NATULIQUE

What NATULIQUE does

NATULIQUE ApS is a privately held, family-owned Danish B2B company founded in 1998 in Aarhus by Mette and Stig, specializing in certified organic professional hair colour and care products sold exclusively through distributors to salons and hairdressers. The portfolio centres on natural hair colour lines (Natural Hair Colours, Liquid Colours, BALANCE Sparkling Shine, DOUCE, Men's Hair Colour, PPD/PTD-free Colour Refreshers) plus an Ammonia-Free Whitener, Protective Developer, Certified Organic Hair Care, Natural Styling, BioActive Bond Repair system, Natural Perm, and a Scandinavian Head Spa service line with five treatment variants. Core technology is plant-based, certified-organic formulation that delivers professional colouring and care performance without ammonia, PPD, or other harsh chemicals, with proprietary systems including BioActive Bond Repair and Colour Shield.

The company operates a multi-tier B2B distribution model, selling only to professional salons and stylists through regional distributors covering 30+ countries across Europe, APAC, North America, LATAM, Middle East/Africa, and India, with country-specific localized websites and a direct 'NATULIQUE family' partnership model supported by Master Educators, training programs, and a 'Concept Salon' program for 100% brand adoption. The brand has built a community of 20,000+ hairdressers and is supported by ESG-aligned partnerships (The Vegan Society, Green Circle Salons, Matter of Trust, ecoheads) and a content-driven marketing motion anchored on Instagram, Facebook community, and a Salon Inspiration blog. NATULIQUE has remained bootstrapped with no external investment, no disclosed M&A, and serves a global SMB customer base of independent salons.

Name

NATULIQUE

Legal name

NATULIQUE ApS

Website

https://natulique.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

NATULIQUE is a family-owned Danish B2B brand founded in 1998 that develops certified organic, ammonia- and PPD-free professional hair colour, care, and scalp-treatment products, sold exclusively to salons and hairdressers through regional distributors in 30+ countries.

Ownership category

akta.pro rank

Product category

Professional Hair Care Products

NAICS

Toilet Preparation Manufacturing (325620)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Professional Hair Color (CRABALAA)

akta.pro secondary industry

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

Keywords

• Professional hair color
• Organic hair care
• Ammonia-free hair dye
• Salon hair products
• Hair bond repair

Headquarters

HQ city

Aarhus

HQ country

Denmark

HQ region

Europe

Offices1 record

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 Color Products: NATULIQUE generates revenue through the sale of professional hair coloring products to salons and hairdressers. Products include ammonia-free, PPD-free natural hair colors, liquid colours, and color refreshers. These are sold through B2B relationships with professional salons worldwide.
2. Certified Organic Hair Care Products: Sale of certified organic hair care product lines including shampoos, conditioners, treatments, and maintenance products for use by professional salons and their clients.
3. Natural Styling Products: Revenue from natural styling product lines that provide hold, texture, and styling solutions for professional hairdressers.
4. Head Spa Products and Treatments: Specialized head spa product line and treatment offerings for scalp health and rejuvenation services.
5. Bond Repair System: BioActive Bond Repair product line that restores damaged hair bonds, sold as professional treatment products and retail maintenance items.
6. Professional Education and Training: Hairdresser education programs and masterclasses for professional styling and coloring techniques using NATULIQUE products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

NATULIQUE manufactures and distributes certified organic professional hair colour, hair care, styling, bond repair, and Scandinavian Head Spa products exclusively to professional salons and hairdressers. Its product lines (Natural Hair Colours, Liquid Colours, BALANCE Sparkling Shine, DOUCE, Men's Hair Colour, Colour Refreshers, Ammonia-Free Whitener, Protective Developer, Certified Organic Hair Care, Natural Styling, BioActive Bond Repair, Head Spa, and Natural Perm) are formulated with organic ingredients and exclude harsh chemicals such as ammonia and PPD. Sales are made via a global B2B distributor network and a "Join the Family" salon partnership model, supported by educator-led training and masterclasses.

Product overview

NATULIQUE is a professional hair care and colour brand offering a comprehensive portfolio of products designed exclusively for hairdressers. The core offering centres on natural hair colours (available in multiple lines including Liquid Colours, BALANCE Sparkling Shine, DOUCE, Men's Hair Colour, and Colour Refreshers), complemented by supporting products including Ammonia-Free Whitener and Protective Developer. Beyond colouring, the portfolio includes Certified Organic Hair Care for daily maintenance, Natural Styling for finishing, BioActive Bond Repair for hair restoration, and a Head Spa service line featuring scalp treatments in multiple variants. The brand also offers accessories and a Natural Perm product. All products are formulated with organic ingredients and emphasise sustainability, with no harmful chemicals such as ammonia or PPD in most colour lines.

