Pixiedot Product lines

Mr. Shu Uemura, the pioneer of the brand, fervently believed in the idea of holistic beauty. it was his belief that “hairdressing is never complete without beautiful make-up and beautiful make-up is never complete without beautiful skin.” Shu Uemura art of hair aims to promote holistic beauty by providing essential hair care and styling products with unique formulas & ingredients that are able to be blended into tailor-made perfection to compensate for each individual’s unique hair needs.

The Japanese have always turned to nature for beauty secrets. Inspired by their routine, Shu Uemura art of hair sources precious and natural Japanese ingredients with high beauty notoriety.

Building on their expertise in nourishing and protecting natural oils & lightweight fragrances, they fuse unique, rare & natural ingredients with trailblazing science to create potent formulas capable of elevating hair care & hair artistry to new heights.

REF has its origins from Stockholm in 2004. The founder, Jan Ernstberger was the owner of a successful chain of salons in Sweden. As a salon owner, he realized the importance of carrying products in the salons that were high-performing and problem-solving. Shelf space was limited in the salons and his insight was that many brands increased space in the shelves without adding real value to the hairdresser. The idea was born to make its own brand with a concise inventory – only based on best-performing products. A brand that offers Swedish values, where nature meets science and is easy for both the hairdresser and the consumer to understand. This was the foundation that created REF.

Jan’s son, Edward Ernstberger joined the company in 2011 and took the lead in the development that has come to be the REF brand we know today. Since 2019 – Edward is CEO of the group. “We have been a family company from the very beginning, with short lead times and few decision makers.

This makes us competitive because we can work fast and agile. Even though the organization has increased over the years from 3 employees to 40 employees, we still run the company fastmoving. This is one of our core values and we look forward to Refine our journey even further with the vision to be the leading professional hair brand for professionals, by professionals.”

COLOUR PRESERVE SYSTEM:
A natural UV-Filter in all products for ultimate protection. The UV filter is derived from Sunflower seed oil. Sunflowers move towards the sun and have therefore developed nature’s strongest UV filter. Combined with an anti-fade polymer, this system provides natural, effective protection against UV rays and preserves the colour in hair.

STRENGTHENING QUINOA PROTEIN:
A strengthening protein for long-lasting repair. The vegan Keratin of Nature. This protein has among the widest spreads of amino acids with a similar structure to Keratin, which is the natural building block of hair. Provides deep, long-lasting repair and buffers each hair strand with proteins for protection.

Building on their expertise in nourishing and protecting natural oils & lightweight fragrances, they fuse unique, rare & natural ingredients with trailblazing science to create potent formulas capable of elevating hair care & hair artistry to new heights.

We believe in a sustainable world where the carbon footprint of our products is limited. Therefore, REF has introduced a cooperation with Treedom to plant the REF forest. By planting trees - as the tree grows, it will absorb CO2, protect the soil and enable biodiversity. This is what our climate compensation is about.

Through the plantation of forests, REF compensates for the carbon emission of our products. To reach the global Sustainable Development Goals (SDGs), we all must play our part - and at REF we work with dedication to reduce our CO2 footprint. Since all the trees have geolocation via Treedom, you can track in real-time the progress of our plantations in Nepal, Kenya, and Colombia.