Labello
Labello is a Beiersdorf lip-care brand known for stick lip balms used for moisturizing, protection, treatment, and cosmetic enhancement.
Last updated October 16, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Labello is a lip-care brand produced by Beiersdorf AG and associated primarily with lip balm sticks. Its products are intended for several forms of lip care, including everyday moisturizing, protection from environmental conditions and sunlight, treatment-oriented care for severely dry or damaged lips, and cosmetic effects such as shine, color, and subtle tint. In some markets, related products have been sold under names including Labello Nivea, Liposan, and Nivea Lip Care. The brand traces its origins to 1909, when Beiersdorf-associated entrepreneur and chemist Dr. Oscar Troplowitz created a balm intended to care for the lips. The name Labello is derived from the Latin words labium, meaning lip, and bellus, meaning beautiful. Early versions were not the familiar twist-up sticks used today: they were paper-wrapped products that had to be applied with a finger. In 1911, Labello introduced a sliding tin case, a packaging change that helped make the product more convenient and commercially successful. Packaging development has been a recurring part of Labello's history. During the First World War, shortages of tin interrupted production of the metal cases, although refills for existing tubes remained available. In 1922, the metal package was replaced by a lighter aluminum stick, improving portability. Aluminum shortages during the Second World War again constrained supply. In 1953, a plastic sleeve replaced the metal sleeve that had been used for more than three decades. The addition of a practical twist mechanism in 1963 further simplified application and became one of the brand's most successful product innovations. Labello gradually broadened its consumer proposition beyond a single everyday balm. Labello Classic, introduced in its recognizable blue casing in 1973, became the brand's enduring core product. Labello Med followed in 1978 for severe lip problems, and Labello Sun was introduced in 1979 for protection against harmful sunlight. Later launches addressed natural ingredients and flavors, cosmetic appearance, sport and outdoor use, intensive moisturization, winter conditions, and gloss. The 1999 introduction of a large fruit-flavor assortment expanded the sensory and lifestyle dimension of the range, while later products such as Pearl & Shine moved the brand more clearly into cosmetics. The brand had reached more than thirty markets by 1935 and has maintained an international presence, particularly in European markets. Its market identity remains centered on portable, accessible lip care, with the classic stick format functioning as its most recognizable product architecture. Labello's history reflects the development of modern personal-care packaging as much as the expansion of lip-care needs, moving from finger-applied balm and refillable metal cases to twist-up plastic sticks, tubes, tinted balms, glosses, and specialized protection products.
History
Labello's history begins in 1909, when Dr. Oscar Troplowitz created a balm for lip care. The brand was first introduced in Germany and subsequently became available in Switzerland and the former Austro-Hungarian market. Its earliest products were paper-wrapped balms that users applied with a finger. This format was replaced or supplemented in 1911 by a sliding tin case, which made the balm more portable and hygienic and proved commercially successful. Material shortages repeatedly influenced the brand's development. During the First World War, limited access to tin forced the suspension of tin packaging, although refills compatible with existing tubes were sold. In 1922, Labello adopted a lightweight aluminum stick, providing a more convenient form for carrying the product. By 1935, the brand was available in more than thirty countries. During the Second World War, aluminum became extremely difficult to obtain, and Labello products were in short supply until the end of the conflict. A further packaging transition occurred in 1953, when a plastic sleeve replaced the metal sleeve that had been used for over thirty years. Labello also broadened its intended audience in 1958 by developing products for men. In 1963, the brand introduced a twist mechanism, eliminating much of the handling associated with earlier stick formats. This became one of the most successful product launches in Labello's history and established the basic application format associated with modern lip balm. The 1970s marked the expansion of Labello into distinct functional segments. The blue-cased Labello Classic was introduced in 1973 and continued as a core product. Labello Med appeared in 1978 for more severe lip problems, followed by Labello Sun in 1979 for protection from sunlight. In 1984, Labello Camomile introduced natural flavors and ingredients to the range. Labello Rosé followed in 1986, while Labello Sport was introduced in 1989 for physically active consumers. In 1992, the Lip Balance series addressed consumers seeking immediate moisturization. Its products included Labello Hydro, which remained part of the range, and Labello Regeneration, the brand's first product in a squeezable tube. Labello UV Alpin arrived in 1994 with a focus on lip care in cold and winter conditions. In 1999, the brand launched seventeen fruit-flavored lip products, including flavors such as apricot, lemon, mandarin and vanilla, orange, sweet melon, and tropical fruit. Later assortment examples included cherry, strawberry, pomegranate, and pink guava. Labello's scope moved further toward cosmetics in the 2000s. Pearl & Shine, launched in 2001, combined lip balm and gloss for a more visibly cosmetic result and represented the brand's first significant move in that direction. Care Gloss & Shine followed in 2004 in several fashionable colors as well as a transparent version. In 2009, Labello marked its centenary with a limited-edition version of Labello Classic. Across these stages, Labello evolved from a single balm into a broad lip-care portfolio. Product development repeatedly responded to portability, packaging materials, climate exposure, specialized treatment needs, flavors, and cosmetic preferences. The brand remains part of Beiersdorf's personal-care business and is associated with lip balm sticks and related lip-care formats in Germany, Austria, and international markets.
