Affinage Professional

What Affinage Professional does

Affinage Professional is an Australian professional hair cosmetics company headquartered in Capalaba, Australia, with 30+ years of industry presence and a claimed track record of over 100 million colour services delivered. The company supplies a comprehensive portfolio of professional hair colour (INFINITI Permanent, High Lift, Intensives, Coffee, Gothic, Infrareds, Velvet, Satin Tone on Tone, Toner), demi/semi-permanent colour (Gloss Liquid Demi, Colour Blast), developers, lighteners (Lite Blonde, Arctic Blonding System), cleansing and care products, styling products, and permanent wave formulations to licensed hair salons across Australia.

The company's core technical differentiation rests on proprietary registered trademarks and formulation technologies: DAT2™ (Dual Action Technology) enabling simultaneous lift and deposit in permanent hair colour with reduced developer strengths; Luminous Complex combining Luminescine (Mullein flower extract), Aloe Vera, and Quinoa Peptides (COSMOS-certified) for conditioning colour; Thermal Activation Technology (TAT) for heat-activated styling protection; and Triple-Tone Pigment Technology for dimensional brown shades.

Affinage Professional operates an exclusive salon-only B2B distribution model, selling only through authorized local distributors and direct trade accounts to verified professional stylists (requires hairdressing certificate, business card, industry membership, or license for approval). Pricing is not publicly disclosed; revenue is generated through one-time product sales across professional and take-home retail channels, augmented by professional education services delivered as seminars, workshops, and masterclasses. The AF. Pro Members loyalty program with AF. Points rewards provides engagement and retention mechanics for the trade customer base.

Name

Affinage Professional

Legal name

Affinage Professional

Website

https://affinage.com.au

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Affinage Professional is an Australian company that supplies professional hair colour, lightening, cleansing, styling, and permanent wave products exclusively to licensed hair salons through authorized local distributors, leveraging proprietary DAT2™ and Luminous Complex technologies across 100+ shades.

Ownership category

akta.pro rank

Product category

Professional Hair Care

NAICS

Synthetic Dye and Pigment Manufacturing (32513), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Professional Hair Color (CRABALAA)

akta.pro secondary industries

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Texturizers & Chemical Services (Relaxers, Perms, Keratin) (CRABABAF), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Hair Color & Chemical Services (EDAOALAD)

Keywords

• Professional hair colour
• Salon hair colouring
• Hair lightening systems
• Professional hair styling
• Hair care products

Headquarters

HQ city

Capalaba

HQ country

Australia

HQ region

Oceania

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 Care Products: B2B revenue from selling professional hair colour, care, and styling products exclusively to licensed hair salons and hairdressers through authorized distributor network. Products include permanent colour, demi-permanent colour, toners, lighteners, developers, cleansers, conditioners, treatments, and styling products.
2. Retail Products (Take-Home): Professional-grade take-home hair care products sold to salon clients for at-home maintenance, including retail kits combining shampoo, conditioner, and treatment products.
3. Education Services: Revenue generation through professional education programs including seminars, workshops, and masterclasses for hairstylists. Education is delivered through local distributors with sessions covering colour theory, technique, and salon business.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Affinage Professional manufactures and supplies professional hair colour, lightening, care, styling, and permanent wave products to licensed hair salons and qualified hairdressers exclusively through authorized distributors in Australia. Its portfolio, anchored by the proprietary DAT2™ dual-action colour technology and the Luminous Complex (Luminescine, Aloe Vera, Quinoa Peptides), spans over 100 shades across permanent, demi, semi, toner, fashion, and lightening categories, plus cleansers, conditioners, treatments, retail kits, and styling products. The company also delivers in-person professional education (seminars, workshops, masterclasses) to support stylists using its products.

Product overview

Affinage Professional is an Australian professional hair care brand with 30+ years of experience and over 100 million colour services delivered. The company offers a comprehensive portfolio of professional hair colouring and care products organized into distinct product lines: the INFINITI colour collection (Permanent, High Lift, Intensives, Coffee Collection, Gothic, Infrareds, Velvet Collection, Toner, Satin Tone on Tone) powered by proprietary DAT2™ technology; Gloss Liquid Demi for conditioning colour with zero ammonia; Colour Blast for fashion colours; lightening products including Lite Blonde and Arctic Blonding System; developers in various volumes; and the Cleanse & Care range featuring shampoos, conditioners, treatments, and retail kits. The product line also includes Styling products (Prep, Structure, and Finish categories) and salon accessories. The portfolio is characterized by Australian-made formulations featuring natural botanical extracts, COSMOS-certified ingredients, UV protection, and cruelty-free/vegan options. The company provides professional education programs and operates a salon-exclusive distribution model.

