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OMR 50 - The ultimate ranking of the marketing makers: inside of the 2021 vintage

OMR 50 - The ultimate ranking of the marketing makers: inside of the 2021 vintage

Who has particularly impressed the OMR editorial team in recent months?The solution can be found here in the new edition of "OMR 50 - The Ranking Powered by Gerolsteiner".As every year, like the 50 people and teams, whose work in marketing, media, digital economy and attention economics stand out.

In addition, the hint, which has almost become a tradition as the list itself: We have of course researched for a long time for OMR 50 and discussed it internally.Nevertheless, the whole thing remains a subjective selection and should be understood more as a piece of infotainment than as a tough ranking.Again this year we tried to find a good mix of industry celebrities, hidden champions, digital stars and remarkable curiosities.Some of them will also see the OMR Festival again next year, which is firmly planned for May 17th and 18th.

"As a partner of OMR, we are again happy to support the OMR top-50 this year," says Marcus Macioszek, marketing manager at Gerolsteiner."It is always amazing what interesting heads are about." But now a lot of fun discovering the most exciting minds in the industry.

Pamela Reif (Photo: Pamela Reif on Instagram)

1. Pamela Reif, influencer and entrepreneur

If you would ask for representatives: Inside the German start -up scene, to which the profile "Successful German sole proprietor, who is only in his mid -20s, but presumably already multimillionaire" could apply - only a few would probably come up with the name Pamela Reif.The 25-year-old from Karlsruhe is very well known as a fitness Instagrammer.But in Germany Creator: Inside as an entrepreneur: Apparently still underestimated - wrongly, as Ripe proves.

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A look back for better understanding: In the past year and a half, ripe in terms of range and awareness has penetrated all new, international spheres.Above all, because at the beginning of the Corona crisis she recognized the favor of the hour.When a large part of humanity is at home in the Lockdown, the fitness influencer strengthens her activities on a platform on which she was only irregularly active until then: YouTube.At first she streams workout sessions for everyone who wants to keep fit at home.When she realizes how well this is received, from then on she uploads at least one video a week on YouTube.They then mean, for example, "10 minute from workout", "15 minute booty workout" or "20 minute full body workout-beginner version"-and thus take the search volume for workout tutorials going through the ceiling.

YouTube views crack the billion border

The result: Reifs comparatively high -quality videos are called up millions of times;The number of subscribers to your YouTube channel increases from 1.63 to currently over eight million.Before pandemic, the channel had recorded 120 million views;Since then, the number of calls has been increased at more than 1.23 billion.Google lists your video “10 min from Beginner Workout” (currently almost 65 million views) in the top 10 YouTube videos of the year 2020.

Because she has been posting most of her content in English for a long time, she also manages to bind followers from abroad: three quarters of their YouTube viewers: inside come from abroad, for example from the USA, Great Britain, Italy and France.

Sold out "Naturally Pam" shelf

Your range explosion on YouTube also radiates on your former main platform Instagram.From February 2020 to the present, the (previously impressive) number of their followers increases from 4.6 to 8.2 million.On her Instagram account, she not only informs her existing and new followers on new YouTube videos, but also divides them at the beginning of the pandemic workout plans;She also posts healthy recipes on the account “Pam Goes Nuts”.In the stories, she lets followers participate in their everyday life.So Reif builds a small “content flywheel” and itself a larger community than ever before.

On Instagram, she can also better monetize the audience obtained via YouTube: there she posts advertising for products, especially within the framework of long-term partnerships with companies such as Puma, Calzedonia, GHD and the Swedish fashion brand NA-KD.At the beginning of 2021 she also launched her own brand for health -conscious nutrition: "Naturally Pam".As a partner (and minority owner), the Hamburg Startup Goodlife Company, whose Hej Natural Riegel Reif has been applying for years.The "Naturally Pam" products are initially only available via their own online shop and quickly sold out again and again.In the meantime, they are also available in stores.

Six million US dollar sales with the app?

Shortly after the launch of your own brand, your content Flywheel and her monetarization strategy extends you to another important element: the PAM app.In this, she bundles the recipes and training plans in the future.A basis for content is available free of charge;For all content and the entire range of functions, users must: complete a subscription inside.This strategy obviously works very well: The app statistics tool Airnow Data estimates that the app has been downloaded 2.5 million times across operating system and generated sales in less than a year.

The most impressive thing about Pamela Reif's success story is, as it has succeeded in gaining a foothold in China in the past two years.A Chinese follower on the street asked her that others uploaded her videos on Chinese platforms and thus generated many views."I thought that I can do it myself," said Reif.In the meantime, she recorded almost seven million followers on Bilibili (the Chinese YouTube), 6.6 million on "Little Red Book" (Xiaohongshu, similar to Instagram) and 1.7 million at Sina Weibo.She streams in front of hundreds of thousands of spectators in the Keep fitness app;Makes advertising for Puma in China and even has contracts with Chinese brands, such as the Whollymoly food brand.

2. Kağan Sümer, founder and CEO Gorillas

In the Omr Podcast, Kağan Sümer said to Omr boss Philipp Westermeyer: “You have to know three things from me: I love bikes.I love team sport.And I love Consumer Business. ”That is why Sümer was already cycling 6,000 kilometers from Istanbul to China, became captain of the Turkish Wasserbail national team and founded the Gorillas delivery service.

The Berlin startup rose to the Unicorn just nine months after the foundation.No other German company had made it in such a short time.The Gorillas principle is very easy: If you order supermarket articles in the app, you will receive a fee of 1.80 euros by bicycle courier.At the start, the company succeeds in generating enormous Word-of-Mouth effects with delivery times of ten minutes or even underneath.Gorillas is also a marketing success of success.The startup is currently active in eight countries;In this country alone, it employs over 10,000 drivers: inside.Due to the rapid growth, the company focuses on increased media interest.

In the meantime, Gorillas is also a relevant media donor;Finally, the company has received a partnership with Paris Saint-Germain.This helps remarkable findings: It was only last September that the startup took up around one billion dollars in a third round of the financing, this time by Delivery Hero, to continue growing and - more and more important - to defend its own market share towards the competition.Because in addition to the local rival nimble and some other European competitors, the US model Doordash has now also announced its entry into the German delivery service market.

Philipp Westermeyer with Gorillas founder Kağan Sümer (right) on the Omr Podcast recording

3. Lena Gercke, model and entrepreneur

Lena Gercke always feels new.First model after their victory at Germany’s Next Top Model.Later moderator and influencer.Today entrepreneur.Together with About You, she founded Leger - and sells the clothes she designed exclusively through the retailer.Lena Gercke is also an important part of the success story of About You, who has found its preliminary climax this year with the IPO.

Leger one of the biggest brands on About You

“We currently have about a turnover of six million euros.And our goal is to go to an eighttail sum in the next three years, ”said Lena Gercke in the OMR Podcast at the end of 2019. It cannot be determined whether this was successful.However, the brand is one of the best -selling on ABOUT YOU and in May 2021 it officially makes a company out of Leger: Lena Gercke founds Leger GmbH with retailer and now wants to attack further.At Otto.de, your brand now sells a home collection with sofas, beds, curtains.Leger describes stylish reluctance as a brand as well as the clothes.

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This year Gercke and About You have also considered a special marketing strategy.Around the launch of one of her collections, she was accompanied by cameras - even during her pregnancy.The result is a two -part documentary that has generated a total of 2.8 million views on YouTube.The video for the wide campaign connected to the TV for Lena Gerckes Autumn/Winter collection was viewed over 100,000 times on her own Instagram channel alone.

