Be the true you.
Your hair is important. It shows who you are, the individual that you have created, the true you.
We know that your hair changes daily, sometimes weekly, and definitely seasonally. It's affected by treatments and damaged by the elements. No two days are the same; no two heads are the same. We want you to have a solution that adapts to these shifts.
This is why we created our revolutionary range of hair care products, using only sustainable ingredients. You easily combine our serum Infusions to shape the effect you want for your hair, every day - Smoothing, Volume or Hydrating.
Just add a pump or two to our Essential Cleanse shampoo and Prime Condition rinse, or use on their own as effective leave-ins for added intensity before styling.
Welcome to the future of hair care!
Be the true you.
As Coco Chanel once said: “A woman who cuts her hair is a woman who is about to change her life.”
Your hair is one of your most immediate ways of expression, your declaration of independence. It represents identity, strength and a personal vision of beauty. A compliment about your hair is a compliment to the individual you are.
We understand the importance of hair and the complexity of beauty. We create dynamic solutions for people who believe that smart is beautiful, that style is one of the purest statements of our beliefs.
For us, there are no compromises. Our products are created with you, the individual, in mind.
We connect directly with each user to understand your needs. We develop professional-level solutions that are easy to adapt and we only use approved sustainable ingredients. No toxic additives. No "green-washing" with mysterious miracle extracts. Just great products that are good for you, for your hair and for the environment.
is a fashion hair stylist with more than twenty years of international experience. His work has been published in Elle, Marie Claire, GQ and Vogue. He has been Executive Producer and Creative Ambassador with boutique hair care companies Kevin Murphy and Davines, worked with many celebrities like Linda Evangelista, Elle MacPherson and Heidi Klum, and featured on teams at prestigious runway shows for design houses like Versace, Alexander McQueen and Tom Ford in New York, Paris & Milan.
Anna Fornek Bergström
is a business leader focusing on growth, profitability and organizational evolution. International leadership experience of transforming European media and e-commerce organisations, including Bisnode, Scanpix, Scandinavia Online and Bonnier, by enhancing technology and re-designing product, process and organizations.
is an entrepreneur and business developer, helping global companies transform in a world changed by new technology and digital media. Clients include IKEA, Johnson & Johnson, Nielsen, Nike, Mindshare and Publicis. He led Scandinavia’s largest business incubator, Minc, and built up US operations for Swedish education company Hyper Island.