Porträt einer Frau mit zurückgebundenem Haar, die nachdenklich zur Seite blickt, schwarz-weiß.

ANNERMARIE LINDNER

A life devoted to natural cosmetics

Porträt einer Frau mit kurzem, gewelltem Haar, die nach rechts blickt, in Schwarz-Weiß-Aufnahme

ANNERMARIE LINDNER

A life devoted to natural cosmetics

“EVERY PERSON HAS A CALLING WITHIN. WE MUST SENSE IT AND FOLLOW IT.”

This was one of Annemarie Lindner’s guiding principles—one she embraced with great passion throughout her life. Yet the pioneer of natural cosmetics did not have an easy path. She endured two expropriations in the German Democratic Republic, fled to West Germany, and began anew in the Black Forest. A true visionary, she remained steadfast in her convictions, consistently and uncompromisingly pursuing her vision of systematic beauty care based on the treasures of nature.

1920

BIRTH

Our company founder, Annemarie Lindner, was born on September 22, 1920, in Berlin-Charlottenburg. She was the eldest child of Anna and Kurt Schmidt. Six years later, her sister Ruth was born. The year 1920 marked a period of upheaval in Germany, with everyday life shaped by political unrest and attempted coups. The global economic crisis and mass unemployment plunged many families into hardship and despair, and the Schmidt family lived in very modest circumstances.

Annemarie Lindner with her parents and her sister Ruth

1920

BIRTH

1927

STARTING SCHOOL

In 1927, Annemarie Lindner began attending the village school in Unterrißdorf near Eisleben. Although she was an excellent student, she was only able to attend the local elementary school, as her parents could not afford the tuition for a secondary school.

1927

STARTING SCHOOL

1946

MARRIAGE TO WALTER LINDNER

Annemarie Lindner supported Walter Lindner with administrative work in his company. Despite the 22-year age difference between them, she felt drawn to the dynamic entrepreneur. When they married on June 15, 1946, Annemarie was 25 years old and Walter was 48.

Annemarie Lindner with her husband and his son

1946

MARRIAGE TO WALTER LINDNER

Vier Personen in formeller Kleidung, zwei Männer, ein Junge und eine Frau mit Blumenschmuck, Gruppenporträt in Schwarz-Weiß

1947

COSMETOLOGIST APPRENTICESHIP

In the summer of 1947, Annemarie Lindner began a six-month training program in cosmetology.

1947

COSMETOLOGIST APPRENTICESHIP

In the summer of 1947, Annemarie Lindner began a six-month training program in cosmetology.

Frau in Laborjacke füllt Behälter mit Flüssigkeit aus großem Metallbehälter in industrieller Umgebung

THE FIRST BEAUTY SALON

One step led to another, and Annemarie Lindner opened a beauty salon in her home in Eilenburg, which was open one day a week. Using a herbal book her husband had given her, she expanded her knowledge and successfully treated her clients with herbal extracts. Because private entrepreneurship was discouraged in the GDR’s socialist planned economy, the Lindner company’s business premises—and with them Annemarie Lindner’s beauty salon—were expropriated for the second time in 1951.

THE FIRST BEAUTY SALON

One step led to another, and Annemarie Lindner opened a beauty salon in her home in Eilenburg, which was open one day a week. Using an herbal book her husband had given her, she expanded her knowledge and successfully treated her clients with herbal extracts. Because private entrepreneurship was discouraged in the GDR’s socialist planned economy, the Lindner company’s business premises—and with them Annemarie Lindner’s beauty salon—were expropriated for the second time in 1951.

Apothekerin berät Kundin, die ein Produkt aus einer Auswahl von Cremes und Lotionen hält, Regal mit Gläsern im Hintergrund

1949

BIRTH OF MICHAEL LINDNER

On May 23, 1949, Annemarie Lindner’s first and only son, Michael Lindner, was born. At the Leipzig Spring Fair, she once again met the owner of a cosmetics company in Dresden, who offered her a position as a sales representative. Annemarie Lindner gladly accepted.

1949

BIRTH OF MICHAEL LINDNER

Porträt eines Mannes mit Brille und Bart, schwarz-weiß, vor neutralem Hintergrund

Our products not only receive numerous awards today—this has been the case from the very beginning. Before a product could be launched in the GDR, an anonymized sample had to be submitted for quality testing. All creams produced under the name “Annemarie Lindner – Kräuter-Präparate” were awarded an “S” for premium quality.

“If I can’t eat it, I won’t put it on my skin.” – Annemarie Lindner

Annemarie Lindner and her husband did not have an easy life in the GDR. Through lectures on skincare in print and on the radio, her products gained widespread recognition, yet they found themselves in the wrong place at the wrong time. The couple’s business had already been expropriated twice, and by the summer of 1958, a third expropriation seemed imminent. As a result, Annemarie and Walter Lindner made the difficult decision to flee to the West—an act that marked the beginning of something extraordinary: Börlind GmbH.

1958

NEW BEGINNING IN THE WEST

In the early days, Walter Lindner traveled from shop to shop with the products. Sales were initially slow, as herbal preparations were largely unknown in the West. In addition, the products lacked the neuform logo, which was required for distribution in health food stores. In 1958, the couple traveled to the Black Forest to meet Hermann Börner, a manufacturer of over-the-counter medicines who was seeking a cosmetics producer. The meeting proved highly productive, and together they decided to establish a company. As a neuform contract manufacturer, Börner opened the door to health food stores.

