The Roanoke facility, expected to generate over 400 jobs, will serve as the company's first American headquarters. By establishing local production and distribution, the brand aims to maintain its core business model—which prioritizes short shelf lives and plant-based formulations—while drastically cutting delivery times for U.S. consumers. While the Virginia site will handle logistics and manufacturing, co-founder Andreas Wilfinger confirmed that Styria, Austria, will remain the primary hub for global research, innovation, and product development.

Since its 1996 inception by Wilfinger and Ulla Wannemacher, the company has grown into an international player with roughly 300 million euros in annual revenue. Its portfolio, which bridges skincare with functional dietary supplements, relies on an "inside-out" approach to wellness. The move into the U.S. represents the most significant geographic shift for the business, which currently operates in approximately 40 markets. Further specifics regarding the initial product lineup available to American buyers will be disclosed closer to the November launch date.