Trontveit

Trontveit is a Danish haircare and beauty company founded in 2010 by Thomas Trontveit Jensen, a former hairdresser and sales director [1]. Based in Klarup in northern Denmark, it operates as both a distributor and retailer of professional hair products and as the owner of several house brands, chief among them ATTITUDE. The company remains active, selling to salons and consumers and exporting across Europe.

Although the founder's surname is of Norwegian origin, the company itself is Danish. Independent records place it in Denmark — a registered Danish company with headquarters in Klarup — and one industry directory describes it as an "international company based in Denmark" [7]. A surname that sounds Norwegian does not, in this case, indicate a Norwegian brand.

The company was established in 2010 by Thomas Trontveit Jensen, described on the brand's site as an educated hairdresser with experience from both the salon floor and the commercial side of the industry [1]. According to an independent directory, he founded the company with the aim of bringing new solutions to the market and acting as a first mover in his field [7].

Trontveit launched with three hair waxes, grouped under the names Organic ATTITUDE, Solid ATTITUDE and Rock Solid ATTITUDE [1]. From that narrow start it broadened into a wider catalogue and, over time, into private-label production.

By its own account the company grew from those first three products into a range it now describes as spanning over 1,000 active product numbers across hair care, styling, beauty and accessories [1]. It sells through both business and consumer channels and, according to the brand, exports to fourteen European countries.

In 2022 Trontveit acquired its current headquarters in Klarup, a site that houses its own private-label production facility, a development department and a warehouse [1]. That move gave the company control over manufacturing rather than relying solely on distributing others' products.

Trontveit's business has two sides: it distributes and retails professional-grade hair products, styling tools and accessories, and it develops its own house brands. The principal in-house names are ATTITUDE, PURE ATTITUDE and PURE Skin ATTITUDE. The Pure Attitude line is organised into themed collections — among them Luxury Lift, Hydrating, Repairing, Colorful, No Yellow and Detox — each aimed at a particular hair need. The company presents Luxury Lift, for example, as a hybrid that combines volume-giving technology with intensive care.

Alongside haircare, the catalogue extends into skincare and beauty items and a range of accessories such as combs, brushes, hair dryers and styling irons. The company positions its products as professional-grade rather than mass-market.

Trontveit frames itself around a clean, "green" ingredient profile and a stated goal of helping customers achieve the hair they want. The company describes ATTITUDE as built on "clean and green ingredients" and a "green profile" [8]. Across its product pages it repeats a small set of claims: that its products are cruelty-free, free of allergenic perfumes, and packaged in recycled plastic.

The company backs its consumer products with a 30-day satisfaction guarantee, which it presents as an expression of confidence in their quality.

Sustainability is a recurring theme in how Trontveit describes itself. The company says it is working towards becoming CO2-neutral by 2028, and points to solar panels for self-sufficient electricity, electric vehicles, recycled-plastic packaging and annual tree-planting as steps toward that target [1]. It also markets many of its products as vegan. These are the company's own stated commitments rather than independently verified outcomes.

Trontveit is active. It runs an operational webshop serving both business and consumer customers, continues to export across Europe, and maintains its stated sustainability programme with the 2028 CO2-neutral target still in place [1]. Its most recent visible activity dates to 2025.