CEO Lutz Hübner in conversation with the AHGZ: “Sustainability is a basic principle”

ahgz – Allgemeine Hotel- und Gastronomie-Zeitung is the leading trade medium for the hospitality industry in German-speaking countries. It has been published weekly in print since 1946 and goes back to a predecessor publication from 1900. With a circulation of around 27,000 copies, it reaches decision-makers in the hotel and catering industry. ahgz reports on industry news, trends, products and management topics and is part of the dfv media group. It is regarded as a wide-ranging platform for specialist information and opinion-forming in the hospitality industry.

Lutz Hübner, CEO of ADA Cosmetics, was in conversation with ahgz on current topics: Environmentally friendly products and concepts in hotel cosmetics, the innovative Refillution System and the cooperation with the company Best Water Technology (BWT).

Mr. Hübner, there is cost pressure everywhere. How can hotels avoid waste and save costs in the cosmetics sector without having to make major investments first?

Sustainability should be an integral part of every hotel and be reflected in a holistic concept. Specific measures can also be taken in the hotel cosmetics sector: By switching from individual packaging to refillable dispenser systems, hotels can significantly reduce both waste and costs.

This change can save up to 85% plastic and up to 30% product loss – the latter would otherwise end up down the drain or in the bin.
The first fully automatic refill system for hotel cosmetics, the ADA Cosmetics Refillution, goes one step further: savings of up to 95% on plastic waste and up to 40% on the product are possible – this corresponds to around 4.5 kg of plastic per room per year.

These measures not only make a measurable contribution to waste avoidance, but also quickly have a positive economic impact.

ADA Cosmetics and BWT (water technology) have launched joint initiatives in the hotel industry. How do they work?

Sustainability is a central component of the corporate strategy of both ADA Cosmetics and BWT. Under the motto “Zero Waste” and “Zero Transportation”, both companies are pursuing a common goal: to use resources efficiently and in an environmentally friendly manner on site.

With BWT solutions, mineralized drinking water of the highest quality can be treated directly in the hotel – from the kitchen to the guest room – and filled into glass bottles or carafes. The transportation of water and the associated emissions as well as the use of plastic bottles are completely eliminated.

A similar principle applies in the cosmetics sector: products are delivered in large containers and filled into dispenser systems on site. This also enables the use of high-quality materials such as glass, ceramic or aluminum for the dispensers – solutions that were previously difficult to implement.

Will this result in further synergies?

Water and cosmetics are among the central products in everyday hotel life – and they are used directly by almost all guests.

The partnership between BWT and ADA Cosmetics provides hotels with both from a single source: high-quality, safe and sustainable products that promote the comfort and well-being of guests. At the same time, hoteliers benefit from customized solutions that can be seamlessly integrated into hotel operations.

Your company is committed to sustainability with many measures. What is the intention behind it?

We are convinced that sustainability should not be a short-term initiative. For us, this is an attitude and therefore a long-term responsibility!

With our commitment, we want to contribute to future generations being able to discover and travel the world. This is why we regularly publish a sustainability report that makes our progress and measures transparent.

Our entire product portfolio is Cradle to Cradle® Silver-certified and has also been awarded the EcoVadis Gold Label – confirmation that we are among the most sustainable 5% of all companies assessed worldwide. Our standards are also recognized by the Green Key certificate, which is important for the hotel industry.

We are clearly opposed to greenwashing and only accept certifications that are audited by independent bodies. We also rely on regional production sites worldwide to shorten delivery routes and reduce CO₂ emissions.

Have there been many changes to cosmetic formulations in recent years?

Yes – and very consciously. The skin is the largest organ in the human body. Our requirements for safety and compatibility are correspondingly high. All ADA Cosmetics products are dermatologically tested and pH-adjusted to the skin.

We not only follow the strict EU directives, but also the new requirements in the USA and go above and beyond: we proactively remove critical ingredients such as benzophenones or MIT preservatives from our formulations – even before legal regulations take effect.

We also focus on natural ingredients. The majority of our products consist of over 90 % natural components. Our Think, Act, Live Responsible line is fully certified as natural cosmetics.

Together with the renowned fragrance house Symrise, we have also developed Actimood® technology: An innovation that specifically promotes the well-being of guests via fragrance components – for example, calming in the new Yon-Ka spa line or invigorating in Naturals and the newly launched brand The Curious Botanist, which has already attracted a great deal of attention at the “Hotelier of the Year 2025” awards.

What about the acceptance of environmentally friendly packaging and refill systems by the hotel industry?

The demand for sustainable solutions is constantly increasing – also in the hotel industry. Accordingly, the recyclability of the dispensers is our top priority.

Our SmartCare® dispenser, consisting of a mono-material, is 100% recyclable and has been recognized as one of the most hygienic systems on the market by the leading hygiene institute at Rhine-Waal University of Applied Sciences. In addition, we use recycled plastics wherever possible to actively promote material cycles.

With the Refillution System, we also enable hotels to refill dispensers directly on site. High-quality dispensers made of glass, ceramic or aluminum can also be used. The systems combine sustainability, safety, design and cost-effectiveness – real added value for hotels and guests alike.

Are there any new products in the range?

Our portfolio is being continuously developed. This year, we launched the new brand The Curious Botanist and gave our classic Naturals a fresh design and Actimood® technology. Our Balmain luxury line is now also available in the SmartCare® dispenser.

A special highlight is our ADA Atelier: here, hoteliers have the opportunity to design their own individual cosmetics line – from the choice of dispenser to the design and the fragrance that perfectly matches the hotel.

We also focus on maximum sustainability when it comes to accessories: we avoid plastic as far as possible and instead use natural materials such as bamboo, wood, cotton and FSC-certified paper – for a coherent, environmentally friendly overall concept.

Environmental protection plays a major role in your products. What is the situation along the production chain?

For us, sustainability does not end with the product – it begins with the selection of raw materials. For example, we only use RSPO-certified palm oil to support the protection of rainforests and their biodiversity.

In addition, our entire product portfolio is Cradle to Cradle® Silver-certified. This certification commits us to a continuous improvement process and enables a sustainable circular economy – with the aim of using as few new resources as possible.

Competitive pressure and rising costs pose major challenges. Are you planning changes in the company against this background?

The entire hotel industry – including its suppliers – is under increasing pressure to change. However, we see this as an opportunity and are meeting it with innovative strength and foresight.

For over 45 years, we have been developing solutions that make hotel cosmetics more hygienic, sustainable and efficient. With over 700 employees worldwide, our own laboratories and production facilities, we are ideally positioned to respond flexibly to regional and local requirements.

Our approach remains clear: “glocal ” – think globally, act locally. Examples of this are our newly opened offices with showrooms in Shanghai and Chicago. Our employees worldwide remain our greatest asset – they shape our innovative strength and our commitment to the highest quality and personal contact with our hotel partners.