KEUNE Vital Nutrition, Spa Cream Bath, 1000ml

Keune Haircosmetics is a premium professional hair brand from the Netherlands, created to serve hairdressers who want reliable performance, healthy-hair results and a brand they can trust long term. The story starts in Amsterdam in 1922, when young pharmacist and chemist Jan Keune began bottling his first products above his pharmacy. Working side by side with Cornelia—his partner in life and in business—he built a company around craftsmanship, curiosity and respect for the professional salon.

That professional focus is not a marketing slogan; it is a founding principle. In 1947 Jan Keune stated publicly that he would create only for hair professionals. Keune has kept that promise ever since, choosing to build its reputation through the hands of stylists rather than mass-market shortcuts. Today the brand remains independently family-owned, a rarity in modern beauty, and it continues to put relationships with salons at the center of how it innovates and grows.

One reason Keune can be so consistent is that it keeps development and manufacturing close to home. The company’s headquarters, laboratories and factories are located in Soest, in the heart of the Netherlands. Formulas are conceived, tested and produced there before being distributed through official professional channels to salons in more than 80 countries. This “from lab to salon” model helps Keune control quality, safety and sensorial details—from texture and fragrance to how a product performs under real-world salon timings.

Keune’s range is built to cover the complete professional routine. In color, it offers systems such as Tinta Color, created to deliver strong coverage while also supporting hair condition. The range is designed for creative flexibility, giving stylists the tools to tailor tone and depth for each client and to keep results looking fresh between appointments. Alongside classic permanent and demi options, Keune also develops gentler alternatives such as So Pure Color, an ammonia-free salon color line that combines performance with a more naturally focused approach.

For care and styling, Keune provides targeted solutions for different hair needs—hydration, repair, volume, smoothing and scalp comfort—plus professional finishing products that help stylists shape, set and protect hair without stiffness or buildup. The unifying idea across categories is “color that cares” and care that performs: formulas that aim to improve the look and feel of hair, not just change it.

Sustainability is becoming an equally important part of the brand’s identity. Keune is certified as a B Corp, meaning it has been assessed against high standards for environmental and social responsibility. The company is also pushing practical innovations that salons and clients can actually use, such as So Pure: a refillable, vegan and cruelty-free haircare collection created to reduce packaging waste while delivering salon-level results. These choices reflect a broader commitment to doing better—step by step—without compromising professional outcomes.

Ultimately, Keune is built around the belief that hairdressers make people feel like the best version of themselves. By pairing Dutch laboratory know-how with a supportive brand culture, Keune aims to be more than a product supplier: it strives to be an ally for education, inspiration and salon business growth, helping professionals create beautiful hair and a stronger future for their craft.

Keune also supports the craft beyond the bottle. Through education programs, technical guidance and trend inspiration, the brand helps colorists and stylists refine technique, troubleshoot, and introduce new services with confidence. Its salon-finder approach encourages clients to experience Keune through trained professionals, reinforcing a service-first mindset. Product development reflects modern expectations too: Keune positions its core lines as cruelty-free, and it continues to iterate formulas to balance efficacy with a lighter footprint. Whether a salon is small and independent or part of a larger group, Keune’s goal is the same—make the professional even better and keep quality under roof in Soest.