Susanne Kaufmann on the Alpine Roots of Modern Wellbeing

You grew up in the Bregenzerwald and now lead a brand known far beyond the Austrian Alps. What has remained constant from that beginning?

The Bregenzerwald remains the foundation of everything I do. I grew up surrounded by a landscape where plants have to adapt to changing seasons, strong sunlight, and difficult conditions. My grandmother introduced me to the healing properties of the local flora, and that knowledge stayed with me. The region also shaped my understanding of quality. Here, people value materials, craftsmanship, and relationships that last. As the brand has developed, our perspective has become more international, but the connection to the landscape, to local knowledge, and to responsible production remains central.

You took over Hotel Post Bezau at the age of 23. How did that experience influence your work?

Running the hotel taught me to look at wellbeing as a complete experience. It is not only about a treatment or a product. It also includes the food, the surroundings, the quality of sleep, the way guests are welcomed, and the care they receive throughout their stay. The hotel has been in my family for five generations, so I was also learning how to respect an existing history while allowing it to evolve. That balance between tradition and progress has continued to guide the brand. We keep what is meaningful, question what can be improved, and try to make every detail serve a clear purpose.

The skincare line began through the spa at Hotel Post. What need were you trying to meet?

We wanted to create treatments that were effective, considered, and connected to the philosophy of the spa. At the time, we could not find everything we needed in existing products, so we began developing our own formulas for use in treatments. The products had to perform, but they also had to offer a sensorial experience and respect the principles that were important to us. That process eventually led to the launch of the Susanne Kaufmann skincare brand in 2003. The spa is still an important testing ground because therapists work directly with the products and understand how the skin responds in practice.

How do you bring together Alpine botanical knowledge and contemporary science?

For me, nature and science are not opposing ideas. Traditional knowledge can show us where to look, while scientific research helps us understand how an ingredient works and how it can be used responsibly. We select plant ingredients for a reason, study their properties, and combine them with carefully chosen modern actives when that allows us to create a more effective formula. Our approach is not based on using natural ingredients simply for the label. It is about understanding their origin, quality, and function, then developing products that support the skin’s own processes. That combination is what gives the formulations their character.

The brand is often associated with natural skincare, but you have explained why you do not describe it as certified natural cosmetics. Why is that distinction important?

We believe effective skincare requires an open and responsible approach to formulation. Some natural cosmetics standards exclude ingredients that have been thoroughly tested and can be valuable for the skin. We therefore focus on the quality, origin, safety, and purpose of every ingredient rather than following a narrow definition. Many of our ingredients are plant based, and we work closely with suppliers in the region and across Europe. At the same time, we do not want to make a claim simply because it sounds appealing. Transparency matters to us, including being clear about how we formulate and why certain choices are made.

What does holistic wellbeing mean in practical terms?

Holistic wellbeing means recognising that the body, mind, and emotions are connected. It is not something that can be achieved through one isolated measure. At Hotel Post Bezau, our programmes bring together movement, nutrition, sleep, treatments, and time for reflection. The same thinking informs the skincare brand. Caring for the skin can be part of a daily practice, but it works within a wider relationship with health and lifestyle. I am interested in habits that people can sustain, not in extreme solutions. Wellbeing should become part of everyday life, with enough flexibility to meet the needs of the individual.

Sustainability has been part of the brand since its beginning. How has that principle shaped the way you work?

Sustainability has to extend beyond a single ingredient or a particular piece of packaging. It includes where materials come from, how products are made, how much energy is used, and whether the people involved are treated fairly. Our products are designed, produced, and packaged in the Bregenzerwald, close to the landscape that has influenced us. We work with regional suppliers where possible and use solar energy in our production facilities. We also consider the entire life of the packaging. Recycled glass, recyclable cartons, and refill formats are ways of reducing unnecessary material while maintaining the quality and protection a product needs.

How do you think about luxury in a time when consumers are becoming more conscious about what they buy?

Luxury should be felt in the quality of an object and in the thought behind it, not in excess. It can be a beautiful texture, a well-made bottle, a formula that has been developed carefully, or the knowledge that a product has been produced with respect for its ingredients and surroundings. Consciousness does not remove pleasure from the experience. It asks us to be more precise about what we make and why. I believe people appreciate products that are useful, durable, and transparent. For us, responsible choices are part of quality rather than something separate from it.

The brand has expanded from a hotel spa into products and treatments offered internationally. How do you preserve its original spirit as it grows?

The original spirit is preserved through the principles behind the work. The brand began with a very direct relationship between the spa, the therapists, and the people using the products. That relationship continues to influence how we develop and refine what we offer. As the brand reaches new places, it is important that the experience remains grounded in efficacy, care, and a connection between beauty and health. Growth should not mean losing the details that made the work meaningful in the first place. We continue to return to the same questions: Does it work? Is it responsibly made? Does it contribute to a sense of wellbeing?

What keeps you curious after so many years of developing the brand?

Curiosity comes from paying attention. It can come from observing how people live, listening to therapists and guests, learning more about ingredients, or looking at developments in science and sustainability. The Bregenzerwald is also a constant source of inspiration because it changes with every season. There is always something to notice in the landscape, in local craftsmanship, or in the way a community works together. I do not think a brand should repeat its past, but it should understand what is worth carrying forward. The challenge is to keep learning while remaining honest about where you come from.