Our purpose

Professional hair and skin care for a changing beauty world. Through innovation, a focus on value, and collective commitment, we strive to inspire the industry and make a lasting contribution.

Our Story


Basler Haar-Kosmetik GmbH & Co. KG founded by master hairdresser Hermann Basler


Move to its own premises in Bietigheim-Bissingen


Start of in-house production with the launch of the “Basler” hair and beauty brand


International expansion to Austria, France and Switzerland


Michael Allert appointed as CEO


Expansion of the shipping hall by 3,500 square meters + commissioning of the new picking conveyor and modern warehouse logistics


The Basler hairdressing academy opens


Company acquired by Michael Allert, founding of Topwell GmbH


Spin-off of production area as MAG Cosmetics GmbH, opening as a private label provider, acquisition of several hairdressing specialist stores


Entry and appointment of Timo Allert as managing director, various acquisitions


Founding of the GmbH as an umbrella company
Splitting of Basler Haar-Kosmetik into separate companies


Various acquisitions, launch of luxury concept “Unique” at baslerbeauty, expansion of baslerbeauty within Europe (Netherlands, Belgium, Ireland, Spain)


50-year anniversary of Basler, acquisition of FREY Cosmetic and Schmidt & Partner

    Our Managing Team

    The is a unique employee-orientated group of companies. Brilliant, talented and dedicated employees and teams work in every part of our group. Our leadership team is committed to unlocking the full potential of our  innovative strength and passion to drive success.

    Dr. Michael Allert
    Managing Director Group

    Timo Allert
    Managing Director Group

    Dennis Böhm
    Managing Director Group

    Dr. Silke Granzow
    Managing Director Production R&D

    Frank Pfeifer
    Managing Director Wholesale

    Sarah Brandt
    Managing Director Salons & Hairdresser

    Marcel G.
    Managing Director Switzerland

    Florian Schönleitner
    Managing Director Austria

    Oliver Sigmund
    Managing Director ixomo GmbH

    Bettina Schlotterbeck
    Managing Director Callcenter Services GmbH

    Carsten Jurk
    Managing Director equipe4brands GmbH