NORTH AMERICA
WHY KEUNE?
2026
Meet Keune Haircosmetics
Premium Haircare Since 1922
WELCOME TO THE WORLD OF KEUNE
Our Core Values
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Keune Rewards
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Color
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Keune Education
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Professional Products & Services
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Connect With Us
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Cleanse, Treat, & Style
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CRAFTED WITH CARE 100+ years is a long time to be in anything – unless you’re in love with it. And we are. Hair, science and the professionals who bring it all to life – it’s been in our DNA since my grandparents, Cornelia and Jan Keune, started creating exceptional haircare products. 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
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WHY KEUNE
OUR CORE VALUES The answer is simple. Everything we do is based on three core values…
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WHY KEUNE?
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Family
Partnership
Loyalty
WHY KEUNE
FAMILY Picture this: a charming little pharmacy in Amsterdam. Enter Jan Keune, chemist, and Cornelia, his sharp-minded partner in life and business. Their mission? To create extraordinary hair products for haircare professionals. Fast forward 100+ years to find the identical level of commitment with the same mission, and the same Keune family, two generations later. We’ve grown into a premium haircare brand found in over 90 countries. We remain loyal to the stylist - that’s our priority.
FAMILY OWNED SINCE 1922
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WHY KEUNE
PARTNERSHIP In Keune you find a true partner, not another brand to sell. Your business is personal, it is unique, and your support should reflect that. That’s why we created salon solutions designed around you – empowering your craft and celebrating your artistry every step of the way. Our B Corp certification reflects the care we have for our planet and the people who make our journey possible. Our partnership extends beyond our business relationships; we are partnering with our beautiful world to make it a better place.
WE DON’T WANT TO BE THE BIGGEST, WE WANT TO BE THE BEST
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WHY KEUNE?
WHY KEUNE
LOYALTY In a 1947 interview, Jan Keune promised to create products solely for the hair professional. That promise is upheld to this day, a century later. Guided by a simple principle - strive for the best and never settle. We inspire brand loyalty through inspiration and education, always striving to elevate and celebrate the passion and artistry that drive our industry.
LOYAL TO THE HAIRDRESSER FOR MORE THAN 100 YEARS
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KEUNE QUALITY Everything in house to maintain highest standards of quality Everything is done under one roof at our headquarters in Soest: concept, formulation, testing, production. No outsourcing. No shortcuts. No compromise. All for one simple reason: quality does not outsource well.
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WHY KEUNE?
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.
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%.
Actively Save Water By 2030, we will recycle or reuse 90% of the water used in our factory.
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.
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.
By 2030, 100% of our new packaging will be made from recycled or biobased materials.
What does this mean? The Certified B Corporation is awarded to companies that meet high standards of sustainability and social responsibility. Consider it a gold reward for our hard work. Click QR code to read our full Sustainability Report. WHY KEUNE? 9
COLOR
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WHY KEUNE?
Your dream of unparalleled color creations is now a reality. Whether it’s vibrant reds and flawless grey coverage with Tinta Color, or radiant toners and glazes from Semi Color, Keune Color brings your vision to life.
PERMANENT
DEMI-PERMANENT
DIRECT DYE
Tinta Color
Semi Color
Color Chameleon
• Over 130 intermixable shades
• 70 intermixable shades
• Nine intense, intermixable shades
• 100% grey coverage
• Up to 70% grey blending
• Two shade shifters to deepen or
• Superior spreadability = savings
• Vegan, gluten-free, and
• Vegan and gluten-free formulas
ammonia-free formulas
• Long-lasting color results
(up to 24 washes)
PERMANENT
DEMI-PERMANENT
So Pure
1922 by J.M. Keune
• Ammonia-free
• Compact five shade range for men
• Up to 100% grey coverage
• Five-minute processing time
• Coconut-based formulas + Argan Oil
• Natural blended result
enriched with Phytokeratin technology • Jasmine and Sandalwood fragrances
pastelize hair • Ammonia-free and vegan formulas with high concentration of direct pigments • Lasts up to 20 washes and fades true-to-tone
• Fades gradually and on-tone
Click QR code to view the complete Color assortment.
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PROFESSIONAL PRODUCTS & SERVICES
Elevate your color and lightening services while ensuring the protection and nourishment of hair with Keune’s innovative products. 12
WHY KEUNE?
