IOMI

IOMI is a Swedish haircare brand specialising in lightweight styling mists, founded by two professional hairstylists, Christopher Mørch Husby and Adam Lukacs [1]. The pair, who describe themselves as having spent more than a decade working in fashion, beauty and editorial styling, built the line around a simple premise: that good hair should not feel like a struggle. Its products are made in Sweden and sold across the Nordic region [1].

The brand is young. Its earliest news posts date from May 2025, and it does not state an explicit founding or launch year on its own site, which points to a 2024–2025 debut [6]. IOMI remains active, with press features and blog activity recorded through July 2025.

According to IOMI, the brand was started by Christopher Mørch Husby and Adam Lukacs, two professional stylists with over a decade of experience in the fashion, beauty and editorial worlds [1]. The company traces the idea back to the founders' own bench: after testing many products on themselves and on clients, they say their aim became to raise the standard within beauty by making products they genuinely believed in. Manufacturing is in Sweden — a point the brand sums up in the line "Made in Sweden. Inspired by the world".

IOMI's range centres on hair styling. Its first products were the Salt Water Mist and the Volume Mist, both pitched as fast ways to add texture, volume, shine and protection. A Dreamy Leave-In Cream and a pair of styling clips round out the early line-up.

The Salt Water Mist is described as an ultra-fine continuous spray meant to deliver a natural, beach-textured look without leaving hair crisp. The company highlights two hydrating ingredients in it: Provitamin B5 (panthenol), which it says hydrates and strengthens, and quinoa seed extract, which it credits with nourishing and helping to repair damaged hair [3]. The Volume Mist is positioned as a multifunctional spray combining heat protection, colour-preserving properties and what the brand calls "styling memory" [4]. Both mists use a unisex fragrance the company characterises as clean and confident.

On packaging, IOMI uses a bag-on-valve (BOV) system, which it describes as propellant-free and more environmentally friendly than conventional aerosols. The homepage also states that the products are vegan and cruelty-free.

IOMI's stated outlook is that great hair should not feel like hard work — the company favours clean, high-performance formulas designed to fit into a daily routine rather than complicate it. That idea is captured in its tagline, "No mess. No complicated routines. Just really good hair" [1]. The brand frames its values in three words: lightweight, powerful and simple [2].

IOMI sells directly through its own webshop and across all four major Nordic markets [5]. Beyond its own site, the brand lists distribution through Nordic beauty e-tailers including Nordic Feel, Lyko and Cocopanda, the mass retailer H&M Beauty, and a number of professional salons and studios such as Jan Thomas Studio in Oslo [5]. Its retailer presence spans Sweden, Norway, Denmark and Finland.

IOMI's own site lists several press mentions under an "As Seen In" heading. According to the brand's news page, it was featured as one of Swedish ELLE's monthly favourites in June 2025 and mentioned in Vogue Portugal in July 2025 [6]; its homepage also names Esquire. These appearances are stated by the brand and have not been independently verified here.

IOMI is active. The most recent activity recorded on its site is a news post dated 18 July 2025, tied to the Vogue Portugal feature [6]. With press features in mid-2025 and distribution across the Nordics, the brand presents as an early-stage indie label still establishing itself.