RENATI

RENATI is a professional hair-styling brand built around the wax formulations of hairdresser Terence Renati, its founder and namesake. Its products span hair waxes, muds, glazes and polishes alongside shampoos, conditioners and a small men's shaving range, and the company positions the line as made from natural, earth-derived materials for both men and women. The brand's founding year is not settled: a retailer account dates its launch to 1998 [6], while a business database records the company as founded in 2000 [7].

The brand remains active. It operates a live online store and is stocked by several Nordic retailers, and one retailer describes it as sold through more than 6,500 salons worldwide [6].

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

RENATI is the work of Terence Renati, described on the brand's own site as a "celebrity hairdresser" who, according to the company, "took Europe by storm" with two early products, the Straight Hold Glaze and the Identity Mud Wax [1]. Those two waxes, the site says, became the best-selling hair waxes in Scandinavia, after which the range widened into a broader hair, shaving and body offering [1].

The founder's role extends across the whole operation. According to the brand, all research, development and formulation — "from conception through to the manufacturing stage" — as well as packaging and design are handled in-house by Terence Renati [1]. The company frames this as a personal guarantee, quoting the founder: "I pride myself in making the finest hair waxes and products in the world using only the best available ingredients from all over the world" [1].

Details of the brand's early history are thinly documented. A Swedish retailer's biography traces the founder's interest in hair to the 1950s and credits him with "over 40 years of experience from salons, shows, and education" [6], though this account is not corroborated by the brand's own site.

The core of the range is hair wax, organised by hold strength — a system the company indicates with a number of dots on each product. Signature items include the Straight Hold Glaze, marketed as "The Mother Of All Waxes"; the firmer Rock Hard; and the Matt Mud, described by the brand as "matt, dry and draggy" with a strong hold. Around these sit the Identity styling product, the Glossifier Bodifier, Hi Shine Hair Polish and a Paste. The brand also produces a Botanica line of shampoos, conditioners, treatments and masks, plus a shaving cream and after-shave balm.

According to the company, the base used in its waxes is the same type used in sensitive face and skin products, and it states that all of its hair waxes rinse out easily, even with cool water. Listed ingredients include hydrolysed wheat and rice protein, panax ginseng root extract, beeswax, carnauba wax, coconut oil and glycerin.

RENATI presents itself as a no-compromise professional brand made from natural raw materials and intended for both men and women. The company states that its products are "made with 100% natural earth derived materials" — a marketing claim it makes for itself, with no certifying body named — and uses the tagline "as natural as you can get" [1][5]. The products are positioned at the professional, salon tier rather than as mass-market consumer goods.

The brand is active. Its online store remains operational and its products are currently carried by Nordic retailers including Lyko, and one retailer account describes the line as sold in more than 6,500 salons worldwide [6]. Its documented commercial strength lies chiefly in Scandinavia and the wider European market, with the founder and company associated with an Australian origin in a business-database listing [7].