Our story

Lavertu has been a symbol of enduring beauty and craftsmanship since 1985, blending artistry and science to create makeup that enhances natural beauty while caring for the skin. Founded by visionary Fred van Wolffelaar, Lavertu was built on a foundation of passion, creativity, and an unwavering commitment to quality. From hand-drawn concepts to collaborations with leading laboratories, Fred’s meticulous approach set the tone for a brand synonymous with excellence.

Fred’s legacy remains alive and vibrant, carried forward by his children, Raymond and Roxanne, who honor his vision and continue to drive Lavertu’s growth while staying true to its founding principles.

Lavertu’s mission is simple: to create luxurious, cruelty-free makeup that’s as comfortable as it is beautiful. Innovation is at the heart of everything we do, from advanced formulations to sustainable, refillable packaging. Our goal is to make luxury accessible—products that feel indulgent yet remain affordable.

The brand’s iconic visual identity, with organic, rounded designs and a calming blue-grey palette, reflects Lavertu’s blend of timeless sophistication and contemporary elegance.

Looking ahead, Lavertu is expanding its range with bold new innovations, remaining steadfast in its dedication to quality and customer satisfaction. Lavertu isn’t just about makeup—it’s about creating an experience, celebrating beauty that transcends trends.