At the same time, Gercke is also a popular partner for many brands outside the About You and Otto world.With 2.8 million Instagram followers, it is one of the highest range of German influencers.Adidas, Maybelline and BMW are well-known long-time brand partners.

4. Peter Chaljawski, founder and CEO Berlin Brands Group

Since September 2021 at the latest, the Berlin Brands Group (BBG) can no longer hide behind the "Hidden Champion" label.The company announced a financing round of over $ 700 million, which was finally officially catapulted by the DTC dealer founded in 2005 as a chal-tech.For a long time, however, founder Peter Chaljawski has raised his own brand empire quite calmly and largely pulled up from the public.Over the years, an ebay seller with inexpensive household and consumer electronics grew a portfolio of 14 self-developed brands.In addition to Klarstein, the flagship brand for household appliances, you may know the sports equipment brand Capital Sports or the garden products sold under the Blumfeldt label.

1.5 billion active e-commerce buyers: inside

Like many other e-commerce retailers, the Corona year 2020 BBG led this into a new growth phase.Sales jumped by more than 50 percent to EUR 334 million.And nothing speaks against the fact that the current financial year is again concluded with massive sales growth.Because at the end of 2020, the Berliners got into the race for taking over profitable DTC sellers.A financing round of over 240 million euros ensured that BBG could get involved directly with power.And with success.In addition to the self-made own brands, over 40 other DTC brands are now part of the BBG empire.

It may have helped that Chaljawski will provide exit founders: inside a somewhat more attractive pitch than the other seller buyers: He can not only promise that BBG will continue to grow the brands through synergies and more professional management.The Berliners also offer their own warehouse infrastructure and self-developed software, which, in addition to Amazon, also fills their own brand shops and other marketplaces in more than 20 European countries, Turkey, the USA and China.Overall, BBG claims to reach 1.5 billion active e-commerce buyers: inside worldwide.

Peter Chaljawski, founder and CEO of the Berlin Brands Group, Photo: BBG

Above all, that BBG is holding its logistics in its own hands is currently an important argument when building the most attractive FBA sellers.Because Amazon itself is currently growing faster than putting new Fulfilment Center into operation.What for many FBA retailers means that of all things in front of important shopping events such as the Black Friday, the amount of goods that you can store at Amazon is limited by the group as you please.

Last but not least, the current expansion plans from BBG have shown what dynamics in e-commerce are currently. Since 2017, the Berliners in Kamp-Lintfort in Lower Rhine have been operating their own warehouse and shipping center with 55,000 cubic meters of volume.Which we are currently putting a second with over 90,000 cubic meters.The daily capacity is expected to increase from 40,000 to 100,000 packages.In addition, a camp in Great Britain opens at the end of 2021, others are planned in Spain, France and Eastern Europe.And also when expanding his branded kingdom, Chaljawski should be able to keep the pace.In mid-November, BBG reported that another 100 million euros could be collected to take over FBA sellers.

5. Tina Müller and Vanessa Stützle, CEO and CDO Douglas

The digital transformation of a traditional company that is still in a resident trade with both legs-that was not a nine-to-five job before the pandemic.But with the first Lockdown, Tina Müller, CEO of the drugstore chain Douglas since 2017, became all the more urgent.It took the opportunity to accelerate inevitable changes that she had long started.Her closest ally is digital boss Vanessa Stützle, who had switched to Douglas almost simultaneously and was previously able to prove to S. Oliver that she has ideas on how to increase the online sales of a classic chain player.

Tina Müller and Vanessa Stützle, CEO and CDO from Douglas (from right), Photo: Douglas

Make the slightly dusty perfume dealer Douglas "the largest beauty platform in Europe".That was the task that Stützle had put on the change, she explained in the OMR Podcast last July.And she had come a lot closer to this goal at the time of the recording.If the share of sales generated online when the two women started, he had now increased to 40 percent.Of course, there was a certain corona effect.But even with a complete opening of the branches, you do not expect that the value would fall below a third, says Stützle at the time in the OMR Podcast.And with regard to profitability, her CEO Tina Müller, on and offline business moved at the same level anyway.

That is why Müller might have saved himself the planned PR coup, who was scratching the visionary manager's image at short notice.On the one hand, she had proven creativity on the one hand by the conversion of some Douglas shops of perfumeries in drugstores-which were also allowed to open in Lockdown.But in a basic mood that welcomed everything that promised to shorten the pandemic, the plan failed due to the massive public headwind.After all, the unsuccessful PR-Volte Douglas had made the headlines and thus into the awareness of the Lockdown population, which was almost exclusively online at the time.

Despite the shitstorm, do not lose your orientation

Even if the Douglas boss had to experience a veritable shitstorm for her idea, this experience did not change their attitude to tackle meaningful and inevitable changes.And it should have been clear what wave of indignation would trigger their announcement of branch closures.In the coming months, Douglas will close 500 shops across Europe.In Germany, 60 out of 430 stores disappear.This is not just every seventh branch - in many places, a familiar name disappears from the pedestrian zone, which appears for a long time as a bulwark against the crisis of the city centers and digitization.

This year Douglas celebrates his 111 birthday.A few years ago, some would have bet that the company was badly shaken by this anniversary or maybe not at all.Tina Müller and Vanessa Stützle instructed them better.And even more: The transformation of Douglas can be a template for medium -sized retailers who have understood that digitization is not a trend that can be sit out, but a challenge that only deals with it with consistency and without nostalgia.

6. Younes Zarou, Tikok Creator

A few days ago, when Will Smith visits the premiere of the film King Richard (a organic pic about Serena and Venus Williams, whose father Smith is in the film), the first photo that the Hollywood star on Instagram publishes from the celebration is a oneSelfie together with Younes Zarou.The 23-year-old Frankfurter “only” has 4.9 million followers on Instagram, Smith, on the other hand, almost 57 million.So why does the film star give the young creator this honor?

The alleged answer: Tikkok.The platform is now the most important to reach the young target group.Smith on Tikkok also has more followers (63.9 million) than Zarou (41.2 million).But when it comes to total plays, the 23-year-old German, with 11.6 billion views, almost triple Will Smith (3.1 billion).There is currently no common video of the US actor with the German Creator on Tikkok.It is quite possible, however, that this will only go online at the start of Germany in February.

Zarou is not only the highest range of Tikok Creator Germany, but is also part of the top at European level.His specialty: videos with unexpected visual effects, optical illusions and surprising experiments.It usually shows how the effect is achieved and what it looks like in a photo or video in the end.Pulling a rabbit out of the hat is one thing, the view behind the curtain, as the rabbit gets into the hat, the Tikkekers seem to love even more.

7. Achraf ait Bouzalim, founder 6pm

It is the big hype fashion story of the year: Achraf Ait Bouzalim sells each of its collections in a few minutes-and has shaped a million business from its fire 6PM.How did the 25-year-old Frankfurter do it?With a combination of a strong community and much attention.He does not spend money on marketing.

Achraf Ait Bouzalim has shaped 6pm into one of the hippest German fashion labels

Achraf starts 6PM in 2016 during his studies.But at the beginning the business with the unusual 6 PM clothes does not run at all.The change will come in 2019 because the investor "Papa Oscar Ventures" gets in and keeps the founder free.Since then, all of his collections have been self -run.

Growth over organic community

"Instagram is the channel that we communicate with the customers," says Achraf Ait Bouzalim.“I have built my community organically and I am very close to them.That is why 6PM has now grown so big. ”The Instagram account of his label today has 144,000 followers.But his personal account is even more important.He is even closer to his life about him with his 169,000 followers and lets her participate in his life.