Pre Color • Create a clean foundation for treatments and styling • Elevate the results of every lightening and color service • Recommended to use before providing a chemical service • Includes Care Perfect Clarity and Cleanse Mist
Color & Lightener Enhancements • Elevate every formula • Customize with confidence • Empower creative application • Includes Neutralizing Blonde Spray, Cool Boosters,
and Color Thickener
After Color • Targeted post-color system to close the cuticle and
lock in pigment
• Restore balance and condition • Support lasting vibrancy and brilliance • Includes After Color Shampoo, After Color Balsam,
and After Blonde Treatment
Click QR code to explore more at Keune.com/NA.
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LIGHTENERS
Ultimate Blonde • Achieve beautiful, healthy blonde hair from subtle
highlights to bold, platinum shades
• Lift and brighten while keeping hair protected
and nourished
• Freedom to create stunning blonde looks without
compromising on hair health
• For all lightening techniques
BOND REPAIR
Bond Fusion • Nourish and strengthen color-treated hair with this
bond-building system, enhancing the result of any Keune chemical service • Phase 1 Bond Builder – Create new bonds and protect the inner structure of the hair with a combination of polymers and proteins identical of those naturally found in the hair • Phase 2 Bond Enhancer – Enhance newly formed bonds by creating a seal to ensure long-lasting conditioning with this deeply nourishing and restoring treatment • Phase 3 Bond Recharger – Prolong the benefits of the Bond Fusion service through weekly use of this nourishing and recharging treatment created for home maintenance
FORMING
Keratin Curl • 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
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WHY KEUNE?
* On natural hair. ***Packaging may vary.
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CLEANSE, TREAT, & STYLE
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WHY KEUNE?
Click QR code to explore more at Keune.com/NA.
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CARE
Next Generation Haircare. Personalized routines for all hair and scalp needs, powered by nature and perfected by science. 18
WHY KEUNE?
Enhanced Color
Healthy Scalp
• Protect color-treated hair
• Nurture the foundation of hair
• Boost shine and enhance vibrancy
• Address unique scalp challenges
• Guard color against fading
• Clean, balance, calm, and strengthen
• Includes Color Brillianz and Silver Savior routines
• Includes Long & Strong, Perfect Clarity,
Vitality & Radiance
Perfect Shape
• Keep hair healthy, vibrant , and full of life
• Support effortlessly styled, healthy hair
• Leave hair fresh, balanced, and glowing
• Strengthen and shape hair
• Provide moisturizing hydration
• Create ideal foundation for long-lasting styles
• Includes Vital Nutrition, Radiant Gloss,
• Includes Velvet Smooth, Absolute Volume,
and Luminous Coat routines
Dandruff Detox, and Derma Regulate routines
and Confident Curl routines
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1922 BY J.M. KEUNE
Distilled for men. With a nod to our founder Jan Keune, we created a line of timeless grooming staples. A well-groomed man never goes out of fashion. 20
WHY KEUNE?
Haircare
Styling
• Cleansing and care essentials
• A carefully curated selection of styling fundamentals
• Designed to work together to optimize hair and
• Use separately or together to define your perfect hairstyle
scalp health • Creatine rebuilds and reinforces the hair structure • Five routines designed to address men’s hair and scalp needs
• Creatine rebuilds and reinforces the hair structure • A variety of Hold & Shine options to complement every style
Grooming
Fragrance
• Solutions that bring out the best in skin and hair
• Complete your routine with J.M. Keune Eau de Toilette
• Enjoy the cleanest shave ever of moisturizing glycerin
• A masculine fragrance with notes of eucalyptus,
• Moisturize your beard for a well-groomed look that
lasts all day • Sweet almond oil conditions while beeswax adds natural hold
sandalwood, and leather
• Fragrance pairs perfectly with 1922 care and
styling products
• Spritz lightly and smell incredible all day
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SO PURE
Maximum hair results. Minimum planet impact. So Pure is made with love for hair and planet. The concentrated formula is packed in a pouch that works with a refillable dispenser. 22
WHY KEUNE?
