Company Profile · Top Distributors
Wild Beauty GmbH
Founded: 30 September 1994, by Reinhold Wild
Headquarters: Breslauer Straße 20, 64342 Seeheim-Jugenheim, Germany
Website: wild-beauty.de
Phone: Infoline DE 0800-3266633 · Infoline AT 0800-366663
Email: info@wild-beauty.de
Region: Germany & Austria · HQ Seeheim-Jugenheim
Core business: Exclusive German and Austrian distribution of hairdresser-exclusive professional brands (Paul Mitchell, Kemon, Stagecolor Cosmetics), supported by an in-house academy (WB-Akademie) and a values-led salon partnership model with shared profit participation.
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Company Presentation
Wild Beauty was founded on 30 September 1994 by Reinhold Wild as the exclusive distribution company for Paul Mitchell products in Germany. Over three decades the family business expanded its exclusive brand portfolio, built a nationwide network of field representatives across Germany and Austria, and grew into one of the best-known hairdresser-exclusive distributors in the DACH professional beauty market.
Following Reinhold Wild's passing in 2017 after 23 years at the helm, the company continues as a family enterprise, with his daughter Mira Wild and son Noah Wild both serving on the board. Wild Beauty positions itself around close, values-led partnership with salons — described in its own language as "one company, one family" — combining brand distribution with education, sustainability initiatives and a distinctive local-salon loyalty model called BenefitLocals.
At a Glance
Key People (Founders)
Reinhold Wild
Founder (1994–2017)
Mira Wild
Board Member · Prokuristin · Head of Communications
Noah Wild
Board Member (since 2004)
Business Activities
Exclusive Brand Distribution
Sole German/Austrian distributor for Paul Mitchell, Kemon and Stagecolor Cosmetics, plus further hairdresser-exclusive lines under the Wild Beauty umbrella.
Salon Field Sales
Nationwide network of field representatives and sales agencies serving salons directly across Germany and Austria.
Education (WB-Akademie)
Dedicated training academy offering programmes tailored to individual learning types and skill levels, focused on salon-day practicality.
BenefitLocals Partnership Model
A proprietary profit-participation system launched in 2018, designed to protect local salon loyalty against pure online retail while capturing e-commerce demand.
Salon Finder
Public-facing "Salon-Finder" tool connecting consumers to Wild Beauty partner salons.
Sustainability Initiatives
Tree-planting programme in German forests (since 2021) offsetting print material impact; sustainability-led product launches (e.g. Paul Mitchell Clean Beauty, 2020).
Social Engagement
Supporting partner of the Zentralverband des deutschen Friseurhandwerks (German Hairdressing Trade Association) since 2009.
Events & Community
Annual "Hair Camp" events (since 2001, Mallorca) and the Wild News company magazine (since 1998) building community among partner stylists.
Strengths & Market Position
- 30+ years as the founding exclusive distributor of Paul Mitchell in Germany, with a brand relationship recognised directly by Paul Mitchell co-founder John Paul DeJoria (fastest-growing colour distributor award, 2005).
- Multi-brand exclusive portfolio combining a major US lifestyle brand (Paul Mitchell) with an Italian colour specialist (Kemon, since 2014), reducing single-brand dependency.
- Deep family-business continuity and salon-relationship culture, repeatedly recognised as "Friseurpartner des Jahres" (Hairdresser Partner of the Year) by trade press, including five consecutive wins through 2012.
- Distinctive BenefitLocals model addressing e-commerce disintermediation — a differentiator versus distributors relying purely on wholesale/retail margins.
- In-house academy and salon-day-focused training embed the company with stylists beyond pure product supply.
- Environmental and social positioning (tree planting, Clean Beauty range, trade-association partnership) aligned with current sustainability expectations in the professional beauty sector.
Imported & Distributed Brands
Core Exclusive Brands
Paul Mitchell Sub-Brands & Line Extensions
Other Salon-Exclusive Brands
Business Overview
Markets Served
Germany (core market since 1994) and Austria (distribution built out from 2001), served through dedicated national infoline numbers for each country.
Sales Channels
Direct field sales via representatives and sales agencies, salon-partner network with public salon finder, and a proprietary shared-profit e-commerce model (BenefitLocals) protecting salon revenue.
Positioning
Hairdresser-exclusive, family-run, values-led ("familiengeführt, friseurexklusiv, tierversuchsfrei") with strong brand-loyalty and education focus.
Company Milestones
Note: Most recent publicly available headcount/turnover figures date to 2019 and 2011; current figures were not published on the site and should be confirmed directly with the company.