Seifen Haag

Seifen Haag, a historic soap company based in Stuttgart, Germany, is known for its unique blend of tradition and innovation. The company was established on July 3, 1756, by Johann Matthäas Haag, a soap boiler born on January 11, 1728, in Neustadt an der Weinstraße​.

Over the decades, the company grew under the careful stewardship of its founders and their descendants. One notable milestone came in 1880, when Carl Friedrich Haag, of the company's fourth generation, was appointed royal purveyor to King Karl and Queen Olga of Württemberg. The queen even commissioned the production of a Bitter Almond Soap, her favorite fragrance. The royal court was also supplied with tallow candles produced by Seifen Haag​​.

In 1882, Carl Albert Haag was born, marking the beginning of a new era for the company​​. By 1903, he was working as the technical director of major soap factories in Russia and South America, gathering invaluable international experience​​. After his return to Stuttgart in 1924, Carl Albert Haag took over the family business in its fifth generation​​.

Tragedy struck the company during World War I when Walter and Albert Haag lost their lives​​. Then, in 1944, the company's original headquarters at Kanzleistraße 12 in Stuttgart were completely destroyed during an air raid​​.

Despite these setbacks, the company persevered. In 1947, a new soap factory was established at Reinsburgstraße 8, near the Haag family's private residence​​. A few years later, in 1952, a retail store was opened at Stiftstraß 4. Two of the company's standout products from this era were "Haag's Non-Dripping Candles" and a popular face soap used by Queen Elisabeth II during her visit to the New Castle​​.

In 1956, Seifen Haag celebrated its 200th anniversary, a testament to its resilience and commitment to quality​​. However, more changes were to come. Carl Albert Haag passed away in 1963 at the age of 81, and his wife Luise Haag and son Carl Heinz Albert Haag took over the company​​.

The company faced a major transition following the death of Carl Heinz Albert Haag in 1999. His widow, Irmgard Haag, and nephew, Matthias Haag, assumed control of the business​​. Despite the challenges, the company was revived in 2017 by Matthias Haag and his wife, Nicole Haag, continuing a seven-generation family tradition in Stuttgart-Feuerbach. Today, Seifen Haag still crafts soaps by hand, keeping alive the time-honored methods that have set it apart for centuries​​.