Achraf spins gold from these fans.He specifically announces a collection in advance with stylish videos and photos - and always refers to the start of sales (drop) on a certain day at 6 p.m. (6PM).His special trick: He asks on the personal account whether someone wants codes for the next drop.These can then buy half an hour beforehand and often generate the really large shopping baskets.

8. Shirin David, musician

Yes, Barbara Shirin Davidavicius alias Shirin David has made it into this ranking before.Back then, early 2019, she had just launched her first two rap singles;For most, however, she was still the beauty influencer from Hamburg known from YouTube and Instagram.That should have changed since then.Because Shirin has not only completed an image change to the confident and independent rapper, she also stands for the booming Creator Economy like no other artist.Her debut album "Supersize" was the first record of a German rapper to crack the first place on the charts.This was followed by features with established rap stars such as arrest warrant and Luciano.And three singles of the album “Bitches need rap”, which was released on November 19, also charged in first place.

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At the same time, she almost perfectly understood to build successful products from her millions of areas on social platforms and a loyal community.Together with Douglas, she launched the "Created by Shirin" perfume in 2019 - after she had previously already implemented ten million euros through a collabo with the drugstore chain DM ("Created by the Community").

However, the largest and most lucrative coup is likely to be the "dirtea" iced tea for a few months.According to Shirin David's YouTube announcement, 20 million cans are said to have already decreased at the start-including attention-grown promotional campaign with the food delivery service.Whether the three varieties peach (wetpeach), cotton candy (Candy Shop) and blueberry (Busty Blueberry) revolutionize the iced tea market in terms of taste?Probably not.Nevertheless, another flavor plus a variety including alcohol should follow.And other business moves from Shirin David certainly too.

9. Christian Angermayer, investor and founder

Business Angel and venture capital investors like to give themselves as smart and daring types.With Christian Angermayer this is actually more than a pose.The German, who lives in London, and whose assets were recently estimated at 1.3 billion euros (the IPO of Atai and the crypto boom of past months should have screwed up again), his money is in the big oneBetting: His investment company APEIRON Investment Group takes part in crypto startups and petropes young deep tech companies with remarkable sums, the spectrum of which extends from robotics to artificial intelligence to space travel.

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I agree that external content is displayed.This means that personal data can be transmitted to third -party platforms.Read more about our privacy policy.Noch gewagter ist allerdings die dritte Säule von Angermayers Portfolio: Biotech – was in diesem Fall Drogen bedeutet. So zumindest das landläufige Verständnis von Psilocybin – dem Wirkstoff aus Magic Mushrooms. Angermayer sieht in der Substanz dagegen die Zukunft der Behandlung psychischer Krankheiten. Und er scheut sich nicht, zuzugeben, dass er weiß, wovon er spricht. „Es war das wichtigste, bewegendste, positivste Erlebnis meines ganzen Lebens, und da kommt nichts anderes auch nur in die Nähe“, erklärte der Investor Philipp Westermeyer im OMR Podcast. Während eines Urlaubs in der Karibik habe er Magic Mushrooms – die dort legal seien – probiert und deren Potenzial erkannt.

The biotech company Atai Life Sciences, which is co-founded by Angermayer, went to the stock exchange in June 2021 in New York in June 2021.The startup was able to collect $ 225 million and the evaluation is now aiming for $ 3 billion.There is still a good distance of the way until Angermayer's enlightening trip has become a marketable and, above all, approved medication.If this goal is achieved, the daring investment should pay off with a return, in which even a success -spoiled investor like Christian Angermayer could become a little dizzy.

10. Enes Seker, founder Royal Donuts

Enes Seker literally came to sweeten the day.In the record time of just three years, he turned a small donut shop on the Cologne outskirts of an international franchise company with over 220 branches that even ranked the top dog Dunkin ’Donuts-at least in Germany.The early success in social media is more due to a coincidence: Beauty Influencer Bianca "Bibi" Claßen was so impressed by the elaborately decorated dough rings that she promptly emptied the whole counter and produced a YouTube video about it.

Fitness influencer: inside in the fat rang craze

Finally, the social media hype around the donut brand then finally sparked fitness influencers: Many of them find their perfect cheat meal in the sweet curing and then produce a lot of insta-content about their lush treating.No wonder that Royal Donuts is one of the fastest growing franchises at all, the branches are now represented in eleven different countries and contracts for a further 120 branches are already signed.

On Instagram alone, the fire reaches almost a million followers across all channels and regularly provides viral hypes with crazy donut creations.Even rappers and pleasure lovers Xatar discovered Sekers dough rang and from then on campaigned for the young donut brand in several music videos.Fate seems to have been weighed just 26-year-old Seker.No wonder, after all, his last name means "sugar".

11. Marco Cancellieri, Christian Hecker and Thomas Pischke, founder Trade Republic

As a private investor: acting in commission-free acting and investing in ETFs, everything almost self-explanatory-almost playfully-within an app on the smartphone: So-called neobrokers have experienced an incredible hype almost simultaneously with the beginning of Corona pandemic.Not only did cheap courses as a result of the crash and a lot of time in the home office, but also providers who had finished concepts according to the US model "Robin Hood" in the drawer.

Trade Republic founder Marco Cancellieri, Christian Hecker and Thomas Pischke (from left), Photo: Trade Republic

Christian Hecker, Marco Cancellieri and Thomas Pischke had already worked on the foundation of a new bank in “Stealth mode” for four years until Trade Republic received a BaFin license in 2019.In April 2020, the first really large sign of life followed with a $ 75 million Series B round;Since the Series C round a year later, the startup has been playing at the top of the $ 900 million and scratches billions in ratings from classic banks such as Commerzbank.

Up to 50,000 euros a day for Google Ads

The fact that so much capital can be necessary to prevail in the booming market in the long term not only gives an idea of the number of competitive products, but also the strategies with which are born in.Then random free shares are promised and 100,000 euros are raffled off;According to insiders, marketing budgets of 50,000 euros are not uncommon-per day and only on Google.

In any case, Trade Republic seems to have managed to survive this initial wild west, including the interim sales top, the Gamestop share (keyword: meme Stocks) plus a subsequent shit storm.According to their own statements, the startup today manages six billion euros for one million customers: inside.And the latest business figures gave an idea that Trade Republic could be between 75 and 100 million euros.

If it goes according to the EU Commission, this rapid growth could at least be slowed down.She wants to ban so-called "Payment for Order Flow" payments in the retail brokerage.That would let the most important source of earnings from Trade Republic dry - and strengthen the business of traditional banks again.

12. Ann-Sophie Claus and Sinja Stadelmaier, founder The Female Company

Your final opponent is the taboo.When Ann-Sophie Claus and Sinja Stadelmaier founded The Female Company about three years ago, her goal is clear: female bodies decline, normalize period.That is why the two entrepreneurs sell natural products for women such as organic tampons from cotton, period underwear and heat pillow for the abdomen in their online shop.

However, The Female Company is known primarily for her sophisticated marketing strategies: with reconnaissance videos at Pornhub, the “Vulva-Mag”, an actual workshop or striking advertising logans such as “One Girl, One Cup” (well-noticed for menstruation cups), make you dotalk about itself again and again.With their shameless charming appearance, the two founders now also inspire half a million follower on Tikkok and Instagram, where they can explain with short videos about vulving, contraception and constipation during the period.It is not for nothing that The Female Company is in 18th place in the Jung of Matt Rankings of the strongest German startups - and now also part of the Omr Top 50.

