The Every

The Every is a Swedish haircare brand founded in Stockholm in 2019 by the couple Kenza Zouiten Subosic and Aleksandar Subosic [1]. It makes highly concentrated, vegan haircare built around a customizable booster system, and manufactures its products in Sweden. The company frames its approach as a rejection of one-size-fits-all haircare, letting each user adjust product strength to their own hair and scalp.

According to the brand, the idea began with a domestic moment: in the shower, co-founder Aleks looked at the household's collection of bottles and asked, "Why the fuck do we have 5 different shampoo bottles?" [2]. That frustration led to the observation that no single product addressed several hair needs at once. The independent retailer Niche Beauty reports that the founders spent three years developing their formulations before launching [1].

Kenza Zouiten Subosic is a Swedish influencer and entrepreneur; the Wikipedia article on her describes her as reported to have more than 1.7 million Instagram followers and notes she has run The Every since 2019 [3].

The brand's signature line is Infusions, a range of concentrated boosters that customers mix into their own shampoo or conditioner. Each variety targets a specific need — the company lists Detox, Volume, Hydrate, Repair, Curl & Wave, and Silver — and the amount used can be varied to raise or lower potency. The Every describes the effect vividly, likening the boosters to "giving your shampoo a dose of steroids" [1]. Beyond the boosters, the catalogue covers shampoos and conditioners, styling products, and hair-loss products.

The Every emphasizes fast, tangible outcomes, saying its products deliver "real, instantaneous results" [1]. Its stated philosophy is inclusive: it positions itself as haircare for "every person, every hair type, every need," and describes itself as a modular brand for customers of any gender.

The company presents The Every as clean and modular haircare that keeps scalp health central rather than offering fixed, standardized products. Its products are described as 100% vegan and free from sulfates and parabens, and the brand highlights transparency about the ingredients it uses. The positioning sits within the clean-beauty and vegan-beauty space that grew through the 2010s.

Sustainability claims center on local production. The Every states that its products are "innovated, designed and manufactured in Sweden," framing local production as part of a sustainable future. On packaging, the company says it uses 35% recycled plastic in its bottles today and hopes to reach 100% in the near future. It also describes stripped-down, standardized packaging intended to cut down on unnecessary cardboard, and says all packaging material and shipping are climate-compensated.

The Every sells directly through its own e-commerce site and is also carried by third-party retailers. Independent listings place its products at Nordic and European stores including Lyko, Cocopanda, Frisörshop, and Germany-based Niche Beauty [1].

The brand is active. Its transactional website remains live, and individual products such as the Hydrate Infusion Booster were indexed and sold through multiple retailers as recently as 2025 [4]. Kenza Zouiten Subosic is reported to have run the brand continuously since its 2019 founding [3].