Hairlust

Hairlust is a Danish hair-care company founded in early 2017 and based in Copenhagen, in the Christianshavn district. It sells vegan, naturally derived hair products direct to consumers through its own online store, combining topical lines such as shampoos, conditioners and serums with ingestible hair-growth supplements. The company markets its range as "clean, conscious, and seriously effective hair care made in Denmark" [1].

The brand remains active. Its storefront carries current product lines and more than 10,000 customer reviews, its social channels are live, and in August 2024 it became a certified B Corporation [3].

Hairlust was started by Sofie Tidemand and Rasmus Serup, who founded it in early 2017 [3]. According to the company, both experienced hair loss and thinning hair in their twenties and saw how much those conditions affected self-esteem. Having previously worked in the dietary-supplements industry, they identified a gap in "inner" hair care and launched with a single product: a hair supplement aimed at women, packing the first orders from a small living room [3].

That starting point shaped the brand's later structure. Hairlust describes its approach as holistic, making both internal supplements and external topical products on the premise that "beauty starts from within and shines through." One of the company's recurring lines is "Founded by skeptics. Developed for skeptics," reflecting a stated emphasis on ingredient transparency and independent testing.

The company positions itself within clean-beauty and natural hair care, framing its products around Scandinavian principles, ingredient transparency and self-expression rather than concealing natural hair. Its mission is described as "natural hair care without compromising on quality," with attention to the impact products have on "hair, health and the environment" [4]. The tagline "Your hair. Your story." accompanies this positioning.

A central part of the brand's transparency claim is an alphabetical ingredient guide covering the components used across its products, created because, in the company's view, Latin INCI names make it hard for consumers to understand what a product contains. Hairlust states that its formulas exclude parabens, phthalates, sulfates and allergenic fragrances, along with PFAS, formaldehyde-releasing preservatives and animal-derived ingredients [4].

Hairlust's catalogue spans hair vitamins, shampoos and conditioners, dry shampoo, masks, oils, styling products, shampoo bars, scalp care, brushes and accessories, plus an eyelash serum and bamboo bedding. Products are organised into trademarked lines including Grow Perfect, Curl Crush, Moisture Hero and Scalp Delight. Beyond hair, the company has drawn press attention for a bamboo pillowcase, promoted for its benefits to skin and hair, and for the Superb Lash eyelash-enhancing serum.

The brand's most prominent active ingredient is AnaGain, a plant-based compound derived from organic pea sprouts (Pisum sativum) and used in its Grow Perfect range. AnaGain is a licensed third-party ingredient developed by the Swiss supplier Mibelle Biochemistry rather than a Hairlust formulation. The company cites a supplier study reporting that the ingredient raised the ratio of growing to resting follicles from 4 to 7.2, described as up to a 78% improvement in hair-growth activity over three months [7]. That research is funded by the ingredient's supplier and has not been independently peer-reviewed, a caveat raised by outside reviewers. Hairlust says its finished products are also tested at the independent laboratory Eurofins [4].

Sustainability is a stated pillar of the brand. Hairlust says it has been climate-neutral since 2021, offsetting CO2 emissions through the platform Ecologi, which funds projects such as reforestation in Mozambique and renewable energy in Honduras. The company reports moving the majority of its production to Denmark to shorten shipping distances, uses packaging it describes as "100% recyclable" made with post-consumer recycled materials, and frames its commitments around three UN Sustainable Development Goals covering clean energy, responsible consumption and climate action [4].

The brand holds several third-party certifications: the Vegan Trademark from The Vegan Society, COSMOS Organic certification by Ecocert Greenlife, and B Corporation status awarded in August 2024 [3][4].

Hairlust has been featured by consumer and fashion media. On its own press page, the company displays quotes from Vogue, which referred to "these organic (miracle) products from Denmark," as well as Elle and Marie Claire, both highlighting the bamboo pillowcase, and Costume, which noted the eyelash serum [5]. These are mentions the brand presents itself; individual article references are not provided.

Hairlust is an active, multi-region direct-to-consumer business operating primarily through its Shopify storefront, with sales reaching markets across the Nordics, including Finland [9]. Its most recent documented milestone is the August 2024 B Corporation certification, and as of 2026 the storefront and social channels remain in regular use [3].