13. Engin Ergün, founder 4Bro

Engin Fühchünchünklichen Sounds as exciting as it is cryptic.As a "ethno marketing expert", he advises large corporations such as Sony to specifically address the German-Turkish community.One evening in a shisha bar he hears how the young people speak to each other with "Bro"-and promptly it becomes clear to him: he wants to offer this "bros" his own product.Half a year later, the first trucks roll over the streets, bring the 4Bro-Eistee to the kiosks, petrol stations and supermarkets in the country.

Ergün turns 20 million euros in sales from April 2019 to the end of the year and quickly expands its portfolio with snacks and lemonade.This year Ergün is already planning sales of 80 million euros.The confidence mainly stems from the strong community, which Ergün knows behind: almost a million downloads records its 4Bro app.There, fans can collect points with product codes and later exchange them for Netflix, Spotify or Barbershop vouchers.Exactly what his Ethno Marketing target group is doing.

14. Lena Young, founder Air Up

When the German creative agency Jung von Matt released a ranking for the first time in September, for which it ended and evaluated the brand strength of German startups, there may be some older readers: The Munich startup Air Up is surprised in 1st place.This offers water drinking bottles that pretend the drinking -ups using a fragrant attachment that the water tastes of fruit.The concept, among other things, has developed co-founder Lena-as part of a bachelor's work.

The founding team has mainly built the brand about digital channels: social ads, influencer cooperations and video advertising on YouTube.Apparently the company managed to transport the idea of the product.In the representative survey, which is based on the startup Brand Ranking, the participants had classified Air Up in terms of innovation and uniqueness significantly above the top 3 beverage brands.So it is not surprising that Air Enknapp was able to collect $ 68 million funding-including from Pepsico.

15. Sebastian Merkhoffer and Pascal Zuta, founder Oceans Apart

Sebastian Merkhoffer and Pascal Zuta are the German direct-to-consumer popes.With the method "Selling high-priced products via influencer marketing with discount codes", the two only made the lifestyle tea brand Fitvia large and sold them to a pharmaceutical company for almost 50 million euros.This was followed by Invincible Brands (the roof company via the skin care brand Hellobody, the makeup brand Banana Beauty and the hair care stark Mermaid+ME), which both sold in 2018 to the private equity company Capital D (and later for colported 300 million euroswas resold to the consumer goods group Henkel).

In the past year, the exit of the Activewear brand Oceans Apart, which was presumed on a nine-digit assessment, followed a relevant share in Pascal.It will probably not remain the last exit of one of the two DTC entrepreneurs: Currently, the influencer marketing brands Les Lunes, Salted, Pomélo and Gitti is currently involved in the influencer marketing brands.Merkhoffer has Motel A Miio and the cleaning agent startup Everdrop in his portfolio last year.

16. @janaxnell aka Yung Nello, YouTuberin and musician

Janaxnell, Nello, Yungnello - Jana Nell is on the platforms in early 20 and under many old egos.Since it regularly shows the result of collaborations with fashion brands such as Vans and Calvin Klein, marketplaces such as About You and Zalando or campaigns for apps like Tinder.When looking at their profiles-on two Instagram accounts, their 500,000 users follow, 163,000 and 140,000 are added on YouTube and Tikok-but quickly becomes clear: the typical stereotypes of an influencer, a model in the platform age, do not want to meet them.She speaks openly about worries and fears, cries, shows herself without make -up with nosebleeds.The next moment she raps or sings Playback to her favorite songs, cuts Grimassen and Albert.

The red thread of almost everything she makes public is hip hop.Streetwear and sneakers seem to be the favorite outfit combination, on their soundcloud profile with 20,000 followers, they published trap mixes at irregular intervals and for the hiphop.de awards she was already part of the jury.And Jana Nell has long been part of the Creator Economy.With "Love Scars" she has her own streetwear label.The youngest of the three drops so far is of course already sold out.

17. Alisa Jahnke, founder Purelei

When we think of social commerce and strong growth, we almost automatically think of the pureele jewelry label.Founder Alisa Jahnke and her colleagues Etienne Espenner and Frederik Jahnke have created a company with well over 100 employees and eighteen sales - out of nowhere and with self -designed jewelry.The secret?The brand transports the Hawaiian attitude to life through social and inspires almost 700,000 Instagram followers.

But of course influencers also help with a lot.“We wrote to influencers right from the start and sent products there.Many then introduced our jewelry.At that time I thought that would be the highlight of the influencer marketing.But it was just the beginning, ”Jahnke told Omr.But it still attracts significantly and over the years the company professionalizes the mostly long -term cooperation with creatorn.“For me, the focus was always on the social project with influencer marketing and follow-up growth.Many followers simply increase trust among potential customers, ”says the founder.

18. Stefanie Stahl, psychotherapist

For 307 weeks, Stefanie Stahl has been in place with "The child has to find home" (1.6 million copies sold) in the Spiegel bestseller list Paperback-Sachbücher.The 57-year-old could rest on this success-instead, she markets herself very successfully as a personal brand.

The fact that Stahl can now call herself "Germany's well-known psychotherapist" is certainly also due to the Bertelsmann Group: The Random House subsidiary Kailash relocates the author's books.Your two successful podcasts are produced and distributed by the Audionow platform belonging to RTL.And via the website Sinnsucheuer.de operated by Random House, the fans of steel can participate in online seminars with it.

In addition, the psychotherapist is also active on his own responsibility: 63,000 follows her on Instagram and 21,000 people on Facebook.Visitors can not only book offline seminars on Stahl's website, but also do a personality test after completing a newsletter subscription.The latter is a central element in Stahl's work-and also plays a major role in the matching parties that she organizes.To have direct customer access in the digital age - this is quite progressive for a non -fiction author.

19. Sebastian Schulze, co -founder and CEO Fit Analytics

For a while Fit Analytics ran under the radar, but at the latest since SNAP, the company behind the Snapchat social app, which Berliner Startup took over, most of the tool should have heard of determining the right clothes sizes.The company has around 100 employees and already cooperates with over 18,000 retailers, including large retailers such as ASOS, Calvin Klein, The North Face and Patagonia.

Co-founder Sebastian Schulze is also at the head of Fit Analytics after the takeover.From your office in Berlin-Friedrichshain you want to further expand your online size consultant, just this time with a tailwind from the US tech giant Snap.It has long since taken a course towards e-commerce platform, Schulzes software should contribute to another step.

20. Jennifer Baum-Minkus, founder and MD Gitti

In September 2020, Jennifer Baum-Minkus actually wanted only 350,000 euros for her vegan nail polish Gitti in the inside at "The Lion's Den".However, a deal announced in the program does not come about.Instead, the founder reports a seed round for three million euros a few days later.In August 2021, she again accepts investments of almost seven million euros.No wonder that investors are enthusiastic, Gitti's nail polishes are constantly out of print.

"In 2019 we opened the online shop nine times and made over 300,000 euros in sales-and that is less than five percent marketing spend," says Baum-Minkus OMR in October 2020. This works on the one hand on the one side.The founder has been taking her followers closely on the company's journey since the early days.On the other hand, Jennifer Baum-Minkus uses the drops that are actually known from the fashion industry (see Achraf and 6PM).Then the summer collection of a nail polish is sold out in a few minutes.

21. The founder team of bottle mail

Okay, Full Disclosure: The whole thing is a bit uncomfortable for us.We already had a message in the bottle in our OMR50 ranking in 2020-but quite far back in 44th place.And thus massively undervalued.Because only a few months after our ranking had appeared, the bomb burst: the Oetker group bought the beverage delivery service from Münster.Popular purchase price: 1 billion euros.

