Tendenz Hårpleeie
Tendenz Hårpleie AS is a Norwegian-founded (1988) total supplier of professional hair care products, salon furniture, and adjacent services to hairdressing salons across Norway and Sweden, distributing exclusive brands including Joico, R+Co, and Blomdahl alongside its proprietary TZ styling line.
- Company typePrivate
- Founded1988
- HeadquartersOslo, Norway
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Tendenz Hårpleeie does
Tendenz Hårpleie AS is a Norwegian private limited company founded in 1988 in Oslo by brothers Jørgen and Kalle Nørstenæs, operating as a total supplier (totalleverandør) of professional hair care products, salon furniture, and adjacent services exclusively to the hairdressing industry across Norway and Sweden. The company distributes a curated portfolio of exclusive third-party brands—Joico (and sub-brands K-PAK, Defy Damage, Blonde Life, YouthLock, LumiShine, InnerJoi), R+Co, R+Co BLEU, Authentic Beauty Concept, Blomdahl, Hikari/Lützow scissors, Diva styling tools, Unseen Hair extensions, and Sayran Professional keratin—alongside its proprietary TZ styling line launched in 2024. Operations are anchored by a field-sales agent network that visits salons directly, supported by an inside sales/customer-service team, a B2C nettbutikk for individual consumers, an agent portal for partners, and three Tendenz Studio training academies (Bergen, Trondheim, Kristiansand).
The business model is wholesale distribution to professional salons (primary), augmented by direct-to-consumer e-commerce (secondary) and project-based salon interior design via the Tendenz Interiør Design division (launched 2009, offering Pietranera and Karisma Italian furniture and REM English equipment). Revenue is generated through transactional product sales; pricing is order-based with same-day shipping for orders placed before 11:30 and free shipping above 2,000 NOK ex VAT. The company is founder-operated with no disclosed external investors, ~50 employees in Norway and ~25 in the Sweden subsidiary (Mellerud, established January 2002), and reported compliance with the Norwegian Transparency Act (Åpenhetsloven). In 2025, TZ Texture Paste won the Swedish Beauty Awards "Hair & Beard Product of the Year," marking the first industry award for the proprietary brand.
Tendenz Hårpleeie firmographics
Firmographics- Name
- Tendenz Hårpleeie
- Legal name
- Tendenz Hårpleie AS
- Website
- https://tendenz.net
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tendenz Hårpleie AS is a Norwegian-founded (1988) total supplier of professional hair care products, salon furniture, and adjacent services to hairdressing salons across Norway and Sweden, distributing exclusive brands including Joico, R+Co, and Blomdahl alongside its proprietary TZ styling line.
- Ownership category
- akta.pro rank
Tendenz Hårpleeie industry classification
Industry- Product category
- Professional Salon Supplies Distribution
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Haircare & Hair Color Distribution (CRAOAEAE)
- akta.pro secondary industries
- Hair & Scalp Devices/Tools (Dryers, Straighteners, Brushes) (CRABABAG), Salon Hair Tools & Electricals (Dryers, Irons, Clippers) (CRABALAD), Hair Accessories (Clips, Bands, Headbands) (CRABAKAH)
Keywords
Where Tendenz Hårpleeie is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices5 records
Markets served
Tendenz Hårpleeie business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure, Technology or R&D
Revenue model
- B2B Wholesale to Hair Salons: Primary revenue stream selling professional hair care products, tools, accessories, and salon furniture to hairdressing salons throughout Norway and Sweden. Offers both sales goods (salgsvarer) and salon goods (salongvarer).
- B2C Retail Sales: Direct consumer sales through online store for hair care products, electrical styling tools, and accessories. Targets individual consumers seeking professional-grade products.
