OUR CORE VALUES
The answer is simple. Everything we do is based on three core values…
1 Family
2 Partnership
3 Loyalty
FAMILY
Keune has been 100% family-owned and operated since 1922. The family business began when pharmacist Jan Keune and his wife Cornelia innovated a perm solution that revolutionized hair care. The third generation of the Keune family takes pride in growing our company today with the family name proudly displayed on every product. Our mission is to strive for excellence, not size, even as we have become a global brand in over 80 countries. We aim to be your best ally and trusted advisor, building relationships that make us feel like part of your family.
PARTNERSHIP
We see ourselves as more than just a supplier - we are a true partner. Your business is unique, and your support should be too. That’s why we tailor our salon solutions to fit your needs, empowering your artistry every step of the way. Our partnership extends beyond our distributor and salon relationships as we care for our planet and its people. Our sustainability efforts for the environment and the communities in which we live will help our world prosper for generations to come.
LOYALTY
For more than 100 years, we have held a steadfast loyalty to the professional hair stylist, guided by a simple principle – strive for the best and never settle. We craft every product under strict quality standards, maintaining full control from development to production, out of our headquarters in the Netherlands. We seek to inspire loyalty in our brand by providing education and inspiration that elevates and celebrates the passion and creativity of the stylist and drives our industry.
COLOR
Your dream of creating unparalleled color creations is now a reality. Whether it’s vibrant reds and flawless grey coverage with Tinta Color, radiant toners and glazes from Semi Color, or stunning shades of blonde with the Ultimate Blonde range, Keune Color brings your creativity to life.
Tinta Color
• Over 130 intermixable shades
• 100% grey coverage
• Superior spreadability = savings
• Vegan and gluten-free formulas
• Color Protection Complex based on UV Protector and LP300
• Nourishing Complex with Sea Silk and Cocamide
• Lift and tone in one step with highlift color and lightener alternative options PERMANENT PERMANENT
So Pure
• Ammonia-free
• Over 50 intermixable shades
• Up to 100% grey coverage
• Coconut-based formulas + Argan Oil enriched with Phytokeratin technology
• Jasmine and Sandalwood fragrances
Semi Color
• 70 intermixable shades
• Up to 70% grey blending
• Vegan, gluten-free, and ammonia-free formulas
• Long-lasting color results (up to 24 washes)
• Incredible shine and deep conditioning
• 3 Activators available to allow bowl and brush or bottle application
Color Chameleon
• Nine intense, intermixable shades
• Two shade shifters to deepen or pastelize hair
• Ammonia-free and vegan formulas with high concentration of direct pigments
1922 by J.M. Keune
• Compact five shade range for men
• 5-minute processing time
• Natural blended result
• Fades gradually and on-tone
• Lasts up to 20 washes and fades true-to-tone Scan QR code to view the complete Color assortment
LIGHTENERS
Keune Lighteners make achieving beautiful, healthy blonde hair a breeze! Our innovative formulas lift and brighten while keeping hair protected and nourished. From subtle highlights to bold, platinum shades, Keune Lighteners give you the freedom to create stunning blonde looks without compromising on hair health.
3000 Series – Ultra Blonde
• Up to 6 levels of lift *
• Up to 5 levels of lift **
• 4 intermixable options that lift and tone in one step
• Oil-based lightening paste
Cream Blonde
• Normal to fine hair
• Up to 7 levels of lift *
• Contains Bond Fuser Technology, a plant-based complex that creates new bonds and reduces damage
Magic Blonde
• All hair types
• Designed to work with medium to coarse hair
• Up to 7 levels of lift *
• Suitable for all lightening techniques, but perfect for on scalp lightening
Infinite Blonde
• All hair types
• Precise application
• Up to 8 levels of lift *
• Clay-based powder for quick and easy applications
• Contains Bond Fuser Technology, a plant-based complex that creates new bonds and reduces damage
Power Blonde
• Medium to coarse hair
• Level 5 or darker
• Up to 9 levels of lift *
• Low ammonia formula
• Contains Bond Fuser Technology, a plant-based complex that creates new bonds and reduces damage
Blonde Lift Powder
• Up to 6 levels of lift *
• Ammonia-free, enriched with Argan Oil
• High-performance, dust-free lightener
• Suitable for all techniques on and off scalp
SO PURE
PROFESSIONAL PRODUCTS & SERVICES
Elevate your color and lightening services while ensuring the protection and nourishment of hair with Keune’s cutting-edge products.