Differentiator

Problem solved

Functional benefit

Products and services

• NATULIQUE Natural Hair Colours Professional-grade hair colouring products formulated with natural and organic ingredients, featuring ammonia-free and PPD-free options for gentle yet vibrant colour results; designed for professional salon use.
• NATULIQUE Liquid Colours New liquid-based hair colour formulas offering versatile application for toning, refreshening, and creating dimensional looks in professional salons.
• NATULIQUE BALANCE Sparkling Shine
• NATULIQUE DOUCE Hair Colours
• NATULIQUE Men's Hair Colour
• NATULIQUE Colour Refreshers
• NATULIQUE Ammonia-Free Whitener
• NATULIQUE Protective Developer
• NATULIQUE Certified Organic Hair Care
• NATULIQUE Natural Styling
• NATULIQUE BioActive Bond Repair
• NATULIQUE Scandinavian Head Spa
• NATULIQUE Natural Perm
• NATULIQUE Accessories

Quantifiable outcome

• 20,000+ hairdressers worldwide use and recommend NATULIQUE products
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• The Vegan SocietycoreStrategic or Co-development PartnerNATULIQUE partnered with The Vegan Society to add vegan certification to selected hair care products. This partnership reinforces NATULIQUE's commitment to ethical, cruelty-free beauty products and provides third-party validation of their vegan formulations.
• Green Circle SalonscoreStrategic or Co-development PartnerNATULIQUE hairdressers in USA and Canada participate in Green Circle Salons, which recycles hair waste, used foils, colour tubes, papers, plastics, glass, and spa waste. Green Circle Salons helps salons divert waste from landfills and waterways through their network.
• Matter Of TrustminorStrategic or Co-development PartnerInternational charity that uses recycled hair (along with fur and wool) to create booms and mats for cleaning ocean oil spills. One pound of hair can absorb about one quart of oil. NATULIQUE supports hair donations to this organization through partner salons.
• Locks of LoveminorStrategic or Co-development PartnerCharity organization that creates wigs for children suffering from medical hair loss. NATULIQUE supports hair donations to this organization through their partner salons who donate hair clippings.
• Wigs for KidsminorStrategic or Co-development PartnerCharity that creates wigs for children experiencing hair loss due to medical conditions. NATULIQUE promotes hair donations from salons to support this cause.
• Chai LifelineminorStrategic or Co-development PartnerOrganization that supports children with serious illness and their families, including providing wigs. NATULIQUE supports this charity through hair donation programs at partner salons.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Davines: Italian B Corp family-owned professional hair care and color brand focused on sustainability and natural ingredients, sold through salons globally—directly comparable to NATULIQUE's positioning, distribution model, and clean-beauty ethos.
• Maria Nila: Swedish vegan, cruelty-free professional hair care brand sold via salons—overlaps NATULIQUE on certified-organic/vegan positioning and Scandinavian professional salon channel.
• Kevin Murphy: Professional salon hair care and color brand emphasizing performance and naturally derived ingredients; premium-priced and distributed through salons globally—directly comparable B2B salon model.
• Original & Mineral (O&M): Australian professional salon hair color and care brand with a strong clean/ammonia-free positioning, sold through salons worldwide—competes head-to-head with NATULIQUE in the professional clean-color niche.

Broad incumbents

• Schwarzkopf Professional: Henkel-owned global professional hair color and care brand with broad salon distribution—competes with NATULIQUE across the full professional color category and has been introducing lower-chemical lines.
• L'Oréal Professionnel: L'Oréal's flagship professional salon brand (Inoa, Majirel, etc.)—the dominant global professional color incumbent; competes with NATULIQUE across price tiers and increasingly in the ammonia-free segment.
• Goldwell: Kao-owned global professional salon color and care brand with strong education and salon partnerships—competes with NATULIQUE across the professional color category.
• Wella Professionals: Wella-owned global professional salon color and care brand; major incumbent with extensive education infrastructure that competes with NATULIQUE for salon shelf space and colorist loyalty.

Emerging players

• Pulp Riot: US-based professional hair color brand targeting independent salons with bold, fashion-forward shades—competes for the same eco-conscious indie stylist segment that NATULIQUE serves.

Others

• Green Circle Salons: Sustainability network/partner for salons (recycling hair waste, foils, color tubes) — adjacent ecosystem participant; NATULIQUE partner salons join Green Circle, making it a complementary rather than competing entity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/natulique
• Xx.com/natuliquehair
• Facebookfacebook.com/natulique
• LinkedInlinkedin.com/company/natulique

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 NATULIQUE