1958

NEW BEGINNING IN THE WEST

Hermann Börner in kariertem Sakko und gemusterter Krawatte, freundlich lächelnd, schwarz-weiß Aufnahme

1987

THE GOLDEN PIN OF HONOR

On June 14, 1987, Annemarie Lindner received the Golden Pin of Honor from the neuform Vereinigung deutscher Reformhäuser, the association of German health food stores. The award recognized her outstanding achievements and contributions to the industry.

1987

THE GOLDEN PIN OF HONOR

Annemarie Lindner lächelnd im Garten vor grüner Hecke und Steinfigur

Ältere Frau mit Brille und Perlenkette lächelnd im Garten vor grüner Hecke und Steinfigur

1987

THE GOLDEN PIN OF HONOR

On June 14, 1987, Annemarie Lindner received the Golden Pin of Honor from neuform Vereinigung deutscher Reformhäuser, the health food store network. The award acknowledged and honored her achievements in the sector.

2003

IMPRESSIVE ACHIEVEMENT

In 2003, the women’s magazine “FÜR SIE” named Annemarie Lindner one of the “100 Most Impressive Women of the Year.”

2003

IMPRESSIVE ACHIEVEMENT

In 2003, the women’s magazine “FÜR SIE” named Annemarie Lindner one of the “100 Most Impressive Women of the Year.”

Ältere Frau in Labor mit Brille hält rundes Glasgefäß mit gelber Flüssigkeit und Pflanzenmaterial hoch

2005

AND THE OSCAR GOES TO…

On September 20, just two days before her 85th birthday, Annemarie Lindner received the “Natural Legacy Award” in New York. Often referred to as the “Oscar” of the American natural products industry, the award honored her life’s work and recognized her as a pioneer of natural cosmetics in the United States. ANNEMARIE BÖRLIND products had long since become well established there.

2005

AND THE OSCAR GOES TO…

2009

BEAUTYWORLD CUP

Annemarie Lindner received the Beautyworld Cup from the perfumery sector in recognition of her life’s work and her outstanding contributions to the cosmetics industry.

2009

BEAUTYWORLD CUP

Annemarie Lindner received the Beautyworld Cup from the perfumery sector in recognition of her life’s work and her outstanding contributions to the cosmetics industry.

Sechs Personen in formeller Kleidung, Frau mit Blumenstrauß und Auszeichnung in der Mitte, Gruppenfoto bei Veranstaltung

2010

ORDER OF MERIT

Former Minister-President Stefan Mappus honored the pioneer and grand dame of natural cosmetics for her entrepreneurial achievements, as well as for her global social commitment and dedication to sustainability.

2010

ORDER OF MERIT

Zwei Personen bei feierlicher Auszeichnung, Mann hält Medaille, Frau hält Urkunde, Flaggen im Hintergrund

ANNEMARIE LINDNER TURNS 90

Annemarie Lindner celebrated her 90th birthday. Even at that time, she remained actively involved in the daily affairs of the family business—radiant as ever.

ANNEMARIE LINDNER TURNS 90

Annemarie Lindner celebrated her 90th birthday. Even at that time, she remained actively involved in the daily affairs of the family business—radiant as ever.

Annemarie Lindner mit Brille und Perlenkette lächelt seitlich vor gelbem Hintergrund

2011

OUTSTANDING LIFE’S WORK

In 2011, the Neuform Vereinigung deutscher Reformhäuser eG presented its “LebensWerk” (Life’s Work) Award for the first time. The recipient was our esteemed company founder, Annemarie Lindner. The honor was symbolized by a sculpture entitled “Lebensblatt” (Life’s Leaf).

2011

OUTSTANDING LIFE’S WORK

Ältere Frau mit Brille und Perlenkette neben einer modernen, abstrakten Skulptur aus Holz und Metall

MAURICE LACROIX BUSINESS AWARD

During the 5th Baden-Baden Business Night, Annemarie Lindner was honored for her life’s work. In her tribute, Renate Künast emphasized that Annemarie Lindner was “not only a role model as an entrepreneur, but also for the younger generation.”

MAURICE LACROIX BUSINESS AWARD

Frau im Rollstuhl hält Trophäe, umgeben von fünf Personen in formeller Kleidung auf Bühne

2015

SPA DIAMOND “AWARD OF HONOUR”

The “Award of Honour” was presented for the first time in 2015 as part of the SPA Diamond. This category recognizes individuals who have set milestones in the wellness, beauty, and cosmetics retail sectors. The SPA Diamond jury was honored to present the award to Annemarie Lindner in recognition of her life’s work.

Annemarie Lindner with her daughter-in-law, Daniela

2015

SPA DIAMOND “AWARD OF HONOUR”

2016

WE BID FAREWELL

On February 18, at the age of 95, Annemarie Lindner—pioneer of natural cosmetics and founder of Börlind GmbH—passed away while on vacation. With determination, dedication, and exceptional entrepreneurial vision, she established the company and its brand, ANNEMARIE BÖRLIND – Natural Beauty, in the marketplace and led it to international success. Her ideas and vision will continue to shape the future of our company.

2016

WE BID FAREWELL

Annemarie Lindner mit Brille und Perlenkette sitzt lächelnd vor einer Treppe in einem Innenraum

2020

A CENTURY OF ANNEMARIE LINDNER

In 2020, Annemarie Lindner would have celebrated her 100th birthday. Her life’s work continues to shape ANNEMARIE BÖRLIND to this day: a firm belief in the power of nature combined with scientific research, responsibility, and entrepreneurial foresight. Her commitment to uniting innovation with sustainability lives on in every product and remains a guiding principle of our actions.