Interview with Dr. Nina Kraus from Greenglam in Augsburg!

Nina Skarabela
2020-07-13 16:29:00

Dr. Nina Kraus von Greenglam

We are very lucky to be able to distribute OZN in some very extraordinary and wonderful stores in Germany. The owners of these shops look after their "babies" with as much love and passion as we do for OZN. That's why we would like to introduce you to one of these stores every now and then in our NEWS and let the owners have their say in small interviews.

We would like to start with GREENGLAM, one of the most beautiful organic beauty stores in Germany. The shop is run by pharmacist Dr. Nina Kraus with a lot of passion and she was also one of the first to include OZN in the range at the beginning.

Dear Nina, you are actually a pharmacist, but also the proud owner of one of the most beautiful and largest organic beauty stores in Germany. How did you get into this?

I have my husband Stefan to thank for that, 10 years ago we reorganised our pharmacy. It was a time of upheaval - the first low-cost chains were entering the market and a price war was raging in Augsburg. We quickly realised that the pharmacy had to change and the move to new premises offered the chance for a fresh start. Instead of putting up signs saying "30% off everything" in the shop window, it was clear to us that we either had to join a chain or come up with a new concept. We asked ourselves: What can we do and what do we enjoy doing? Since we both wrote our doctoral thesis on medicinal plants and always buy organic, the answer was quickly found - we can and love green!

We were offered the opportunity to grow an apothecary garden and we set up a homeopathy section. To make the whole thing really round, I bought the first natural cosmetic products, which were really in no way inferior to conventional cosmetics in effect and luxuriousness - on the contrary! It was like coming home: I almost never put cream on my face because I felt like I was enclosed in a plastic bag. The new creams smelled heavenly natural like herbs and my skin glowed! The range grew and my husband was convinced of my plans. As the demand from our customers for natural cosmetics was steadily increasing, he surprised me with an internet shop, which he designed himself! The success proved him right, at some point GREENGLAM was too big for the pharmacy and I had to look for new premises. On a bike ride into work, I discovered these wonderful, spacious premises in the historic Fuggerpalais in a side alley. There was room for so much more: almost 300 square metres for a flagship store and a spa where my customers can get advice and pamper themselves at the highest level!

What do you think makes "natural cosmetics" so successful and where will the trend go in the next few years?

It works! And the makers are very much in tune with the times. Natural cosmetics are young, dynamic and very effective. Even conventional companies advertise (almost exclusively) with natural active ingredients. Nature knows what's good for you!

I see two directions - one is Highest Performance. Here, exquisite plant extracts and active ingredients from nature are used to create the most luxurious and effective anti-ageing products. The other movement is Handmade with Love, No Frills. Here, products are lovingly created by hand. Many companies like Soapwalla are created in their own kitchens, with love and enthusiasm. The kitchen seems to be for the natural cosmetics scene what the garage was for computers. This is where the most amazing and innovative lines are created. 

What do you pay particular attention to when choosing brands and which products are your personal favourites?

It's a lot of gut feeling and I immediately sense whether a brand suits us or not. I have to love it myself. The ingredients, the story, the packaging have to be right. The brand must really love and live "green"!

My favourites, which I also use daily, are: Anti Oxidant Face Cream by The Organic Pharmacy, the deodorant by Susanne Kaufmann, the POP make-up palette by rms beauty, Kira by OZN Vegan and the mascara by Kjaer Weis! 

Your shop is the perfect playground for every woman who loves beauty. What else do customers get besides the incredible selection of great brands? Do you still have dreams and plans?

The store gives us a heart and soul: here we find out what is really important to our customers. In greenglam.the store we offer spa treatments, make-up tutorials, master classes and manicures. All my staff are trained make-up artists and/or beauticians, except the bosses! (laughs). I experience daily that my pharmacist skills are in demand when it comes to challenging ingredient questions or skin problems. 

There are enough plans, sometimes my husband thinks "too many".... I love my work and I see in every problem