CEO Lutz Hübner in conversation with Cost & Logis: “Our goal is to become the global market leader in hotel cosmetics.”

Lutz Hübner, CEO of ADA Cosmetics, in conversation with Cost & Logis

Cost & Logis spoke with him about the current business year, emerging trends in hotel cosmetics, cost pressures in the hospitality industry, global expansion, sustainability, and the company’s strategic goals.

Mr Hübner, how has the year 2025 started for your company?

We kicked off the year with great enthusiasm. We’ve launched numerous new products and rolled out several key initiatives. I’m convinced that 2025 will be a successful year for both ADA Cosmetics and the industry at large.

Cost pressure among hotel groups and independent hoteliers is high. How is that affecting ADA Cosmetics?

It’s something we face every day. For larger hotel groups, this often manifests in the form of tenders and strict procurement guidelines. Meanwhile, many independently run hotels are questioning whether they can pass on rising costs to their guests.

At ADA, we stay focused on performance. I’m absolutely convinced that quality prevails. We manufacture premium hotel cosmetics and differentiate ourselves clearly from the competition. With our own production facilities in Kehl, on the French border, as well as in the Czech Republic and Malaysia, we’re well positioned for a competitive market.

We also collaborate with trusted production partners in the US, China and Egypt – all operating according to uniform ADA Cosmetics standards. This allows us to keep transport routes short and significantly reduce our carbon footprint.

Which of your products are currently most in demand?

We’ve seen a strong and accelerating global shift away from single-use amenities – a trend driven by a growing commitment to sustainability. Legislation in the United States and the EU Packaging Directive have further accelerated this transformation.

Many international hotel chains are eliminating small-format cosmetic packaging from their rooms and switching to sustainable dispenser systems. This plays directly to our strengths. For over 30 years, we’ve been pioneering dispenser solutions – it’s part of our DNA.

As dispenser systems gain importance, the next logical step is refillable solutions. ADA was the first to introduce a hotel refill system that enables hygienic, convenient, and efficient on-site refilling. Each dispenser comes with a unique code that is scanned during refilling to ensure full traceability.

The feedback has been phenomenal. Our refill innovation, ADA Cosmetics Refillution, is setting new standards in the market.

Given ADA Cosmetics’ increasing global footprint, what strategic role does the DACH region still play?

Germany is our home market, and we are proud to be the leading supplier of hotel cosmetics in the DACH region. Despite our international scope, our guiding principle remains: produce as locally as possible, rather than shipping products around the world.

I strongly believe in listening to customers in their respective markets and responding to their local needs. What works in Germany doesn’t necessarily translate to Italy, Spain, the US, or China. That’s why we maintain local offices and organisations in our key markets – and it pays off.

How much of your business now comes from outside the DACH region?

Well over 50 percent – and growing. Nevertheless, the DACH region remains strategically important for ADA Cosmetics.

What are your plans for the US and China?

They are ambitious. We’ve established offices in Chicago and Shanghai and are working with local manufacturing partners. As mentioned, avoiding long transport routes is one of our core goals – for both economic and environmental reasons.

Whether we produce in-house or through our partners, our ADA Cosmetics quality and sustainability criteria apply globally. It’s the same principle you see at Apple or Mercedes.

Is sustainability a marketing strategy – or a true commitment?

Sustainability is a mindset, not a trend. When ADA was founded more than 45 years ago, the idea of replacing single-use portions was already central to our mission. Sustainability is woven into our DNA.

Today, we certify all of our products Cradle to Cradle™ to support the vision of a circular economy. With our ADA Cosmetics Refillution system, hotels can reduce plastic waste in this category by up to 95 percent – equivalent to as much as 4.5 kilograms per room per year.

More and more hotel groups – as well as independently run hotels – now employ sustainability managers. These decision-makers are increasingly influencing purchasing, and rightly so: sustainable business practices also pay off economically.

We have only one planet. Businesses and society must work together to correct many of the mistakes we’ve made in recent decades.

Considering today’s economic and geopolitical climate, do you see sustainability losing relevance?

That is a real concern. But environmentally conscious action is not only the right way – from my perspective, it’s the only way to secure the future of our planet for the next generations.

At ADA Cosmetics, we remain firmly committed to this course. And the hospitality industry continues to pursue sustainable concepts – because guests, especially younger ones, expect and demand it.

What are your goals for the coming years?

We want to become the global market leader in hotel cosmetics. In terms of quality, we’re already there. And in sustainability, we are the undisputed frontrunner.

I honestly don’t see another company in our industry that matches ADA Cosmetics in terms of agility and innovation. All of our products are vegan, dermatologically tested, and free from mineral oils, microplastics, silicones, and other substances that shouldn’t come into contact with skin.

This uncompromising commitment sets us apart. In addition, we now offer pure natural cosmetics and hypoallergenic products. The safety and wellbeing of hotel guests are always our top priorities.

Can you command corresponding prices for this level of quality?

In our experience, quality always wins. More and more hoteliers understand that investing just a few cents per overnight stay can make a big difference to the guest experience.

The scent and feel of cosmetics are essential elements of brand perception. The investment – I purposely avoid the word “cost” – ranges between €0.25 and €0.50 per guest per night. That’s a small fraction of the room price, but it has a significant emotional impact.

That said, hoteliers need to understand: we can’t offer a “Bordeaux Grand Cru for the price of table wine.” Given our focus on sustainability, innovation, and creativity, we’re well positioned to succeed globally with our product portfolio.

After a period of frequent ownership changes, ADA Cosmetics has now enjoyed stability for several years. What does that mean for the company’s development?

Focused, sustainable work is vital to us. Our employees value a working environment that combines innovation with stability. This inspires them to go the extra mile – a key ingredient for any company’s success.

Our people are proud to be part of our family business. Together with our parent company, BWT – which is highly engaged in water treatment solutions – we have ambitious goals. We plan to integrate our business units even more closely in the future to jointly develop new and unique solutions.

Our vision: Zero Waste. Zero Transport.
We aim to support the hospitality industry with innovations that eliminate the need for single-use plastic bottles for drinking water and cosmetics – and remove the need to transport them to hotels.

About Lutz Hübner

Lutz Hübner is CEO of ADA Cosmetics International.
Prior to this, he spent 18 years with BWT – Best Water Technology, reportedly Europe’s leading supplier of water treatment technologies. As Managing Director of BWT Germany, he played a key role in shaping the company’s transformation and repositioned the brand as an innovative trendsetter in the field of water purification.