Differentiator

Problem solved

Functional benefit

Brands

• AF. Infiniti Coffee: A collection of 6 rich coffee-inspired hues from Cafe Noir Brown to Cafe Latte Blonde, featuring triple-tone pigments ideal for lowlighting, colouring back or darkening.
• AF. Infiniti Gothic
• AF. Infiniti Infrareds
• AF. Velvet + Coffee Collection
• AF. Gloss Liquid Demi
• AF. Infiniti Toner
• AF. Infiniti Satin Tone on Tone
• AF. Colour Blast

Products and services

• INFINITI Permanent Hair Colour Full-spectrum permanent hair colour powered by DAT2™ technology that lifts and deposits simultaneously, enabling reduced processing times and lower developer strengths. Over 85 shades with complete grey coverage and consistent tonal accuracy, sold to licensed hair salons.
• INFINITI High Lift Hair Colour High-lift hair colour for achieving maximum blonde results with simultaneous lift and deposit, designed for professional salon use.
• INFINITI Intensives Concentrated pigment boosters designed to customise any Infiniti Permanent or Infiniti Satin Tone on Tone formula to add tone, neutralise unwanted pigment, correct colour, or intensify saturation.
• INFINITI Coffee Collection A collection of 6 rich coffee-inspired hues from Café Noir Brown to Café Latte Blonde, featuring triple-tone pigments ideal for lowlighting, colouring back or darkening in a single step, with low ammonia and optimum grey coverage.
• INFINITI Gothic Specialized colour line featuring silver, onyx, anthracite, platinum, and gothic black shades for fashion-forward hair colouring in salons.
• INFINITI Infrareds A concentrated 5-hue colour series delivering vibrant reds, coppers, and magentas with salon-grade intensity. DAT2™ technology provides built-in lift for stunning results without high developer strengths.
• INFINITI Velvet Collection Velvet-inspired hair colour collection featuring smooth, rich tones like Light Velvet Brown and Dark Velvet Blonde combined with coffee-inspired shades for sophisticated colour results.
• Gloss Liquid Demi Luminous conditioning colour with zero ammonia. Deposits vibrant, glass-finish tone while the Luminous Complex — Luminescine, Aloe Vera, and Quinoa Peptides — conditions throughout processing. Features 20 shades plus Clear for six services: gloss toning, grey blending, root technique, colour refresh, colour balancing, and standalone gloss.
• INFINITI Toner Toner products for neutralizing unwanted tones and achieving precise colour correction after lightening services in salons.
• INFINITI Satin Tone on Tone An ammonia-free tone-on-tone colour that blends up to 100% grey hair, enriched with keratin, vitamins and minerals to nourish, strengthen and maximise colour deposit.
• Colour Blast Vibrant fashion colours including Starbright Yellow, Royal Blue, Phantom Purple, Flamingo Pink, and Cherry Red for creative, trend-driven hair colouring in salons.
• INFINITI Developers Professional developers available in various volumes (5 Vol 1.5%, 10 Vol 3%, 20 Vol 6%, 30 Vol 9%, 40 Vol 12%) for optimal colour development and lift.
• Arctic Blonde Developers Specialized developers for the Arctic Blonding System, available in 4.5% and 7.5% concentrations for controlled lightening.
• Lite Blonde / Lite Blonde+ Professional powder lightener for controlled, uniform lightening results. Lite Blonde+ offers enhanced lifting power for salon colour services.
• Arctic Blonding System Professional blonding system using creme-based lightener for smooth, even lightening results with minimal damage in salon settings.
• Cleanse (Shampoo) Professional-grade shampoo range including Purifying, Sensitive, Repair, Hydrating, and Blonde Toning variants with natural botanical extracts and Australian native ingredients.
• Conditioner Professional conditioner range featuring Hydrating, Repair, and Sensitive formulas to complement shampoo offerings and restore hair balance for salon clients.
• Treatment / Mask Intensive treatment products including Blonde Toning Treatment, 24/7 Heaven Cuticle Sealer, Miracle Repair Mask, and Miracle Leave In Balm for deep conditioning and repair.
• Retail Kits Pre-curated retail kits for client take-home care including Repair, Hydrate, and Blonde collections combining shampoo, conditioner, and treatment products for salons to retail to clients.
• Styling - Prep + Structure Prep and styling products including Thermal Protectant Spray, Contour Cream, Moisture Foam, Clay Wax, and Flexi Paste for salon styling support and heat protection.
• Styling - Finish Finishing products including Volumising and Texturising Spray, Volume Powder, Luminous Drops, Finishing Spray, and Flexible Spray for hold and final styling results in salons.
• Salon Accessories Professional salon tools including Deluxe Chart, Digital Scale, and Cutting Cape for professional colouring services.
• Salon Kits + Bundles Professional starter and refill kits including Colour Kit, Styling Kit, Retail Kit, Gloss Liquid Demi Complete Kit, Freelance Kit, and Cleanse & Care Basin Kit.
• AF. Pro Permanent Wave A gentle, low pH waving system designed for all hair types, including colour-treated hair. Features advanced low pH formulation that minimises cortex disruption, preserving hair integrity compared to traditional alkaline perms. Vegan formula.
• Affinage Professional Education Professional education services for licensed hairdressers delivered through in-person seminars, workshops, and masterclasses (e.g., Absolute Blonde workshop) by trained educators via local distributors. Covers colour theory, technical application, and salon business education.

