Yuaia Haircare

Yuaia Haircare is a family-owned Danish haircare company based in the Skive area of northern Jutland, with a registered address in Roslev and origins in the nearby town of Glyngøre. It sells directly to consumers online, offering hair vitamins, shampoos and treatments, a rosemary hair oil, styling products and hair accessories. The brand's own account dates its founding to 2020, when the family began selling hair vitamins from a garage [1]; a later third-party case study gives the year as 2021 [8].

The company was started by mother Lotte, son Kasper and daughter-in-law Nanna, and describes itself as "your hair's best friend". As of 2025 it reported selling to more than 50 countries and remains an active, independently run business.

According to Yuaia Haircare, the business grew out of a family with what it calls "a great love for hair," beginning modestly with hair vitamins sold from a garage before broadening into a full range. The three named founders are Lotte, Kasper Lindgren and Nanna Bundgaard, positioned respectively as mother, son and daughter-in-law.

Nanna Bundgaard is presented on the company's site as founder, owner and the lead on product development, described as a specialist in hair structure, growth cycles and care routines. She frames the brand's aim as making products that are "effective, honest and easy to use – regardless of hair type" [6]. The startup directory The Hub, meanwhile, lists Kasper Lindgren as founder and CEO of the bootstrapped company [7]. The two accounts are complementary rather than contradictory: the family co-founded the business together, with different members leading different parts of it.

The founding year is recorded inconsistently across sources. The company's own About page and its profile on The Hub both give 2020 [1][7], while a business case study published by the marketing vendor Scratcher states 2021 [8] — a date that aligns with the year Yuaia Haircare says it moved into a new office and expanded its range.

By the company's own timeline, Yuaia Haircare moved quickly from its garage beginnings. It expanded into a dedicated office and wider product line in 2021, entered the Swedish market in 2022, and reported reaching more than 50 countries by 2023. In 2024 it was, by its own account, nominated for the Danish Beauty Awards, and in 2025 it moved to a new warehouse during what it describes as a period of rapid growth. Homepage messaging cites more than 100,000 customers, while the About page gives a figure of 25,000-plus.

Yuaia Haircare positions itself as a direct-to-consumer brand, and links its pricing to that model: selling straight to customers, the company says, lets it "eliminate expensive intermediaries" and keep prices down [1]. It lists four stated values — love for hair, best quality, innovation, and products that are "100% tested" internally.

The brand places some emphasis on ingredient transparency. Noting that ingredient declarations are printed in Latin INCI names that are "difficult" for shoppers to interpret, it publishes a plain-language glossary explaining what each ingredient does [4]. The company does not, however, make vegan, cruelty-free or "free-from" claims, and lists no third-party formulation certifications.

The range spans ingestible hair vitamins, several haircare lines organised by need — Repair and Care, Grow and Glow, Twirl and Curl, and Blonde and Bright — plus styling products and a Rosemary Hair Oil. Accessories include brushes, microfibre hair towels, a bamboo bonnet and bamboo bedding. Hair vitamins and the rosemary oil are among its signature items.

The company's ingredient glossary highlights botanical oils such as argan, rosemary and jojoba; proteins and amino acids including hydrolyzed keratin and collagen amino acids; vitamins such as biotin and niacinamide; and actives including hyaluronic acid, caffeine and ginseng extract [4].

Yuaia Haircare's sustainability page describes measures rather than certifications: climate-conscious shipping, parcel packaging made from 85% recycled cardboard, and the recycling of incoming packaging. It also states that in 2024 it would periodically run donation campaigns in place of discount campaigns. The company is candid about its scale, acknowledging that "as a small company we may not have as large of an impact in the overall picture" [3].

The brand states it was nominated for the Danish Beauty Awards in 2024. Its press page displays the logos of Danish lifestyle titles including Femina and Costume as outlets that have mentioned it, though without dates or article details [5]. In February 2025 the regional newspaper Skive Folkeblad ran a feature on the company as a local growth story, under a headline describing "ordinary people" making its marketing feel authentic; the article body is paywalled [9].

Yuaia Haircare is active. It operates a live storefront with a full product range and maintained social accounts, reported moving to a larger warehouse in 2025, and was the subject of regional press coverage that same year [9]. The Hub records it as a bootstrapped company with between one and ten employees [7].