*
Care Clarify
• Purifying shampoo for a proper deep cleanse
• Clarify removes dirt, oil and product build-up from hair and scalp without stripping their moisture
• Bamboo and fern extracts leave the hair soft and shiny
• Recommended to use before providing a chemical service
AFTER COLOR
After Color Shampoo & Balsam
• Cleansing and conditioning regimen for use after any Keune chemical service
• Stops the oxidation process, removes residual pigments and closes the cuticles after a color treatment
• Solamer UV Protector and LP300 Stabilizer protect hair structure and enhances color
• Vegan and sulfate-free formula, pH4 value
Cleanse Mist
• Professional metal-removing mist that elevates the results of every lightening and color service
• Removes 86%* of metal build-up in just one application
• The chelating molecule is the hero ingredient
• Assures true-to-tone color results
• Minimizes breakage
After Blonde Treatment
• An intense, nourishing conditioner integrated with Bond Fuser Technology
• Easy and effective salon treatment for touchably soft hair, with shine and long-lasting conditioning
• Creates a protective layer and helps repair hair’s outer structure
• pH4 value
Color Thickener
• Easily adjust color mixture consistency, without impacting processing time or end results
• Applicable with all Keune color and lightener ranges (except Color Chameleon)
Cool Booster
• Neutralize unwanted underlying pigments that are exposed when lifting
• Add to lighteners and products containing persulfates
• All hair types
Neutralizing Blonde Spray
• Violet/blue-based spray to use on hair after a lifting treatment to neutralize brassiness
• No mixing required
• Use on wet or dry hair
• Perfect to use before a Semi Color application
• Leave it in or wash it out, depending on desired neutralization
• Bond-boosting system protects, nourishes and strengthens color-treated hair, enhancing the result of any Keune chemical service
• Phase 1 Bond Builder: Polymers and proteins identical to those naturally found in the hair help create new bonds and protect the inner structure of the hair
• Phase 2 Bond Enhancer: This deeply nourishing and restoring treatment enhances the newly formed bonds by creating a seal to ensure long-lasting conditioning
• Phase 3 Bond Recharger: This nourishing and recharging treatment is specifically created for home use to prolong the effect of the Bond Fusion treatment. For best results, use weekly
Derma Peeling
• Gentle exfoliator that purifies and revitalizes the scalp by removing dead skin cells and product buildup
• Improves scalp health and condition
• Enriched with Glycolic acid, natural perlite micro-grains, and arginine to gently lift dead skin cells and stimulate cell renewal
• Prepares the scalp for additional professional services
FORMING
Miracle Elixir
• Professional keratin treatment for damaged, stressed strands
• Nourishing and restorative to make the hair shinier and softer
• Concentrated keratin Booster mimics the hair’s natural keratin to repair from the inside out and reduce internal damage by up to 80%*
Care Spa Creambath
• Concentrated deep conditioning treatment that allows a stylist to create the spa experience in-salon
• Includes Care Essential Mineral Complex, Nutri-Injection Technology, glycerin, Argan Oil, keratin, and wheat proteins
• After just one treatment, the hair is nourished, hydrated, softer, and shinier
Keratin Curl Lotion
• Perm treatment, infused with keratin to strengthen hair and leave it curly, bouncy, beautiful and shiny
• Available in three formulas for different hair types
• Keratin, hair’s main building block, strengthens and conditions the hair
• Cationactive keratin (K+) restores for softer and stronger hair
• Low in alkalinity and therefore, mild for the skin
Keratin Volume Root Boost Gel
• Provides long-lasting volume and lift at the roots for perfect fullness, body, and shine
• Keratin, hair’s main building block, strengthens and conditions the hair
• Low in alkalinity and therefore, mild for the skin
• Can be used on its own or with Keratin Curl Lotion
Hair Straightener
Normal & Extra Forte
• Straighten curly hair, while leaving it smooth and manageable
• Silk Proteins leave the hair looking beautiful and shiny
• Phytokeratin (K+), restores the natural hair structure for softer and stronger hair
• Available in Normal and Extra Forte, which is especially suitable for thick and hard to straighten hair
• Use only on natural hair
CLEANSE & TREAT
For the best foundation, Keune’s hair care products treat and nourish the scalp to promote healthy hair.
Care
• Focus on healthy hair and scalp
• Color safe
• Regimen approach for targeted result
• Intermixable to address multiple concerns
• Five Essential Mineral Complex
1922 By J.M. Keune
• Provides cleansing, grooming and styling options for today’s man
• Hair care enriched with creatine to strengthen and nourish hair
• Stunning packaging with signature fragrance
So Pure
• Sustainable hair care with refillable packaging
• Reduced plastic and carbon neutral
• Sulfate-, silicone-, gluten-, and cruelty-free
• Four concentrated hair solutions with at least 90% naturally derived ingredients
Revive Balm
• An ultra-concentrated leave-in balm that restores damaged hair and gives superior color longevity
• Bond-building and prevents breakage
• Lightweight formula softens and adds shine without weighing down the hair
• Time-release system gradually delivers active ingredients
• Restores damaged hair up to 73%* and preserves 95% of color after five weeks**
• Protects hair up to 446° F
STYLE
The revolution of professional hairstyling. Crafted in collaboration with the industry’s elite hair professionals and top scientists around the world. Every detail within this range has been thoughtfully curated to perfection. Elevate your styling game to unprecedented heights.
