WE DESIGN THE PRODUCT, YOU DESIGN THE BEAUTY.
ABOUT OUR CEO
DESIGN ME started with a single product and a clear point of view: that a professional haircare brand could be both commercially rigorous and culturally relevant — performing behind the chair, converting at retail, and succeeding in today’s content-driven world.
What began as a viral moment with PUFF.ME has grown into a globally distributed brand built on award-winning formulas, a deeply engaged stylist community, and a marketing engine that drives real consumer demand.
My background is rooted in the professional beauty industry. Before founding DESIGN ME, I was part of the team at Moroccanoil during its rapid international expansion — an experience that gave me a frontrow seat to what it takes to scale a premium brand across global markets with discipline and integrity. I built DESIGNME with those principles in mind from day one.
Today, we are a globally distributed brand with a track record of double-digit year-over-year growth, a fully integrated in-house team managing everything from product development to digital marketing, and digital momentum that reflects genuine consumer demand — e-commerce up 67% and Amazon up 43% year-overyear.
We don’t enter markets passively. We invest in education, marketing, and local activation — because we know that distribtion without support is just logistics.
We are selective about our partners because we are committed to every market we enter. If you’re holding this profile, I hope it starts a conversation.
Safir Shnayderman CEO & Founder, DESIGNME
IT ALL STARTED WITH A PUFF
PUFF. ME virality and the creation of the new volumizing powder category.
2024
2021
DESIGN ME rebranded and built the marketing department with talented marketing leaders. Who elevated the brand from a SKU assortment, to a cohesive brand.
Established an Education department to continue to cultivate and grow the stylist community.
2025
Expanded our omni channel approach into key international markets.
WE DESIGN THE PRODUCT, YOU DESIGN THE BEAUTY.
BRAND ETHOS
CREATIVITY
Always pushing the envelope, we don’t shy away from innovating and disrupting the haircare industry.
PERFORMANCE
From product formulas to packaging and overall brand experience, we pride ourselves in creating the ultimate haircare experience for customers and professionals alike.
ACCOUNTABILITY
We are responsible for every product and message we put out in the market. We aim to move towards a more sustainable future starting with our formulas and packaging; every step counts!
EMPOWERMENT
We admire all forms of beauty and encourage our community to spotlight their talent, creativity and individuality in a place where it is celebrated.
AUTHENTICITY
We vow to remain authentic as we strive to democratize haircare and continue to uplift our community’s individuality.
EXECS
SAFIR SHNAYDERMAN
10+ years of experience working in the beauty industry. Founded DESIGNME and successfully held the brand to double digit growth YoY. Inspiring a collective of young professionals and industry executives.
CYNTHIA DESROCHERS
15+ years of experience working in the beauty industry. Built and led DESIGN ME’s rebrand which opened up new markets worldwide. Leading a team of talented marketers B2B and B2C.
11+ years of experience working in the beauty industry. Grew DESIGNME sales by triple digit growth since 2018. Leading a team of business development managers across the globe.
ALEXANDRA DE MARINIS
Over 14 years indigital marketing, Alexandra now manages ateam of five. Alexandrais recognized forher sharp vision, organizational skill anddetermination to win.
DIRECTOR, E-COMMERCE & AMAZON
MAYA ASCAÑO
DESIGN is as much an art as it is a science. A complex yet subtle process and it is the driving force behind everything that we do. From behind the chair to your at-home beauty routine, our products are designed to nurture confidence and authenticity. ME stands for every single one of you. Each person has their own unique haircare needs and their own definition of beauty.
MARKETING
At DESIGN ME, all marketing initiatives are managed in-house to ensure brand consistency, strategic alignment, and operational efficiency. We fuel our growth by investing in our people — promoting from within and challenging our team to lead, create, and evolve. As the source of creativity, we lead every project from inception to creation to launch. This fully integrated approach not only fuels team development but also enables a cohesive brand presence across all customer and partner touchpoints, driving measurable impact in both professional and retail environments.
TRADE MARKETING
PR & SOCIAL MEDIA
Builds brand awareness and engagement through compelling storytelling, influencer partnerships, and always-on digital presence.
PRODUCT DEVELOPMENT
This team brings the ideas to life—transforming trends into innovative formulas and and launching them with purpose and impact.
Drives retail and distributor growth through strategic promotions, in-store execution, and trade shows.
CREATIVE TEAM
Home to our graphic designers and visual storytellers, this team brings the brand to life across all touchpoints — from concept to content to final execution.
E-COMM
Our e-commerce strategy is managed in-house, allowing us to optimize the customer experience across every digital touchpoint. From product listings and visual assets to promotional campaigns and backend operations, our team oversees every detail to ensure performance, consistency, and agility. This includes direct oversight of our branded e-commerce channels as well as our Amazon storefront, where we maintain a strong presence and deliver a seamless, on-brand shopping experience for our customers.
