Next Generation Haircare
Personalized routines for instant results
Care Guide
We are the professional haircare brand from Amsterdam built on loyalty to the hair stylist.
It was 1922 when my grandfather Jan and grandmother Cornelia founded Keune Haircosmetics in the Netherlands. With his background as a pharmacist, Jan turned his passion for science towards hair and together with Cornelia, they introduced several groundbreaking products in Europe. A century later and still family owned and operated, Keune was awarded B Corp certification as we care for our planet, concentrating on sustainability and remaining cruelty free with every product we create. More than a quarter of a century ago, I made a personal dream come true when I brought Keune products to North America, harboring the same passion that has enabled Keune to be sold in 90 countries around the world. My family name is on every bottle, tube, and pouch we make, sealed with our love for the industry we proudly serve.
George Keune, Jr. CEO/Founder Keune Haircosmetics North America
Next Generation Haircare
For over a century, we've pushed the boundaries of performance — grounded in science, developed with care. Now, through collaboration between top scientists and hair professionals, we’ve completely reinvented our haircare range.
The result? Personalized routines for all hair and scalp needs, powered by nature and perfected by science. Each formula delivers instant results with proven performance, visible transformations and luxurious textures and fragrances.
This is haircare, redefined. This is next generation haircare.
Hyper-performing formulas for instant results
Powered by cutting-edge ingredients and innovative technologies, our renewed haircare blends nature and science for high-impact results. Every formula is rigorously tested and backed by proven claims. Want the full details? Explore each product’s performance further in this book.
Personalized routines for every hair and scalp need
We believe haircare should go beyond expectations— evolving with your clients’ ever-changing needs. With 36 products spanning across 12 targeted routines, you can create deeply personalized experiences for all hair and scalp types. When we say we have something for everyone, we truly mean it.
Haircare meets high perfumery
We sought nothing less than olfactory excellence. Collaborating with the world’s most prestigious fragrance houses, the creators behind iconic scents for Prada and Yves Saint Laurent, we infused each formula with elevated aromas inspired by nature’s most evocative elements. From the misty depth of forests to the crisp breath of ocean air and the soft bloom of rare flowers, every fragrance transforms your daily routine into a refined sensory escape. This is more than haircare. It's a journey through scent.
An iconic bottle, reimagined
A tribute to founder and pharmacist Jan Keune, the iconic white Keune Care bottle blends heritage with forward-thinking innovation. Its clean, apothecaryinspired design reflects our roots, while inside, hyperperformance formulas meet every hair and scalp need. Thoughtfully designed in Amsterdam, it’s a modern symbol of care, craftsmanship, and timeless elegance.
Discover the routines
We believe haircare should go beyond expectations, continuously evolving to meet your needs. That’s why we’ve reinvented our Care range with 12 routines, created to answer every hair and scalp need.
Each product is designed to work seamlessly with others, so you can mix and match to build the most personal routine for your unique hair goals. Discover personalized haircare routines in the next chapter.
Vital Nutrition
For dry hair to nourish and hydrate
Hair is 77% more nourished*
Radiant Gloss
For dull hair to boost shine
Luminous Coat
For dull hair to repair and boost shine
3× more shine with a weightless finish*
91% more conditioned hair*
Long & Strong
For all hair to grow and strengthen
Velvet Smooth
For frizzy hair to smooth and soften
Thicker, fuller hair - clinically proven in 60 days*
Hair is 64% smoother*
Absolute Volume
For fine hair to lift and volumize
Double the volume with a weightless feel*
Confident Curl
For curly hair to hydrate and define curls
Perfect Clarity
For all hair to clarify and detoxify
Dandruff Detox
For flaky scalp to remove dandruff and soothe
Long lasting curl definition90% humidity proof*
Deeply detoxed hair and scalp in just 1 use*
Clears dandruff after just one use*
Derma Regulate
For oily scalp to rebalance
Balances excess oil production after just one use*
Color Brillianz
For color-treated hair to protect and prolong color
Silver Savior
For blonde and silver shades–to tone and shine
Color vibrancy extended up to 8 weeks*
Neutralizes brassiness and boosts shine*
Location Amsterdam
Hair Luke Benson and La Toya Velberg
Models Lisa Lu, Maggie Rawlins, Vita Mir
Photography Philippe Vogelenzang
Hair is 77% more nourished*
VITAL NUTRITION
For dry hair to nourish and hydrate.
