Store Profile: Wheadon – Organic C&T in Berlin

I recently visited Wheadon, a perfumery in Steinstrasse 17 in Mitte, just off Rosenthaler Strasse. Owner Nicole Wheadon opened her store last June. She retails some fabulous cosmetic brands, a great combination of mainstream – such as Annemarie Börlind and Dr. Hauschka – and niche (Parfumerie Générale, Kure Bazaar, Huitième Art, Humiecki & Graef, Illamasqua and Patyka, to mention just a few). The majority of labels are certified organic and she also sells Parks scented candles which I adore (!!!).

In the basement are two treatment rooms. In one area you can enjoy a range of traditional barbering and wet-shaving services (if you’re a guy!), in the other you can treat yourself to a Jet O2 Peel Treatment. This is an express facial which lasts for about 20 minutes, suitable for both men and women and for any skin type.

Pick your favourite skin care brand from any of the labels sold upstairs; then you get the face cleansed after which follows the Jet Peel treatment – a high pressure salt water face massage – then a serum and/or moisturiser and, if you like, a quick makeup with either Becca or Illamasqua products. The cost is a flat 30 Euro, no matter which brand you pick. Men can also choose from Mühle or Bertram Sans.

Now, I’m female and would never ever EVER shave my head but Bertram Sans is such a cool new brand that one is almost tempted to! Its a German-Austrian hair care range especially formulated for bald men. The founders say – quite correctly – that a) traditional  shaving products are simply not suitable for head shaving because they have been formulated for facial skin which tends to be much thicker than the skin on your scalp, and b) if you are bald, whether by choice or because cruel nature intended it so, you need extra hydration and sun protection for your head, unless you wear a hat all day.

So Bertram Sans came up with four products: a head cleanser which also doubles as a shower gel or face wash, a special shaving cream, a toner which is also a body spray and a moisturising aftershave with a very high SPF. Prices are premium, at around 40 Euro per product, but probably worth while. I say probably because I obviously haven’t tried them out but it sounds like a great brand concept to me. I like an innovative label that gets its point across without much marketing waffle. Check it out at

I’m currently writing a Mintel Cityscape on Wheadon so look out for the pdf in a couple of months. And do visit the store if you’re in the neighbourhood, it is really beautiful. Wheadon is at Steinstrasse 17 in 10119 Berlin, walking distance from Alexanderplatz, Hacke’scher Markt and Rosenthaler Platz.

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Filed under Berlin, Mintel, Retail, Store Profiles

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