Re-New Copenhagen

Re-New Copenhagen is a Danish hair-styling brand that makes unisex products for salons and home use. It belongs to White Avenue Group A/S, a Copenhagen-founded beauty house, and is developed in Denmark with a stated focus on texture, hold and flexibility. The range centres on styling products — pastes, creams, clays and sprays — alongside a shampoo and a small line of bamboo tools.

The brand positions itself around clean formulation and a Scandinavian design sensibility, and it is sold through professional salons, its own online stores and third-party retailers across several European markets. It remains active, with an expanding product line and live storefronts.

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

Re-New Copenhagen is owned by White Avenue Group A/S, a Danish limited company (CVR 37628174) based at Lundagervej 45B in Løsning, Denmark [3]. The same registration number appears on both the brand's legal notice and the parent company's own site, confirming the ownership link [3][7].

White Avenue Group describes itself as a house of Scandinavian beauty brands and says it was founded in 2015 in Copenhagen by brothers Martin and Thomas Kirkemann Fisker [8]. Alongside Re-New Copenhagen, the group owns Roze Avenue and White Skandinavien, and distributes the Australian brand Eleven Australia [7][8]. The company has since relocated to larger premises near Aarhus, with a showroom, academy and warehouse, and states that its brands are sold in more than 15 countries [8]. It received the Børsen Gazelle award, a Danish recognition for fast-growing companies, in both 2021 and 2022 [8].

The founding date of the Re-New Copenhagen brand itself is not clearly documented. The brand's legal notice lists an establishment year of 2019 [3], but that entry reflects the registration of the parent company, White Avenue Group A/S, whose corporate site dates its own founding to 2015 [8]. Group channels describe Re-New Copenhagen as the company's "newest" brand, which suggests it launched some years after 2015; no source gives an exact brand-launch year.

According to the company, Re-New Copenhagen "aims to pioneer a new direction in unisex hairstyling" and wants to be known for simple, clean and elegant design. The brand frames its products as both nourishing and texturizing — intended to strengthen the hair while, in its words, supporting the Scandinavian environment. Its stated priorities are performance, environmental responsibility and cruelty-free practice, summed up in the tagline "As we grow – you grow."

The parent company presents Re-New Copenhagen as "modern styling with Scandinavian roots," developed in Denmark and aimed at modern salons and concept boutiques. Pricing and distribution place it in the professional, salon-oriented tier rather than the mass market.

The line is organised around numbered styling products. Signature items include Fiber Paste N° 01, described by the company as offering maximum strength for more structured styles; Styling Cream N° 02, positioned for a soft, textured hold with light shine; and Soft Mud Paste N° 03, aimed at a natural look with moderate control. The range extends through molding and stone clays, a Balancing Shampoo N° 05, a Spray Wax N° 06 and further texturizing sprays, reaching at least N° 11, a Dry Texturizing Spray — a numbering that reflects a steadily expanding catalogue. The brand also sells bamboo combs and toothbrushes.

Re-New Copenhagen highlights plant-derived ingredients in its formulas, including hydrogenated soy polyglycerides, candelilla and carnauba wax, berry fruit wax, hydrolyzed sunflower seed wax and vitamin E, which it says protects and strengthens the hair's structure.

The company states that all Re-New Copenhagen products are 100% vegan and cruelty-free, and that its formulas use no sulfates, parabens, microbeads or mineral oils [9]. Packaging is described as recyclable and made from 80% recyclable material [2]. The brand says it plants a tree in Denmark for every tenth product sold and describes its products as CO2 neutral, and it references support for the United Nations sustainable development goals for 2030 [2]. Its materials also cite approval under the Scandinavian "Green Salon" scheme.

Re-New Copenhagen has limited independent press coverage; it is a professional, salon-channel brand rather than one covered widely in consumer beauty media. No dedicated awards for the brand were identified in the available sources. Its parent, White Avenue Group, holds the Børsen Gazelle award for 2021 and 2022 [8].

The brand is active. It operates direct-to-consumer storefronts on several domains, is stocked by retailers including the Nordic chain Lyko, and continues to add products to its numbered range [14]. Its shipping information lists deliveries to Denmark, Sweden, Finland, the Netherlands, Belgium and Switzerland, with orders dispatched from the parent company's warehouse in Løsning. The parent group remains an actively trading company.