Discover the ultimate care routine for hair nourishment with our expertly crafted Vital Nutrition range, infused with Immortelle Extract and Biomimetic Ceramides. Inspired by nature and perfected with science, this luxurious collection is designed to intensively hydrate and restore vitality for softer, healthier, younger-looking hair.
The Power of Biomimetic Ceramides
Ceramides are the building blocks of healthy hair, locking in moisture and reinforcing the hair’s natural protective barrier. Biomimetic Ceramides mimic the structure of the hair’s own lipids, improving elasticity, smoothing rough cuticles, and sealing in hydration for softer, healthier hair.
Why Immortelle Extract?
Known as the “everlasting flower”, Immortelle is rich in antioxidants and essential nutrients that help protect hair from environmental stressors while promoting resilience and shine. It revitalizes tired strands, leaving the hair soft, shiny, and full of life.
The Experience
Hair is 77% more nourished*
84% less breakage**
Boosts essential lipids and ceramides for daily care
Repairs and strengthens damaged strands
The Fragrance — Santal Spectrum
Floriental — Spicy — Woody
Top: Mandarin, Honey, Bergamot
Heart: Nutmeg, Jasmine
Base: Benzoin, Patchouli, Sandalwood
3× more shine with a weightless finish*
RADIANT GLOSS
For dull hair to boost shine.
Turn on the shine, with mega-radiant hair. The glow-giving Radiant Gloss routine is infused with emollient rich Micro Algae Oil and harnesses the luxurious care of Orchid Extract to bring out your hair’s natural brilliance. Designed to restore vibrancy, smoothness, and mirror-like shine, this collection transforms your hair, leaving it soft, silky and full of light-reflecting radiance.
The Power of Micro-Algae Oil
Why Orchid Extract?
Rich in essential fatty acids and antioxidants, Micro-Algae Oil nourishes the hair fiber, smooths the cuticle, and enhances light reflection. It helps tame frizz and flyaways while delivering weightless hydration for a sleek, polished finish.
Renowned for its moisturizing and revitalizing properties, Orchid Extract helps boost hydration, enhance softness, and amplify natural shine. It breathes new life into dull hair, leaving it silky, luminous, and mega-radiant.
The Experience
3x more shine with a weightless finish*
Hair is 78% more hydrated**
48hr anti-frizz effect***
Illuminates dull strands for long-lasting radiance
The Fragrance — Floresscence
Floral — Citrus — Green
Top: Bergamot, Lemon
Heart: Rose, Muguet, Jasmine
Base: Cedarwood, Vetiver
91% more conditioned hair***
LUMINOUS COAT
For dull hair to repair and boost shine.
Experience supreme hair repair and protection with Luminous Coat featuring Fiber Sealing Technology. Designed to reinforce, smooth, and protect every strand, this advanced formula helps seal the hair fiber, reducing damage, preventing split ends, and restoring long-lasting strength and shine.
The Power of Fiber Sealing Technology
A specialized silicone copolymer known for its multifunctional benefits in haircare formulations. Designed to deliver a smooth, luxurious feel while enhancing manageability, this ingredient stands out for its unique ability to bind to damaged areas of the hair, forming a flexible, breathable protective layer.
Why Panthenol?
Also known as Pro-Vitamin B5, Panthenol is a powerful humectant that penetrates deep into the hair shaft, delivering intense hydration while improving elasticity and strength. It helps reduce dryness, smooth the hair’s surface, and enhance natural shine, leaving your strands more manageable, supple, and resistant to damage.
The Experience
Long-lasting conditioning effect lasts at least three shampoos*
Hair is up to 2x smoother**
Fiber Sealing Technology smooths the hair cuticle giving shine and a protective layer
91% more conditioned hair***
The Fragrance — Aromyhrr
Aromatic — Floral — Musk
Top: Juniper, Absinth
Heart: Incense, Myrrh, Iris
Base: Musk, Vanilla
Hair is smoother64% *
VELVET SMOOTH
For frizzy hair to smooth and soften.
Tame frizz, fight humidity, and embrace effortlessly smooth hair with the Velvet Smooth anti-frizz routine, powered by Tulip Extract and advanced Biomimetic Lipids. Designed to nourish, protect, and create long-lasting sleekness, this collection transforms unruly strands into soft, polished, and manageable locks—without weighing them down.
