About Us.

Our vision is to constantly inspire with Natural Beauty. We provide professional products on an international level in order to impact the global view of haircare. REF is a conscious, creative and contemporary brand choice.

Our History.

In 2004, Jan Ernstberger was the owner of a hair dressing chain with over 30 salons around Sweden. He had an industry insight when he noticed that only a few hair products sold on a regular basis. It gave him the idea of creating REF, which stands for Find your Reference. This enables hairdressers and consumers to find their specific reference of hair product. 

The REF product assortment was based on the must-haves from established salons. Only top quality, highly requested products were created from our Scandinavian heritage and point of view. REF became an inspiring and innovative beauty brand focusing on professional haircare, taking on an international market.

In 2011, his son Edward joined the company as COO and evolved products and packaging and in 2017 it was time for an updated brand identity. REF has become Vegan, and free from Sulphates,  Parabens and Gluten, all much needed attributes in today’s retail climate.

This was a new, clear direction to move the brand forward into what it is today.


REF is now distributed in 30 countries. We create products of the highest quality, suitable for the high demands of hairdressers around the world.

What’s your reference? 


Nature + Science.

REF proudly offers products made with nature and science in perfect symmetry – for the finest quality and highest efficiency in products that simply work.

With carefully selected ingredients in combination with innovative technologies REF will consistently be able to create and deliver high-performing and contemporary products. 

Unique N° System.

We are passionate about being user friendly. Therefore we’ve created a unique Number System that is used on all of our styling products. It easily defines and highlights the level of Hold, Shine and Volume the product adds to your hair style.

This system enables both hair dressers and consumers to find their specific reference.

How much Hold?
How much Shine?                
How much Volume?

Vegan alternatives. Strengthening Quinoa Protein and a unique Colour Preserve System derived from the Sunflower.

Find your reference.

The hairdresser's brand.

REF is a beauty brand focusing on high-performance hair products within care and styling. We also offer a complete Salon assortment within Colour and professional treatments.

Our objective has always been to create contemporary products of the finest quality; we investigate widely to source plant-based and laboratory-made ingredients, and use only those with a proven record of safety and efficiency.

We use the highest quality, natural ingredients combined with non-toxic alternatives and advanced science, to create amazing products that are good to the hair and the environment.

Our products are mindfully formulated without Parabens and Sulphates (SLS or SLES).

We produce products that are 100% Vegan, Gluten-free, Sulphate free and colour-safe.

Equally important is our passion for style and beauty, with meticulous attention to detail in product, experience and design.

REF is truly the hairdresser’s brand. With a great passion for innovation and style.