IN CONVERSATION WITH EELCO KEUNE

interview by ANH NGUYAEN

Numéro Netherlands Digital sat down with Eelco Keune, CEO of the century-old, family-owned Dutch haircare brand, to talk legacy, innovation, and purpose. From gaining B Corp certification to championing professional hairdressers, Keune talks about the brand, its growth, and staying true to its roots.

image: courtesy of KEUNE

Keune has been a family-owned business for over 100 years. How has being a family-run company shaped Keune’s identity, values, and the way decisions are made? What does that legacy mean for the brand today?

As a family-owned business, we are deeply aware of the responsibility we carry toward society. We don’t operate on quarterly results but think in terms of generations. This means every decision we make weighs not only short-term profits but also the long-term impact on people, the planet, and future generations. For us, this is not just a principle—it’s how we live and work every day. For example, we have chosen not to do business in China because animal testing is legally required there, which conflicts with our values. Should these regulations change, we would welcome the opportunity to bring Keune there. For now, we willingly accept that cost. That, to us, is what legacy means: making responsible, principled choices, even when they come at a price. As the third generation leading the family business, becoming a certified B Corp was a natural step because I truly believe we can use our business as a force for good. At Keune, we are committed to making the world more beautiful in every sense of the word.

In 2023, Keune became a certified B Corp—congratulations. What motivated that move, and what were some of the challenges and proudest moments during the journey toward certification?

Achieving B Corp certification in 2023 was a milestone we’re incredibly proud of, and it reflects who we are as a company. At our core, we have a strong moral compass and a long-standing commitment to doing what’s right. The certification process was rigorous, involving extensive assessments and evaluations from every angle. What makes us most proud is that we did not have to change anything to qualify—our existing way of doing business already aligned with the B Corp values. That confirmation was deeply meaningful. I believe most people and companies know the right thing to do, but external pressures—like shareholders or a focus on short-term gains—can blur that clarity. For us, staying focused on a clear long-term purpose and values-driven approach made this certification possible. Now, we are honoured to be part of a global community that believes business can and should be a force for good.

Keune has always maintained a deep connection to professional hairdressers. Why is that relationship so central to the brand? Do you see Keune’s role evolving as the beauty industry changes, or is that focus here to stay?

Our relationship with professional hairdressers lies at the very heart of Keune—and that will never change. In fact, Keune is the only brand that has maintained an exclusive loyalty to professional hairdressers for over a century, and we are extremely proud of that legacy. While many brands diversify or shift focus, we have consciously chosen to serve one audience: the professional. This commitment comes from a mindset not driven by greed or short-term gains, but by a genuine desire to add real value to the industry. This promise was made by my grandfather, continued by my father, and now proudly upheld by me. We believe hairdressers deserve more than just access to products anyone can buy. Although consumers may use Keune products, ideally they purchase them through our trusted salon network worldwide. Our goal is not to bypass the hairdresser or become another direct-to-consumer brand. We encourage customers to buy from our salons because these professionals have earned it through their investment in craft, education, and client relationships. As the industry evolves, our focus remains steadfastly with the professional. That’s our legacy—and our future.

Are there any upcoming product launches or innovations that you're particularly excited about?
How do you see Keune continuing to push the boundaries of haircare?

Innovation is truly part of our DNA. We are a science-based company at heart—a legacy that goes back to my grandfather, who pioneered the first perm solution. This pioneering spirit drives us to deliver the very best products every time. Personally, my core belief is that I don’t need us to be the biggest, but I want us to be the best. Consistently doing the right thing with the right people in the right way will naturally lead to growth. That mindset fundamentally guides our approach to product development. My grandfather’s breakthrough with perm fluids, my father’s innovations like the first hair gel and mousse—all set the bar high. I feel the pressure to create the next game-changer and work toward that goal every day. While I can’t reveal all details yet, I promise we remain true to our legacy of pushing the boundaries of what’s possible in haircare, always with the hairdresser in mind.

