July 11, 2025, 5:40 am | Read time: 8 minutes
Caroline R. Kroll was still a student when she founded the skincare brand Nø Cosmetics with her father. Her goal: Not only should the formulations adhere to strict principles, but Kroll also consistently emphasizes values in management. STYLEBOOK spoke with the CEO about handling mistakes, a drugstore shelf that regularly drives her to frustration, and the most crucial step in skincare.
If you’ve ever searched for skincare products in a drugstore, you’ve likely encountered it: the brand with the distinctive slashed “o,” pronounced like a German “ö.” Despite the striking typography, Nø Cosmetics is committed to minimalism—not just in packaging design but also in formulation, consciously avoiding unnecessary frills. Caroline R. Kroll founded the brand, which also has its own store in Berlin, in 2018. We look back with her on seven years of Nø Cosmetics and quickly realize that breaking into the cosmetics industry is no easy feat—especially as a young woman.
STYLEBOOK: In addition to the official account @nocosmetics.de, you also started the Instagram account @behindnocosmetics, which looks behind the scenes of the brand. Why was that important to you?
Caroline R. Kroll: “I was looking for an account like that myself. One that shows the real stuff, not just the perfect campaigns, but what happens in between. When something goes wrong—like a typo or a product that doesn’t pass the stability test—I used to feel completely lost. I wanted to show: This happens. And when people understand why, for example, there’s no new launch, they feel included.
Many, even from large corporations, have approached me and said they experience similar things. When I started the account and mistakes happened, I had existential fears and thought it wouldn’t happen to anyone else. Then I turned it around and shared it publicly—for example, when our Vitamin C cream didn’t remain stable. We had to scrap the product, even though it was already featured in a magazine. Instead of pretending the cream never existed, I explained in a statement video how it happened and what the future plan for this cream is. The reactions were so supportive—it felt really good. Nowadays, I really enjoy talking to people about what goes wrong.”
You also speak openly on the account about what it’s like to be a young woman in management. Would you say that gender and age have been obstacles for you?
“A lot has gone really well—it takes luck to be in the right place at the right time and, of course, the right people. My business partner Robert and my father, with whom I founded the company, never dismissed me as too young or inexperienced—that was a huge opportunity. But: If my father hadn’t been present at many meetings, we probably wouldn’t be here today. There were situations where people wanted to stand up and leave the room because they didn’t want to talk to me—I was just there as a young, blonde woman.
Instead, they only spoke to my father, even though he repeatedly said, ‘You need to ask my daughter.’ I sometimes asked questions, and they went unanswered. And it wasn’t just men, but women too. You think: Hey, you could be my ally! They surely wanted to be heard as women ten, twenty years ago. And yes, the cosmetics industry is female, but in the leadership ranks, it’s not as female as you might think.”
Did you feel the need to constantly prove your competence?
“Yes, 100 percent.”
Have you ever thought about giving up?
“There were definitely moments when I thought about giving up, but I have such enormous support from my father, who helped me. Of course, there are moments when I think, ‘This is all too much for me.’ I’m doing all of this for the first time—I’ve never founded a company before. Just like being a first-time mother, you make mistakes. But I try to learn from them. And yes: You need these crossroads in life to get better.”
Do you feel pressured by your role as co-founder and CEO, especially since Nø Cosmetics operates with such strong values?
“Yes, definitely. I now have a great team that also allows me to take a vacation in peace. But self-employment always brings fears with it. I often think about: What if it doesn’t work in a few years? After all, I’ve promised many people through their employment to be there for them and take care of them. Of course, my decisions determine the future of many people. And especially in the cosmetics industry, it’s about something very intimate—skin. My community and customers place immense trust in me. That means a lot of responsibility. Of course, I feel pressure. But my team is really great.”
Not only in personnel management but also in product development, you follow clear principles. What are they?
“We want to be as effective and transparent as possible. Our calculations should remain understandable. We also work sustainably, vegan, and cruelty-free. But what’s also very important to us is the balancing act between effectiveness and compatibility. It’s not just about a product being strong—that’s not always the best for the skin. We really want to make a difference, but with care. And all at a good price. That’s our claim.”
Additionally, all your products are unisex, not intended for a specific gender. How did that come about?
“The basic concept bothers me that there’s a men’s shelf because it implies that the other is a women’s shelf. But it’s not a women’s shelf; it’s a skincare shelf. We all have skin, and it has different needs. Yes, men’s and women’s skin is structured differently. Still, there are men with oily skin, sensitive skin, dry skin, acne, and so on… What bothered me the most was that there were many products supposedly for every skin type. Dry skin and oilier skin are so incredibly different that it really can’t be.
And the same question arose: Who are we making this for? Who is the skincare for? And especially in the duo with my dad, it was naturally a care product that we both wanted to use. We didn’t want to create a product that excluded him or my husband. That’s why one of the main points was to clear up the shame—that it might have been uncomfortable for men to approach the skincare shelf.”
What is the #PinkIsForEveryone campaign about?
“Three and a half years ago, we launched our Pink series, which now includes our new ‘Daily Skin Guard Facial Mist.’ It started with a cream and a serum. And we did it under the hashtag #PinkIsForEveryone. For every product sold, we set aside 50 cents and collected a total of 38,000 euros. This sum was then donated to finance the training of a visually impaired woman in tactile breast examination. And that’s when we dealt with the topic of breast cancer. Men can also get breast cancer. And now we even have a handball team that plays in pink for us. No color has a gender—just like skincare has no gender.
Also interesting: No more outdated clichés! Why pink is now supposed to be feminist
Do you know what percentage of women and men consume your products?
“It’s a bit hard to say because many women buy skincare for their men. So in the drugstore, I would say it’s 80, 20. But I believe it’s already 70, 30 because many men use it with their wives. And I think that’s a growing number. Especially Gen Z is no longer embarrassed—it’s not embarrassing for them to talk about skincare. They just want good skin and do what’s necessary for it.”
If someone wants to start with skincare—what would be your most important tip?
“Clearly: sunscreen! Eighty percent of skin aging is caused by the sun. If you don’t want to do anything else—really nothing—then please use sunscreen. And all year round, even in winter. Many underestimate this, but there are UVA and UVB rays always and everywhere. UVA rays age the skin, UVB rays cause tanning. And the problem is: What we wish for is a tan—what we get instead is skin aging. Even in a tanning bed. It doesn’t have to be Nø Cosmetics sunscreen—the best one is the one that’s actually used. Whether as a fluid, spray, or transparent.”
And what would be your second tip?
“Remove makeup and cleanse in the evening! Please don’t go to bed with the day’s dirt.”
Apart from skincare—what do you think can be done for one’s own beauty?
“Personal well-being is so important. Accepting yourself, loving yourself, not constantly looking for flaws in the mirror. Don’t pick or press on yourself. And above all: trust in the natural aging process. Honestly, I think I look better at 29 than I did at 19. You can learn that aging is not a bad thing—it’s part of life, and you can continue to develop.”