Bottle mail attacks

However, the following months were primarily determined by a different delivery startup.Gorillas and its comet -like climb.But a lot has happened in the background.Dr Oetker stamped his own beverage delivery service clone Durstexpress and brought it under the roof of bottle mail.Its workforce has now grown to more than 7,500 employees.And the company has now switched to attack mode again.A few weeks ago, Bottle Post announced that he was delivered to the delivery of food and fresh goods.

After a successful pilot in the hometown of Münster, Düsseldorf and later metropolitan regions nationwide are to be operated with the extended service.Even if bottle mail cannot match the ten-minute promise of the competition between Gorillas and Flinck-the great distribution and many regular customers: inside are a solid starting basis.There is a lot to say that bottle mail will be permanently established in the food delivery business.

22. Tijen Onaran, founder Global Digital Women, author

LinkedIn is full of guys who tell you how to become known on the platform and beyond - and in the end above all mean themselves.And then there is Tijen Onaran, the entrepreneur, consultant, speaker, podcaster, columnist, who has not become the most visible women in the social network out of itself, but because she has committed her career for years: women for more visibility into help the economy.

For this purpose, she once founded a regulars' table with women from the Berlin digital scene: it became the germ cell of her company Global Digital.With her company, she now advises companies on how to translate more diversity from the noble goal into lived practice, and has released a film on the subject that made it up to Amazon Prime.

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Onaran himself and some of her companions appear in “Yes She Can”.Because this is an important pillar of their strategy for more visibility: form strong networks and push each other in the spotlight.Appropriately, Onaran's first mirror bestseller is called in which she discloses her method and (not only) women recommend: "The network Bible".

Your second book was published in 2021."Only those who are visible take place" is "the title, which sums up Tijen Onaran's central knowledge: We live in a world in which messages are closer to their carriers: inside.And if you stand up for more women in business, then there is a way that is more effective than all columns, podcasts and consultant jobs: to become one of these women yourself.

23. Katharina Jünger, co -founder and CEO Tele Clinic

Katharina Jünger had long had the vision that medical hours should also take place digitally - and pandemic at the latest gave her right.The founder of Teleclinic, a provider of digital visits to the doctor, benefits directly.In mid -2020 she did the exit.The Swiss Group "Zur Rose", which also belongs to DocMorris, buys your company for an eight -tied amount - and younger remains on board as a CEO.And there is a reason.

She wanted to continue to fight for the acceptance of telemedicine and had finally struggled with regulations since 2015 in order to be able to put a service on the market at all.With the exit, she now has the necessary capital to be able to ward off other players in terms of telemedicine.According to Katharina Jünger, a “multimilliard market” is finally being built.The next big task: filed on the business model.Because only doctor's fees of users are not enough.So a B2B focus on health insurance companies or employers, for example.So the young founder still has some mammoth tasks in front of her.

24. Delia Lachance, co -founder Westwing

Ten years ago, Delia Lachance founded, among others, Stefan Smalla Westwing, an online dealer for furniture and interior.The idea of the editors previously working with the women's magazines Elle and Elle Decor: not just offer products for purchase, but a pre-selection and thus offer buying advice in the magazine style.So shopable content.From the beginning, Delia plays a special role in Westwing.To date, she is not only in the operational business as Chief Creative Officer on the board and heads the around 100-strong creative team.

To the outside, she also represents the brand with its own, now prominent personal brand.Almost 150,000 users follow their Instagram account Delia_westwing.And it takes place in large lifestyle and tabloid media with private stories, for example her wedding.Like hardly a second founder in Germany, she is closely linked to her company.Incidentally, this went to the stock exchange a little more than three years ago - and after an initial downward slide, good quarterly results followed.Current market capitalization: over 600 million euros.

25. Jeremias Heinrich, Founding partner Picus Capital

He is considered the right hand of Alexander Samwer, the youngest of the three entrepreneur brothers.And although Jeremias Heinrich and Robin Godenrath founded VC Fonds Picus Capital in 2015, he seems to be of little attention, at least in comparison to some other names from the German investor landscape.It is worth taking a look at the still young but already quite impressive career.

During his master in civil engineering and business administration at the Technical University of Munich, Heinrich gains experience at stations such as McKinsey, Siemens and Hochtief.After the founding of the early stage investor Picus, who has already invested in over 60 startups, the foundations of Pelion Green Future, Pacifico Energy Partners and Linus Digital Finance followed.These and other companies have been bundling Jeremias Heinrich and Samwer in the Arvantis Group since 2018.And the non -profit organization "Leaders for Climate Action" also co -founded.If he continues with the pace, you should still hear a lot in connection with technology and energy in the coming - even if he prefers to stay background.

26. Anna von Hellberg, Laura Castien, founders Motel a Miio

Vacation souvenirs are often more unnecessary and also kitschy decorative small stuff.When the friends Anna von Hellberg and Laura Castien spend their vacation in Portugal together, with the help of a freight forwarder they create two pallets to Germany.Instead of cheaper souvenirs, they are loaded with colorful ceramic rulers who had discovered the friends in a restaurant.And after a successful first pop-up sale, it is clear to you: these vacation souvenirs are a business model.

At the beginning of 2017, they found “Motel A Miio”, have designed the products themselves and have them manufactured in Portugal.Thanks to Instagram, what is a small side project at the beginning quickly gives you a greatness - and develops into a medium -sized company with many copycats.From the headquarters in Munich-Allach, send packages with the colorful ceramic goods all over the world, and there are now 20 “Motel a Miio” shops across Europe.Last year, gross turnover was still around 15 million euros, for this year the founders expect growth of 50 percent.The company has had an investor on board since April - so that the development can continue.

27. Julian Teicke, founder and CEO Wefox

The Berlin startup scene is one of the most important in Europe.One of the heavyweights is the digital insurance platform Wefox.The company co-founded by Julian Teicke is currently worth around 2.5 billion euros-even Hollywood star Ashton Kutcher is invested.This makes Wefox the best-financed European insurance startup.It mainly offers household, car and liability insurance and bundles the offers on a separate platform.

What distinguishes the startup from the long -established companies in the industry: Around 90 percent of all business processes would be handled digitally at WEFOX.The aim is to digitize the insurance broker business worldwide.Ironically: At first, Teicke did not want to get into the insurance industry.However, when he immediately offered 300,000 euros in a first potential investor discussion, he could not return.Today WEFOX has 600 employees at eight different locations.

28. Martin Klenk, Bastian Nominacher, Alexander Rinke, Grunder Celonis

The fact that the first Decacorn, i.e. a startup with an evaluation of over $ ten billion, optimizes, could hardly fit German stereotypes better.Process Mining is called what the Celonis company founded in 2011, which has its headquarters in Munich and New York today, offers software.Business processes are digitally mapped and systematically analyzed.Bastian Nominacher, in addition to Martin Klenk and Alexander Rinke, one of the founders describes the functioning of this search for potential for improvement with an X -ray device.

In the summer of this year, Celonis received one billion US dollars in the course of a Series D round-with an evaluation of eleven billion US dollars.Today the company is already 1,800 employees, and customers include corporations such as Axa, Bayer, Dell, Siemens and Vodafone.How much sales Celonis is currently doing is not public.In the 2019/2020 financial year, it was said to have been more than 100 million euros and have already more than doubled.

