Jörg Körfer Appointed as New CEO of LR Health & Beauty – Focus on Growth and Operational Excellence

LR Health & Beauty SE announces the appointment of Jörg Körfer as its new Chief Executive Officer (CEO), effective August 1, 2025. He will take over the responsibilities of the current board members Dr. Andreas Laabs and Andreas Grootz, who will leave the company on July 31, 2025, by mutual agreement.

The Supervisory Board thanks both departing board members for their long-standing and dedicated service. Under the leadership of Dr. Laabs, LR has transformed from a traditional direct selling company into a modern social commerce platform over the past eleven years. Milestones include the digitalization of the business model, successful product innovations, and key infrastructure projects such as the insourcing of Aloe Vera Drinking Gels in 2018 and the establishment of the IT hub in Athens. Andreas Grootz played a crucial role in implementing capital market-ready governance structures and driving international expansion.

With Jörg Körfer, an experienced industry expert is taking the helm. Körfer held leading positions at Vorwerk (as CEO of Kobold and Thermomix) and served as Chairman of the Advisory Board at Bofrost, where he also advised in the role of CEO.

His goal is to drive LR’s next growth phase and fully realize the brand’s potential across Europe. The Supervisory Board is also considering the addition of a complementary executive board position to further strengthen the leadership team.

“I am very excited to lead LR into its next phase of development – with a strong focus on growth, operational excellence, and digitalization,” says Körfer.