Over time, the company expanded into general trade and the development of custom packaging and concepts for beauty brands
Our co-founders, both graduates of EBS University (Germany's oldest business school), brought together expertise in international marketing and hands-on experience in the beauty industry. They founded Mount Capital GmbH, initially offering consulting services in the beauty field
to create our own perfume brand
after two years we decided
That’s how Alendor Parfums was born — a blend of German design, French perfumery mastery, and storytelling, delivering timeless luxury and unique sensory experiences
Alendor launched in 2020
just before the pandemic hit
Although the lockdowns slowed us down, by summer 2022 we had reached 10 countries and over 350 stores. This success led to new collections: Alendor X and Scentario by Alendor
We began developing Norslight
a premium yet approachable cosmetics line inspired by nature. Norslight aims to celebrate individual beauty and self-expression through vibrant, innovative products
in most countries
we paused Alendor sales
Our reliance on large retailers had weakened the personal connection with our audience. As an artistic brand, we value storytelling, craftsmanship, and authentic interaction. This reset was vital to stay true to our vision.
We decided to rethink our creative direction, update packaging, and revise our distribution model
we’re relaunching Alendor in select markets with the X collection and Scentario
Spring/Summer 2025 marks a new chapter:
2025 also welcomes the official launch of Norslight cosmetics, with exciting new products planned through 2026 to reach a wider audience
A concept focused on human connection and storytelling through fragrance. We’ve spent over three years collaborating with six exceptional perfumers to bring these scents to life