The Power of Biomimetic Lipids
Biomimetic Lipids provide essential reinforcement to the hair’s natural barrier. These lipids mimic the structure of the hair’s own protective layer, restoring moisture balance, strengthening the cuticle, and creating a sleek, frizz-resistant finish. By replacing lost lipids, this technology and smooths the hair enhancing its resilience, preventing future frizz and flyaways.
Why Tulip Extract?
Tulip Extract is a botanical powerhouse known for its hydrating and smoothing properties. Rich in natural antioxidants and moisturebinding compounds, it helps calm frizz, seal the hair cuticle, and defend against humidity. By deeply nourishing each strand, it ensures that hair remains silky and touchably soft, even in challenging weather conditions.
The
Experience
Hair is 64% smoother*
Hair is repaired by 73%**
The Fragrance — Florum
Floral — Spice — Musk
Top: Pear, Blackcurrant, Pink Pepper
Heart: Muguet, Peony, Rose, Freesia
Base: Musk, Cedarwood
Double the volume with a weightless feel*
ABSOLUTE VOLUME
For fine hair to lift and volumize.
Up the amplification with Absolute Volume routine, infused with Lily Extract and Rice Protein Hydrolysate. Crafted with the perfect blend of nature and science, this collection is designed to breathe life, body, and thickness into your hair, perfectly prepping for voluminous, voluptuous styling that lasts.
The Power of Rice Protein Hydrosylate
Rich in amino acids, Rice Protein Hydrolysate strengthens and nourishes the hair from within, adding weightless volume and thickness. It fortifies each strand, improving hair elasticity and resilience while creating fuller-looking hair without the heaviness.
Why Lily Extract?
Lily Extract is known for its deeply hydrating and soothing properties. This botanical powerhouse infuses your hair with moisture, leaving it soft, shiny, and full of vitality. It helps smooth the hair while providing a gentle lift, promoting a fresh, voluminous appearance that lasts.
The Experience
78% more volume*
Plumps up the hair
Increases the feeling of fullness
Deeply cleanses the hair, giving volume and a fresh look
The Fragrance — Jasmine 47
Citrus — Floral — Moss
Top: Lemon, Bergamot
Heart: Jasmine
Base: Musk, Cedarwood, Sandalwood, Moss
Long lasting curl definition -
90% humidity proof **
CONFIDENT CURL
For curly hair to hydrate and define curls.
Unlock the full potential of textured hair with the expertly crafted Confident Curl Curl Enhancing Routine, infused with Amaranth Extract and Curlmax Technology. Designed to define, nourish, and protect the hair, these advanced formulas enhance natural texture and keep curls soft, bouncy, and beautifully frizz-free.
The Power of Curlmax Technology
Scientifically designed to enhance and hold curl patterns, Curlmax Technology forms a lightweight, flexible shield around each strand. It locks in moisture, minimizes frizz, and provides long-lasting definition without stiffness—so your curls stay beautifully shaped and effortlessly manageable.
Why Amaranth Extract?
Rich in essential amino acids and nutrients, Amaranth Extract deeply hydrates and strengthens curls from within. It helps improve elasticity, reduce breakage, and enhance shine—so your curls stay defined, touchably soft, and full of bounce.
The Experience
Reduces breakage by up to 90%*
24hr protection against 90% of humidity**
Enhances curl definition and bounce
Long lasting frizz control
The Fragrance — Tuberosa
Citrus — Floral — Gourmand
Top: Orange Blossom, Tangerine
Heart: Tiare, Tuberose, Frangipani
Base: Cedarwood, Vanilla
Thicker, fuller hairclinically proven in 60 days*
LONG & STRONG
For all hair to grow and strengthen.
Achieve stronger, longer, and healthier hair from the root with Long & Strong hybrid hair and scalp care routine, expertly formulated with Centella Asiatica, Marine Density Infusion and Biomimetic Peptides. Designed to nourish the scalp, fortify strands, and support natural hair growth, this advanced formula helps reduce breakage and improve density for visibly fuller hair.
The Power of Marine Density Infusion
Formulated to boost hair density and strength, this technology works to fortify each strand, increasing thickness and resistance to damage. It helps extend the hair’s longevity while improving density, fullness, and overall hair health.
