By Bente turns 4 years old
4 years ago, By Bente started as a small idea around the kitchen table. We dreamed of doing something that felt both impossible and necessary: giving people the freedom to color their hair at home – with professional quality and real guidance.
It started with a YouTube channel filmed from the guest room. The first video was uploaded on October 9, 2019. We didn't know then how big the need would turn out to be.
Then came Covid. Suddenly all the salons closed, and people were left alone with hair color, regrowth and uncertainty. Then we became the hairdresser that never closed. The response was enormous. We received messages and photos from customers all over the country – grateful for the help, and proud to master something they had previously been told they could never do on their own.
In 2020, we got our first office in the city. We still remember the day the first delivery of our own products arrived at our door – ironically while we were sick with Covid ourselves and unable to receive the goods. And yet: from there everything only went one way – up.
Every year since our inception, we have grown by over 100%. We have received countless amazing feedback, reviews and pictures of radiant hair. Our customers have shown us time and time again that they can do more than the hair industry ever gave them credit for.
We have moved to larger premises (May 18, 2024), launched an online store in both Sweden and Denmark, switched to 3PL warehousing, brought investors and partners on the journey – including a women's fund we are proud to have on the ownership side. We have won NXT Nordic Pitch 2024 and been nominated for Personal Brand of the Year.
And now, 4 years after the first ideas on the kitchen table, we have passed 10,000 customers.
It's absolutely wild. And that's primarily thanks to YOU – all of you who cheer, share, shop, dye your hair yourself, and spread pride in mastering.
Here you can see an excerpt of the happenings.💫
The Financial Times
The Financial Times Podcast 2022
K.K.
FVN
FVN 2022
FVN 2024
Financial Newspaper 2024
KRS Newspaper 2025
KRS Newspaper Nomination
FVN 2025
NXT Nordic Winner
Acapo Onsagers
Noroff
TechPoint
Women's Day
Fearless 2025