Note: Keune is set to relaunch its entire Care range in September 2025, featuring hyper-performing formulas for instant results, enabling hairdressers to create personalised routines for every hair and scalp need.

Do you have a personal favourite among the Keune product range? Maybe something you use yourself—or a product that represents something meaningful to the brand?

Yes, I do have a personal favourite: our soon-to-be-launched Long & Strong Super Serum from the Care Relaunch. While no miracle cure exists to fully restore lost hair, this product effectively makes thinning hair look and feel fuller. I speak from experience—I’m over fifty and have noticed my own hair thinning. I use this serum daily; honestly, it has become my ‘never leave home without it’ essential. It’s not only effective but also very personal to me.

Keune’s 100th anniversary in 2022 was a major milestone, especially with the catwalk show. Are there plans to return to the runway or explore another creative direction to celebrate the brand’s evolution?

The 100th anniversary in 2022 was an unforgettable milestone, especially sharing that moment with my father, who has been with the company for over 70 years. We still have lunch together daily, and he remains active in the business. Standing beside him, in front of 3,000 international guests, and receiving the royal predicate from our king was incredibly special—something few experience with their parent. Creatively, we remain very active in hair and fashion. We support major Fashion Weeks like Amsterdam Fashion Week, Madrid es Moda, and Paris Fashion Week, collaborating with designers because we see hair as part of a broader creative expression. The runway remains an important part of our journey forward, where we continue to push boundaries in hair fashion alongside hairdressers and designers.

Amsterdam is turning 750 this year—a huge cultural moment. As a Dutch heritage brand, is Keune planning anything special to mark the occasion?

Since I joined the company, my pride in our Amsterdam roots has grown even stronger. That inspired me to launch the J.M. Keune 1922 range, celebrating our connection to the pharmacy world where it all began.
Our origins are a daily source of pride—not just because Amsterdam turns 750 this year, but because our story started right here in this vibrant city. I recently learned we will be the official hair partner for ‘Op De Ring,’ a once-in-a-lifetime fashion show celebrating Amsterdam’s milestone. It’s a tremendous honor that perfectly reflects our deep ties to the city’s culture and creativity. Contributing to such a historic event demonstrates how our heritage continues to inspire new collaborations and opportunities.

Keune’s lab in Soest plays a big role in your product development and innovation. Could you tell us more about what happens there? Would you ever consider opening it up to visitors or sharing that side of the brand more openly?

What happens in our lab is quite a secret now—very different from how companies like Coca-Cola keep their recipes secret. In fact, I want to do the opposite. I love this question because my vision is to open our lab to clients of our hairdressers worldwide, creating the largest think tank on the planet. Almost everyone visits a hairdresser—from Greta Thunberg to rocket scientists—hairdressers serve a diverse cross-section of society. I truly believe tapping into this collective wisdom would yield incredible insights that we can then share back with hairdressers globally. This way, they can proudly say, ‘I contributed to this latest innovation.’ Unlike many big companies, I don’t think all wisdom sits at headquarters—it’s out there on the streets, or more precisely, in salons around the world. Capturing and harnessing that knowledge is exactly what I aim to do. Opening our lab to this community and making innovation a truly collective effort is something I’m passionate about.

And finally—on a more personal note—what drives you at this stage of your journey with Keune?What excites you most about the brand’s future, and what kind of legacy do you hope to leave behind?

In ten years, I want Keune to be recognised as the most desirable hairdressing brand worldwide. I believe we deserve this status because of the promises we have made to this industry and the daily commitment we show to keeping them. We see ourselves as a start-up with 100 years of experience. By that, I mean I have a strong aversion to complacency—the attitude of being self-satisfied. To me, that is the worst mindset there is. I believe you must prove your right to exist every single day. That’s why we view ourselves more as a start-up than an established ‘arrived’ company. Thinking you’ve arrived is the beginning of the end. What’s absolutely clear is that we have an incredible responsibility toward our clients, the environment, and society at large. This goal stands like a lighthouse guiding everything we do, inspiring us to innovate and improve continually.