- Salon Interior Solutions: Sale of salon furniture, wash stations, styling stations, mirrors, and equipment through Tendenz Interiør Design division.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Free shipping threshold |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Tendenz Hårpleeie product offering
Product offeringCore offering
Tendenz Hårpleie AS is a Norwegian total supplier (distributor) of exclusive professional hair care brands, styling tools, scissors, jewelry, and salon furniture to hair salons in Norway and Sweden. The company also operates Tendenz Interiør Design, offering Italian and English salon furniture and complete interior design concepts. In addition, Tendenz sells its own proprietary TZ styling line and operates a direct-to-consumer online store selling professional hair care products to individuals.
Product overview
Tendenz Hårpleie AS is a comprehensive distributor of professional hair care products and salon equipment serving the Norwegian salon industry since 1988. The company operates as a total supplier offering multiple exclusive brands organized into distinct portfolios: Joico (hair color and care with K-PAK, Defy Damage, Blonde Life, YouthLock, and LumiShine sub-lines), R+Co and R+Co BLEU (premium styling products), Authentic Beauty Concept (holistic care), TZ (proprietary styling line), InnerJoi (vegan collection), and Blomdahl (allergy-friendly jewelry and piercing systems). The company also supplies salon tools including Hikari and Lützow scissors, Diva styling equipment, and Tendenz Interiør Design furniture featuring Pietranera and Karisma brands. Additional offerings include Unseen Hair extensions, Sayran Professional keratin treatments, and Dusy permanents. Products are distributed exclusively to professional salons with supporting services including education courses, marketing materials, and interior design consultation.
Differentiator
Problem solved
Functional benefit
Brands
- TZ: Tendenz's own professional styling product line launched in response to customer requests, featuring Texture Paste and Texture Spray for both men and women.
Products and services
- Joico Professional Hair Care Distribution of Joico's professional hair color, care, and styling product lines including K-PAK, Blonde Life, Defy Damage, YouthLock, Moisture Recovery, LumiShine, InnerJoi, ColorFul, Curls Like Us, and Scalp Vitality to professional salons.
- R+Co Professional Hair Care Distribution of R+Co's premium professional styling, care, and color product lines covering hydration, volume, curls, texture, color, and styling to professional salons.
- R+Co BLEU Premium Hair Care Distribution of R+Co BLEU premium professional hair care lines including Repair & Moisture De Luxe, Color, Volume, Curls, and Blonded product lines.
- TZ Own-Brand Styling Line Tendenz's proprietary styling line featuring Texture Paste and Texture Spray for professional stylists, developed from industry experience and customer requests.
- Authentic Beauty Concept Distribution of Authentic Beauty Concept's holistic premium hair care brand with product lines including Replenish, Glow, Hydrate, Amplify, Styling, and Beyond Hair for all hair types.
- Blomdahl Jewelry and Ear Piercing Distribution of Blomdahl's skin-friendly jewelry (medical titanium and plastic) and medical ear piercing systems with ISO 13485 certified production. Includes earrings, necklaces, bracelets, and ear/nose piercing equipment.
- InnerJoi Vegan Hair Care Distribution of InnerJoi's 100% vegan, plant-based hair care line featuring upcycled ingredients across Hydrate, Strengthen, Preserve, and Styling sub-lines for sustainable care.
- Unseen Hair Extensions Distribution of Unseen Hair extensions brand featuring Flatline Tape, Root Illusion Tape, and Seamless Weft for natural hair enhancement.
- Professional Salon Tools Distribution of professional salon tools including Hikari Japanese scissors (Hitachi steel, 50+ years experience), Lützow Swedish scissors with sharpening services, Diva styling tools (dryers, curling irons, straighteners), BaByliss Pro, Hot Tools, YS Park combs, Framar brushes, and consumables.
- Joico Professional Color Lines Distribution of Joico professional hair color systems including Vero K-Pak Color, Vero K-Pak Color Age Defy, LumiShine Permanent Creme, LumiShine Demi Liquid, LumiShine YouthLock, Blonde Life Color, and Joico Intensity.
- Tendenz Interiør Design Salon furniture and interior design services launched in 2009, featuring Pietranera (Italian design), Karisma (Italian), and REM (English) salon furniture brands including wash stations, styling chairs, massage wash chairs, ergonomic stools, mirrors, and complete salon setup solutions.