Quantifiable outcome

• Over 100 million colour services performed using Affinage products
• +2 more outcomes

Named customers3 records

Segments3 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

One partnership is on record.

• COSMOS (Cosmos Standard)coreStrategic or Co-development PartnerCOSMOS is a European certification body for organic and natural cosmetics. Affinage Professional's key ingredients are COSMOS-certified, providing third-party validation of the natural and organic claims for Luminescine (Mullein flower), Aloe Vera, and Quinoa Peptide. The COSMOS-standard is built on principles of promoting organic agriculture, responsible resource use, clean manufacturing, and advancing green chemistry practices.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Wella Professionals: Global professional hair colour and care brand (Koleston, Illumina, Blondor) owned by Coty, sold exclusively through salons — directly comparable professional-channel positioning to Affinage.
• Matrix (Professional): L'Oréal's mass-prestige professional brand (SoColor, Color Sync) sold through salons — competes in similar permanent and demi colour categories with a more value-tier positioning.
• Schwarzkopf Professional: Henkel-owned professional hair colour and care brand with global salon distribution, including permanent colour, demi, lighteners and styling — directly comparable to Affinage's INFINITI and styling ranges.
• Goldwell: Kao-owned professional hair colour (Topchic, Colorance, Elumen) and styling brand distributed through salons globally — directly comparable permanent and demi colour platform.
• L'Oréal Professionnel: L'Oréal's professional division (Inoa, Majirel, Dia Light) sold through Australian salons — overlaps with Affinage's colour, lightening and care portfolio at premium price points.
• Redken: L'Oréal-owned professional hair colour (Shades EQ, Color Fusion) and care brand with strong salon education programs — comparable in salon-exclusive distribution and education-led GTM.

Direct peers

• Kevin Murphy: Australian-founded professional hair care brand (color.me, Session, Repair) sold exclusively through salons with strong fashion-colour positioning — closest Australian peer in heritage, salon-only GTM, and styling/colour portfolio breadth.
• Evo Hair: Australian professional salon brand offering colour, care and styling products (Fabuloso, Love · · ·) sold through salons — comparable local heritage and salon-exclusive positioning.

Emerging players

• Olaplex: Bond-building professional treatment brand increasingly adopted as an add-on to colour services in salons — relevant adjacent peer because it competes for shelf space within the same stylist toolkit and take-home retail flow.

Regional players

• Keune Hair Cosmetics: Dutch family-owned professional hair colour (Tinta, Semi Color, So Pure) brand distributed in salons across Europe, Australia and select markets — comparable premium permanent colour technology and salon-only model.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AffinagePro
• Facebookfacebook.com/affinageprofessional
• LinkedInlinkedin.com/company/affinage-professional

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Affinage Professional