About us

We are Herbhub

A Swedish, natural and plant-based hair care brand developed by hairdressers 🌱

In 2021, we launched Herbhub – a natural brand with experiments in the background and experienced chemists who helped us find the right ingredients. A brand from shampoo to color. Everything a hairdresser needs to work plant-based!

We have developed four hair care routines consisting of shampoo, conditioner, leave-in conditioner (Gojs) and moisturizing spray. Each routine contains its own combination of herbal decoctions and oils to moisturize, re-grease and nourish your hair.

“Our goal is to change an industry with so many chemicals into a much more environmentally friendly alternative!”

- Lena Hellman, Founder of the Herbhub brand and Herbhub Hair Studio.

The story behind Herbhub

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 color 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's 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.

Herbhub is born

After years of development and experimentation, Herbhub 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.

Our Brushing Technique

After 40+ years as a hairdresser, Lena has created the Brush Technique . A method that stimulates the scalp for healthier hair. The Brush Technique is a central part of the Herbhub brand and is used daily by several 100 satisfied customers around the country.

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 (now Herbhub hair studio) 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

Herbhub 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 non-toxic environment, both for hairdressers and customers – and above all for our planet.