The Power of Biomimetic Peptides
Inspired by the body’s natural processes, Biomimetic Peptides work to reinforce hair at the cellular level. These peptides mimic natural proteins, strengthening strands, extending the growth cycle, and boosting overall density.
The Experience
94% of the research participants presented a reduction in hair loss, as evidenced by a significant increase in the anagen/telogen ratio, after 60 days*
94% of the research participants presented an increase in the density of new hair strands after 60 days*
Up to 76% more shine**
Hair is stronger***
Why Centella Asiatica?
Popular for its soothing and regenerative properties, Centella Asiatica helps stimulate circulation and deliver essential nutrients to the scalp. It strengthens the hair fiber from root to tip, promoting resilience, and restoring vitality for thicker, healthier-looking hair.
The Fragrance — Soleil
Floriental — Aromatic — Amber
Top: Mandarin, Bergamot, Lavender
Heart: Orange Blossom, Jasmine, Praline
Base: Vanilla, Moss, Dry Amber
Deeply detoxed hair and scalp in just 1 use
PERFECT CLARITY
For all hair to clarify and detoxify.
Refresh and reset your hair and scalp with the Perfect Clarity routine scientifically formulated with Capucine Extract and Herbasol Apple Cider Vinegar to remove buildup from the hair, while Alpha-Ketoacids lift impurities from the scalp. Designed to purify, balance, and revitalize, leaving a light, fresh, and completely cleansed result.
The Power of Herbasol Apple Cider Vinegar
Herbasol Apple Cider Vinegar is a specialized cosmetic ingredient that combines the natural benefits of apple cider vinegar with enhanced stability and ease of formulation, making it ideal for clarifying, balancing, and revitalizing hair and scalp care products.
Why Alpha-keto acids?
Alpha-keto acids help exfoliate gently, removing buildup and excess oil while promoting a balanced scalp environment. They support scalp cell turnover, enhancing vitality for stronger, healthier hair from the roots.
Why Capucine Extract?
Known for its natural purifying and soothing properties, Capucine Extract reduces excess oil and impurities. It refreshes the hair, encourages vitality, and enhances hair’s overall health for longlasting freshness.
The Experience
Deep cleanses the hair
Exfoliates the scalp encouraging dead skin cell shedding
Removes product build up from the scalp and hair
Preps hair for salon treatments
The Fragrance — Violet Dew
Fresh — Floral — Musk
Top: Melon, Pear, Violet Leaves
Heart: Muguet, Aloe, Bamboo, Jasmine
Base: Amber, Musk, Sandalwood
Clears dandruff after just one use*
DANDRUFF DETOX
For flaky scalp to remove dandruff and soothe.
Instantly remove flakes and soothe irritation with Dandruff Detox powered by Piroctone Olamine and Inulin. Specially designed to combat dandruff while restoring scalp balance, this advanced formula effectively soothes, purifies, and nourishes—leaving your scalp fresh, comfortable, and flake-free.
The Power of Inulin
A natural prebiotic, Inulin helps maintain scalp microbiome balance, ensuring optimal hydration and protection. By promoting a balanced scalp microbiome, inulin can help reduce scalp discomfort, support natural barrier function, and create the ideal conditions for healthy hair.
Why Piroctone Olamine?
A clinically proven anti-dandruff active, Piroctone Olamine works to eliminate dandruff-causing microbes while reducing itchiness and irritation. It also helps to prevent future flakes by maintaining a healthy scalp environment, ensuring long-lasting freshness and comfort.
After 1 Use*
Calms irritated, dandruff prone scalp
Eliminates dandruff for healthier looking scalp and hair
Effectively reduces dandruff without drying the scalp out
Leaves the hair soft and more manageable
The Fragrance — Marine Mist
Fresh — Floral — Oceanic
Top: Bergamot, Pineapple, Peach
Heart: Rose, Jasmine, Violet
Base: Sandalwood, Patchouli, Moss, Marine Elements
*From
After Extended Use*
Prevents flake formation
Ensures the healthy appearance of the scalp
Provide relief from itching and irritation
Maintains a flake free scalp
Balances excess oil production after just one use*
DERMA REGULATE
For oily scalp to rebalance.
