Maybe We’re Ready for Brand Loyalty Again: Why KEUNE Is Coming to Verde

There are a lot of really great hair products out there.

So when Deanna and I started considering bringing a new line into Verde, great products were really just the beginning of the conversation.

At this point in our careers, we’ve learned that what’s in the bottle matters—but what’s behind the bottle matters just as much.

And that’s where the KEUNE story gets interesting.

It Started With Our Business Bestie

Deanna and I were on a coaching call with our business bestie, Tyler G., when he said:

“Listen, I don’t want to rock your boat, but I’d be doing you a disservice if I didn’t tell you to check out KEUNE.”

Okay, Tyler. You have our attention.

He started telling us about the company—not just the products, but the people, philosophy and what KEUNE was building within the professional salon industry. He then arranged for Pasha, CEO of KEUNE North America, to fly in and meet with us.

In the meantime, our team started trying the products.

And they literally fell in love.

They seriously haven’t stopped gushing about them. The performance. The smell. The textures. The packaging. The way the hair feels. Every time we turned around, someone was telling us about another product we had to try.

So when we sat down with Pasha, we basically said:

Listen. We know your products are outstanding. But… what else?

Because honestly, that’s where a lot of beauty companies fall flat for us.

We’ve Been Around Long Enough to Ask Different Questions

Deanna and I remember a time when professional product companies had a serious hold on salons. Your brand wasn’t just where you bought shampoo—it was where you got your education, inspiration, trends and community.

Then, maybe 10-ish years ago, the industry shifted.

Education became more independent. Social media opened up access to artists everywhere. Stylists and clients became less brand loyal.

A lot of that was really good.

But we also watched some professional brands move further and further away from the salons and stylists who helped build them in the first place.

Those who shall not be named. 😉

And somewhere along the way, we think we lost a little of something really valuable:

Relationship. Community. Heart.

That’s What We Heard From Pasha

What really got our attention was KEUNE’s commitment to putting salons and stylists first again—and actually backing that up.

Education. Relationships. Opportunities. Support. Community. Investment in the professional.

A brand with some actual heart and soul that seems willing to put its money where its mouth is.

Because as much as we want the absolute best for our clients, we also want the absolute best for our team.

We want them inspired and cared for. We want them learning, evolving and surrounded by people who open doors for them. We want them to be part of something they’re genuinely proud of.

That’s what we kept hearing from Pasha.

And suddenly, this became a much bigger conversation than shampoo.

Sustainable Luxury Meets Innovation

We talk a lot at Verde about sustainable luxury.

To us, luxury isn’t flashy or excessive. It’s quality, thoughtfulness, innovation and experience—while still caring about the impact behind the choices we make.

KEUNE rises to that standard for us.

This Dutch, family-owned brand has more than a century of history, but there’s nothing dated about it. There’s innovation, fashion, trend, beautiful packaging and serious performance—along with a sense of community and heart that can be harder to find.

You may start noticing KEUNE popping up more and more in the U.S. salon world, and we’re incredibly excited for Verde to be part of what’s happening.

And What About OAK?

This part is important:

KEUNE isn’t coming in to replace OAK Hair Care.

Not even close.

OAK is our sweet, homegrown brand. We built it ourselves right here in New England, and it represents so much of who we are and what we believe in.

But OAK is intentionally curated. The reality is that a salon like Verde—with a large team of artists working across different hair types, textures and specialties—needs a range and diversity that our little homegrown line simply doesn’t have yet.

And that’s exactly why these two brands complement each other so beautifully.

OAK gives us something deeply personal and uniquely ours. KEUNE gives our artists access to an expansive professional portfolio, technology, education and a global community.

Together, we think they give us the best of both worlds.

As we make room for KEUNE, you’ll see a much more selective assortment of ELEVEN Australia and Actyva on our shelves. Both lines will remain available through our online store, so if you have a ride-or-die favorite, don’t panic.

Maybe We’re Ready for Brand Loyalty Again

Just… a different kind.

Not blind loyalty. Not exclusivity. And definitely not a company having a choke hold on where stylists get their education, inspiration or ideas.

We’re talking about earned loyalty.

A partnership where both sides show up. Where the products are exceptional, but so are the people. Where salons aren’t an afterthought. Where stylists are worth investing in. Where innovation, responsibility, community and opportunity can all coexist.

That’s a brand relationship we can get behind.

And now we finally get to share it with you.

The full KEUNE retail collection officially launches at Verde on September 1, so you’ll soon be able to experience all the products our team hasn’t stopped talking about.

And then comes the really exciting part.

On October 19, we begin our next chapter with KEUNE’s beautiful range of professional color lines, bringing even more technology, creativity and possibilities to the work happening behind our chairs.

So yes, we fell in love with the products.

But the products are only part of why we said yes.

We said yes to the people, the partnership, the possibilities—and to being part of a professional beauty community we can feel genuinely proud of.

Welcome to Verde, KEUNE. We’re really glad you’re here.

And stay tuned. We’re just getting started.