Our purpose is to empower and support the heroes of the hair industry - the hairdresser.

We recognise that hairdressers are the creative visionaries and skilled artisans who bring our products to life, transforming hair into works of art and changing lives as they go. We believe our purpose is to elevate hairdressers, to provide them with innovative, high-quality haircare solutions that are professional salon quality while also being safe and effective to use.

We used to say we were a band of rule-breakers, but over time we have come to realise we are not actually breaking the rules, we’ve just been making our own the whole time.

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