What we believe in
Our manifesto
Useful brands, prices that can be explained, honest education, and a community that holds us to account.
We believe in brands that are useful, creative and responsible. Not in grand speeches. Hairdressing deserves modern tools, fair prices and honest education.
Our principles
Useful before beautiful
A product, tool or service only has value if it changes something behind the chair. Everything else is decoration.
Price is stated openly
We explain what a product costs, and why. An affordable brand shouldn't apologise for its price, nor should a premium brand hide its own.
Train rather than lock in
A hairdresser who progresses comes back of their own accord. We would rather pass on a technique than lock in a customer.
Consistency over time
A brand is judged over ten years, not over one campaign. We would rather keep a modest promise than betray an ambitious one.
Our driving force
A living community.
Around 350,000 people follow the group’s content, including nearly 100,000 hairdressing professionals. Each month, our posts reach the equivalent of one hairdresser in two in France.
This audience is not a marketing asset, it’s a responsibility. It obliges us to document what we claim, to show techniques rather than sell them, and to say when a product isn’t right for a given situation.
What we owe the trade
Four commitments, and that’s all.
Never sell what we couldn’t explain. If we can’t say who a product is for and why, it doesn’t leave the laboratory.
Defend the independence of salons. The group works for independent hairdressers facing off against franchises. Our tools, our courses and our prices exist to make that fight sustainable.
Own our two voices. A premium brand and an affordable brand don’t speak in the same way. Blending them would be lying to both clienteles.
Cut out what doesn’t need to exist. The empty space in a box, the reshipped parcel, the one product too many, the one promise too far. Restraint is a method, not a pose.