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Anyone who walks through our production halls today can immediately sense the momentum here.
Ten years ago, Velvety was just a vision. Today, we are a company that supports brands in transforming their ideas into high-quality, effective cosmetics.
Our goal is to develop the best possible products for our customers. To achieve this, research and development, packaging, production, quality management, purchasing, and project management work hand in hand. Every idea is jointly developed, tested, and implemented until a concept turns into a product that truly convinces.
This collaboration is our greatest strength. It combines knowledge, experience, and passion into an energy that can be felt in every detail.
Or, as we like to say internally: the impossible we do right away miracles just take a little longer.
Innovation as the core of our product development
True innovation emerges where curiosity meets experience.
Our development team works every day to explore new paths in cosmetics and to create products that are effective, inspiring, and resource-efficient at the same time.
“Curiosity, that’s where it all begins,” the team explains. “Innovation arises when we feel the urge to do things better, more sustainably, or simply differently. This mindset drives us to continuously rethink the boundaries of traditional cosmetics from formulations to the selection of raw materials.”
A particular focus lies on water-free and pressed formulations, which we see as the next logical step toward sustainable beauty. “This approach helps us preserve one of the planet’s most valuable resources — water,” says the lab team. “At the same time, the products become more stable, require less or no preservatives, and are therefore gentler on the skin and longer-lasting. They are lightweight, compact, often plastic-free, and perfect for travel. And best of all: you can immediately feel the concentration and effectiveness of the ingredients.”
The product development team is currently working on highly concentrated, water-free serums and solid essences that integrate active ingredients such as niacinamide, peptides, and plant-based retinol alternatives like bakuchiol or cacay oil into modern textures.
Particular focus is placed on adaptogenic plant extracts for stressed skin, fermented ingredients for enhanced bioavailability, and multifunctional care products that combine efficacy with protection.
Personalization in cosmetics is also becoming increasingly important.
Our modular product concepts enable skincare that can be flexibly adapted — especially through boosters or complementary layering products tailored to individual skin needs. We use consumer analyses and data feedback to respond to trends at an early stage and ensure that our developments remain both innovative and market-oriented.
Our team is currently gaining valuable insights through our own brand, INUANA, which is set to launch in 2025. “INUANA gives us the opportunity to directly connect research with real market feedback,” the team explains. “We’re learning how important clear communication about ingredients and their benefits is. Consumers want to understand what a product can do and experience how it feels. It’s the combination of efficacy, texture, and sensory experience that makes skincare truly special.”
The work on INUANA inspires us to test new active ingredients, refine formulation techniques, and further optimize product stability. These experiences flow into every new project from the first concept to the finished product. This ensures that performance, sustainability, and user experience always remain at the heart of our development.
Among the products we are particularly proud of are our pressed body balms, water-free cleansing bars, solid deodorants, anti-chafing sticks, and foot creams.
They combine high efficacy with sustainable packaging while offering a luxurious care experience — proof that performance and environmental awareness can go hand in hand.
We are also making great progress in the field of solid emulsion systems. They open up entirely new possibilities for the next generation of modern skincare products and further strengthen our position as an innovative private-label cosmetics company in Europe.
Looking ahead: The Green Campus Ansfelden
With every new idea, our need for space, structure, and opportunities grows. After ten years of continuous growth, one thing is clear: Velvety needs room to take the next steps.
Our current location in Neuhofen is literally bursting at the seams. Production and storage are spread across several halls, which challenges our workflows daily and costs valuable time.
The new site in Ansfelden is therefore an important step toward the future of Velvety.
Here, development, production, and storage will be brought together in one place. This will create efficient processes, shorten distances, and allow for flexible expansion of capacities.
Special attention is being given to the new laboratory for research and development, which will provide optimal conditions for testing, product ideas, and innovation projects. This will create an environment where creativity, technology, and quality can work together even more closely.
However, the Green Campus Ansfelden will be much more than just a production site.
It is designed to make cosmetics tangible, share knowledge, and showcase the manufacturing process transparently. Guided tours through the production facilities and workshops on “Soap then and now” are planned, giving visitors the opportunity to create their own products. In addition, there will be a shop where visitors can discover and purchase our products directly on site.
This will create a site that combines efficiency, transparency, and sustainability — securing Velvety’s continued growth and development in the long term.
Conclusion
Velvety looks back on ten successful years but our journey is far from over.
With new technologies, bold ideas, and a sustainable site project, we are writing the next decade of our story.
Because for us, innovation is not a goal it’s our mindset.
The world of cosmetics
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