A story of courage, vineyards, and a lot of heart.
Ten years ago, it all began with an idea – and a blank sheet of paper. No big budget, no marketing agency, no finished business plan. Just two school friends, biodynamic vineyards in the Wachau, and the deep conviction that there is more to a grape than just wine. A little naivety was probably part of it, Martin says with a smile today. Perhaps it's even necessary to take the first step. But it wasn't just naivety – it was courage. Courage to research, to question, to develop. And then to decide.
Video: Sustainably successful. The two founders in conversation
The first line was small, almost delicate: one serum and four facial care products. Nothing more. Every order was delivered personally, every jar packed by hand. The moment the first customers held the products in their hands was full of excitement – and pride. But the journey did not begin without stumbling blocks. One of the first batches was too liquid in consistency. Orders had already come in, friends and family were waiting. Nevertheless, Martin and Günter decided to scrap everything and start over. Not good enough was not good enough. This decision still shapes dieNikolai today: Quality over speed. Conviction over compromise.
In the beginning, the recipes were strongly influenced by Ayurveda – with cream and ghee. Bold, special, intensive. Not every nose was immediately enthusiastic. But precisely this openness to development led to the favorite care line – a second generation that opened many doors and became a daily companion for many users. The serum, however, remained the core from the start. It still embodies the philosophy of dieNikolai today: reduced, powerful, suitable for all skin types – a concentrate from the vineyard that makes its origin tangible.
While sustainability became a trend in the beauty industry, for dieNikolai it was never marketing, but its origin. The raw materials grow in their own vineyard, cultivated biodynamically for over 50 years, without pesticides and artificial fertilizers. Yes, sometimes a car drives by. Yes, tractors are part of it. But real sustainability does not mean sterile perfection – but consistent attitude. Even today, the two school friends stand among the vines themselves, harvesting, developing, and every single jar is carefully packed by hand. No anonymous supply chains, no raw materials of unknown origin. This closeness creates trust and makes each product unique.
What moves the two founders most, however, are not numbers or awards, but the feedback from users. Stories of sensitive children's skin, of people in difficult phases of life, of accompanying care during stressful therapies. In such moments, cosmetics become something bigger. Then it becomes tangible that nature not only cares, but strengthens.
Of course, there were also discussions over ten years – major decisions are often made surprisingly quickly, but details like color nuances or label shapes can be passionately debated. This attention to detail is no coincidence, but an expression of responsibility. And the path was not economically self-evident either. There would always have been cheaper ways. But values were never negotiable. That dieNikolai is economically successful today without abandoning these values is perhaps one of the most beautiful confirmations of this journey.
There were many special moments – for example, when an order found its way to the British royal family and a personally sealed box began its journey. And if you ask the two about a dream that is still waiting, they talk about the dieNikolai Spa in the middle of the vineyard – a place where care and origin become immediately tangible.
Today, dieNikolai supplies over 150 partners in ten countries. The assortment has grown, and so has the community. And yet, at its core, much has remained the same: the handcraft, the closeness to nature, the courage to be different. Ten years is not an end, but a milestone. A pause to reflect. And then it continues – between vines, raw materials, and the firm conviction that true sustainability is not a trend, but a promise.
