Nine Yards

Nine Yards is a Swedish professional haircare brand owned by EDGE Cosmetics AB, a company based in Bålsta, Sweden [5]. It makes a vegan, salon-oriented range of shampoos, conditioners, treatments and styling products built around clean formulations and a deliberately playful, individualist identity. The brand presents itself as professional haircare for people who, in its own words, want to do things "your way" rather than fit in.

The name plays on the English expression "the whole nine yards" — going all in. Nine Yards describes the phrase as a stand-in for doing things thoroughly and with precision, and pairs it with the tagline "It's a look, and an outlook, baby."

Nine Yards is a Swedish brand. Both its own sites and third-party retailers describe it as a premium Swedish haircare label, and the Dutch-language distributor site likewise opens with the English line "a premium Swedish haircare brand" [3]. Earlier speculation that the company might be Dutch traced back to its Netherlands web domain; that domain belongs to a local distributor, Beauty Brands BV of Tilburg, rather than to the brand itself.

The founders are Robin Dubitzkij and Kristoffer Skott, identified in trade-press coverage as the Swedish owners of Nine Yards [6]. According to the company, the range followed roughly five years of development and testing before launch [3]. The UK arm operates with its own co-founder and director, Sam Griffiths, who is distinct from the two Swedish founders [6].

A precise founding year is not stated on the brand's own sites, on the parent company's site, or in trade press. The brand was active and presenting finished products by around the start of the 2020s, when its identity and packaging were featured in design coverage.

Nine Yards is owned by EDGE Cosmetics AB [5], which describes itself as standing behind the brand and calls Nine Yards "a growing Swedish hair care brand for salons". EDGE Cosmetics also owns the hair-extension line Zen Luxury Extensions and the professional colour system Rethink Color. The parent company lists a registered address at Vikingavägen 6 in Bålsta, Sweden [5]; the brand's own Facebook page instead gives a location in Västervik [13]. Both are in Sweden.

The brand's positioning leans on Scandinavian minimalism and a rebellious, "underdog" tone. Its homepage statement reads: "Nine Yards is about doing your thing, going all the way — your way. We want to celebrate the bold, the unique, the underdog and the inner rebel. It's not about being the best, but giving it a go and having a good time, without compromise" [1]. The company frames its mission as wanting to "shake up the hair care industry" with products suited to a range of hair types, and sums up its outlook as worrying less about fitting in so as to stand out more.

Alongside the playful voice, Nine Yards positions itself on clean formulation. The company says its products are free from sulphates, parabens, phthalates, MIT and MCI preservatives, cyclic silicones and triclosan, describing them as "clean, effective and free from unnecessary — or harmful — ingredients." The range is presented as vegan; a UK retailer notes that all but one of the products are vegan-friendly, and that the company tests on humans rather than animals.

Nine Yards is a professional, salon-focused range, originally designed for professional use and later made available for at-home use. Its products are organised into collections such as Volume, Moist, Repair, Silver, Style, Texture and Detox, spanning shampoos, conditioners, treatments and styling items including wax, dry shampoo, hairspray, heat protection, mousse and styling cream.

Product names follow a motivational theme that nods to each product's function — the volume shampoo, for instance, is called "Go Loud" [10]. Among the products highlighted at the brand's UK launch were the Silver Linings Blonde Shampoo and the True Cool Blonde Conditioner [7]. Marketing materials list naturally derived ingredients including shea butter, damask rose oil, broccoli seed oil, aloe vera, wheat protein, meadowfoam oil, argan and sunflower seed extract.

Nine Yards won a German Design Award in the Brand Identity category for its visual identity, which was created by the Swedish design agency Everworks [11]. The same identity and packaging work was recognised by the World Brand Design Society. UK trade press has referred to the brand as a "cult, Swedish haircare brand," reporting that its UK launch products sold out through pre-orders before stock reached the country [7].

Nine Yards is active. Its parent company describes it as a growing brand, and it is distributed across several European markets, including Sweden through its multi-currency storefront and the Netherlands through Beauty Brands BV. The most recent clearly dated activity is a "Meet the Founders" event held in Manchester in April 2024, alongside announcements of new launches for that year [6].