- 2009
Centenary limited edition
[1]Labello celebrated its 100th anniversary with a limited-edition version of Labello Classic.
- 2001
Pearl & Shine launched
[1]Pearl & Shine combined lip care with a glossy cosmetic effect and marked a stronger move into cosmetics.
- 1999
Fruit-flavored assortment expanded
[1]Labello launched seventeen fruit-flavored lip products, broadening the brand's sensory and lifestyle offering.
- 1992
Lip Balance range introduced
[1]The Lip Balance series introduced immediate-moisturization products including Labello Hydro and Labello Regeneration.
- 1979
Labello Sun launched
[1]The brand added a lip-care product designed to protect against sunlight.
- 1978
Labello Med launched
[1]Labello introduced a product aimed at treating severe lip problems.
- 1973
Labello Classic launched
[1]The blue-cased Labello Classic entered the range and continued as a core product.
- 1963
Twist mechanism introduced
[1]A twist-up mechanism made product application simpler and became one of Labello's most successful product innovations.
- 1953
Plastic sleeve introduced
[1]Plastic replaced the metal sleeve used for the preceding decades.
- 1935
International availability expanded
[1]Labello was reported as being available in more than thirty countries.
Products and positioning
Accessible, portable everyday lip care combining moisturization and protection with specialized, flavored, tinted, and cosmetic options.
Everyday lip balm · 1973
Labello Classic
The brand's signature everyday lip balm, introduced in 1973 in a recognizable blue casing. It represents Labello's core proposition of portable, routine lip moisturization and remains one of the best-known products associated with the brand.
Moisturizing lip balm · 1992
Labello Hydro
Part of the Lip Balance series introduced in 1992, Labello Hydro was positioned around immediate moisturizing. It extended the brand beyond the classic balm format by emphasizing hydration as a distinct consumer need.
Treatment-oriented lip care · 1978
Labello Med
Introduced in 1978, Labello Med was designed for consumers experiencing severe lip problems. It gave the brand a more treatment-oriented role alongside its everyday moisturizing products.
Sun-protection lip care · 1979
Labello Sun
Launched in 1979, Labello Sun addressed exposure to harmful sunlight by combining lip care with sun protection. It expanded the range into environmental protection rather than routine moisturization alone.
Intensive lip care · 1992
Labello Regeneration
Labello Regeneration was introduced within the 1992 Lip Balance series and was the first Labello product described as using a squeezable tube. Its format and positioning addressed consumers seeking more intensive or restorative lip care.
Cosmetic lip balm · 2001
Labello Pearl & Shine
Introduced in 2001, Pearl & Shine combined the functional role of lip balm with a visible glossy and pearlescent cosmetic effect. It represented Labello's move toward products that provided both care and appearance benefits.
Lip gloss · 2004
Care Gloss & Shine
Launched in 2004, Care Gloss & Shine extended Labello's cosmetic range with colored and transparent gloss products. The line connected lip-care credentials with trend-oriented cosmetic finishes.
Flavored lip care · 1999
Fruit-flavored lip balms
The 1999 flavor expansion introduced seventeen fruit-oriented lip products, including apricot, lemon, mandarin and vanilla, orange, sweet melon, and tropical fruit profiles. Later assortment examples included cherry, strawberry, pomegranate, and pink guava.
Brand decisions
2001
Move into cosmetic lip careStrategyBackground
Labello had historically centered on functional lip protection and moisturization.
Action taken
The brand launched Pearl & Shine, combining lip balm with a cosmetic gloss effect.
Aftermath
The launch marked a clearer move into cosmetics and was followed by the Care Gloss & Shine range in 2004.
1999
Introduction of a broad fruit-flavor portfolioProduct launchBackground
Labello expanded beyond neutral everyday care to make lip balm more sensory and lifestyle-oriented.
Action taken
The brand launched seventeen fruit-flavored lip products.
Aftermath
Flavor became a recurring part of the assortment, with later examples including cherry, strawberry, pomegranate, and pink guava.
1992
Expansion into intensive moisturizationProduct launchBackground
The brand identified demand for products promising immediate or more intensive moisturization.
Action taken
Labello launched the Lip Balance series, including Labello Hydro and Labello Regeneration.
Aftermath
The range broadened Labello's formats and included the brand's first squeezable tube product.
1973
Launch of Labello ClassicProduct launchBackground
Labello sought to reinforce its everyday lip-care proposition with a recognizable core product.
Action taken
The brand introduced Labello Classic in a blue casing.
Aftermath
The product became a continuing reference point for the brand and remained in production according to the cited historical material.
1963
Introduction of the twist-up mechanismProduct launchBackground
Consumers needed a simpler way to dispense and apply solid lip balm.
Action taken
Labello added a practical twist mechanism to its stick format.
Aftermath
The launch was described as the most successful product launch in Labello's history and helped define the modern lip-balm stick format.
1911
Adoption of sliding tin packagingOtherBackground
The original balm was paper-wrapped and applied with a finger, limiting convenience and portability.
Action taken
Labello introduced a sliding tin case and continued selling the balm in a more portable package.
Aftermath
The packaging approach was commercially successful and established packaging convenience as an important part of the brand proposition.
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/labello · Editorial policy · How profiles are compiled