5 reasons why we updated our brand.

You told us Cucumber Mint wasn't the one. So for the last year and a half we've worked with a chemist and a French perfumer to build a scent worth looking forward to, in the shower, in your hair, on your pillow. Warmer. More refined. The kind of scent you choose, not tolerate. And like everything we make, it's RISE-tested, reviewed by Sweden's national research institute. We can't wait to hear what you think.

You told us it was hard to tell shampoo from conditioner in the shower, so we made the type bigger and easier to read at a glance. We also gave every kit one name, on the bottle and on the site. What was the Hair Growth Kit is now the Density Kit. Detox is the Clean Kit. Scalp Treatment is the Soothing Kit. One name, so you always know what you're reaching for.

Yellow isn't just a color to us. It's a warning sign, the kind you'd want on anything you're about to put on your skin and let decide what ends up under it. As a small Swedish brand moving onto shelves next to brands ten times our size, we need a color and a name that do the explaining for us: 2,100+ ingredients banned, most others leave in. See the yellow, know what you're standing in front of.

We changed how we look, not what works. The actives stay exactly as they were, turmeric stem cells, rice protein, ingredients with clinical studies behind them, so the results you love haven't moved an inch. Every formula is still reviewed for hormone safety, the same discipline we started with. We weren't about to touch the part we're proudest of.

This relaunch comes with new products too. We started with the Leave-In Conditioner, already a fast favorite. More are coming this year, and we can't wait to show you.