Keune Haircosmetics

What Keune Haircosmetics does

Keune Haircosmetics is a Brazilian operating subsidiary (Beautybiz Comércio de Produtos de Beleza Ltda) of the Dutch family-owned professional hair care company Keune, founded in 1922 by pharmacist Jan Keune. The Brazil entity, headquartered in Guarulhos with a secondary warehouse/distribution site in Colombo, Paraná, sells a comprehensive portfolio of premium hair care products across five core lines: Keune Care (16 specialized sub-lines addressing volume, blonde care, color protection, curls, dandruff, scalp sensitivity, and nutrition), Keune Style (styling and finishing), So Pure (organic/natural), 1922 by J.M. Keune (men's grooming), and Keune Color (professional color and bleaching). Sub-brands include Long & Strong (hair strengthening with biomimetic peptides), Radiant Gloss (shine), Velvet Smooth (anti-frizz), Blonde Savior, and Color Brillianz; the company also distributes Wet Brush accessories. Product formulations rely on proprietary technology platforms including biomimetic peptides, biomimetic lipids, density marine infusion, vegan keratin complexes, sunflower extract antioxidants, and microalgae oil, with clinically-proven efficacy claims (e.g., 94% reduction in hair loss in 60 days for Long & Strong).

The company operates a B2B2C go-to-market model, distributing exclusively through a network of 300+ partner salons across Brazil while maintaining a direct-to-consumer e-commerce storefront at keune.com.br with unit pricing between R$140 and R$500 per item, supported by the Keune Partner program (training, marketing, agent discounts), the Keune Private Club loyalty program, and an outlet/Sale channel. Payment processing spans Visa, Mastercard, American Express, Elo, Hipercard, Diners Club, Pix, and Boleto. Manufacturing is concentrated at the carbon-neutral Soest, Netherlands facility, powered entirely by 3,682 solar panels since January 2021. Keune holds B Corp certification (2023), Cruelty Free International certification, vegan/paraben-free/ammonia-free product seals, ANVISA BPF certification, Great Place to Work certification, and is 75% RSPO-certified on palm oil and 97% FSC/PEFC-certified on packaging.

The company monetizes primarily through one-time product sales to partner salons (B2B) and end consumers (B2C), with no subscription or recurring contract model evident. Brand-building is reinforced through content marketing (Blog Keune, Instagram @keunebrasil, YouTube training), the Keune Hairstylist Awards competition, ambassador programs (Embaixadores), industry event sponsorships (Convergence Beauty Wellness Science Summit 2026), and the IP Mangueira social training partnership. The company is privately held with no institutional investor, no public listing, and no disclosed M&A activity.

Name

Keune Haircosmetics

Legal name

Beautybiz Comércio de Produtos de Beleza Ltda

Website

https://keune.com.br

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

101–250 employees

Short description

Keune Haircosmetics is a Brazilian subsidiary of Dutch family-owned Keune (founded 1922) that sells professional premium hair care products across treatment, styling, color, and men's grooming lines exclusively through 300+ partner salons and a direct-to-consumer e-commerce site, leveraging biomimetic peptide and vegan keratin formulations.

Ownership category

akta.pro rank

Product category

Professional Hair Care Cosmetics

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

akta.pro secondary industries

Professional Hair Color (CRABALAA), Professional Hair Styling & Finishing (CRABALAC), Conditioners & Hair Masks (CRABABAB), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC)

Keywords

• Professional hair care
• Hair color products
• Men's grooming
• Salon hair treatments
• Hair styling products

Headquarters

HQ city

Colombo

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Professional Hair Care Product Sales: Keune generates revenue through the sale of professional hair care products across multiple lines (Keune Care, Keune Style, 1922 by J.M. Keune, So Pure, Color) via B2B salon partnerships and direct-to-consumer e-commerce. Products are sold at various price points from approximately R$146 to R$500+ per item.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels7 records

Core offering

Keune Haircosmetics manufactures and distributes professional hair care cosmetics including shampoos, conditioners, masks, treatments, styling products, and professional hair color formulations. The portfolio spans five core lines (Keune Care, Keune Style, So Pure, 1922 by J.M. Keune, Keune Color) plus Wet Brush accessories, addressing concerns such as hair loss, frizz, color protection, hydration, and men's grooming.

Product overview

Keune Haircosmetics is a professional hair care company founded in 1922, offering a portfolio of product lines including Keune Care (16 specialized treatment sub-lines), Keune Style (styling and finishing products), So Pure (organic/natural treatments), 1922 by J.M. Keune (men's grooming), and Keune Color (professional hair color). The company also distributes Wet Brush professional hair brushes. Products are sold exclusively through partner salons, with key sub-brands including Long & Strong for hair strengthening, Radiant Gloss for shine enhancement, Velvet Smooth for anti-frizz care, Blonde Savior for blonde hair care, and Color Brillianz for color protection. The Keune Care relaunch introduced advanced formulations featuring peptide technology, biomimetic ingredients, and botanical actives. The company holds B Corp certification and operates with cruelty-free, vegan, paraben-free, and ammonia-free product commitments.

