People’s dissatisfaction with their looks has increased significantly in recent years. Studies show that up to 50% of young people have a negative self-image. The increased use of social media has raised the social pressure related to appearance. Being continuously exposed to the ideals created by society and the media has a negative impact on how young people in particular view themselves and their bodies.
We Love the Real You
We walk the front line, championing diversity, and defend everyone’s right to feel beautiful. We inspire and empower people to appreciate themselves as they are — perfectly imperfect – and offer them the tools for strengthening their self-image.
We believe in the wonderful imperfection of life. We believe in people, passion, authenticity and you. We believe that everyone is beautiful as they are, down to the last strand of hair. These are our four reasons.
We started some 20 years ago from scratch. We grew into the most successful hair product company in Finland by working hard and with a passion. We have swum against the current, boldly done things our own way and celebrated being different without paying attention to beauty ideals.
It’s time to take a step forward and defend everyone’s right to feel beautiful
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.
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 Manufac- turing 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.
Effective vegan products
Our products only contain the very best ingredients also from an ethical standpoint. 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.
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.