Cool
Restore
• Contains antioxidant rich acai berries
• Enriched with prickly-pear extract
• Helps prevent color fading
• Hydrates hair from the inside out
• Eliminates brassiness and refreshes silver tones
• Provides nourishment for thirsty hair
• Includes Shampoo and Conditioner
• Includes Shampoo, Conditioner, and Mask
Polish
Clarify
• Active ingredients include chia seeds
• Formula contains pomegranate
• Delivers moisture to create beautiful hair
• Removes product build up and gently cleans the scalp
• Ideal for frizz-prone hair
• Provides a detox that shields hair from pollution particles
• Includes Shampoo, Conditioner, and Mask
• Includes Shampoo and Conditioner
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STYLE
The revolution of professional hairstyling. Crafted in collaboration with the industry’s elite hair professionals and top scientists around the world. Elevate your styling game to unprecedented heights. 24
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Prep & Prime
Shape & Texture
Smooth & Shine
• Runway-worthy looks begin with
• Create elevated and sculpted
• Tame frizz, add luminous shine, and
high-performance prep and prime products
looks with our multi-functional wax, gel, and paste
create silky-smooth strands
Volume & Grip
Fix & Finish
• Go big or add some umph: elevate your hair
• Add a little fix, hold, and protection
with long-lasting hold and texture
Coming Summer 2026
against humidity
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KEUNE REWARDS KeuneRewardsNA.com
Keune Rewards is designed to reward the stylists and salon owners who choose Keune. Earn rewards with every purchase and redeem them for exclusive perks— from free products and education to salon essentials that help grow your business. It’s our way of saying thank you for being part of the Keune family. Enroll today—contact your local distributor sales consultant.
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WHY KEUNE?
Click QR code for full program details and current offerings.
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
Earn
Purchase a minimum of $200 monthly in Keune products.
Redeem
Earn Keune Rewards for every dollar you purchase.
Redeem your Keune Rewards for education, back bar, stylist station products, product samples, and more.
Purchase Qualifications & Benefits BENEFITS
LEVEL 1
LEVEL 2
LEVEL 3
LEVEL 4
LEVEL 5
LEVEL 6
Reward Percentages
4%
8%
10%
12%
14%
22%
Monthly Purchases
$200-$999
$1,000-$1,999
$2,000-$2,999
$3,000-$3,999
$4,000-$4,999
$5,000+
$750 USD/CAN 1,500 Rewards Value
$1,500 USD/CAN 3,000 Rewards Value
$2,250 USD/CAN 4,500 Rewards Value
$3,000 USD/CAN 6,000 Rewards Value
Salon Locator Listing New Product Sampling Quarterly Top 22 Salon Recognition Education Allowance* Top 22 Salon Experience**
$10,000 USD/CAN 20,000 Rewards Value
Purchase Qualifications are the same for salons in the USA and Canada. Keune Rewards earned monthly do not expire. Salons qualifying for the New Product Sampling mailings throughout the year are determined as follows: Salons that have reached Level 3 and higher in YTD purchases by the quarter end before the sample mailing shipment qualify. *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. Annual Reward Benefits are based on ranking from previous year, total annual purchases. Keune reserves the right to make changes to this program at any time.
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TOP 22 SALON EXPERIENCE
Each year, Keune invites our top-performing salons on an unforgettable international experience. Past destinations include London, Basel, Sydney, Amsterdam, and Madrid. In 2026, we’ll gather along the Adriatic coast in beautiful Croatia. The Top 22 salons by annual Keune purchases earn an invitation for two guests—valued at $10,000 / 20,000 Keune Rewards. Qualifying salons may also use Keune Rewards to bring additional guests!
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WHY KEUNE?
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KEUNE EDUCATION Keune.com/NA/Education
At Keune Education, we are all about empowering salon pros around the globe to level up their skills and enjoy thriving, fulfilling careers through top-notch education. Our North American team is here to provide exciting training in hair color, cutting, and finishing techniques for stylists of all experience levels. Whether you prefer digital learning or in-person workshops, check out the Keune Education website and see all the awesome content and offerings we have waiting for you.
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WHY KEUNE?
Click QR code to view the best in Keune Education anytime.
Whether you are new to Keune, looking to refresh your knowledge, or have been a user for many years; we have a program for you. We always recommend that you start your Keune journey with our Get To Know sessions. Completion of these will help you thrive in our other programs.
PROGRAM TYPES
Hands-In
Attendees share models, swatches, or mannequin heads.
Look & Learn An observation of the techniques or information being shared.
Hands-On
An observation of the techniques or information being shared in a product awareness program + attendee has their own mannequin head to do the technical steps to achieve the end result.
Virtual
Join from the comfort of your home or salon as an educator takes you on a digital education journey.
