LR Health & Beauty has officially announced the appointment of Jörg Körfer as its new Chief Executive Officer, effective August 1, 2025. Körfer steps into this pivotal role as both Dr. Andreas Laabs and Andreas Grootz conclude their tenures by mutual agreement on July 31, 2025.
This leadership change marks a new era for Europe’s premier social commerce company. The Supervisory Board is also considering adding a new executive to further strengthen the leadership team moving forward.
Bringing over two decades of high-level leadership in direct selling, Jörg Körfer is no stranger to global success. His career includes 14 years at Vorwerk, where he served as CEO of both Kobold and Thermomix. He also chaired the Advisory Board at Bofrost and advised as acting CEO.
With a proven track record in strategic transformation and business innovation, Körfer is expected to carry LR’s ambitious vision forward—amplifying its growth, digital capabilities, and leadership in wellness and beauty products.
Under Dr. Laabs’ leadership since 2014, LR Health & Beauty has transformed from a traditional direct selling model into a global social commerce powerhouse. His contributions include:
Business digitalization and tech expansion
Landmark product launches
Opening of the Athens IT hub
In-house Aloe Vera Drinking Gel production
Andreas Grootz also leaves behind a lasting legacy, having played a key role in establishing capital market-ready governance and expanding LR into new international markets.
The Supervisory Board expressed deep gratitude to both for their dedication and leadership, confident that Körfer is well-positioned to build on their achievements.
Operating under the motto “More quality for your life,” LR Health & Beauty develops and distributes premium nutritional and cosmetic products across 32 countries. Founded in 1985 and headquartered in Ahlen, Germany, LR combines the power of personal connection with modern digital tools through its LR neo platform, supporting community members with business insights and performance tracking.
Key highlights of the company include:
Over 20 years of Aloe Vera expertise
One of Europe’s most advanced Aloe Vera production sites
Nearly 1,200 employees and hundreds of thousands of partners
Commitment to social impact through the LR Global Kids Fund
LR continues to empower individuals seeking flexibility, wellness, and financial independence in today’s evolving work environment.
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