Keune Haircosmetics is one of the last truly independent, family-owned professional haircare brands in the world. Founded in 1922 in Amsterdam by pharmacist Jan Keune and his wife Cornelia, the company began with a simple mission: create exceptional products exclusively for hair professionals. More than a century later, that promise remains unbroken. Headquartered in Soest, the Netherlands, Keune develops, tests and manufactures every product under one roof — no outsourcing, no compromises.
Core strengths The brand’s greatest strength is its unwavering loyalty to the hairdresser. Keune deliberately avoids mass retail and most e-commerce channels so that salons remain the exclusive point of contact. This “salon-only” philosophy is rare in today’s market and earns deep trust among professionals.
Quality control is another pillar. Because everything happens in-house, formulas can be refined quickly and tested rigorously across hair types and climates. The company is B Corp certified (since 2023), cruelty-free, and increasingly focused on sustainable packaging and responsible sourcing. Fragrance quality is also exceptional — many scents are developed with the same houses that work for luxury fashion brands. Finally, Keune invests heavily in education, business tools and co-creation with stylists, treating salons as partners rather than customers.
Who the products are for Keune is made first and foremost for professional hairdressers and colourists who want reliable, high-performance results. End clients benefit through salon treatments and recommended home care. The range covers virtually every concern: fine or thinning hair, colour-treated hair, curls, sensitive scalps, dandruff, dryness, volume and blonde maintenance. There is also a dedicated men’s line (1922 by J.M. Keune) and a clean-beauty collection (So Pure). In short, Keune suits anyone who values salon-grade results and is willing to follow professional advice.
Latest news and products (2025–2026) The biggest recent development is the complete relaunch of the Care line, now marketed as “Next Generation Haircare.” Approximately 48–50 products are organised into 15 targeted routines (Absolute Volume, Confident Curl, Blonde Saviour, Dandruff Detox, Scalp Sensitive and others).
The standout new family is Long & Strong. Designed for people experiencing thinning, breakage or slow growth, the routine combines Marine Density Infusion, biomimetic peptides and Centella Asiatica. Clinical results after 60 days showed that 94 % of participants experienced reduced hair loss and increased density of new hairs, with up to 76 % more shine. The line includes a strengthening shampoo and conditioner, a densifying leave-in and a super serum.
Additional 2026 launches include new Style products (volume, texture and hold sprays) and continued emphasis on personalisation, especially in colour. Keune also expanded philanthropic activity and reported strong growth in key markets.
Keune remains a rare combination of heritage, scientific ambition and genuine partnership with hairdressers. For professionals seeking a brand that puts them first and for clients who want visible, lasting results, it continues to set a high standard.