OUR PARTNERS
Our partners are at the heart of DESIGN ME’s growth and success. We believe in true collaboration built on trust, transparency, and shared goals. Through education, marketing support, and ongoing alignment, we empower our partners to grow with us — creating impact from salon to shelf.
We proudly operate across all key channels: professional, pure players, direct-to-consumer and retail.
CANADA
Beaute Star
Canrad
Chatters
Maritime Beauty Supply
Modern Beauty Supply
Radiant
Salon Centric Canada
Windsor
UNITED STATES
Cook
Depasquale
Masello
Prestige
PSC
Salon Centric US
Twin State
AUSTRALIA
Dateline Imports
CZECH REPUBLIC
FLYS
GREECE
Kikeris
FINLAND
ID Hair
ITALY
VOG
ICELAND
BEI Import
MEXICO
Sally’s Beauty Mexico
ROMANIA
Xpert Beauty
SOUTH AFRICA
Twin Care
SWEDEN
Capstone
TRINIDAD & TOBAGO
Inter Carribbean LTD.
UK & IRELAND
Alan Howard
EDUCATION
We believe that education is the foundation of the professional beauty industry. With a team of four artists and more than twenty national educators across North America, our mission is to cultivate a culture of continuous learning by empowering and inspiring hairstylists through knowledge. Our team has developed a cutting-edge curriculum in cutting and styling, paired with a curated in-class stylist experience designed to elevate and support our stylist community.
SHOWS
Our Artistic team brings a multitude of talent, from precision cutting, to editorial avant garde. The team can work to customize demos and showcases from regional to national sized shows.
MAIN STAGE
CLASSES
Our education offering was designed to embody the journey of a stylist, to which our offerings are presented as the Frequent Stylers Club - a true learning experience where classes start with a boarding pass, and end with a souvenir. Our Artistic team has curated a comprehensive curriculum offering that encompasses foundational learning, with advanced techniques, truly capturing the journey of continuous education. Where artistry meets entertainment, our team has graced the stages of the biggest shows in North America. We guarantee to bring high energy, lots of laughs, with top tier education.
OUR FACILITY
Our 30,000 sq. ft. warehouse in Montreal, Canada is home to DESIGN ME’s in-house logistics team, managing inventory, order processing, and fulfillment with an average 24-hour turnaround. While products are manufactured and packaged locally, we ensure seamless distribution through our facility and trusted third-party logistics partners in Missouri, the Netherlands, and the UK — enabling fast, reliable delivery across the globe.
OUR COLLECTION
At DESIGN ME, we believe you shouldn’t have to choose between clean ingredients and high performance. That’s why our full range is 100% vegan, PETA certified, and formulated without SLS, SLES, parabens, or gluten. From boosting volume and enhancing texture to creating smooth finishes and defined curls, our collections are designed to meet every hair goal. Thoughtfully crafted ingredients. Proven performance. Hair that looks incredible and feels even better.
PUFF.ME volume & texture
7 products
4 products GLOSS.ME hydration & shine
QUICKIE.ME fast & refreshed
2 products
HOLD.ME style & control
3 products
FAB.ME strengthen & protect
1 product
BOUNCE.ME curl & definition
6 products
PUFF. ME
PUFF.ME delivers unapologetic volume and airy texture from root to tip. Designed to create lift, body, and fullness without stiffness, this award-winning Volume & Texture Collection transforms flat hair into big, touchable, editorial-inspired styles that feel as good as they look.
BOUNCE. ME
Embrace your natural texture with BOUNCE.ME, a curl care collection designed to hydrate, define, and refresh waves, curls, and coils. Delivering the perfect balance of moisture, hold, and frizz control, it enhances movement while keeping texture soft, touchable, and beautifully defined.
QUICKIE. ME
QUICKIE.ME extends your style between washes with clean, lightweight refresh. These vegan and cruelty-free dry shampoos absorb excess oil, revive volume, and instantly bring hair back to life, so skipping wash day never means sacrificing great hair.
GLOSS. ME
GLOSS.ME transforms dry or damaged hair with deep hydration, silky-smooth softness, and a polished, healthy-looking finish. Designed to nourish, smooth, and refine, this collection restores manageability while delivering lasting softness and a flawlessly put-together result.
When you want your style to last from day to night, HOLD.ME delivers flake-free control with flexible to firm hold options that lock in your look without compromising movement. These styling and finishing essentials provide long-lasting structure, definition, and confidence for any style you create.
FAB. ME
The ultimate multitasker, FAB.ME is your go-to collection for hydration, smoothing, and humidity protection, designed to simplify your routine while elevating results. These frizz-fighting favorites improve manageability, enhance softness, and leave hair feeling polished, controlled, and effortlessly refined.
AWARD WINNING
