Brand profile · Germany
ponyhuetchen Revenue, search volume and competitors 2026
Vegan, handmade natural cosmetics from Berlin, known for its deodorant cream. Founder Hendrike Grubert pitched on DHDL in 2016 without a deal.
Fact sheet
- Founded
- 2009
- Founder
- Hendrike Grubert
- Headquarters
- Berlin
- Company
- Things We Love GmbH
- Employees
- ca. 25 (LinkedIn-Angabe)
- Die Höhle der Löwen (German TV show)
- Yes, season 3 (2016)
- Deal on the show
- No
- Deal closed after the show
- No
- Funding
- Bootstrapped (no venture capital)
Background and milestones
In 2009 Hendrike Grubert began making care products in her own kitchen alongside her work as a lawyer and mother of two small children, and gave them to friends. In 2013 the first production site with the deodorant cream formula was set up in Switzerland.
- 2013
First production site in Switzerland, deodorant cream formula developed.
- 2016
Appearance on Die Höhle der Löwen (season 3) without a deal, first store opened in Berlin in autumn.
- 2020
Launch of a modular facial care series.
SWOT analysis of ponyhuetchen
Editorial assessment based on the sources listed and the radar data.
Strengths
- According to the brand the deodorant cream won the PETA Vegan Beauty Award and is ranked number 1 on Utopia.de for aluminum-free deodorants.
- Own handmade production in Berlin and several channels (shop, store, factory store, retail) with about 25 employees.
Weaknesses
- With 50 monthly brand searches the brand is barely present in search behavior.
- Revenue and growth figures are not published, and financing ran without external investors.
Opportunities
- The subscription option and facial care series allow repeat purchases beyond the deodorant.
- According to the brand the range is available in retail across Europe, and the B2B area is being expanded according to the team page.
Threats
- Natural cosmetics deodorants are offered by many brands, and differentiation rests on the deodorant cream.
- Handmade production limits scaling compared with industrial competitors.
What is behind the demand?
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Sources
Frequently asked questions about ponyhuetchen
How much revenue does ponyhuetchen make?
There are no documented revenue figures for ponyhuetchen. After login, the brand profile shows a model estimate of organic revenue, split into brand and non-brand.
Who founded ponyhuetchen?
ponyhuetchen was founded in 2009 by Hendrike Grubert. The company is based in Berlin.
Was ponyhuetchen on Die Höhle der Löwen?
Yes, ponyhuetchen appeared on the German TV show Die Höhle der Löwen in season 3 (2016). No deal was made on the show.
Is ponyhuetchen backed by venture capital?
No, according to available information ponyhuetchen has grown without venture capital (bootstrapped).
How much does ponyhuetchen spend on marketing?
ponyhuetchen does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less ponyhuetchen has to pay for each visit.
How much revenue does ponyhuetchen make through Google?
The model estimate combines brand searches and organic traffic of ponyhuetchen with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know ponyhuetchen) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of ponyhuetchen be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of ponyhuetchen after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for ponyhuetchen.
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