Veloide

Veloide is a Finnish hair-care company based in Helsinki, focused on lightweight scalp and hair products developed for fine Nordic hair. It trades through the limited company Veloide Lifestyle Oy, which was registered on 15 June 2023 [9]. The brand sells its own range directly online and rose to wider notice in Finland partly through social media, where its scalp oil circulated on TikTok.

The company was founded by Vera Theresia Nettebrock, who serves as its chief executive and board chair [9]. Veloide remains a young, single-market business: its listed stockists are all in Finland, and it continues to run active campaigns and product launches from its own storefront.

Veloide grew out of a personal need. According to a founder interview published by Lyko in 2025, Vera Nettebrock developed the brand after struggling to find natural, effective care for fine Nordic hair that flattens easily [7]. She has said the idea took shape amid trending scalp-care discussions on social media, and that her father's encouragement pushed her to build something of her own.

Nettebrock describes a deliberate development process: working with specialists on recipes, running several rounds of testing, trialling products on herself before production, and adding laboratory testing and packaging design [7]. She has said she favours scalp-caring, moisturising ingredients such as glycerin, aloe vera and jojoba oil, and that rosemary oil had the clearest effect on her own hair.

Veloide's range centres on scalp and hair care. Its best-known product is the Hair ASAP scalp oil, joined by items including a Scalp SCRUB, a Scalp RELAX treatment, a MILKY care spray and multi-product sets such as The Must Have Trio. The brand has also released a collaboration set with Edla.

The company positions Hair ASAP as a pre-wash scalp oil built from a short list of botanical oils — jojoba as the base, with rosemary, lavender and lemongrass. On its product pages, Veloide attributes specific roles to each: jojoba for nourishment, rosemary to stimulate hair growth, lavender to calm, and lemongrass to support scalp health. It also states the oil balances the scalp's natural oil production so hair stays clean longer. The company markets the range as "100 % natural" [1], and a Finnish vegan beauty blog reviewing the oil in 2025 described it as fully natural and free of silicones [8].

Veloide says its products are made for Nordic hair — hair that tends to go limp and needs light but effective care. It presents its work as guided by values of responsibility, domesticity and naturalness [6].

Beyond its own webshop, Veloide is stocked across a range of Finnish channels: the beauty retailers Lyko and Cocopanda, the department store Sokos, several pharmacies, and numerous independent salons around the country [4]. All listed stockists are in Finland. In the Lyko interview, Nettebrock said she chose the retailer because the brands aligned on quality and accessibility, and pointed to long-term ambitions for international expansion [7].

Coverage has come chiefly from Finnish outlets. Lyko's magazine ran a founder interview in May 2025 [7], and the vegan beauty blog Rabbit Glow reviewed the Hair ASAP oil in September 2025, calling it nourishing and softening [8]. That review described the product as "the most viral hair oil" on social media, particularly on TikTok [8].

Veloide is active. Its online store was running live campaigns and selling new products at the most recent review, and company filings show rapid early growth, with turnover rising from about €150,000 in 2024 to €597,000 in 2025 [9]. The company reported two employees and remains founder-led [9]. Its distribution is still confined to Finland, though the founder has signalled international ambitions.