The foundation of ALINA was laid in 2010: Drawing on more than a decade of experience in the fragrance and cosmetics industry, Bernd Hösele founded Parfümerien Alina GmbH. His vision was clear: to offer high-quality cosmetics and luxury brands at fair prices within an inviting atmosphere.

What began as a passionate family project has evolved into a cornerstone of the Austrian beauty landscape. True to our motto—personal, approachable, and quality-conscious—our boutiques are located in the Fashion Outlet and Designer Outlet Parndorf, in Salzburg, as well as in Berlin and Ochtrup. With approximately 17.5 million center visitors annually and over 1.5 million customers in our stores, people trust in our team's expertise and intuition every day, immersing themselves in the beauty worlds of iconic brands such as Chanel, Dior, Guerlain, and Estée Lauder, as well as specialists like Clarins, Shiseido, and Lancôme.

A NEW CHAPTER: TRADITION MEETS NICHE
With Alina Hösele officially taking over the management in April 2025, we are continuing this tradition into the second generation while setting bold new standards.
A key milestone of this evolution is our new boutique in the STEFFL Department Store in Vienna's 1st District, which opened in February 2026. This location marks a new era for ALINA, with a dedicated focus on exclusive niche brands and extraordinary fragrance experiences.