- Tendenz Training Academy (Tendenz Studio) Educational courses and training for Tendenz, Joico, and other distributed brands, offered through Tendenz Studio locations in Bergen, Trondheim, and Kristiansand. Includes annual conferences and InTendenz member gatherings.
Quantifiable outcome
- Orders shipped same day if received before 11:30
- +1 more outcomes
Companies that use Tendenz Hårpleeie
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Tendenz Hårpleeie technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Tendenz Hårpleeie partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- JoicocorePrimary brand partner. Joico is a major professional hair care brand offering color, care, and styling products. Tendenz offers extensive Joico product lines including K-PAK, Blonde Life, Defy Damage, YouthLock, Moisture Recovery, LumiShine, and InnerJoi.
- R+CocorePremium professional hair care brand offering styling, care, and color products. Tendenz distributes R+Co and R+Co BLEU product lines.
- R+Co BLEUcorePremium extension of R+Co brand. Tendenz distributes R+Co BLEU product lines.
- Authentic Beauty ConceptcoreHolistic premium hair care brand launched in Norway through Tendenz. Offers care and styling products.
- BlomdahlcoreSwedish brand for skin-friendly jewelry and medical ear piercing. Products include earrings, necklaces, bracelets in medical titanium and plastic. Founded 1985 in Halmstad, Sweden.
- PietraneracoreItalian salon furniture brand with Italian design and production. Supplies wash stations, styling chairs, and salon equipment for Tendenz Interiør Design.
- KarismacoreItalian salon furniture brand with Italian design and production. Supplies massage wash chairs and salon equipment.
- REM (UK)minorEnglish salon furniture supplier for Tendenz Interiør Design.
- Unseen HairminorHair extensions brand representing a new direction in the market focusing on natural, discrete results.
- Diva Pro StylingcoreProfessional styling tools brand founded 2008, relaunched 2019 with updated technology-design and focus on sustainability with 100% biodegradable packaging. Offers styling tools, dryers, curling irons, and straighteners.
- BaByliss ProminorProfessional electrical styling tools brand.
- Hot ToolsminorProfessional styling tools brand.
- Hikari ScissorsminorJapanese scissor brand with over 50 years experience. Scissors handcrafted in Japan with Hitachi steel. Part of Tendenz saksekonsept (scissor concept).
- Lützow of SwedenminorSwedish scissors brand. Part of Tendenz saksekonsept with certified scissor smith Matz Lützow offering sharpening services.
- Sayran ProfessionalminorDanish keratin brand offering advanced keratin technology for hair straightening. Approved by Green Salon Scandinavia.
- Grønn Salong SkandinaviaminorEnvironmental certification organization for Scandinavian hair salons.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Tendenz Hårpleeie competitors and assessment
Company assessmentEmerging players
- Olaplex: Olaplex pioneered bond-building hair treatments (competing with Joico's K-PAK and Defy Damage lines that Tendenz distributes). It is a comparable product-category peer in the bond-building/styling space distributed via professional salons.
Direct peers
- Beauty Systems Group (BSG): BSG is a major US-based distributor of professional salon products (owned by Henkel), supplying hairdressers with brands like Schwarzkopf, Kenra, and Joico. Highly comparable to Tendenz as a multi-brand professional beauty distributor serving salons.
- CosmoProf (L'Oréal): CosmoProf is L'Oréal's professional beauty distribution arm in Europe, distributing salon-exclusive brands like Kérastase, L'Oréal Professionnel, and Matrix directly to hairdressers. It is the closest direct competitor to Tendenz's distribution model in Norway/Sweden and beyond.
- SalonCentric: SalonCentric is one of the largest professional-only beauty distributors in the US (owned by L'Oréal), supplying salons with hair color, care, and styling products. Highly comparable to Tendenz's exclusive-to-salon distribution model and product portfolio mix.