Bring your scalp back into balance with Derma Regulate, formulated with Zinc PCA and Inulin. Designed to regulate excess oil, purify the scalp, and maintain long-lasting freshness, this lightweight yet nourishing formula ensures clean, healthy, and beautifully balanced hair—without over-drying.
The Power of Inulin
A natural prebiotic, Inulin helps maintain scalp microbiome balance, ensuring optimal hydration and protection. By promoting a balanced scalp microbiome, inulin can help reduce scalp discomfort, support natural barrier function, and create the ideal conditions for healthy hair growth.
Why Zinc PCA?
An effective sebum-regulating ingredient, Zinc PCA helps control excess oil production, preventing greasy roots while keeping the scalp fresh and comfortable. It also offers antimicrobial properties, reducing the buildup of impurities that can weigh hair down.
After 1 Use*
Maintains the appropriate moisture balance of the scalp, regulates sebum production
Soothes irritated scalp and itchiness
Leaves the hair soft and manageable
The Fragrance — Marine Mist
Fresh — Floral — Oceanic
Top: Bergamot, Pineapple, Peach
Heart: Rose, Jasmine, Violet
Base: Sandalwood, Patchouli, Moss, Marine Elements
*From
After Extended Use*
The scalp is comforted
Discomfort is reduced, provides 48 hours of comfort
Provides 48 hours of optimal hydration to the hair and scalp
Color extendedvibrancy up to 8 weeks*
COLOR BRILLIANZ
For color-treated hair to protect and prolong color.
Maintain the brilliance of color treatments with the Color Brillianz routine, formulated with Sunflower Extract and innovative Sea Silk Technology. Frequent shampooing, heat styling, and environmental stressors can cause color to fade and hair to become dry and dull, these formulas works to lock in color, protect against fading, and deeply nourish strands.
The Power of Sea Silk
A potent blend of marine-derived proteins and nutrients designed to strengthen, smooth, and replenish moisture. Color-treated hair is often more fragile and prone to damage, Sea Silk Technology works to fortify the hair fiber, seal in hydration, and enhance overall silkiness, protecting the integrity of your hair.
The Experience
Hair is up to 86% more nourished*
Long lasting color vibrancy up to 24 shampoos
Color vibrancy extended up to 8 weeks**
Protection against UV radiation
Why Sunflower Extract?
A powerful natural ingredient known for its antioxidant-rich and UV-protective properties. Just as sunflowers thrive under the sun, this extract helps shield hair from color-dulling environmental aggressors such as pollution and UV rays. By forming a protective barrier, it helps prevent color from oxidizing and fading too quickly, allowing your shade to remain fresh, rich, and true for longer.
The Fragrance — Ember
Floriental — Woody — Gourmand
Top: Pear, Bergamot, Citrus
Heart: Coffee, Jasmine, Ylang Ylang
Base: Patchouli, Vanilla, Jojoba, Tonka Bean
Neutralizes brassiness and boosts shine
SILVER SAVIOR
For blonde tones to tone and shine.
Enhance, strengthen, and illuminate cool toned hair with the advanced Silver Savior routine, infused with Violet Flower Extract and cutting-edge Bond Fuser Technology. Designed to neutralize brassiness, strengthen weakened strands, and restore glossy shine, this collection keeps your hair vibrant, cool-toned, and beautifully luminous.
The Power of Bond Fuser Technology
Bleached hair is often fragile and prone to breakage. Our Bond Fuser Technology works at a molecular level to reinforce the hair’s internal structure, repair damage, and restore strength, leaving hair strong and resilient.
Why Violet Flower?
Naturally rich in color-correcting pigments, Violet Flower Extract helps to counteract yellow and brassy tones, leaving silver and blonde hair bright, cool, and true to tone. It also provides lightweight hydration, keeping hair soft and manageable.
The Experience
Extends the longevity of cool tones
Helps to repair and strengthen the hair from bleaching and lifting
Neutralizes unwanted yellow tones and brassiness
Violet pigments that color correct keeping yellow, brass and other warm tones out of the hair
The Fragrance — Azure Sky
Green — Fruity — Apple
Top: Cucumber, Grapefruit, Apple
Heart: Magnolia, Muguet, Violet, Rose
Base: Sandalwood, Amber
Vitality & Radiance Perfect Shape
DESIRE Nourishing Hydrating
Long-lasting Curl Definition