Herbhub was founded and run by us, Lena and Frida, mother and daughter. Together we drive the company forward with a vision of sustainable and plant-based hair care.

From organic hair salon to Herbhub
Back in 2001, Lena opened the doors to Friekosör, now Herbhub hair studio, on Södermalm in Stockholm. She had trained in plant-based hair dye and experimented with introducing natural, plant-based products into her range. Over time, Lena dared to take the step to run a completely plant-based hair salon. Over the years, Lena has gathered a loyal clientele that has made this journey possible.

Frida jumps on the journey
In 2013, Frida began learning the hairdressing profession under Lena's guidance and later earned her journeyman certificate. Frida quickly found an interest in creating her own products and experimented with Lena between client visits. Their shared passion for natural hair care led to the creation of her own line of products for hairdressers.

HerbHubSweden is born
After years of development and experimentation, HerbHubSweden was launched in 2021 – a natural hair care range created with the help of experienced chemists and with a focus on organic, plant-based ingredients. The products are tailored for hair salons that want to work with sustainability in mind. The brushing technique, a method that stimulates the scalp for healthier hair, is also a central part of the brand and is used by their customers to improve hair quality.

Future and vision
Lena still works at the salon today with both new and loyal customers, and trains more hairdressers in the Herbhub spirit. Friekosör is an important part of their journey and founded it all – where both the company and Herbhub’s salon-certified products saw the light of day. Frida now manages the brand’s development and administrative work, and together they form a strong team with a clear vision: to change the hairdressing industry by offering environmentally friendly, plant-based alternatives.

Our goal
HerbHubSweden strives to minimize chemicals in the hairdressing industry and aims to use as many organic ingredients as possible. We care about the people behind our ingredients and want to create a toxic-free environment, both for hairdressers and customers – and above all for our planet.