- Salon Services / Hairdressers Journal Trade Shop: Salon Services is a UK-based distributor of professional hair products and salon supplies to hairdressers. Closely comparable to Tendenz as a multi-brand professional distributor serving the salon trade, with field sales and educational support.
Others
- Wahl Professional: Wahl is a leading manufacturer of professional hair clippers, trimmers, and styling tools distributed globally through professional channels. Tendenz distributes comparable electrical styling tools from Diva, BaByliss Pro, and Hot Tools, making Wahl an adjacent peer in the professional tools category.
- Great Lengths (Hairdreams): Great Lengths is a global manufacturer and distributor of professional hair extensions sold through certified salons. Tendenz distributes the comparable Unseen Hair extensions brand, making Great Lengths a relevant adjacent peer in the extensions category.
Regional players
- Lyko (Lyko Group AB): Lyko is a major Swedish beauty and hair care retailer/distributor operating both B2C e-commerce and B2B supply to Nordic salons. It is a regional competitor to Tendenz in the Nordic market with a stronger online consumer presence.
Broad incumbents
- Henkel Beauty Care (Schwarzkopf Professional): Henkel's Schwarzkopf Professional is one of Europe's largest professional hair care manufacturers with its own direct distribution in many markets. It competes with Tendenz's distributed brand portfolio (Joico, R+Co) at the manufacturer level, often controlling its own salon channel.
- Kiehl's / L'Oréal Professionnel: L'Oréal Professionnel is a global manufacturer-distributor of professional hair care sold through salons, often via its CosmoProf channel. It is a broad incumbent competing with Tendenz's distributed Joico brand at the product level and through its own professional distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Tendenz Hårpleeie social profiles
Digital presenceTendenz Hårpleeie compliance and trust
Trust signalCompliance2 records
Tendenz Hårpleeie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tendenz Hårpleeie leadership team
Management profileNumber of profiles
Tendenz Hårpleeie subsidiaries and ownership
Company hierarchySubsidiaries1 record
Tendenz Hårpleeie funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tendenz Hårpleeie M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tendenz Hårpleeie
What does Tendenz Hårpleeie do?
Tendenz Hårpleie AS is a Norwegian total supplier (distributor) of exclusive professional hair care brands, styling tools, scissors, jewelry, and salon furniture to hair salons in Norway and Sweden. The company also operates Tendenz Interiør Design, offering Italian and English salon furniture and complete interior design concepts. In addition, Tendenz sells its own proprietary TZ styling line and operates a direct-to-consumer online store selling professional hair care products to individuals.
Is Tendenz Hårpleeie a public or private company?
Tendenz Hårpleeie is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tendenz Hårpleeie founded?
Tendenz Hårpleeie was founded in 1988. It employs 11 to 50 people.
Where is Tendenz Hårpleeie based?
Tendenz Hårpleeie is headquartered in Oslo, Norway, in the Europe region.
How does Tendenz Hårpleeie make money?
Three revenue lines are on record. B2B Wholesale to Hair Salons are the primary driver. The others are B2C Retail Sales and salon Interior Solutions.
Who are Tendenz Hårpleeie's main competitors?
Olaplex is listed as an emerging player. Direct peers are Beauty Systems Group (BSG), CosmoProf (L'Oréal), SalonCentric and Salon Services / Hairdressers Journal Trade Shop. Others are Wahl Professional and Great Lengths (Hairdreams). Lyko (Lyko Group AB) is listed as a regional player. Broad incumbents are Henkel Beauty Care (Schwarzkopf Professional) and Kiehl's / L'Oréal Professionnel.
Does Tendenz Hårpleeie have an API?
No public API is recorded for Tendenz Hårpleeie.
What industry is Tendenz Hårpleeie in?
Tendenz Hårpleeie's product category is Professional Salon Supplies Distribution. Its primary akta.pro industry code is CRAOAEAE, Haircare & Hair Color Distribution, with a secondary code of CRABABAG, Hair & Scalp Devices/Tools (Dryers, Straighteners, Brushes). Its SIC code is 2844.