29. Manu and Joelle Herzfeld, founders Food with Love

In April 2020, Manu Herzfeld's app and daughter Joëlle unexpectedly storm the Apple charts-and lasts for four weeks.It is quickly clear: Food with Love is much more than a simple Thermomix recipe blog.In addition to the app, there are also recipe books, a shop with your own products such as spices or bread baking mixes and, above all, a huge community.The Facebook group of the mother-daughter team alone has over 300,000 members, and there is more than 200,000 on Instagram.

Since 2013, the two have been presenting new recipes every week (of course especially for preparation in the Thermomix) and thus accompany young hobby checks: inside through their stressful everyday life.According to Analysetool Airnow, the “Food With Love” app now has over 600,000 downloads.And because the demand is so big, there are now even merch such as mouse pads, coffee cups or bread dough.Well, if that's not a business with a heart.

30. Philipp Glöckler and Philipp Klöckner, doppelganger Tech Talk

It is a curious story: At the beginning of the year (compared to the sizes of media genre) comparatively small German tech podcast and its two makers through the German press, from FAZ to the star: Philipp Glöckler and Philipp Klöckner (alreadyMultiple guest in the Omr Podcast), the hosts of the doppelganger Podcast.What happened?The doppelganger Podcast previously built a committed community around him with clever analyzes of tech shares and digital business models.And it is precisely the bells and Klöckner to activate the social audio app Clubhouse in Germany at the beginning of the year.At that time, this is considered "the new hot shit" in the US tech scene, but is only accessible on invitation.

Philipp Glöckler (including founder of Avocadostore) obtains an invite code through contact from the USA and then tinkered with a system with Cohost Klöckner with which the members of the dignified community can be assigned to each other.This, as it shows later, is the initial snowball that gets the clubhouse avalanche in Germany.As quickly as the clubhouse star has opened, it shines again so quickly.The doppelganger boys have kept their loyal audience and are now preferring to discuss the Discord app.

31. Tobi Bauckhage, co -founder and MD Studio Bummens

In search of a good film, you have certainly (unnoticed) to have landed on Tobi Bauckhages websites.The co-founder of Moviepilot builds a community in 2007 around films in 2007.The brand quickly grows into one of the country's largest film communities, so that even Hollywood studios will report to him.Because thanks to Bauckhage's data, he can predict the success of films before you start in the cinemas.

In 2012, Erin Los Angeles opened a subsidiary with which he operates the Facebook Live TV station "Super News Live".Overall, Moviepilot and Creators Media reach over 30 million Moviefans in the United States and become one of the largest online communities for entertainment.He sells both companies, will return to Germany in early 2019 and, together with Konstantin Seidenstücker, Ansa Seidenstücker and Florida Entertainment by Joko and Klaas, founded the podcast production company Studio Bummens.With that he produces Baywatch Berlin with Klaas, apocalypse and filter coffee from Micky Beisenherz or the millions of streams podcast "Cui Bono - WTF Happed to Ken Jebsen".We think: reasons enough to lift it into the OMR50!

32. Mady Morrison, Youtuberin

Well, already fancy a round Sunshine Morning Flow or a 30-day yoga challenge?Then you have certainly come across Mady Morrison.With around two million subscribers, the 31-year-old is one of the largest German YouTubers, their most clicked video ("15 minutes Full body stretching") comes to approximately 40 million views.The Berliner Yoga has been teaching on YouTube since 2015, but started in the digital world of a foothold, however, she was already a mixture of food, fitness and travel blog in 2011.

Today she delights her millions of audience with her professionally twisted hands-on videos, from the back of the back to extensive yoga flow everything is among the almost 500 videos.The Corona crisis in particular brings the family business (your partner on board) again a lot of upswing: from around 2.5 to 11 million, their average views rose a month.In the meantime, Morrison also works on its own yoga photo calendar or taught (if possible) yoga events on site.

33 Jan Beckers, founder and investor

A portrait of the Berlin series founder and investor Jan Beckers recently appeared in the FAZ.It deals with the "recipe", after which he invests money in shares, which he does with his investment company Bit Capital, founded in 2017.The value of the first fund that he put on alone has steadily stunned to this day.This was reported by Beckers Philipp Westermeyer in the Omr Podcast.So what is his strategy?Part of the answer is in Becker's first investment - or rather that of his parents.Because, it is said in the FAZ, he first had to persuade them to put the money saved for the driver's license in shares in shares of the game publisher Electronic Arts.His games fascinated the young Beckers;So first knew what the company was doing - and was rewarded with a tripling of his investment.

In a way, he still follows this strategy.Beckers at Bit Capital now has a team of 20 people that supports him in accusing knowledge of promising companies at an early stage through elaborate research and special software.Sometimes a look at Google trends rich, says Beckers in the Omr Podcast.At the beginning of the pandemic, he recognized that investments in Hello Fresh and Zoom could pay off in the coming months - which they did.His good feeling for the next big thing on the stock market has now got around: Beckers now manages significantly more than a driver's license budget: Bit Capital already manages over a billion euros four years after the start.

34. Jochen Krisch and Sven Rittau, founder Global Online Retail Fund

Jochen Krisch and Sven Rittau are two old hands in e-commerce business.Together with the K5, both have been building the central e-commerce event in Germany for a long time-with a corresponding content around it.You certainly know Krisch as a maker behind exciting commerce.Rittau founded the online shop for animal feed Zooplus and the online print shop Shirtinator in 1999.On our list, however, they make it as initiators of the Global Online Retail Fund (Glore).

With that you make it possible to invest in the most important players in e-commerce.The course is currently not at the absolute climax.But since the pandemic start-kink in early 2020, the price has increased from just over 100 to over 250 euros per share.A plus of around 150 percent.In the portfolio of the fund: About You, Amazon, Alibaba, Asos, Delivery Hero, Shopify and many more.So if you believe in the e-commerce business and don't just want to rely on a horse, you will find an option with Glore.

Disclaimer: This is not investment recommendations.You decide what you do with your money and only because Glore has grown so far compared to 2020 does not have to stay that way.

35. Phillip Böndel and Tobias Kargoll, founder The Ambition

Rappers have broken records in the musical area in recent years.For example, when it comes to the size of live shows and streaming numbers, some of which were so dominant that Austria adapted its chart rules.But in the past few months, the broad mass should also have noticed that rap, one of the musical elements of hip hop, is not the only thing that is probably the largest (youth) culture worldwide.

Capital Bra is a pizza and iced tea millionaire, Shirin David (see 8th place) perfume and iced ceiling, Xatar is just conquering the snack and frozen business.Phillip Böndel and Tobias Kargoll want to carry the management consultancy "The Ambition" on the management days with their management consultancy "The Ambition" founded at the beginning of the year.Böndel used to be a consultant of the rapper Kool Savas and Eko Fresh and is part of the management of the creative agency Butter.Kargoll is publisher of hipHop.de and in the scene known to many as toxic.The experienced duo wants to help authentically use the skills of hip-hop culture;Among other things, you are already there at the German Basketball Bundesliga BBL and Pernod Ricard.An ambitious project for which there could probably have been a better time.

May 36th Thi Nguyen-Kim, Youtuber and moderator

To list the prices and awards with which Mai Thi Nguyen-Kim has been showered in recent months would go beyond the scope of this text.That is why directly to the point, which makes the moderator and chemist remarkable from a marketing perspective: Nguyen-Kim has single-handedly redefined a genre and showed how to get attention even with a young target group for classic actual-to-complicatedGet-and-the-thistory issue.