Prep & Prime
• Runway-worthy looks begin with high-performance prep and prime products
Shape & Texture
• Create elevated and sculpted looks with our multi-functional wax, gel, and paste
Smooth & Shine
• Tame frizz, add luminous shine, and create silky-smooth strands
Volume & Grip
• Go big or add some umph: elevate your hair with long-lasting hold and texture
Fix & Finish
• Add a little fix, hold, and protection against humidity
KEUNE EDUCATES
PROGRAM CATEGORIES
Get To Know Keune
Explore the brand basics
The More You Know
Build on the “Get to Know Keune” Series with salon scenarios
Color Decoded
The Creative Approach: Take all the information you learned in the “Get to Know Keune” Series and “The More you Know” Series and put it to use
Get In Style
The Creative Approach: Focus on design, finishing and forming
Business Development
124Go: Understanding, growing and building your business to increase salon profitability
Academy Offerings
Advanced education with a focus on color, design and finishing
ACADEMY PROGRAM 2025 CALENDAR
February 17
Social Media Unleashed
March 9 Freelance Design
April 6-7 Keune X: Total Effect
April 27-28 Color Master
May 19
June 1-2
Social Media Unleashed
Blonde Boss
June 29-30 Master Class
July 27 Inspo Lab: Creative Color
August 4 Inspo Lab: Blonde Addict
August 11
August 18
Social Media Unleashed
Keune X: Total Effect
September 7-8 Keune X: Total Effect
Location: Virtual Academy
Location: Fayetteville, AR
Location: Raynham, MA
Location: Scottsdale, AZ
Location: Virtual Academy
Location: Scottsdale, AZ
Location: Atlanta, GA
Location: Fayetteville, AR
Location: Atlanta, GA
Location: Virtual Academy
Location: Mississauga, Ontario, Canada
Location: Scottsdale, AZ
October 13 Inspo Lab: Color Reimagined Location: Atlanta, GA
November 2 Inspo Lab: Total Effect Curls
November 10
Social Media Unleashed
Location: Fayetteville, AR
Location: Virtual Academy
Scan QR code to reserve your program tickets today!
Use Keune Rewards to book tickets for Education. More information on page 24.
KEUNE REWARDS
PROGRAM DETAILS
Keune Rewards is designed to help your salon grow! Rewards are earned on your monthly purchases of hair color and haircare and deposited into your account on a monthly basis. Rewards are easily tracked at KeuneRewardsNA.com
Qualify
Purchase a minimum of $200 monthly in Keune products.
Earn
Earn Keune Rewards for every $1 you purchase.
Redeem
Redeem your Keune Rewards for education, back bar, stylist station products, product samples, and more.
Purchase Qualifications & Benefits
Purchase Qualifications are the same for salons in the USA and Canada. Keune reserves the right to make changes to this program at any time. Keune Rewards earned monthly do not expire.
Education Allowance is an annual reward, earned in Keune Rewards based on total annual purchases and must be redeemed within the calendar year.
Keune Top 22 Salon Experience is an annual reward earned by the Top 22 Keune Salons in the USA and Canada and based on total annual purchases. The experience must be redeemed within the calendar year.
TOP 22 SALON EXPERIENCE
Keune Rewards Top 22 Salon Experience packs sight-seeing, shopping, fabulous meals, and lots of fun into a trip to some of the most exciting cities around the globe.
Previous International Keune Rewards Trip Destinations: Amsterdam, The Netherlands; Sydney, Australia; Basel, Switzerland; London, England
KEUNE CARES
For the People. For the Planet. For Generations to Come.
We are committed to achieving long-term sustainable growth while minimizing our impact on the environment and creating positive social and economic value. How do we prove our commitment? In 2023, we became a certified B Corporation, but we won’t stop there. We’ve outlined our goals in our sustainability journey.
Our Goals:
Fair Working Conditions
Every year, we will invest in the well-being and happiness of our employees.
Actively Save Water
By 2030, we will recycle or reuse 90% of the water used in our factory.
Community Investment
Every year, we will stimulate structural growth of communities.
CO2 Neutral Factory
By 2030, we will have reduced our operation’s carbon footprint by 50%.
Fight Waste
By 2030, 90% of our factory and office waste will be recycled or reused.
Recycle & Reduce Plastic
By 2028, 100% of our packaging will be recyclable, reusable, and/or refillable.
By 2030, 100% of our new packaging will be made from recycled or biobased materials.
Ethically Sourced Ingredients
By 2030, 100% of our natural ingredients will be fully traceable and sustainable.
Sustainable Supply Chain
We will increase transparency and drive sustainable growth in our supply chain.
Cruelty-free
We care about animal well-being and therefore, we will never test on animals.
What does this mean?
The B Corp certification is awarded to companies that meet high standards of sustainability and social responsibility. Consider it a gold reward for our hard work.
Scan QR code to read our full Sustainability Report.
