Two sisters, one yardstick

I am not the target audience for what I sell myself. I never have been, and there is no reason to pretend otherwise.

But I have two sisters.

Maria

Maria is the type of person who spends an hour in front of the mirror and enjoys every minute of it. To her, it’s not a chore; it’s something she looks forward to. She can tell the difference between a product that is well-thought-out and one that just looks good in an advertisement.

Josephine

Josefine is the other extreme. She wants her hair done while the coffee brews, and then on with the day. Not because she doesn't care, but because everyday life doesn't always leave time for it. If something is to work for her, it has to work quickly and without hassle.

This is why the range looks the way it does

The two of them have become my benchmark.

A product does not enter the range until it makes sense for both of them. It must meet Maria's demands for the result, and it must be able to withstand Josefine's five minutes. If it can only do one of the two, it is not good enough. I have stuck to this from the beginning, even when it meant discarding something I had already invested money in.

That is why the range looks the way it does today. Not because everything looked good from the start, but because what did not last was taken out again.

This means three things in practice

It must be simple. If you cannot figure it out on your own, it is not good enough.

It must be gentle. A nice result is not worth much if the hair pays the price.

It must last. Both the product and the result.

Because it's not about spending a long time on yourself. It's about ensuring the minutes you do spend feel good, and that you like what you see afterward. Whether that's the 8-in-1 AirStyler on a Friday night, or the ProBrush Premium on your way out the door.

Great products that actually work, at prices that make sense.

Selfcare, Simplified.