Elizabeta Zefi

Elizabeta Zefi is a German haircare brand based in Munich, named after the hairdresser who founded it. Zefi opened a salon in the city in 2014 and launched the product brand three years later, in 2017 [2]. The range centres on the scalp as much as on the hair itself: shampoos, conditioners, masks, oils and a scalp serum sold in separate lines for hair growth, thickening, repair and moisture.

The brand remains small and founder-led, and it still runs alongside the Munich salon where it began. Its products are made in Germany, and the company presents its formulas as built mainly on plant ingredients. After several years sold mainly in Germany, Austria and Switzerland, the brand announced its first retail partners outside that region in October 2025.

The brand's story is told almost entirely through its founder. On the company's website, Elizabeta Zefi is introduced as a master hairdresser who has worked on hair and scalp problems for more than 20 years. She has worked, in her own words, with "countless clients" from many countries. The website also calls her an internationally known figure and a pioneer of the industry; both descriptions are the company's own.

Zefi opened her salon in Munich in 2014. She says that years of work with clients gave her a close understanding of different hair types and of the problems people brought to her chair, and that this experience led her to develop products of her own. In 2017 she launched the Elizabeta Zefi brand [2]. In the English version of the brand's account, she describes her aim at the time as "revolutionizing the hair industry" with products that were "natural, innovative, and exclusive", and above all effective [3].

Zefi credits her grandmother as the source of her interest in natural ingredients. According to the founder, her grandmother taught her to use natural ingredients for both hair and body care. That early lesson, she says, became the core of her approach to formulation.

For its first years the brand was built around the Munich salon and an online shop. According to the company, it found its customers mainly in Germany, Austria and Switzerland.

In October 2025, the brand blog announced an international expansion [9]. Two new retail partners were named: the London retailer John Bell & Croyden, and Joyce Beauty in Hong Kong and Shanghai. The brand's own announcement spells the London store "John Bell & Croydon". The London retailer lists the Elizabeta Zefi range on its own website [10]. The company described the move as the first chance for customers outside the German-speaking region to try what it calls its premium haircare concept.

In November 2025 the brand introduced Divine, a limited-edition line of one shampoo and one mask. The founder refers to it as "the new Divine line", an addition to the core range.

A blog post published in May 2026 says that London-based hairstylist Keiichiro Hirano used the brand's products backstage at Paris Fashion Week during the 2025 season [9]. This is the brand's own account; the post does not link to independent coverage of the shows.

Elizabeta Zefi is operated by Zefi Beauty GmbH, a private limited company based at Franz-Joseph-Straße 40 in Munich and registered with the Munich local court [7]. The company is the brand's own operating business rather than a parent group. No outside owner, investor or acquisition is documented, and no sister brands are known.

The company describes its approach as holistic haircare that starts at the scalp. Its central idea, repeated across the website, is that the principles of skincare should be applied to the scalp. The brand says it took this view "long before it became a trend", at a time when, in its account, scalp care was largely overlooked by the hair industry. In an interview published on the website, Zefi adds that other brands have since begun to pay attention to scalp problems and hair loss.

The brand's motto is "Schönes Haar verändert alles – Beautiful Hair Changes Everything". In the same interview the founder expands on it, calling hair "the canvas of your personality". The site title and slogan read "Be Your Best Hair". On its homepage the company sums up its values in three words, innovative, natural and effective. Its stated mission is for customers to have healthy, strong and beautiful hair for life.

Personal care is a recurring theme. Zefi says she wants customers to be able to care for their scalp and hair "individually", and the product lines are designed to be combined according to need. The online shop sorts products by hair concern, such as dry, fine, curly or oily hair and dry scalp, and offers a hair quiz to guide the choice. The company describes the range as premium, and it presents its products as free of what it calls harmful chemicals.

The homepage includes a "Gesehen in" ("seen in") section with three short quotes praising the range, including the phrase "Revolution in einer Flasche" ("revolution in a bottle"). The quotes are not attributed on the page, and no publication, issue or date is given for them. No awards or independent reviews of the brand are documented.

The range is organised into lines, each aimed at a particular hair or scalp concern. The care lines are Hair Growth, Thickening, Intense Regenerating, Ultra Rich Gold, Multi-Moisturizing and Everyday, alongside a separate styling range and the limited Divine line. Most lines combine a shampoo, a conditioner and often a mask, and they are also sold as duos and sets.

The Detox Serum is the product most closely tied to the brand's scalp-first idea. According to the brand's FAQ, it is applied after washing, either section by section across the scalp or directly onto problem areas. Separately, Zefi says she was "the first" to develop a hormone-free serum for treating hair loss that shows "real, positive results" [2]. That priority claim is the founder's own and has not been independently confirmed.

Other products that appear prominently include the Hair Growth Shampoo, the Intense Treatment Oil Mask, a Peeling Shampoo, a Dry Shampoo, a Blow Dry Spray and a Light Weight Hydrating Oil. The Multi-Moisturizing Spray is meant for both hair and body. In an interview on the website, Zefi says she always carries it in her bag.

On ingredients, the homepage highlights five: rosemary, aloe vera, rose, sage and hyaluronic acid. A separate ingredients page lists many more, among them olive oil, green tea, mint, seaweed, broccoli seed oil, lavender, beetroot extract, quinoa, nettle, argan oil, castor oil, jojoba oil, chamomile, pearl extract and panthenol, each with a short description of its intended effect. The brand's blog names Follicusan as an active ingredient in the Hair Growth line, describing it as a complex that supports the hair root during its growth phase. The brand does not claim Follicusan as its own development.

The products are labelled sulfate-free, silicone-free, paraben-free, vegan and hormone-free. The company states that they are not tested on animals. According to the FAQ, all products are dermatologically tested, though no details of the testing are given [6].

The homepage also shows customer-satisfaction figures. According to these, 94 percent of customers find the products effective, 93 percent find their hair healthier, and 92 percent say their scalp problems have gone [1]. No sample size, method or date is given for these figures, which describe customer perception rather than measured results. The company's interview text makes a similar general claim that nearly all customers report healthier hair.

No proprietary technologies, patents, research partnerships or third-party certifications are documented.

The company says that both its production and its packaging are environmentally friendly. All products are manufactured in Germany, according to the brand [6].

Its figures for recycled packaging differ between versions of its own website. The German "about us" page states that the packaging consists of around 90 percent recycled plastic [2], a figure repeated in the English interview text. The "Our Promise" block on the English "about us" page instead says the products are made of "more than 86%" recycled plastics [3]. Neither page explains how the figure is calculated.

Elizabeta Zefi is an active brand. Its online shop is operating, with products in stock, and its website carries a 2026 copyright notice. The brand blog has published new posts roughly monthly since October 2025, most recently a summer haircare article in June 2026 [9]. The Munich salon remains part of the business. The brand is sold through its own online shop and, since late 2025, through John Bell & Croyden in London and Joyce Beauty in Hong Kong and Shanghai.