June 2025 – Zurich

This June, we officially introduced our first product: The Perfectionist.
A leave-in toner mousse created to give every blonde her perfect shade – easy, buildable, lightweight, and made to tone, protect & nourish in one simple step.

We invited stylists, clients, press and creators to celebrate this new chapter with us.
There was prosecco, pizza, and ice cream in the five mousse shades – because we believe in mixing business with pleasure, and beauty with fun.
The space was filled with energy, curiosity and lots of blondes testing, feeling, and playing with the product.

We premiered our official launch video, shared the story behind the formula, and let our guests explore all five tones – made to match real blonde needs, from soft beige to cool platinum.

This night was more than a launch.
It was the beginning of something we’ve always wanted:
A product made for blondes, by blondes.
A tone that lasts beyond the salon.
A new way to care for blonde hair – finally.