For many years, the mediation of scientific content was caught between the know-hoff band and the mischievous uncleiness of a ranga Yogeshwar.Then this YouTuber came around the corner.It only took a year to follow her first channel "The Secret Life of Scientists", which was already followed by Funk "Schönschlau".The 2018 operated to "Mailab" in 2018, won follower and popularity at a rapid pace.This in turn brought Nguyen-Kim Jobs as a moderator on linear television ("Terra X Lesch", "Quarks").In October it was a premiere for her first own format "Maithinks X".

Science X Humor: On October 24th, on ZDF Neo Mai Thi Nguyen-Kim's first own show "Maithink X-The Show", Photo: ZDF/Maike Simon

However, Nguyen-Kim got really well known via YouTube, where her videos for Corona pandemic reached millions, above all the clip "Corona is just going" from December 2020. "She does not teach, but wants to convince."One of her bosses can be cited at the ZDF on the occasion of the announcement of Nguyen-Kim's own show.He hits a crucial point: the scientist and YouTuber has internalized the creator-backing.Nguyen-Kims replaces the superiority of the genre with authenticity and ascent.

37. Jan Deepen and Stefan Jeschonnek, founder Zeitgold and VCS

It is a real flood of money that has poured the startup world and tech companies over the past year and a half.According to Crunchbase, a total of $ 4.4 billion is said to have been invested alone in Germany in the past quarter.The ratings of the startups go through the ceiling and the competition among the VC companies around the best investments has become significantly harder.

The success of Discovery Ventures from Berlin is all the more remarkable.Behind it are Jan Deepen and Stefan Jeschonnek, who in the past first founded the Payment Startup Sumup and later founded the ZeitGold restaurant bookkeeping tool.With Discovery Ventures, they were involved in mail mail and are now involved in Gorillas and Trade Republic.A remarkable portfolio - also because Discovery invest comparatively small amounts and call themselves "Micro VCS".In September, the two founders just played the third fund, in the double -digit million range.

38. Piran Asci, CEO Koro

The Corona crisis was a growth engine for many DTC brands.Koro, known for his large packs with nuts and nut muses, was particularly benefited: 30 to 40 percent had added pandemic to the already ambitious growth targets, said CEO Piran Asci in the OMR Podcast.The Berliners were almost quadruplating sales in 2020 in the previous year.And for 2021, a triple is planned to 60 million euros.

The lever with which ASCI generates these growth rates is called influencer marketing.90 percent of marketing issues of up to 350,000 euros a month would land with the 600 to 650 influencers: says ASCI.Mikroinfluencer in particular: inside with 500 to 1,500 would convert very well.However, ASCI has now identified a new sales channel: Koro is increasingly selling its products in smaller containers in drugstores and in the food retail.In the future, these new channels should not only contribute ten percent of annual sales, but also to be a door opener for new customers: inside that discover the brand on the shelf, are convinced of the product - and ideally order the large pack online.

39. Kristina Walcker-Mayer, CEO Nuri

This can be called a handsome career: After the first stations at agencies, Kristina Walcker-Mayer will work in Zalando's product management in the area of apps from 2014.Over the years, she has established herself in the industry as a mobile and app expert.From Zalando she will switch to the product management of the next Berlin highflyer startup: N26 in 2019.There she works for a year until she switches to competitor Bitwala - initially as a Chief Product Officer.After another year she is promoted to CEO.

"We had actually stopped Kristina as a CPO, but Bitwala's success builds on the fact that we quickly quickly recognize the potential of our employees: inside and so it was in Kristina's case," says co -founder Ben Jones, who previously acted as CEOhad about the change.Walcker-Mayer is responsible for rebranding Bitwalas to the new company seed Nuri as the new company boss and is now supposed to make Fintech more compatible.In summer, the company collected a further nine million euros.

40. Daniela Sichting and Katharina Decker, founders Super Strussel

Because they found the supermarket selection of colorful ornament too boring, the sisters Daniela Sichting and Katharina Decker founded "Super Stray".“We thought: in Germany, strays always look boring.Why is there no cool decoration here? ”, Sichting to Omr.In 2018 they ordered three tons of sprinkles and thought of their own mixtures.The sisters sell their higher-priced sprinkles in their own online shop to keep the premium experience of customers in their own hands."Because we sell primarily through our own online shop, we know a lot about our customers and a lot about us," says Daniela Sichting.This deeper understanding is the great advantage over supermarket competitors.

Send several thousand packages to your customers each month.Especially in the run -up to Christmas, the business attracts again, according to the sisters.The crumble mixes are significantly more expensive than classic sugar balls from the supermarket.90 grams of the Christmas mix "Hohoho" cost 6.90 euros, 180 grams are available for 10.90 euros.The fact that the customer has traveled to pay these prices has to do with the fact that Super Strussel is not an anonymous online shop, but understood it to build a common product.The brand's Instagram account, on which a lot of user-generated content is shared, are now following more than 100,000 people.

41. Celine Flores Willers, founder The People Branding Company

Many men are running around, they say that women have to finally give a voice.And then there are women who do not wait for men who point their way to the stage, but simply reach for the microphone themselves.Celine Flores Willers is one of them.In the past few months she has created an impressive case how to make yourself a business personality with courage and mission.LinkedIn follows her more than 100,000 people who want to know what to say about topics such as entrepreneurship, tech and future trends.

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Flores Willers has succeeded in a self -confident entrepreneur the not exactly obvious career tube from the beauty queen - among other things she was Miss Universe Germany.In this respect, the 28-year-old is just the right rolemodel for this time, in which classic concepts of career are increasingly being questioned.Flores Willers, again, proves that there is a market for this. A year ago, she founded her company The People Branding Company, who does exactly that: People explain that one should not wait for the other to discover the talent that inSlide, but rather directly directly position yourself publicly.

42. Jessica Hoyer, founder and CEO Bynacht

"A dream, born from sleepless nights." With this sentence between poetry and Hollywood kitsch, the short history of the skin care series bynacht concludes on the website.Six words that not only show that founder Jessica Hoyer understands her craft as a trained advertiser.There is also a very personal start -up story: the stress of building up her agency has cost Hoyer sufficient sleep for years.

Based on the fact that there can be no beauty without sleep, Hoyer then developed her skin care series.It has grown to more than 20 products since the 2015 launch and even in demand in the USA and Australia.The knowledge-Jeder-problem lack of sleep, a formula that promises to transform unproductive night hours into a time of effective skin care, the whole thing packed in highly Instagramable ties and dispatchers and in the background a woman who was in advertising for 18 yearsAmong other things, learned to make brands great about testimonials - this is how you write success stories in the age of Instagram.

43. Hakan Koç, co -founder and member of the supervisory board of Auto1

Clear: From Auto1, the company behind the two brands "We buy your car" and Authero, it was not only positive to hear: "Grownup" burns (especially because of investing in the growth of your own marketplace AUTOHERO) at increasing speed,The share price has halved since the IPO in February.

Finally, a legal dispute with an investor was added to a failed Fintech subsidiary of Auto1.

But what you also have to hold on: Over the years, Auto1 has also been able to generate massive growth extremely quickly due to clever digital marketing (especially search) and thus not only became Germany's most valuable startup for some time.Co-founder Hakan Koç (who comes from the "Rocket Internet School") no longer has to "in the trench", but has switched to the company's supervisory board.According to media reports, he still held a good twelve percent of the company during the IPO and was a billionaire at least on paper.According to reports, he should live in London today and run a bar in Berlin.

44. Alice Martin and Estefanía Lang, co -founder Dermanostic

Anyone who is particularly familiar in an area or pursues a certain profession may know that: you seem to be the first point of contact for friends and relatives when it comes to your own know-how.It was no different with Alice Martin and Estefanía.The friendly doctors work together in the university clinic in Düsseldorf in 2018, previously got to know each other in a skin clinic-and regularly receive photos via WhatsApp, with the request for a quick assessment.Because you often have an answer ready and the waiting time until the next family doctor date is usually very long, you smell a business model.

