Stuttgart Region
About Me – Heiko Hofer As the leader of PARSA Beauty, a growing international family business, I am committed to shaping the mid-sized enterprise sector with an entrepreneurial mindset—professional, results-driven, and approachable. PARSA Beauty is an independent, well-established European brand for hair and beauty accessories. We stand out through a clear purpose, strong product expertise, a consistent consumer focus, and real added value for our retail partners. We combine our powerful brand with deep category knowledge and are redefining the role of mid-sized businesses in the retail landscape. I firmly believe that medium-sized enterprises are the most sustainable form of business—innovative, adaptable, and people-oriented. Success doesn’t come from size alone, but from clarity, reliable structures, and a sense of responsibility lived at every level. What guides me: A clearly structured corporate architecture – with defined goals, responsibilities, efficient processes, and a leadership culture that encourages empowerment Relevant category expertise – for our PARSA Beauty brand and our partners in international retail Responsible supply chain management – with a strong focus on quality, sustainability, and social responsibility Leadership through ownership and performance – driven by initiative, mutual clarity, and accountability For me, PARSA is living proof that mid-sized companies can do more: Innovatively managed, sustainably driven, and future oriented. I stand for a mid-sized business approach that doesn’t just demand performance—but delivers it. With real-world pragmatism, responsibility, accessibility, and integrity.
As General Manager of a leading mid-sized beauty company, I combine corporate professionalism with entrepreneurial agility to drive sustainable growth and innovation. Under my leadership, we scaled PARSA Beauty from €30M to €150M revenue within 15 years, by establishing excellence in assortment, logistics, and private label partnerships. I bring a holistic business perspective — from market understanding and innovation to operations and strategic leadership — focused on creating real value for customers and retailers alike.
Marketing Director for Poland & Baltics responsible for the strategic portfolio development incl. all Marketing activities.
Developed strategy and masterplan to significantly increase the efficiency of the Trade Investments in Europe. Supported the roll-out and implementation of key activities across all countries in Europe and identified Best Practices for fast re-application across countries.