As the journey to a friendlier world is travelled together with our community, we encourage our values in everything we do—to be friendly, stay curious, and act honest.
Animals should not be a part of human vanity. That is why we choose friendly – for your hair, for the animals and for the environment. We have made the choice easy for you, by developing products with thoughtful active ingredients that protects and takes care of your hair.
Being friendly does not stop at our products, we also care for the world around us and are involved in projects around the world though our charity initiative Be Friendly.
STAY CURIOUS
In the ever-changing world of beauty, we believe that we can make a change for the better. For us this means to adapt, explore the unknown and letting innovation and playfulness lead the way, like when we decided to launch an entirely vegan wax range. Some called us crazy, but after a lot of time, energy and formulations we launched the world’s first professional 100% vegan wax collection.
ACT HONEST
We believe that honesty and transparency is the key to making sure our community can rely on our product’s performance, quality and promises. Our active work towards a friendlier future is also guaranteed through PETA, The Leaping Bunny, Vegan Society and Plan Vivo who have certified all our products.