The founding team of DERMANOSTIC GmbH (from left): Dr.Estefanía Lang, Patrick Lang, Dr.Ole Martin, Dr.Alice Martin (Photo: dermanostic.com)

In April 2020, exactly to the first wave of Corona pandemic, the first version of the online skin practice DERMANOSTIC goes live.Also on board: their husbands and some investors.The app generates well over 300,000 downloads in a few months, especially thanks to videos on Tikkok about skin problems and the typical questions.More than 30,000 patients have already treated Dermanostic-now the company is planning a Series A round.

45. Christian Hampp, emarketing

Mit dem großen Aufstieg von Google, Meta (Facebook) & Co. zu mächtigen Werbeplattformen hat schon vor Jahren eine starke Konsolidierung in der Adtech-Branche begonnen. Und auch wenn die Dynamik logischerweise nachgelassen hat, gibt es doch immer mal wieder einige Player, die auffallen. Emarketing, früher Easymarketing AG ist so einer. 2013, also kurz vor dem großen Boom der angesprochene Konsolidierung, von Christian Hampp gegründet, hat sich das Unternehmen aus Gräfelfing in Bayern in diesem Jahr direkt mit zwei Übernahmen verstärkt.

First the Amazon PPC tool "E PWR" went to emarketing, shortly afterwards followed with Intelliad from Munich one of the oldest Adtech companies in Germany-which had also developed "E PWR" and was part of diva-e since 2018.With a managed advertising volume of five billion euros, emarketing is said to be one of the five largest Google partners worldwide.And Christian Hampp apparently still has a lot to do.He wants to make the company a "leading and largest one-stop solver for advertisers on the large advertising platforms".

46. Laura Kampf, YouTube Creator

It is the typical and-dafür-giBt-EL money?Over 300 D.I.Y. projects have already come together.She recorded 641,000 subscribers on YouTube: inside, on Instagram there are 117,000.She describes herself as a maker and the highlight projects of her career are a carousel of old bicycles, a beer trailer for the bike and a complete Tiny House.

Internationally, Kampf becomes really known two years ago when she turns US Youtuber Simone Giertz out of a Tesla.To date, the video has collected over twelve million views.Money makes a fight with sponsorships.There are, for example, professional tool manufacturers Festool, multifunction tool brand Leatherman, a producer of welding devices and local files and sandpaper manufacturers.In her videos, she simply works with the products and thus incorporates them extremely natively."It is just advertising that doesn't look like advertising because it is not in the end because I am totally up to be on the stuff," Laura Kampf once to Omr.

47. Anna Maria Jäger, founder and MD Lethal Cosmetics

So far, Lethal Cosmetics has so far not been perceived little in the German Economic and Startup press.The story deserves attention: a German company that recognized the gap in the market at vegan cosmetics early on and developed and produced it without investor funds itself.Founder Anna-Maria Jäger first studied computer science and business and worked for an auditor.After studying in Cosmetic Sciences, she founded Lethal Cosmetics in 2017.Her husband Kai Jäger, who previously worked for Microsoft and in the digital area of Deutsche Bank, has been on board since 2020.

Today, the startup mainly sells throughout the world via its own online shop (largest market: the USA) and generates seven-digit sales.So far, Lethal Cosmetics has not spent any money for advertising, but has grown purely organically and via influencer cooperations with sales participation.The largest sales bringer is Instagram.Lethal Cosmetics also generates a lot of attention via Tiktok, where the startup with its short videos has accumulated 162 million plays and more than a million followers.

48. Munich Wrist Busters, Instagrammer

Leon Schelske and Robin Haas say that they have never been able to expose them.In the beginning, the two Munichers simply annoyed the increasing number of faked luxury watches into their circle of acquaintances.Soon they posted on their Instagram profile "Munich Wrist Busters" but above all expertly commented on selfies from B and C-celebrities with fake watches on their arms.But of course the malfunction was the decisive growth lever: "The real one is in the safe", standard debt of the caught, quickly became running gag in the Wristbuster's community.

But not all cavalized people left it with rumble or park.There were tangible threats against the initially anonymous watch experts.That is why Schelske and Haas decided in autumn 2020 to reveal their identity in the YouTube show World Wide living room.The success of your Instagram account, which you finance by affiliate links to the clock dealer Chronext, has not hurt: Almost 250,000 people are currently following the Munich Wrist Buster.

49. Zoe Wees, musician

The career of the singer Zoe Wees in a quick run: child of a single mother in the Hamburg problem city part Dulsberg, epileptic seizures, bullying, depression.She begins to sing, processes her illness and self -doubt into songs.The first single "Control" becomes a hit with which Wees ends up in the charts in several countries, wins eleven gold records and appears on the shows of Jimmy Kimmel and Carpool-Karaoke inventor James Corden.And that despite the fact that the dazzling world of pop music is not exactly the best breeding ground for a 19-year-old who sings about epileptic seizures and other problems.

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I agree that external content is displayed.This means that personal data can be transmitted to third -party platforms.Read more about our privacy policy.Allerdings: Die aufregendsten Karrieren im Pop machen schon immer die Künstler:innen, denen die bestehenden Regeln nicht nur egal sind, sondern die auch zu den Ersten gehören, die erkennen, dass die Regeln im Business sich ändern. Im Falle von Wees bedeutete dies vor allem, dass früh das Potenzial der sozialen Medien erkannte. Als „Control“ zum Hit wurde, hatte sie längst mit Songcover-Tiktoks 120.000 Follower gewonnen. Heute sind es 1,4 Millionen und bei Youtube strebt sie 400.000 Followern entgegen. Als Kind, so Wees neulich in einen Interview, habe sie ihrer Mutter gesagt: „Eines Tages wirst du mich im Radio hören.“ Dort spielt man ihre Songs nun tatsächlich – weil sie zuvor in den sozialen Medien selbst unüberhörbar gemacht hat. Und womit weder sie noch ihre Mutter gerechnet haben dürften: Dass Wees sogar einmal bei „Wetten, dass.. ?“ auftreten würde.

50. Noonoouri, Virtual Model

The best -known virtual influencer from Germany only recently had a big appearance.On the “About You Awards” transferred live on ProSieben, “Noonoouri” suddenly appears alongside Tokyo Hotel singer Bill Kaulitz, handing over a winning envelope.It is the first live appearance of a virtual influencer in Germany.Below you can imagine a figure from the computer that acts like a typical influencer on Instagram, tells of her “life”, posts photos and stories, collects followers.

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Noonoouri now comes to 383,000 subscribers: inside the platform and already advertised Dior or Kim Kardashians cosmetics brand "KKW Beauty"."When Kim Kardashian Noonoouri congratulated on his birthday, a few followers came," said Jörg Zuber, the creator of the virtual influencer.For his creation, he has even signed a model contract with the world -famous agency IMG Models.So maybe that's the future of the influencer and model business.Or just a funny story for the end of our OMR 50 list.

So that was our 50 stars in the industry.If you think now: moment, nice ranking, but the college: inside of Omr there are overlooked ... no thing that is after the ranking is before the ranking.Send us a short email with a sophisticated reason to Redaktion@omr.com and we see whether this person must be there in the upcoming issue.We are excited!

Texte: Christian Cohrs, Roland Eisenbrand, Martin Gardt, Florian Heide & Torben Lux