# Metamorphose ## Facts | | | |---|---| | Founded | 1994 | | Origin | Netherlands | | Headquarters | Maastricht | | Owner | Florale Haircare | | Status | Active | | Manufacturing | Maastricht, Netherlands | | Distribution | Multi-channel | | Website | https://www.metamorphosebeauty.com/ | Metamorphose is a Dutch professional hair-care brand based in Maastricht. Its own history dates the launch to 1994 [2], while its owner, the Maastricht hair company Florale Haircare, credits a founder named Mr. Kamm with deciding in 1992 to create a hair brand of its own for the Dutch and Belgian market [8]. The brand sells shampoos, conditioners, colour products and styling products, and argan oil products lead its own bestseller list. Metamorphose presents itself as salon-quality hair care at an everyday price, summed up in its tagline "Beauty for all". It is a family-run business that develops, produces and stores its products under one roof in Maastricht, and it remains active, with a new brand identity and website launched in 2026. ## Origin & founders The company tells its origin as a story of frustration. According to Metamorphose, professional hair care had become steadily more expensive, to the point where only a small group of people could afford it. The founders considered this unfair and set out to build a brand of honest, professional products that would be within reach of anyone, whatever their age or background. The company's own phrase for the result is "affordable luxury for everyone" [2]. The only founder named in public accounts is Mr. Kamm; his first name is not given. Florale Haircare's version of the story says he decided in 1992 to launch a hair brand of his own aimed at customers in the Netherlands and Belgium [8]. The brand's own timeline places the introduction of Metamorphose two years later, in 1994. The two dates are not necessarily in conflict: one marks the decision to create a brand, the other the moment it was introduced. This article follows 1994 as the founding year, as the brand itself does. From the start, Metamorphose has described itself as a family affair. In the company's words, a father, mother, son and daughter built the brand together, and a new generation is now growing up "between the packaging, formulas and dreams". Today the company lists Philippe Kamm as its commercial director, though it does not spell out his relationship to the founder. The name, the company says, came about almost by chance. It is meant to refer both to the visible change that comes from using the products and to an inner change: the confidence and strength that follow from taking time to look after oneself. Metamorphose says the name, first chosen spontaneously, now matters more to the brand than ever. ## History & milestones The early years of Metamorphose were tied closely to its parent. Florale Haircare traces its own roots to 1920, when the first Florale Haircare shop opened on the historic Vrijthof in Maastricht [8]. The hair brand grew out of this long-established local business. In its first years, Metamorphose products were made elsewhere. According to Florale Haircare, they were produced in Belgium and Italy before the company brought manufacturing home [8]. In 2000, production moved entirely to Maastricht, together with a dedicated office, so that the company handled everything itself [2]. Florale Haircare describes this period as the moment the brand gained a strong identity under the Metamorphose name. The company kept growing through the following decade. In 2005 the office was expanded to make room for a larger team. In 2012 Metamorphose set up an academy for hair professionals, which it describes as a place for inspiration, further training and learning together, and as a meeting point where salon workers can strengthen one another's skills. The most recent chapter came in 2026. Under the heading "the real metamorphosis", the company introduced new branding, a website of its own and what it calls a clearer identity, presenting the change as the brand's step to the next level. The new online shop is available in Dutch, French, German and English. ## Ownership Metamorphose is a brand of Florale Haircare BV, a hair-products company based in Maastricht [8]. The two share a company registration, head-office address and contact details, and the Metamorphose website is operated by Florale Haircare BV [4]. Florale Haircare is itself a hair specialist with a long local history. Besides developing Metamorphose, it runs hair shops in the Netherlands and sells a range of other hair brands alongside its own. No sale, merger or change of ownership involving Metamorphose has been reported, and the brand has no documented sister brands under the same owner. The company says its team numbers around 150 people. ## Philosophy & positioning The central idea behind Metamorphose is access. The company frames its vision in two words, "beauty for all", and argues that everyone deserves to feel good about how they look, regardless of who they are or how old they are. It positions its products as professional-grade hair care priced for ordinary household budgets rather than for a small, wealthy clientele. Metamorphose also leans on the idea of care. The brand says it believes in caring for people, for hair and for the world, and it ties its sustainability approach directly to its status as a family business passed from one generation to the next. In its telling, looking after the future comes naturally to a company that expects to hand itself down. The brand makes a point of where and how its products are made. According to Metamorphose, it is not to be found "in an anonymous factory abroad": development, production, filling and storage all take place under one roof in Maastricht. The company argues that these short lines make it faster and more flexible, lower its carbon footprint and allow it to keep products in stock. As an illustration, it says that