Natural Beauty

An innovative Swedish brand aiming to communicate our concept of natural beauty around the world.
Natural Beauty is what guides everything we do. In the sense of simplicity, sustainability and quality. Natural Beauty in terms of embracing all the world’s diverse people, culture and ethnical backgrounds.

We believe in making Natural Beauty by Swedish standards accessible to everyone, anywhere.

Natural Beauty

An innovative Swedish brand aiming to communicate our concept of natural beauty around the world.
Natural Beauty is what guides everything we do. In the sense of simplicity, sustainability and quality. Natural Beauty in terms of embracing all the world’s diverse people, culture and ethnical backgrounds.

We believe in making Natural Beauty by Swedish standards accessible to everyone, anywhere.

Colour Preserve System

We are committed to beautiful hair colour. We have customized a Colour Preserve System for all of our styling and hair care products. These hand selected natural ingredients are derived from sunflower seed oil combined with cutting edge technology of anti-fade system.

This infusion works as a natural full spectrum UV-filter and preserves hair colour for long lasting illuminating colour reflection and shine. REF believes in keeping the natural beauty in your hair colour.

Colour Preserve System

We are committed to beautiful hair colour. We have customized a Colour Preserve System for all of our styling and hair care products. These hand selected natural ingredients are derived from sunflower seed oil combined with cutting edge technology of anti-fade system.

This infusion works as a natural full spectrum UV-filter and preserves hair colour for long lasting illuminating colour reflection and shine. REF believes in keeping the natural beauty in your hair colour.

Strengthening Quinoa Protein

100% Vegan

The key to Natural Beauty in hair is strength. Proteins offers a great ability to strengthen hair. By using only vegan ingredients, the result is strengthening quinoa protein in all of our products.

The Strengthening Quina Protein has among the widest natural spreads of essential amino acids derived from nature and is often called the "keratin of nature". It assists in repair, protection, shine and conditioning of hair. This helps to preserve the natural beauty in your hair.

Strengthening Quinoa Protein

The key to Natural Beauty in hair is strength. Proteins offers a great ability to strengthen hair. By using only vegan ingredients, the result is strengthening quinoa protein in all of our products.

The Strengthening Quina Protein has among the widest natural spreads of essential amino acids derived from nature and is often called the "keratin of nature". It assists in repair, protection, shine and conditioning of hair. This helps to preserve the natural beauty in your hair.

Unique Number System

Easy to understand

The unique Number System is used on all of our styling products. It easily defines the level of Hold, Shine and Volume. Do you need, Hold, Shine or Volume?

Distinct code

The system makes it easy for both consumers and styling to choose the right product for their needs. The code is marked in the top left corner of each product.

Unique Number System

The unique Number System is used on all of our styling products. It easily defines the level of Hold, Shine and Volume. Do you need, Hold, Shine or Volume?

The system makes it easy for both consumers and styling to choose the right product for their needs. The code is marked in the top left corner of each product.

Our responsibility

Carefully chosen ingredients

Highlighting the responsible culture and heritage of Sweden, our priority is to exceed your expectations. All products are naturally 100% sulphate and paraben free. The complete Care line is 100% vegan because we believe in a future where animals can live side by side with humans without any exploitation.


Carbon footprint

We use a mix of natural and organic ingredients combined with chemistry. Our goal is to offer products with a mix of the best of what nature has to offer with the latest technology. By doing this we offer high quality and performing products based on the striving to be a propulsive part of a responsible world.
We pay a self-imposed environmental fee to compensate for our aerosols’ carbon emissions.


Our responsibility

Highlighting the responsible culture and heritage of Sweden, our priority is to exceed your expectations. All products are naturally 100% sulphate and paraben free. The complete Care line is 100% vegan because we believe in a future where animals can live side by side with humans without any exploitation.


We use a mix of natural and organic ingredients combined with chemistry. Our goal is to offer products with a mix of the best of what nature has to offer with the latest technology. By doing this we offer high quality and performing products based on the striving to be a propulsive part of a responsible world.
We pay a self-imposed environmental fee to compensate for our aerosols’ carbon emissions.


We take pride in our Swedish heritage

Our Swedish heritage sits at the heart of REF. A heritage that is manifested in our focus on quality. Manifested in our strong efforts to contribute to a sustainable future. Manifested in our fabless for sophistication and simplicity. We enjoy exploring the world making REF a global citizen. Equally important, we cherish the Swedish tradition of bringing the world to our own country. The world in terms of different people, cultures and ethnicities. This is our greatest inspiration. It’s what makes us embrace all the beautiful diversity that humanity holds.

We take pride in our Swedish heritage

Our Swedish heritage sits at the heart of REF. A heritage that is manifested in our focus on quality. Manifested in our strong efforts to contribute to a sustainable future. Manifested in our fabless for sophistication and simplicity. We enjoy exploring the world making REF a global citizen. Equally important, we cherish the Swedish tradition of bringing the world to our own country. The world in terms of different people, cultures and ethnicities. This is our greatest inspiration. It’s what makes us embrace all the beautiful diversity that humanity holds.