Liance

Liance, marketed in full as Liance Professional, is a Swedish hair care brand owned by Pharmaxim AB, a brand owner and distributor based in Landskrona, Sweden [1][7]. Its range covers everyday styling and hair-care products — dry shampoos, hairsprays, heat protection, and colour-depositing conditioners — positioned for shoppers who want salon-style results without a salon price. The company frames the products as developed together with hair experts, vegan, and free from sulfates, silicones, and parabens.

The brand remains active. Its products are stocked across major Swedish online pharmacies and beauty retailers, and the company's own journal on liance.se was still being updated in early 2025 [4].

Liance is an own-brand of Pharmaxim AB, which Pharmaxim describes as "a brand owner and distributor" of well-known brands, patented products, and environmentally friendly alternatives [7]. Pharmaxim is headquartered at Örjaleden 48 in Landskrona, in southern Sweden, and operates the brand directly — customer contact for Liance runs through Pharmaxim's own address and phone line [3]. Both the parent company and the Landskrona base are confirmed on Pharmaxim's official site and on the Liance contact page.

Liance presents itself as a professional hair-care brand built around four kinds of care: for the hair, for animals, for nature, and for the customer's budget. The company says its products are created with hair experts and "carefully selected ingredients," and it markets the whole line as vegan and not tested on animals [7]. According to the brand, the products are also environmentally conscious and made without sulfates, silicones, or parabens. The positioning sits at the drugstore tier: Liance describes itself as making styling and hair products "with consideration for both your hair and your wallet" [1].

The brand's marketing leans on two short slogans — "Make every day shine!" and "No more bad hair days!" — the second framing its mission as helping customers present their best selves day to day [2].

The catalogue centres on dry shampoo, which appears in several variants including Original, Invisible, Booster, Silver, and Dark. The Original dry shampoo is described as suiting all hair types, quickly refreshing the hair while adding volume and hold; according to the brand it nourishes and strengthens the hair as it absorbs excess oil, odour, and product residue from the scalp [6]. On that product page the named active ingredients are pro-vitamin B5 and UV protection [6].

Beyond dry shampoo, the line includes hairsprays in Strong and Ultra Strong holds, a heat-protection spray, and a salty texturising mist for styling. A distinctive part of the range is the Color Creme Conditioner, a set of colour-depositing conditioners offered in shades such as Burgundy, Black, Light Beige, Fire Red, Chestnut, and White Platinum. The company states that its hair-care products are developed and produced in Sweden, which it links to control over product quality [7].

Liance is an active brand. Its products are distributed across major Swedish online pharmacies and beauty retailers — including Apotea, Lyko, Meds, Apohem, and NordicFeel — and the journal section of liance.se carried posts dated March and April 2025 [4]. No evidence of distribution outside Sweden was found, so the brand's footprint is currently single-country in scope.