with beauty alliance Beteiligungs- und Verwaltungs-GmbH as its general partner, and is run by managing directors Christian Lorenz and Frank Haensel. Trade publication EPC News described beauty alliance in 2021 as the largest cooperative group of owner-managed perfumeries in Germany, representing 231 perfumery retailers with around 1,100 locations, and gave the cooperative's total turnover as around 800 million euros, making it the second largest participant in the German selective cosmetics market by that account [6]. The same report placed the German company under the umbrella of beauty alliance International, based in Switzerland, which it said links more than 2,000 perfumeries across Europe. In 2021 the cooperative expanded its supervisory board to include Stephan Seidel, a former managing director of Clarins in Germany; the board was then chaired by Dirk Cebulla. According to the January 2020 press release, the cooperative deliberately operates without outside investors and relies on long-term ownership by its member retailers. It said that many member businesses had already passed to a new generation within the owning families, and that shops given up by existing members had in many cases been taken over by other members of the group. ## Philosophy & positioning YBPN presents itself above all through people rather than products. The network's website calls the staff in its member perfumeries "Beauty Professionals" and says they advise customers on fragrance, make-up and skincare. Two of them, both described as cosmetics and skincare experts, are profiled by name on the site, one of them with 43 years in the trade. The company's stated aim is to make a visit to a YBPN perfumery a real experience, and its tagline, "YBPN macht Beauty zum Erlebnis", roughly translates as "YBPN turns beauty into an experience". Beauty treatments are central to that idea. Alongside the shop floors, many member perfumeries run cosmetic lounges offering a range of cosmetic treatments, which the network markets as a short break from everyday stress. Management statements put the same emphasis on service. In 2020 the cooperative described personal advice and high-quality in-store services as the core of how its members set themselves apart in a competitive market [5]. The YBPN website also works as a beauty magazine. It publishes articles on make-up looks, nail trends, fragrance families and skincare routines, a customer magazine called BEAUTYtalk and a newsletter, alongside interviews with network staff. Much of that editorial content features products from other beauty houses sold in the member shops, with some pieces marked as advertising. ## Products & innovation The YBPN own label is small and focused on make-up, particularly lip products. The two items shown on the network's website are the Shiny Lip Oil and the Smoothly Lip Balm "Kiss me Tender". The network says these own-brand products were developed specifically for YBPN and are available exclusively in YBPN perfumeries and its online shops [2]. No ingredient claims, certifications or manufacturing locations have been published for the range, and no full product list is publicly available. Beyond the own label, the network's shops and website feature fragrance, make-up and skincare from other beauty houses. ## Recognition Coverage of YBPN is limited to German and European trade media. Lebensmittel Zeitung reported on the launch of the own label in 2018 [4], and EPC News described the YBPN brand in 2021 as standing for professionalism, competence, individual advice, service and a shopping experience in the perfumeries and online, in text supplied by the cooperative [6]. No awards for the brand or its products are known. ## Current status YBPN is active. Its website carried a 2026 copyright notice and running promotions in October 2026, and the own-label lip oil and lip balm were still presented on the network's pages at that time. The size of the network is reported differently from page to page and year to year: the YBPN homepage cites more than 800 perfumeries and more than 44 online shops [1], the about page more than 900 perfumeries, over 6,000 staff and over 1,000 cosmetic lounges [2], and the 2020 press release 1,100 member perfumeries and 700 cosmetic lounges [5]. The own-label range is sold through the network's German perfumeries and online shops; no source shows YBPN-branded products sold outside Germany. The brand also maintains accounts on Instagram, TikTok, Facebook and Pinterest. ## Timeline {#belagg-timeline} | Year | Event | Source | |---|---|---| | 2018 | beauty alliance introduces its first own label under the YBPN name, following the earlier introduction of a new umbrella brand (Dachmarke); launch products included a concealer (Lebensmittel Zeitung, 6 June 2018). | https://www.lebensmittelzeitung.net/handel/nachrichten/Parfuemeriekooperation-Beauty-Alliance-legt-Eigenmarke-auf-135820 | | 2020 | beauty alliance announces that treatments offered in the member perfumeries' cosmetic lounges will be published in the YBPN Storefinder. | https://www.business-on.de/beauty-alliance-stabile-entwicklung-2019-und-innovationen-2020-beauty-alliance-startet-optimistisch-ins-neue-jahrzehnt-_id55491.html | ## Signature products {#belagg-products} - **YBPN Shiny Lip Oil (5 ml)** — Shiny Lip Oil — https://www.ybpn.de/ueber-ybpn/ - **YBPN Smoothly Lip Balm Kiss me Tender (3 g)** — Smoothly Lip Balm Kiss me Tender — https://www.ybpn.de/ueber-ybpn/ - **YBPN Concealer (one of the 2018 launch products)** — Den Start machen dabei ein Concealer — https://www.lebensmittelzeitung.net/handel/nachrichten/Parfuemeriekooperation-Beauty-Alliance-legt-Eigenmarke-auf-135820 ## Mentioned in {#belagg-press} - **Lebensmittel Zeitung** (2018) — Trade-press report (by Manuela Ohs) on beauty alliance launching its first own label under the YBPN name, aimed at a young customer group. — https://www.lebensmittelzeitung.net/handel/nachrichten/Parfuemeriekooperation-Beauty-Alliance-legt-Eigenmarke-auf-135820 - **EPC News** (2021) — Trade news on a beauty alliance supervisory-board appointment; company boilerplate describes the YBPN brand. — https://www.epcnews.eu/?p=1329 ## Sources 1. (T1) https://www.ybpn.de/ 2. (T1) https://www.ybpn.de/ueber-ybpn/ 3. (T2) https://www.ybpn.de/impressum/ 4. (T4) https://www.lebensmittelzeitung.net/handel/nachrichten/Parfuemeriekooperation-Beauty-Alliance-legt-Eigenmarke-auf-135820 5. (T4) https://www.business-on.de/beauty-alliance-stabile-entwicklung-2019-und-innovationen-2020-beauty-alliance-startet-optimistisch-ins-neue-jahrzehnt-_id55491.html 6. (T4) https://www.epcnews.eu/?p=1329 --- Glowpedia · · Published 2026-10-13 Please cite with a link to the article URL.