changing or adjusting a shampoo formula takes only three days [3]. To salons, the brand pitches a slightly different message. Its professional offer is summed up as "affordable luxury and high margins", pairing the consumer promise of accessible prices with a commercial case for hairdressers who stock the range. ## Products & innovation Metamorphose focuses entirely on hair. Its current range is organised into four main groups. Care covers everyday washing and conditioning, with lines named Argan, Color, Volume, Curls, Scalp and Sun. Color covers hair colouring, with the Natural Color, Natural Shine, Perfect Blondes and Safari lines. Styling includes finishing, styling and perm products, and a separate Men range spans both care and styling. The brand also sells colour tools, hair accessories and items for the home. The Argan line is the most prominent part of the range. Its argan oil products, including the Argan Nourishing Shampoo, Argan Nourishing Oil, Argan Nourishing Leave-in Cream and Argan Nourishing Leave-in Spray, make up most of the brand's own list of bestsellers, alongside the Color Vibrance Shampoo from the colour-care line. Other products named by the company include the Color Seal Cream, the Volume Thickening Cream and men's products such as Men X-Effect, Men The Splash and Men The Refresher. Colour work at home is another theme. The Umbra Natural Shine Home Pack, for example, is presented as a way to refresh faded hair colour in about twenty minutes. Florale Haircare's Maastricht shop has also described a Magna Macadamia & Argan Oil line and Dare to Style and Fix styling products from Metamorphose [9]. Metamorphose states that all of its products are 100% vegan and free from sulfates and parabens, and that they are made locally [2]. These are the company's own claims; no third-party certifications, such as cruelty-free or vegan labels from independent bodies, are documented for the brand. The company says it keeps investing in new technologies, more sustainable production methods and smarter solutions to improve its formulas, but it does not name any patented technologies or clinical studies. ## Sustainability Sustainability is a recurring part of how Metamorphose describes itself. The company says its production and operations run entirely on green electricity [5], and it puts the resulting saving at 125,485 kg of carbon dioxide a year, according to its own calculation. It also states that its formulas consist of 98% natural ingredients and contain no microplastics. On packaging, Metamorphose says its bottles contain recycled material and that all of its packaging is fully recyclable. The brand links these choices to its local production model, arguing that keeping development, manufacturing and storage in one building in Maastricht avoids long supply routes. In its own words, sustainability is "not a marketing trick" for the company but something it takes for granted. ## Current status Metamorphose is active. Its 2026 rebrand and new website mark the latest milestone in the company's own timeline, and its blog has been publishing roughly weekly articles on hair care, colour and styling trends, most recently on 28 September 2026 [7]. The company says its range is available only through hair salons and its own online shop [6], and it points customers to its shops in the Netherlands for professional advice. It also runs a salon finder and a separate online shop for professionals. Its customer service lines serve both the Netherlands and Belgium, reflecting the brand's roots in the Benelux region. ## Timeline {#belagg-timeline} | Year | Event | Source | |---|---|---| | 1920 | First Florale Haircare shop (the company that later created and still owns Metamorphose) opens on the Vrijthof in Maastricht | https://www.floralehaircare.com/metamorphose | | 1992 | Founder Mr. Kamm decides to launch an own hair brand aimed at the Dutch and Belgian market (per owner Florale Haircare) | https://www.floralehaircare.com/metamorphose | | 1994 | Introduction of Metamorphose in Maastricht | https://www.metamorphosebeauty.com/de/about-us-du | | 2000 | Production moved entirely to Maastricht and taken in-house, with an own office (the owner's page says products were previously made in Belgium and Italy) | https://www.metamorphosebeauty.com/de/about-us-du | | 2005 | Office expanded as the team grew | https://www.metamorphosebeauty.com/de/about-us-du | | 2012 | An academy for education and training of hair professionals is set up | https://www.metamorphosebeauty.com/de/about-us-du | | 2026 | Rebrand with new branding and an own website | https://www.metamorphosebeauty.com/de/about-us-du | ## Signature products {#belagg-products} - **Metamorphose Argan Nourishing Leave-in Cream** — Metamorphose Argan Nourishing Leave-in Cream — https://www.metamorphosebeauty.com/ - **Metamorphose Color Vibrance Shampoo** — Metamorphose Color Vibrance Shampoo — https://www.metamorphosebeauty.com/ - **Metamorphose Argan Nourishing Shampoo** — Metamorphose Argan Nourishing Shampoo — https://www.metamorphosebeauty.com/ - **Metamorphose Argan Nourishing Oil** — Metamorphose Argan Nourishing Oil 50ml — https://www.metamorphosebeauty.com/ - **Metamorphose Argan Nourishing Leave-in Spray** — Metamorphose Argan Nourishing Leave-in Spray 200ml — https://www.metamorphosebeauty.com/ ## Key ingredients {#belagg-ingredients} argan oil Source: https://www.metamorphosebeauty.com/ ## Sources 2. (T1) https://www.metamorphosebeauty.com/de/about-us-du 3. (T2) https://www.metamorphosebeauty.com/about-us 4. (T2) https://www.metamorphosebeauty.com/ons-team 5. (T2) https://www.metamorphosebeauty.com/duurzaamheid 6. (T2) https://www.metamorphosebeauty.com/professional 7. (T2) https://www.metamorphosebeauty.com/blog 8. (T2) https://www.floralehaircare.com/metamorphose 9. (T2) https://www.floralehaircare.com/maastricht --- Glowpedia · · Published 2026-09-30 Please cite with a link to the article URL.