PROGRAM CATEGORIES
Get To Know Explore the brand basics
The More You Know Build on the “Get to Know Sessions” with salon scenarios
Experienced Expand your skills with elevated techniques and real-world problem solving
Advanced Master high-level artistry with innovative, trend-forward applications
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KEUNE EDUCATION
2026 Education offers 27 fresh new learning experiences, including:
Color Sessions Where formulation meets freedom. Ten unique classes designed to meet you where you live, ranging from fundamentals to advanced artistry
Cutting Sessions Shape with purpose. Cut with confidence. Three inspiring classes, because a great cut is the foundation of every style
Styling Sessions Master the moment where style comes to life. Four finishing classes to turn your visions into reality
Care Sessions Where scalp meets science. Where routines meet results. Two options to help you deep dive into Care, a new era in professional haircare
Forming Sessions Shape the future with texture that lasts. Two choices that teach perming that are fresh, fashion forward and wearable
Business Behind the Chair Sessions Where creativity meets profitability. Two business building options to empower and elevate your salon
Virtual Education Sessions Flexible. Focused. Foundational. Four virtual class options that offer a foundational overview to Tinta, Semi, Care or Style
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WHY KEUNE?
KEUNE ADVANCED ACADEMY
Where passion becomes mastery. Where stylists become artists. In 2026 we are opening the doors for six exclusive 2-day advanced sessions at our 2026 Host Academy spaces.
March
May
June
8-9
3-4
21-22
The Texture Equation
Color Master 2.0
Dimension Reimagined
Location: Scottsdale, AZ
Location: Atlanta, GA
Location: Chicago, IL
Push past hesitation. Step into textured-hair mastery.
Push past theory. Step into real-time mastery.
Foiling is no longer routine—it’s by design.
July
August
October
Color & cut synergy on curls and coils
19-20 The Power of Placement
Discovery & diagnosis
23-24 Signature Blondes
Strategic foil & placement theory
4-5 Red Revival
Haircutting & finishing for maximum color impact
From raw canvas to refined finish
The art of formulating for fire
Location: Montreal, Québec, Canada
Location: Atlanta, GA
Location: Scottsdale, AZ
Color and cut aren’t separate—they’re partners.
Blonding is one of the most in-demand—and most challenging— services in the salon.
Reds demand respect. They’re bold, fiery, and unforgettable—but they can also be the trickiest tones to master.
Click QR code to register for a 2026 Keune Academy class. Use Keune Rewards to book tickets for Education. WHY KEUNE? 33
KEUNE ONLINE ACADEMY
Learn without limits Get ready to experience education like never before. Introducing the all-new Keune Online Academy-a digital destination designed to meet modern stylists exactly where they are: anytime, anywhere, and on their own terms. Built for the future of learning, this platform gives you on-demand access to Keune’s world-class education, covering everything from essential product knowledge and brand-new color theory to advanced techniques, service-building strategies, and beyond. Whether you’re a new stylist or a seasoned pro, you’ll find curated learning paths to support every stage of your career. What makes it different? • Guided courses led by top Keune Educators • Real-time product knowledge updates • Interactive content and technique tutorials • Certificates of completion to celebrate your growth • Available 24/7 - on desktop or mobile No travel. No limits. Just powerful, personalized education at your fingertips. The Keune Online Academy is free to all Keune salons. Because the future of education isn’t coming – it’s already here.
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WHY KEUNE?
Connect With Us Join the conversation and stay inspired. Follow us for live demos, trend releases, educator highlights, and community content.
@KeuneHaircosmetics @KeuneHaircosmetics
Click QR code to visit our Keune social channels.
@KeuneHaircosmetics @KeuneHaircosmetics @Keune_NorthAmerica
Visit Keune.com/NA
Explore Keune product lines, Keune Education, Keune Rewards, and more.
Find Your Distributor
Keune is carried by family-owned distributors across the U.S. and Canada. Find your local Keune distributor.
Keune Technical Hotline: 800.330.9302 For technical questions, product support, and expert guidance on formulations or troubleshooting— our Technical Hotline connects you directly with Keune professionals ready to assist.
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50000002 Keune reserves the right to revise this content at any time. Artwork last updated December 24, 2025. NORTH AMERICAN HQ: 1440 Lakes Parkway, Suite 500, Lawrenceville, GA 30043 | 678.377.5226 TECHNICAL HOTLINE: 800.330.9302 KEUNE.COM/NA