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Behind the logo

Read about our story

Who We Are

Hairlust is a Danish hair care brand with Scandinavian principles close to heart in every aspect of the company. We have a strong dedication to enhance and preserve natural beauty without compromising on quality or physical appearance.

We set focus on always selecting the purest and organic ingredients wherever possible, that is why our products are certified vegan and organic, and choose only good-for-you ingredients.

Here to stay

With strong roots in Scandinavian principles, we want to create playful and best-in-class hair care and be frontrunners on sustainability, innovation, and transparency. We are dedicated to preserving and enhancing natural beauty, with a natural and holistic approach to hair care.

Hairlust was founded in early 2017 and we've maintained our natural and holistic approach to hair care. We’re proud of our products and everything they stand for.

We have nothing to hide and are fully transparent about our raw materials and ingredients. Our products are clinically tested at independent laboratories to ensure the highest quality. We certify that our products are vegan and organic against strict standards and use recycled packaging. Customers should always have full insight into our business and production process.

No decision is taken randomly or lightly. Every day we strive to offer the best hair care without frills.

Why We’re Here

We believe that hair care is about more than the hair type, hair need, or hair product. It is about the feeling of harmony, joy, and belonging.

That is why we have been determined to hold on to the holistic view of hair care since day one. We have set our focus on producing natural products for internal and external hair care - as beauty starts from within and shines through for the world to see.

Our Hair. Our history

Our two co-founders Sofie Tidemand and Rasmus Serup experienced in their 20’s how much thin hair and hair loss can affect one's self-esteem. They realized how much our hair actually affects our mood. Doesn’t matter if it’s hair loss, greasy hair, damaged hair or whatever the hair problem is. We all experienced it some way or another. However, navigating the market for quality hair care was difficult. 

Sofie and Rasmus set themselves up to create playful and best-in-class hair care and be frontrunners on sustainability, innovation, and transparency. They wanted to revolutionize hair care, and not only by creating innovative products. They also wanted to provide great accessibility to educational and inspirational content, and personal customer service through their own platforms.

Everyone has their hair. Their story.

Learn more about the core values of Hairlust here.

Founded by skeptics. Developed for skeptics

After several years of work experience within the dietary supplements industry, Sofie and Rasmus identified new development opportunities for inner hair care due to an increased focus on inner beauty. The journey started by carefully looking into the potential of a dietary supplement specifically tailored to hair. The potential turned out to be huge, many people were seeking a natural and healthy solution to hair problems.

Hairlust became a reality when it launched in early 2017. From that point onwards, things moved incredibly fast for Sofie and Rasmus. Today, an entire team works hard every day to help women and men achieve their healthy hair goals.

By raising awareness about issues like hair loss, dandruff, coloring mishaps, we are creating a dialogue amongst consumers about all sorts of hair problems. Although some problems may appear to be sensitive or private, we believe in stimulating conversations and helping each other wherever possible. 

We take action and make a difference by creating innovative and sustainable products that actually work.

We don’t just talk the talk. We walk the walk.

8 years with Hairlust

Explore our journey throughout the years


January 2017

Hairlust is Founded

Sofie and Rasmus began the Hairlust adventure with one product in its portfolio: a hair supplement for women.

March 2017

The First Production

With butterflies in our stomachs, we completed the first production cycle of 2,000 hair supplement bottles. This didn’t go without a hitch, the market for supplements is extremely regulated!

This first batch was also a learning process for us: after putting labels on all 2,000 bottles, we discovered a design flaw… So, we took them all off again and stuck on new labels. Oh well, there is a steep learning curve in entrepreneurship.

April 2017

The First Orders Roll In!

At this point, Hairlust only consisted of Sofie and Rasmus, who handled all tasks and functions of the business. This meant they were working around the clock to get all orders packed in their small living room.


January 2018

Launch of the Second Product

At these early stages of the company, all cost savings were made wherever possible. In true entrepreneurial spirit, this meant carrying the entire production up to a third floor apartment in Copenhagen.

More than a year passed before we launched our second product. The addition of the Hair Growth & Protection Mask meant that Hairlust now catered to both inner and outer hair care.

June 2018

We Launch Products for Men

With a strong focus on product development, 2018 was the year that our product range really began evolving.

At this point, our product range had already grown to 10 items!

