Pony Hütchen

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Pony Hütchen is originally a character from Erich Kästner's novel "Emil and the Detectives," who solved crimes alongside Emil Tischbein in Berlin. This fictional, clever, cheeky, and funny Pony Hütchen was the childhood heroine of former lawyer Hendrike Grubert, who started her own cosmetics business in 2013 and launched PonyHütchen as a cosmetics brand.

After completing her law studies, Hendrike Grubert realized that the business-like atmosphere of her job as a lawyer offered little satisfaction. As she had been making her own cosmetics from natural ingredients as a hobby since 2009 and giving them away to friends in pretty packaging, the idea of setting up her own cosmetics brand instead of wearing a lawyer's robe was not far from her mind.

In 2013, she rented manufacturing space in Switzerland and, in her new sideline, developed her first formula for a deodorant cream. In 2016, the founder presented herself and her products on the investor show "Die Höhle der Löwen", the German format of "Dragon's Den" resp. "Shark Tank". After much criticism, she left the show with self-confidence and a firm conviction for her concept without investors. Contrary to the objectives of the "Lions" resp. "Sharks", who denied her entrepreneurial DNA, Hendrike Grubert focused on consistency over rapid growth. She was proven right, because unlike other shooting stars of the TV show, her brand continues to this day. Hendrike Grubert went "all in" in 2016 and professionally realized her passion project. She quit her day job and, with the momentum of her TV appearance, opened her first PonyHütchen flagship store in her hometown of Berlin in the fall of 2016, featuring a product line that made Berlin its core theme. For her, her connection to her Berlin childhood heroine fits perfectly with her colorful business concept.

PonyHütchen produces vegan, handmade cosmetics with organic ingredients, some of which have been used in beauty care for centuries, and operates primarily in Germany, Austria, and Switzerland. The range includes deodorant creams made from organic ingredients without aluminum salts and alcohol, in numerous fragrances. Bath oils, solid hand creams, shampoo, body lotions, cream perfumes, a modular facial care line, and several cosmetic accessories complete the range. PonyHütchen manufactures the products itself in a factory on the Spree River in a former lighting factory. In a world full of mass-produced goods from anonymous contract manufacturers, Ms. Grubert aims to position her small-batch treasures as an offering for conscious consumption and sustainability.

According to the company, the formulas are developed in-house using carefully selected raw materials, most of which are organic. Animal ingredients and additives, microplastics, silicones and parabens, synthetic colorants and preservatives and alcohol as a preservative are not used, the company promises in a vibrantly designed online store. The PonyHütchen deodorant cream has already received a PETA Vegan Beauty Award.

The "Pony farm" in Berlin-Oberschöneweide is an all-female team with currently around 25 employees (as of 2025). The majority of sales are generated via an online store with a familiar, informal culture. The marketing team is adept at generating attention for the Berlin brand via beauty magazines and online articles. PonyHütchen's overall vegan concept in a reusable system and the wittily choosen names for solid perfumes strike a chord with the times. The parent company is "Things We Love GmbH", based in Berlin.