Value proposition

We defy the status quo and create unique spaces for you to reach your hair goals and discover the very best new beauty.

We’re a straight-talking hair brand on a mission to make getting Great Hair simple, easy and fun–no matter who you are. We rip up the rulebook and whistleblow on jargon. Then create game-changing spaces and pioneering products that transform your hair routine for life. We’re not just another hair brand. We’re a whole new beauty movement.

Our commitment to staying ahead of the hair curve stretches way back. In 1999, we invented the first ever professional straightening irons. Now, with years’ worth of editorial shoots and catwalk experience behind us, we’re breaking the mould all over again.

We all know what it’s like: a bathroom shelf full of half-used, half-useful products that ultimately, let you down. So, it’s out with the old “regime” and in with simple, quick and easy-to-use products that deliver on their promise and do exactly what they say on the bottle.

We re-write the narrative with a fresh hair manifesto that’s bolder, braver and fits with how you live your life today. We don’t build “salons”. Instead, we defy the status quo and create game-changing spaces for you to reach your hair goals, discover the very best new beauty brands and treatments – and simply work, chill or take a breather from life.

Decades in the industry has left us quietly confident that we’ve got the skills, team and vision to bring you the absolute best in everything, so you can always have Great Hair. With that in mind, we can afford to take our customers and their hair – but not ourselves – seriously. Because at the end of the day, you and your hair should have fun together.