October Stockholm

October Stockholm is a Swedish haircare company founded in Stockholm in 2007 by Nina Lind, a hairdresser and makeup artist [2]. It specialises in at-home hair colour and colour-care products, built around a single idea: bringing salon-grade colouring within reach of people doing it themselves. The company markets its work under two linked names, October Stockholm and its flagship colour line True Colour, and remains operationally active, with current online promotions and a salon-partner programme still recruiting [12].

The brand positions itself as a bridge between two worlds that rarely meet on a shelf. According to the company, it set out to "transform the hair colour industry by combining the best of the salon world with retail accessibility" — selling professional formulas that hairdressers use, now packaged for everyday home use.

October Stockholm grew out of Nina Lind's own salon experience. The company says Lind, working as a hairdresser and makeup artist, noticed a gap between the quality of products available to salons and what consumers could buy at retail [4]. She began developing hair-colour formulations inside her salon, drawing on what the brand describes as carefully selected ingredients and proven colouring techniques, with the goal of reproducing salon results outside the salon chair.

That founding premise still frames the company's messaging. Its stated mission is "to make professional hair care and hair colour accessible to everyone," a line it repeats across its own pages and on retailer listings.

October Stockholm is privately held. Its LinkedIn company profile lists it as a privately owned business with 2 to 10 employees, categorised under hygiene-products manufacturing [12]. No parent company or acquisition history is recorded, consistent with an independently run indie brand. Customer correspondence on the company's legal pages runs through founder Nina Lind directly.

The company is based in central Stockholm, though sources differ on the exact address. October Stockholm's own privacy policy gives its address as Wallingatan 27, 111 24 Stockholm [10]. Its LinkedIn profile instead lists Norr Mälarstrand 102 [12]. Both sit in central Stockholm; the discrepancy most likely reflects an older registered address on LinkedIn, with the brand's legal page treated as the current record.

The product range centres on hair colour and the care products that support it. The flagship True Colour line spans dozens of permanent shades — the company cites 78 shades on its consumer site and 73 in its salon programme — organised across cold and warm tones, from black through platinum blonde, with separate ranges for grey coverage and beard colour. Alongside colour sit support products: True Blonde Plex, a bleaching system the brand says lightens hair by up to nine levels [5]; the True Care haircare line; and Colour Reboot, a corrector the company describes as stripping metals, mineral build-up and unwanted pigment from the hair.

October Stockholm builds its formulas around a handful of named ingredients: macadamia oil, ceramide A2 and cranberry extract for conditioning and shine, with bergamot oil and pomegranate appearing in its ingredient story. The pomegranate component carries the company's proprietary Chromazone complex, which it says optimises colour intensity and durability [1]. The True Colour formula is described as 100% vegan, using a synthetic beeswax in place of traditional beeswax [4].

Products are manufactured in Italy. The company frames "Italian salon quality" as a positioning claim on its own about page rather than a stated factory location; the Italian manufacturing origin appears explicitly on the retailer Lyko's brand page [11].

October Stockholm's positioning rests on accessibility. The company's conviction, as it states it, is that "everyone can colour their hair and achieve salon results," regardless of where the colouring happens. Its tagline — "The shade that is you – that is true" — plays on the True Colour name and the brand's emphasis on personal fit across a wide shade range.

That accessibility extends to where the products are sold. October Stockholm reaches customers through several channels at once: its own website, supermarkets and grocery stores, pharmacies, and hair salons. The company reports availability in more than 90 ICA stores across Sweden [1]. Its salon side runs through a partnership scheme called True Partner, which invites hairdressers to stock the professional range and offers them marketing support in return.

October Stockholm is active. Its website is operational and carrying current promotions, its social accounts — including TikTok and Instagram — have posted through 2024 and 2025, and the True Partner salon programme is still recruiting [13]. The company continues to expand its retail footprint within Sweden, and its products are also distributed in Finland.