Great Hair Days Ahead

We want to make your good hair days fantastic and the bad ones better. We believe in the wonderful imperfection of life. We believe in people, passion, authenticity and you. We believe that everyone is beautiful the way they are, down to every hair strand. Our innovative hair products offer solutions for all your hair needs. They are beautiful to look at and even more lovely to use. They are made from the best possible ingredients in a responsible way, and almost all of them are vegan and their packages recyclable.

#1 The Right to Feel Beautiful

As a beauty company, our greatest responsibility is to create and diversify a person’s idea of beauty, while inspiring a respect for everyone’s own uniqueness. We encourage everyone to appreciate themselves as they are and offer tools for creating a positive self-image through marketing communications and preventative charity work.


#2 European Quality and Reliability

All our products are made in Finland and at our partner factories in Europe, which have been granted an ISO 22716:2007 certificate. Our products meet the criteria of the EU regulation on cosmetic products and Good Manufacturing Practices (GMP). We ensure the high quality of our products and their suitability for use in hair salons by collaborating with Finnish hair care professionals in product testing.


#2 Packaging That Doesn't Harm the Environment

In our packaging, we use recyclable materials and promote their recycling by package labelling and sustainability communications. Our goal is to replace all our plastic packaging with recycled and bioplastic or other more ecological packaging materials without compromising the products’ effectiveness and user experience.


#3 Effective Vegan Products

In 2019, up to 95% of our products are vegan. Our goal is to make 100% of our products vegan by the end of 2020.