About Keune

WE ARE KEUNE

Crafted with care 
100+ years is a long time to do anything, unless you’re in love with it. And we are. Hair, science, and the hair professionals who bring it all to life – they’ve been at our core since our (grand)parents Cornelia and Jan Keune started creating exceptional haircare products in 1922.
Today, we still formulate, test and produce everything in the Netherlands. Not just because we’re particular (though we are), but because we believe quality deserves that level of attention. Everything we make is cruelty-free, consciously developed, and proudly backed by our B Corp certification. Precision, care, and craft. That’s our kind of premium.
And, from our headquarters in the Dutch city of Soest to salons in over 90 countries around the globe, we’ve grown with purpose. We remain family-owned, proudly independent, and deeply connected to the hair craft and the professionals who elevate it. Every day.

George Keune Sr. and Eelco Keune
Proud owners of Keune

OUR STORY

Our story begins in 1922, Amsterdam, where hair was curled using curling irons heated over gas burners. The couple Jan and Cornelia Keune decided to create a beautiful hair product for this. Jan Keune, a pharmacist and cosmetics manufacturer, started experimenting with formulas for permanent liquids. The result? A resounding success. The first Dutch perm conquered the world, and Keune Haircosmetics was born.
Later, during the era in which women liked to proudly present themselves to the world with voluminous hairstyles, Jan was determined to play a role in this. He introduced a cold permanent formula and a revolutionary hairspray. Yes, you heard it right - Jan Keune was a pioneer of these hairstyles! And as if that wasn't enough, he came up with a new aerosol spray can – just press and spray. He was a true visionary!
Our innovative spirit was continued by Jan's son, George Keune Senior. In 1951, George joined the company and wanted to make his own mark on the world of hairstyling. He introduced the well-known ‘Mousse’ and brought Keune Haircosmetics to 50 countries.
We are a family business that has been dedicated to creating scientifically based and exclusive hair products for 100 years and three generations. And we have no intention of taking our foot off the gas pedal. But at Keune, it's not just about creating beautiful products - it's about our story and our vision. Today, Keune Haircosmetics is led by Eelco Keune, Jan's grandson, who focuses on building a strong brand and creating a company culture centered around collaboration, sustainability, and showing character.
This is your chance to be part of a global family and business with a rich history, but an even richer future perspective. 
So what are you waiting for? Join the Keune family and be part of our story!

Royal keuneOur 100th anniversary in 2022 became extra special as His Majesty, King Willem-Alexander, granted Keune the right to use the Royal Predicate. 
The Predicate is reserved for companies who played an important role in their industry, are of national importance and exist for at least 100 years. It's the crowning glory to 100 years of Keune Haircosmetics. 

Our missionWe don’t just serve hair professionals. We stand beside them, fight for their success, fuel their growth, and raise the standard of the profession through innovation, education and loyal partnership.
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Our visionWe envision a world where the hair profession is impossible to ignore: stronger, more respected, more profitable, and more influential than ever before. We will continue to lead that movement by standing shoulder to shoulder with the professionals who make it happen.
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Our purposeWe exist to empower hair professionals by standing firmly at their side. We’re the brand that helps them grow. We don’t just support the profession, we protect it, elevate it and fight for its future.
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