The gentle touch

REF started in Sweden with a group of hairdressers who wanted the best ingredients in their products, with a simple clear way of identifying them.

Designed and developed in Stockholm, and distributed to 29 countries including the USA, REF has developed into a major designer brand with a clear concept of natural beauty.

Natural beauty is what guides REF in everything they do, in the sense of simplicity, sustainability, and quality. They believe in making natural beauty by Swedish standards that are accessible for everyone.

The brand has recently taken this one step further by becoming 99% vegan, with only their waxes having beeswax within them.

All REF products are now free of sulphates and parabens, and moving forward are soon to be 100% vegan.

The range has added quinoa protein which is used to strengthen the hair, plus a colour preserve system which is derived from sunflower seed oil as a natural full spectrum UV filter, and these can be found in all REF haircare, styling and chemicals services.

The Fibre Mousse 435 has become one of their best selling products – an amazing combination of a mousse with body building texturising fibres!

And each styling product has a unique three-digit code which tells the stylist the level of hold, shine, and volume.

Manufacturers often concentrate on products being safe for consumers, but at REF they look at the prolonged use of their products by stylists who are possibly using them 8-10 times a day, and this was another reason for taking the brand to a more natural vegan base, as well as taking sulphates and parabens out of the products.

Their Swedish heritage still sits at the heart of REF; a focus on quality and to contribute to a sustainable future for all.

And if you’re visiting Hair UK & Beauty UK at the NEC in May, pop along to see REF’s stand!

To find out more about REF, visit refstockholm.com, or connect on facebook at REF Vegan Haircare UK or REFUK and instagram.com/refuk_