Founders and history of Alpienne from the Pitztal

The Schuler founding family

Behind Alpienne from the very beginning is the Schuler family. Reinhard and Monika, along with their children Christian, Veronika and Elisabeth. Together with local farmers, beekeepers, herbal gatherers, carpenters, friends and companions, they have been crafting honest alpine well-being products for many years.

1980 – The Foundation

The Tyrolean mountain farmer’s boy Reinhard Schuler grows up on a small farm in the Pitztal valley. From an early age, he learns from his parents and grandparents how powerful Alpine plants are – and that every root, flower, and berry holds a piece of natural wisdom.

"I grew up on a small mountain farm in the Pitztal and often gathered herbs and potent plants like Iceland moss, rosehip, arnica, or St John’s wort for my grandparents. Back then, I sometimes did it reluctantly – but I learned a lot and took it with me into the present." (Reinhard Schuler)

1997 – The early years

After selling his electrical business, Reinhard Schuler pursues his dream: creating genuine, natural skincare products from the Alps. He establishes the Plattenrain-Alm cooperative and the association for the promotion of alpine natural products – with the aim of combining traditional mountain farming knowledge with modern processing methods.

He is supported in this endeavour by his family and committed companions such as beekeeper Martin Gundolf, all of whom believed in the idea from the very beginning.

2002 – From the valley to the hotels

Sometimes the best ideas arise from encounters. When Reinhard Schuler and Josef Knabl, founders of Best Alpine Wellness Hotels, meet by chance, a shared passion quickly turns into a joint project. Together, they develop the first care samples and giveaways for the hotel cooperation – naturally high-quality and deeply rooted in the alpine plant world. The response is overwhelming: guests and hoteliers are thrilled by the efficacy and authenticity of the new natural cosmetics. In 2004, Alpine Naturprodukte GmbH is founded – and Alpienne enters the spas and bathrooms of upscale hotels, where it remains.

2015 - Handing over to the next generation

With daughter Elisabeth “Lisl” Larcher taking over, the next generation assumes management and continues to develop Alpienne as a pioneering brand. Christian Schuler, as Head of Sales, oversees the distribution and significantly shapes this area. What remains is the connection to nature and the people who have always defined it. Reinhard Schuler stays closely connected to the company as a valued mentor.

“Despite all the modernity that has arrived, the plants from which we extract our active ingredients are still partly hand-picked by people from the region and, sometimes quite spontaneously, brought to us in production.” (Elisabeth Larcher)