Roze Avenue

Roze Avenue is a vegan haircare and self-tanning brand owned by the Danish company White Avenue Group A/S. Recognisable by the pink emblem on its bottles, the range covers shampoos, conditioners, masks and styling products alongside a smaller line of self-tanning items. The brand markets itself to Nordic consumers and trades through its own webshops and third-party retailers, but its legal home is Denmark rather than the Sweden its name and .se storefront might suggest.

Company records list the Roze Avenue brand's establishment year as 2019 [4]. Its parent, White Avenue Group A/S, was founded earlier, in 2015 in Copenhagen, by the brothers Martin and Thomas Kirkemann Fisker [9]. The 2015 and 2019 dates refer to different entities — the group and the brand — rather than a disputed founding year.

Roze Avenue describes itself as the work of "a group of dedicated hair stylist and beauty lovers around the globe," and its Danish parent frames the line as an attempt to unite function, feeling and form in everyday beauty care. The named individuals behind the business are the founders of the parent group: brothers Martin and Thomas Kirkemann Fisker, who started White Avenue Group in Copenhagen in 2015 [9]. The company's own account describes that beginning plainly, noting that its "first HQ and magic started" there.

The brand positions itself within a Nordic context. On its story page it observes that "in the Nordic countries we believe that we all have different kind of preferences in beauty and hair products these days," and says it aims to "skip the difficult and craziness" in favour of easy-to-use products.

Roze Avenue is one of several brands held by White Avenue Group A/S, a company registered in Denmark under CVR number 37628174 [4]. The group's registered address is Lundagervej 45B in Løsning, in Jutland, and it later established a roughly 2,500-square-metre headquarters near Aarhus [9]. According to the parent company, its brand portfolio also includes Re-New Copenhagen and White Skandinavien, and it operates in more than 15 countries [9]. The Danish-language parent site additionally lists Eleven Australia among its brands; this is best read as a distributed rather than an owned label.

Although Roze Avenue's storefront uses a .se domain and Swedish-language framing, the registered entity and its head office are Danish [4]. The Nordic and Swedish presentation is a market-facing choice, and the company's country of origin is Denmark.

The brand summarises its outlook with the slogan "We are more than just a pink bottle," a line meant to signal substance behind the packaging. Its stated values are sustainable beauty, social responsibility and what it calls affordable luxury [6]. Roze Avenue says it is "dedicated to the modern consumer who values sustainability, climate consciousness, and ethical considerations," and describes its formulas as clean, effective and simple to use.

Roze Avenue's catalogue is organised mainly around haircare and hair styling, with a separate body category devoted to self-tanning products such as lotions, mousses and adjustable drops. The haircare range is grouped into series including Glamorous Volumizing, Forever Blonde and Luxury Restore. Named products include the Glamorous Volumizing Dry Shampoo, Forever Blonde Luxury Shampoo, Luxury Restore Masq, Luxury Elixir Serum and a Luxury Hair Caring Gummy Bears supplement.

The company highlights three hero ingredients across its formulas — quinoa protein, coconut oil and sunflower oil — which it credits with strengthening hair and adding moisture and shine. It also promotes a proprietary "Anti Fade Color Safe" technology that, in the company's words, "encapsulates your hair colors so that it does not fade" [6].

Ethical and environmental claims are central to how Roze Avenue presents itself. The brand states that all of its products are 100% vegan and cruelty-free, and that it uses no animal-based ingredients [6][1]. Its formulas are described as free from parabens, sulfates, microplastics and mineral oils; the company links the removal of parabens to a "suspicion that parabens have a negative effect on hormone balance" and says it dropped sulfates because they can dry out hair [6]. Roze Avenue also markets its products and operations as CO2-neutral and its packaging as recyclable [1], and says the pink colour of its bottles is itself meant to signify sustainability. No third-party certification body is named in the available sources.

Roze Avenue is active. As of mid-2026 it operated live webshops at rozeavenue.com and rozeavenue.se, and its products were listed by third-party retailers such as makeupstore.com. Its parent, White Avenue Group, describes a presence in more than 15 countries [9]. The brand has no known coverage in major beauty press and no Wikipedia entry, which is consistent with a small Nordic haircare label rather than a widely covered prestige house.