Moving Into the Future with Strong Brands

With strong brands in the portfolio, Frank Heller, managing director and owner of BurnusCare GmbH, wants to invigorate the market. Whether Kamill, burti, Cliff or Litamin, Frank Heller breathes new life into these brands and also knows what matters to him: "It's about values – values you are taught your whole life and then live yourself. Reliability, quality, and partnership." This recipe for success also proves to be effective in business, as evidenced by customers and continents. Major retail chains such as Edeka, REWE, Kaufland, and DM are buyers, and the current sales region now encompasses 85 countries across Europe, Asia, the Middle East, and Africa. It is no surprise then that 75 to 80% of the revenue is made outside of Germany. After a successful career in hospitality, Frank Heller wanted something new and bought a company out of bankruptcy. "This also made me the owner of several traditional brands such as Kamill hand cream, burti detergent, and Cliff, the shower gel for men, which we will reintroduce to the market in 2026," the owner reports. Additional brands were acquired or developed in-house, for example, Bebecom with a baby care range. Other labels include Germacare for delicate baby skin, Glysolid for stressed skin, and the Litamin care foam bath. The portfolio is completed by the Credo deodorant, Zitronella hand and body soap, and the professional cleaning products under the PolyXpert brand.

Significant growth

"In the four years since the company was established, we have grown significantly and employ 220 staff in Germany alone, where we also have a manufacturing site," explains the managing director. "We also manufacture in South Korea and Egypt." Distribution in Germany is handled by our own sales team, while abroad it's done through distributors. "We have a dedicated marketing strategy for each brand," Frank Heller emphasizes. "We have a presence in social media such as TikTok and Instagram, and also leverage search engine optimization." Additionally, there are trade shows, including at Kind & Jugend in Cologne or the Beauty Forum in Munich. Digital tools support all processes and the online store, and a committed project team takes care of all aspects of sustainability. "Over the next few years, we aim to open up further countries, for example in South America," reveals Frank Heller. "We want to continue to establish ourselves in the premium segment and also push digitalization further."