An innovative Swedish brand aiming to communicate our concept of natural beauty around the world.
Natural Beauty is what guides everything we do. In the sense of simplicity, sustainability and quality. Natural Beauty in terms of embracing all the world’s diverse people, culture and ethnical backgrounds.

We believe in making Natural Beauty by Swedish standards accessible to everyone, anywhere.

We are committed to beautiful hair colour. We have customized a Colour Preserve System for all of our styling and hair care products. These hand selected natural ingredients are derived from sunflower seed oil combined with cutting edge technology of anti-fade system.This infusion works as a natural full spectrum UV-filter and preserves hair colour for long lasting illuminating colour reflection and shine. REF believes in keeping the natural beauty in your hair colour.