Group

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

1973

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

1976

Move to its own premises in Bietigheim-Bissingen

1986

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

1987

International expansion to Austria, France and Switzerland

1992

Michael Allert appointed as CEO

1998

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

2004

The Basler hairdressing academy opens

2006

Company acquired by Michael Allert, founding of Topwell GmbH

2007-2012

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

2012-2016

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

2016

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

2017-2020

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

2023/2024

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

Our Managing Team

The haircare.group 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.