HUFS

HUFS is a Norwegian professional haircare and skincare brand based in Trondheim. It was launched in the autumn of 2019 by cross-country skier Johannes Høsflot Klæbo and his hairdresser, Stian Støp. The two had known each other since Klæbo's early years as an athlete in the same local area, and that connection eventually grew into a shared business. Although one editorial summary dates the brand's establishment to 2018 [9], both the company's own account and Norwegian business news place the launch in 2019 [5][6].

The brand positions itself around salon experience and products built to hold up in demanding Nordic conditions, summed up in its tagline, "Scandinavian beauty, made for extreme conditions — by professionals." It remains active and growing, having expanded from Norway into several European markets and South Korea within a few years of launch.

HUFS was founded by Johannes Høsflot Klæbo, an Olympic and World Champion cross-country skier, together with his hairdresser Stian Støp [2]. According to the company, the idea took shape gradually after the pair met when Klæbo was a young athlete, before becoming a brand intended to supply professional products that perform under pressure. The company describes HUFS as "born in the Norwegian nature," and its stated mission is "to meet a simple need: professional products that actually perform under pressure."

Klæbo is a co-founder and roughly half-owner rather than an external endorser. Norwegian business outlet E24 reported that he and Støp together hold the majority of the company's shares, with each owning approximately half [6].

After its 2019 launch in Norway, HUFS entered the Swedish market in 2023 and, within its first six months there, won a haircare category at the Swedish Beauty Awards [5]. The company describes 2024 as its largest growth year: E24 reported revenue of 6.9 million NOK, more than double the 3.3 million NOK recorded the previous year, alongside an expansion into five additional countries [6]. By that point the brand reported its products were sold in more than 1,200 retail outlets across seven countries [6].

HUFS operates as HUFS AS, registered in Trondheim, Norway. Klæbo and Støp are the principal owners, holding a majority of the shares between them in roughly equal parts [6]. No parent company or acquisition history is recorded.

The company says its approach is "built around real salon insight," with each product chosen based on what salon clients "ask for, buy, and love." HUFS describes its formulas as designed to be used alone or mixed together, with fragrance profiles developed for unisex appeal and textures intended to suit hair types ranging from "fine Nordic hair to fuller global textures." The brand frames its products as made for use "in training, in the cold, in real life," and emphasises craft alongside an aim to keep "quality high — and our footprint low."

Distribution follows a professional, salon-oriented model. Rather than selling directly in every market, HUFS works through regional distributor partners, and its retail page invites hairdressers to contact those distributors to stock the range. Listed partners include Headbrands AB in Sweden for the Nordic region and Luxury Beauty GmbH for Germany, Austria and Switzerland.

The HUFS range spans three main areas: styling, including waxes and saltwater sprays; haircare such as shampoo, conditioner, leave-in products and scalp care; and skincare covering cleansers, moisturisers and treatments. Among its named products are the multi-tasking ALL in ONE, the Ocean Spray, a Wax and a Shaper, together with face care items including a face wash, face cream and scrub. The company states its products are made locally in Scandinavia with full traceability, and that they are free of parabens, sulfates and methylisothiazolinone (MI), a common preservative.

HUFS has received several Nordic beauty awards in its first years. Beyond the 2023 Swedish Beauty Awards haircare recognition [5], its Wax won an ELLE Norge Beauty Award in 2025 [9], and its Dry Shampoo was recognised at the Swedish Beauty Awards 2026 [10]. The brand and its founders have also drawn coverage in Norwegian business press, including E24 and a feature in Finansavisen.

HUFS is active. Its most recent recorded activity includes a Swedish Beauty Awards win in 2026, following the record revenue growth and multi-country expansion reported for 2024 [6][10]. The company sells across several Nordic and Central European markets as well as South Korea through professional distributors, describing a multi-region presence that is still expanding rather than fully global.