June 2018

The Hairlust Family Grows

Until mid-2018, Sofie and Rasmus were handling all business operations by themselves. This however changed when the first employees were hired from June 1st, 2018! Before the year ended, the Hairlust family had grown to consist of 10 employees. We see this as the true turning point in our history - with more hands on deck, our growth began to truly take off.

November 2018

New Office

The Hairlust office moved to Kompagnistræde 16, in central Copenhagen. We had been located in a shared office for a while, but with the growth of the team came the need for our own space. Our warehouse was also moved to North Jutland, in northern Denmark, giving us the framework to scale production.


February 2019

Smile For the Camera!

With a large presence on social media, and a business plan that leans on our own webshop and content platform, it became increasingly important to continuously produce content. Therefore, we built our own photo studio right at the office.

June 2019

Our First Official Event

We invited the press to tell the Hairlust story and share more about our unique products.

June 2019

Press Tour in Scandinavia

We travelled to Stockholm, Oslo, Helsinki and Copenhagen to hold a range of press events and spread the word about Hairlust throughout Scandinavia.

September 2019

Hairlust is Launched in 10 Countries

The Hairlust team has reason for celebration: we launched our webshop in 10 markets! Our team, consisting of 10 nationalities, celebrated this in style with a fun team building event.

December 2019

1,000 Retailers in Denmark and Abroad

In addition to our own webshop in 10 countries, Hairlust is now recommended and sold by over 1,000 retailers in Denmark and abroad. These retailers include professional hair salons, pharmacies, beauty clinics and health shops.


January 2020

Celebrating Our Successes

We won a whopping 3 beauty awards in 2020 at prestigious Danish and international award ceremonies!

Award-Winning Hair Care

Our products are recognised by the biggest critics in the beauty industry. These three products were the big winners of 2020.

March 2020

COVID-19 Makes the World Stand Still

What a turbulent time to be an entrepreneur. Suddenly the whole team was working from home and the office was empty. Our production capacity disappeared almost overnight, and 2020 was unfortunately marked by many product sell-outs.

September 2020

100,000 Customers

We have now surpassed 100,000 customers, wow! We are super excited about the support we are receiving on our journey and firmly establishing Hairlust on the market.


March 2021

Climate Neutral

We are very aware of our impact on the climate and are constantly seeking ways to improve on the sustainability front. We have therefore joined several initiatives and projects to reduce our climate footprint. Although we always focused on minimizing carbon emissions in our company, we have decided that it’s necessary to go the extra mile. We decided to fully offset our CO₂ emissions in order to become climate neutral. To do so, we donate to non-profit organisations (NGOs) that engage in comprehensive climate initiatives around the globe. Examples of projects we support are providing fuel-efficient stoves to people in Honduras, rainforest-preservation projects, tree planting, and a major renewable energy project in Thailand. Read more about our climate projects here

May 2021

Our Platform Gets a Major Relaunch

We launched a completely new online visual identity to reflect our evolution and represent the company we are today.

June 2021

Won Danish Beauty Awards!

Hairlust is this year's winner at the Danish Beauty Awards 2021. We are very proud to be the only brand to win not one, but two awards!

The following products won: Anti-Frizz & Hydration Pre-Shampoo Hair Balm is hair care product of the year, and the Scalp Delight™ Scalp Massage Brush is beauty accessory of the year.

September 2021

We’re Moving!

In the beginning of September we moved from our cozy office on Kompagnistraede to a beautiful new space with more room for our growing team, products and ideas. Now, we’re looking onto the Christianshavn canals - one of a kind view! 

After our first month here, we can say: We love our new office with space for plants, products and a lot of inspiration!

A start of a new, exciting chapter…

November 2021

It’s Flooding with Awards

2021 is coming to an end, and what a year it has been! We've added a bunch of new awards to the stable. We won 3 beauty awards from Danish Costume Beauty Awards, we won Best Vegan Hair Care Brand in the Global Vegan Awards, we got nominated for EY Entrepreneur Of The Year in Denmark, and we won the prestigious Danish business award, Børsen Gazelle for remarkable growth. We’re very proud of where we’ve gotten and we couldn’t have done it without our loyal customers.


February 2022

New Year - New Markets

After some vacation, we came back with freshly charged batteries and ready to enter the new year - and new markets. By the end of February, we had four newly launched websites - Poland, France, China Mainland, and Taiwan.

The success didn’t stop there! We also won two awards at the Diamenty Beauty 2022. One for our Anti-Frizz & Hydration Pre-Shampoo Hair Balm and one for our Silky Bamboo Pillowcase.

