RICH Hair Care

RICH Hair Care is an Estonian professional hair-care brand that makes shampoos, conditioners, treatments and styling products for straight, wavy, curly and coily hair [4]. The company frames its purpose as making salon-grade care affordable, summarising the idea on its About page as "luxury is a right for everyone" [2]. Its products are grouped under a Pure Luxury range, and individual items appear at some retailers under the "RICH Pure Luxury" name.

The brand's early history is recorded inconsistently. Its own About page states it was founded in 2010 [2], while a 2018 trade-press account describes the founding family building the company "over six years," which points to a start closer to 2012 [4]. Both figures come from otherwise credible sources, and no single authoritative founding date is settled.

The Estonian Chamber of Commerce and Industry describes RICH Hair Care as "an Estonian beauty brand built by the Lõhmus family," identifying brothers Erkki and Indrek Lõhmus as key figures [4]. The company's own About page instead names a current leadership team — Slava Fedutik as chief creative, alongside a chief executive and a chief operating officer [2] — which reads as present-day management rather than the original founders. The legal entity behind the brand is RICH Creative Laboratories OÜ, an Estonian private company (osaühing), which also holds the registered "RICH Pure Luxury" trademark [5].

RICH positions itself as affordable professional hair care. According to the company, it delivers "the highest quality in innovative products at a modest price" and favours fast-acting products that avoid time-consuming salon treatments [2]. The brand describes itself as "award-winning," though no specific awards, years or awarding bodies are documented.

Formulas draw on ingredients such as argan, jojoba and marula oils, along with biotin, hyaluronic acid and cherry blossom extract [2]. The About page states that the range includes vegan options and is paraben-free and cruelty-free, and it commits the company to environmental responsibility and fully recyclable packaging [2]. No third-party certifications are documented.

The catalogue spans shampoo, conditioner, treatment, styling, sets and travel sizes, with sub-lines addressed to particular needs — scalp care, blonde and colour care, keratin repair, and collagen formulas for fragile hair. Signature products include the Pure Luxury Intense Moisture Shampoo, the Miracle Renew Keratin Shampoo and the Repairing Collagen Shampoo. The brand later extended into male grooming with a "3 IN 1 COMPANY" line sold across Baltic and Scandinavian markets, and introduced a dedicated ambassador range, "RICH by Rick Ross," developed with the American rapper [4].

A clearly dated milestone is the brand's entry into US retail: in January 2018 its products reached the shelves of Sally Beauty, a large chain of professional beauty supplies [4]. The company reports wider distribution through international retailers including Sephora, Douglas, Manor and the A.S. Watson group, the Landmark Group in the Middle East, and, in the United States, JC Penney and Ricky's [4].

RICH Hair Care remains active. Its European direct-to-consumer website is operational and selling the full product range, and the brand keeps an active presence on Instagram and Facebook.