LOGONA History

The story of LOGONA is closely associated with the rise of the German natural marketplace, where the company today serves as a leading supplier of natural personal care products.

During the 1970s, a wave of environmental consciousness and activism rolled through Europe, giving life to many alternative enterprises and political groupings. Organic agriculture, renewable energy and environmental responsibility became the watchwords of this movement. In 1975 in Hanover, Germany, a group of friends opened a shop featuring the few available products that fit the values of this new, green alternative movement. To expand their store’s selection, this “Lorien Goods” group began to import products, and then to wholesale these products to other stores. In 1977, they tried their hand at manufacturing simple bodycare products, and the LOGONA idea was born.

Bodycare products manufactured and packaged from a broad ecological standpoint resonated with a growing number of consumers. The product line has steadily expanded over the years to meet growing consumer interest. Today, over 200 natural personal care and cosmetic products carry the LOGONA label.

Strict ingredient quality standards have always been fundamentally important to LOGONA product formulation and manufacturing. LOGONA products utilize the highest quality, natural raw materials, such as premium vegetable oils and waxes, herbal extracts and floral distillates derived from organic agriculture and wildcrafting.

Aside from rigorous ingredient standards, LOGONA products must also conform to industry leading ecological standards regarding minimal resource consumption during manufacturing, and minimal and recyclable packaging for the finished products.

Manufacturing personal care products without synthetic preservatives requires especially careful procedures to handle both raw materials and finished products. Only the slightest contamination can ruin an entire production run. LOGONA utilizes GMP (Good Manufacturing Practice), the pharma-ceutical production standard, to guide its manufacturing. In spring of 1999, LOGONA successfully completed an “Environmental Audit” of its entire operation, conducted under mandate of the German federal government.

Despite its steady growth, LOGONA has remained true to its founding principles. Many personnel from those early days still work with the company today. The collectively organized LOGONA employs more than 140 full time employees, and places special emphasis on social responsibility and fairness towards employees and community.

LOGONA product quality standards have continually improved to correspond with advances in manufacturing know-how and more rigorous ingredient standards. No advance in product quality, however, has come at the cost of the company’s steadfast commitment to environ-mental responsibility. The goal to make quality personal care products with minimal impact on the planet and its resour-ces remains foremost.

Manufacturing personal care products and cosmetics using natural, herbal ingredients has very deep roots in Germany. Long before the beginnings of LOGONA, German companies led the world in terms of both quantity and quality for these products. The relatively new generation of German natural manufacturers, among which LOGONA still counts itself, stands firmly on the shoulders of this tradition.

Many strong natural brands of personal care products thrive in Germany, and new companies emerge with new brands every year. This large group of suppliers, competing for the same consumers with similar arguments for similar products, has helped create a very vibrant market. To succeed, a supplier must first meet the high quality standards of the competition. The products must also perform well to meet consumer expectations. Finally, to remain successful, a German supplier must continually innovate and keep pace with market developments.

Despite the sometimes intense competition, German manufacturers of natural personal care products have recognized that common interests and values bind them strongly. For example, they have adopted a common definition for the term “natural”, as it applies to personal care products. Moreover, they have accepted a tough (and costly) enforcement mechanism, overseen by the trade association BDIH. The BDIH “Certified Natural” seal of approval is awarded only to products evaluated by independent laboratories for compliance to the established natural guidelines. This successful program has greatly increased consumer confidence in the term “natural”.

Unlike the American FDA, which also establishes rules for ingredients in personal care products, German governmental agencies enforce their rules rigorously. For example, government agents visit manufacturers regularly to inspect manufacturing procedures, and to take product samples for testing. The testing includes checking the accuracy of ingredient declarations printed on packaging. As a result, fraudulent ingredient listings have been practically eliminated. By contrast, accepting the truthfulness of American personal care products requires from the consumer a leap of faith in the honesty of the manufacturer.

The German consumer enjoys a high level of accessible, quality information to assist in evaluating products. For example, the monthly magazine, ÖKO-TEST, publishes critical reviews of consumer products from natural and environmental standpoints. It analyzes leading brands from both the natural and conventional marketplaces in terms of ingredients, packaging, performance and price. The magazine has been a leading factor in increasing German consumer awareness, manufacturer responsibility, and product quality.