March 2022

A Different Day at the Office

We have absolute stars working behind Hairlust everyday, and we wanted to bring them in front of the camera as well. So in March, one of the office days looked a bit different with a studio-set up and we recorded 10 different videos -  each in their local language.

The office day was filled with extra excitement and laughs (and nerves). But hey, everyone did amazing! 

June 2022

Company Day Out

After our two first months of welcoming the new team members and working hard on upcoming, big news, we enjoyed a day out for the whole team to get to know each other better. We met at the office, before it was time to sail some boats, eat lunch on board, play fun games in Copenhagen King’s Garden and just enjoy the amazing company. Finally, we finished off at a restaurant where we had a great company dinner and wine, and of course… drinks!

September 2022

New look. Same principles.

The start of a new era.

Our logo has been to the salon for a well-deserved makeover. With our new look, we want to communicate and show what Hairlust is today; timeless, unisex, and modern. We maintain our principles to always stay transparent, holistic, and kind to everyone around us

We’ve enhanced our existing product lines, developed new product lines, and improved our packaging. All our products are formulated and filled with plant-based and organic certified ingredients. Good for you. Good for everyone.


January 2023

Office glow up

After an exciting rebranding we had product packaging leftovers with no purpose anymore. Although, it wasn't much we had left, it was not an option for us to throw it out or disregard it. We partnered up with SMALLrevolution, a Danish start-up with the mission to give plastic new life. The result? New office interior in the most stunning purple color made from our old blonde products. When upcycling plastic it is first crushed into small pieces. These pieces are then heated until they melt and can be shaped into new creative products. Amazing! Now we can use our new vases and podiums for flowers and upcoming photoshoots. What’s not to like?

January 2023

We are expanding the number of stores

We are present in several European markets and distributed in over 1,000 stores. This time we are expanding with 70 stores in Finland at the premium department store Sokos and beauty retailer Emotion.

February 2023

Not all Heroes wear capes

The new year has just begun and we’ve already introduced a whole new line of Moisture Hero products, for those in need of extra hydration and moisture in their haircare. The blue heroes have been developed for a while just to get the right lightweight texture and mix of ingredients to provide that long-lasting hydration. So welcome our new shampoo, conditioner and hair oil. 

Exciting to see what products will come next...

April 2023

Introducing Hairlust's Hair Test

In April, we proudly introduced our innovative Hair Test. The test provides personalized product recommendations tailored to the customers unique hair type and preferences. With over +50,000 individuals already having completed the test within the first months, we have effectively empowered our customers to make smarter, more informed purchasing decisions.

July 2023

Let Volume Wizard™ Work Its Magic️

In July we launched our brand new Volume Wizard™ Series. Creating volume in flat and fine hair can be challenging, but not for Volume Wizard™! Your hair will have instant lift and body, while feeling soft and nourished.

November 2023

Recycle everything. Reward yourself.

In November we took steps towards a greener future. We introduced a new initiative to give our product packaging a fresh start, partnering with the Bower app to simplify and reward recycling efforts. This program not only allows customers to earn rewards while making a positive impact but also aims to give our product's packaging a new life, further enhancing the circular movement of packaging. Find out more.

December 2023

Milestones of 2023

Entering a new phase of achievements. Shipments to our beloved customers have traveled far and wide, with over 700,000 Hairlust products shipped in 2023 reaching customers in 80+ countries. Simultaneously, our webshop has blossomed into a vibrant community, welcoming half a million visitors. Our social media presence has surged, with our TikTok following skyrocketing from 4,000 to 45,000, and hitting a milestone of 100,000 followers on Instagram. We are deeply committed to leveraging these platforms to not only inspire but also to educate our valued customers.


January 2024

We’re Moving again!

As the new year begins, a new chapter began for us as we settled into a new stunning office, just some steps away from our previous location in Christianshavn, Copenhagen. In the heart of Copenhagen we found a new home fitting our needs to run our business while creating a more vibrant and "hygge" environment.

February 2024

Your Hair Your Story Campaign

At Hairlust we believe that your hair tells a story about you. As a form of self-expression, creativity, and empowerment. You decide how to tell that story. We're here to hand you the megaphone so you can wear your hair proud and loud.So we found incredible hair stories of inspring people that we want to share with you. Find those stories here.

To be continued...