Differentiator

Problem solved

Functional benefit

Brands

• Keune Care: Professional hair care product line including shampoos, conditioners, masks, and treatments for various hair needs.
• Keune Style
• So Pure
• 1922 by J.M. Keune
• Keune Color
• Wet Brush

Products and services

• Keune Care Professional hair treatment product line with 16 specialized sub-lines including Absolute Volume, Blonde Savior, Color Brillianz, Confident Curl, Dandruff Detox, Derma Regulate, Miracle Elixir, Luminous Coat, Long & Strong, Perfect Clarity, Scalp Sensitive, Radiant Gloss, Silver Savior, Velvet Smooth, and Vital Nutrition. For professional stylists and consumers.
• Keune Style Styling and finishing product line including gels, mousses, waxes, pastes, sprays, pomades, and thermal protection products, organized by finish (shine, curls, hold, straightening, thermal protection, refreshing, texture, volume).
• So Pure Natural and organic hair care line with clarifying, polishing, restoring, and cooling treatments for naturally healthy-looking hair.
• 1922 by J.M. Keune Men's grooming product line including shampoos, conditioners, pomades, gels, pastes, waxes, creams, sprays, oils, lotions, and perfumes, covering beard care, finishing, and masculine hair treatments.
• Keune Color Professional hair color and bleaching products for salon color services, including ammonia-free formulations.
• Long & Strong Shampoo 300ml Strengthening shampoo targeting hair loss and density reduction with centella asiatica, marine density infusion, and biomimetic peptides; provides up to 76% more shine and strengthens hair fiber.
• Long & Strong Overnight Super Sérum 100ml Overnight intensive serum treatment that reduces hair loss, stimulates growth, and increases hair density in 60 days; clinically proven with 94% efficacy.
• Radiant Gloss Shampoo 300ml Shampoo for dry and dull hair featuring orchid extract, microalgae oil, glycerin, and panthenol; provides 3x more shine and 78% more hydration from first wash.
• Velvet Smooth Shampoo 300ml Anti-frizz shampoo with biomimetic lipids and vegan keratin; provides up to 70% less frizz and 48-hour humidity protection, hair 64% more aligned and 73% repaired.
• Wet Brush Professional hair brushes including quick-dry, detangling, professional, kids, portable, round, and square brush varieties for salon and consumer use.

Quantifiable outcome

• 94% of participants showed decrease in hair loss after 60 days of using Long & Strong Super Serum
• +7 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature7 records

Partnerships

One partnership is on record.

• Convergence Beauty Wellness Science SummitminorGTM or Marketing Partner · 3 May 2026Keune Haircosmetics is one of multiple industry sponsors (alongside Vish, Hubnox, Phorest, Phenix Salon Suites, Balanced Beauty Pro, Ergo Styling Tools) for the Convergence Beauty Wellness Science Summit, a two-day educational and community event for beauty professionals and consumers held May 3-4, 2026, in Palm Springs, California. The summit focuses on wellness, science, and the future of the beauty industry.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Redken (L'Oréal): L'Oréal-owned professional salon brand spanning color, care, and styling. Direct competitor to Keune targeting stylists with comparable price positioning and salon channel exclusivity.
• L'Oréal Professionnel: Global leader in professional hair care sold through salons. Directly comparable to Keune as both target stylists with premium, salon-exclusive color, treatment, and styling products across overlapping price tiers.
• Wella Company: Major professional hair care portfolio (Wella Professionals, Sebastian, Nioxin, Clairol) sold through salons. Direct competitor to Keune across color, care, and styling categories with similar salon-distribution model.
• Matrix (L'Oréal): L'Oréal's broad-line professional salon brand. Comparable to Keune in offering a wide portfolio (color, care, styling) across price tiers distributed exclusively through partner salons.
• Moroccanoil: Premium professional hair care brand centered on argan-oil treatment and styling products distributed through salons. Comparable to Keune on premium pricing, signature ingredient story, and salon exclusivity.
• Davines: Italian B Corp-certified professional hair care brand sold through salons with strong sustainability positioning. Most direct peer to Keune on ESG credentials, premium salon model, and family-owned heritage identity.
• Schwarzkopf Professional (Henkel): Henkel-owned professional hair brand with salon-exclusive distribution, comparable color and care portfolio, and strong stylist education programs. Direct peer to Keune in the Brazilian professional channel.
• Kérastase (L'Oréal): Ultra-premium professional hair care brand by L'Oréal sold through partner salons. Closest direct peer to Keune on premium pricing, salon-exclusive model, and ingredient-led product positioning.

Regional players

• Embelleze: Large Brazilian domestic hair care company with mass and professional lines (Novex, Salon Line). Comparable to Keune as a Brazilian-headquartered hair care player, though operating at lower price tiers and broader distribution.

Emerging players

• Olaplex: D2C and salon-channel bond-repair treatment brand. Comparable to Keune in the treatment category (particularly Long & Strong and Miracle Elixir) with disruptive ingredient technology and direct consumer reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/keune-haircosmetics-brasil-
• Xx.com/keunecosmeticos
• Facebookfacebook.com/keunehaircosmeticsbr

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Keune Haircosmetics