We are super excited to introduce you to our new retail partner. As a small indie beauty brand, each retailer partnership is truly exciting to us and an honour. When we have a new retail partner in our home country, Germany this is means a lot to us.

We always think that the founders never get the credit they deserve and stay in the unknown. Thus we wanted to introduce you to the founders behind Genuine Selection as they are the heart and soul behind this beautiful curated collection of brands. So please read on to learn more about this power couple. <3

What has inspired you to start Genuine Selection? 

Already at the young age of 11 or 12, I was interested in cosmetic. My grandma was a great inspiration. I used to spend a lot of time with her on the weekends and she was and still is very vain till today. She would never leave the house undone. About 6 years ago I read an article in which it was about how the big cosmetic companies deceive us and lie about their ingredients and their effect on our bodies. Back then, I was your typical Lancôme, Clinique, Chanel Girl and had never checked the ingredients on the label of the products I was using. I was shocked by what I had been doing to my body throughout these years. That day, I gave away all my cosmetics and decided to use only natural products. Then about 2 1/2 years ago I decided to quit my job to follow my dream and establish myself in the beauty industry. In Berlin, I finally had the chance to work at another beauty online shop, which completely fulfilled me. When my husband had to moved to Darmstadt near Frankfurt, it became very clear to me: I want to stay in the beauty industry and bring great brands to Germany! After a few intense months, the time has finally come – Genuine Selection is online! I’m more than happy to be able to turn my long-term passion into my career! That really means everything to me!

What does Beauty mean to you?

For me, beauty does not mean an ideal that we see on Instagram or other social media platforms. It does not mean to have the perfect skin, the perfect body or anything else. Beauty means to me to have positive charisma. If you are happy with yourself and your life, you radiate from the inside out. This is not achievable every day. I often have days where I feel uncomfortable in my skin and a little grumpy – and that’s exactly what I then radiate. Of course, you feel better, ‘prettier’ when you have a glowing and clear skin, so I try to support my skin in its natural beauty through a healthy diet (in my case vegan) regularly do sport and proper skin care products.

Where do you see Genuine Selection in 5 years from now? 

I hope that in the next few years we will be able to bring many more brands from abroad to Germany and make our customers happy. My dream is to eventually open a small Genuine Selection Boutique, so that our customers have the opportunity to test our products first hand on site. In addition, we would also have the opportunity to organize great events.

What does Self-care mean to you? 

Self-care means to me, to take time for yourself and to consciously do something good for your body. This may not always be an extensive home spa ritual, but may just be a long walk in the woods or take the time to cook something healthy and delicious. Of course, I love my weekly beauty routines – they relax me and make me feel good. I always say to myself: Your body works so hard for you every single day, it keeps you alive. Give something in return and show that you love it and you are grateful for what it does — and of course without any chemicals.

Which beauty trends do you think are here to stay and which are just fads? 

What really worked for me personally is the use of facial rollers & Gua Sha. I use them regularly and can really see a change, particularly when I feel a bit lazy and don’t use them for a few weeks. However, I’m generally not a type that participates in any beauty trend or necessarily follows them. I stay true to myself and do not have to apply a pink lipstick, just because it is currently in vogue. I enjoy living in my green bubble and do not even know what the current trends are. Sorry not sorry ;)

What would be a perfect Sunday look like? 

The perfect Sunday – sleep in, cuddle up with my husband and our dog in bed. If the weather allows, I’d run a few laps around the lake nearby, have a leisurely breakfast and just enjoy the day. We go for a small walk several times a day with our dog Marlo and enjoy nature. Sunday is always the day to do ‘meal-prepping’ for the week ahead, to have a well and relaxed start into a new week.

How do you relax from work? 

When I’m stressed from work, I usually go to my kitchen and work me through the recipes in my cookbooks. Cooking allows me to completely relax while listening to loud music and have a facial mask on.

As a smoothie lover – whats your favourite smoothie recipe? 

My favorite recipe? Phew, difficult. My smoothies mostly consist of frozen bananas, frozen pineapple, spinach, camu camu, spirulina and some turmeric. Tastes super fresh and is packed with essential nutrients. But I’m also a big fan of smoothies that taste more like desserts, e.g. after chocolate or caramel. The Salted Chocolate Hemp Smoothie by Angela Liddon from her book ‘Oh She Glows Everyday’ is one of my favorites.


425ml almond milk

1 large frozen banana

3-4 large dates, pitted or 2 tablespoons of maple syrup

3 tablespoons unsweetened cocoa powder, preferably raw cocoa

3 tablespoons peeled hemp seeds

1 tablespoon of coconut or a nutmeg of your choice (I personally use homemade almonds)

1/4 teaspoon of cinnamon

1/8 or 1/4 teaspoon sea salt

Enjoy ❤️😊

What does Sustainability mean to me? 

Sustainability means to me to consume more consciously. Is it in relation to groceries, beauty products, clothing or other things. I always ask myself: “Do I really need this? What impact will my purchase have on the environment? What impact will my purchase have on humankind?” However, I am not perfect when it comes to sustainability. But I give my best and intentionally attempt to make rational decisions that are better for animals, humans and our environment.  

Finally, what is your favourite NAYA Product?

What an unfair question :) I honestly have to admit, that all products from the NAYA Range are superb. My favourite at the moment is definitely the Everyday Cleansing Oil. It is super gentle on the skin and removes make-up easily, and even mascara, without irritating the sensitive eye area. Sometimes, I am a little bit tired in the evenings and simply too lazy and not in the mood to use a towel to remove my cleansing oil. With the Everyday Cleansing Oil I can avoid this step. As the Cleansing Oil emulsifies in contact with water and thus can be easily removed with water only. My skin feels super cleaned and soft after I used it.

(c) Sina Wieland

We are so excited to be part of Genuine Selection ! !