Our story

From Kristiansand, the capital of Southern Norway, hairdresser, hair nerd and entrepreneur Bente Hafslund has challenged the status quo in the hair color industry by combining innovation, quality and fairness. With over 25 years of experience in the industry, including As a color expert for Loreal Professional and Joico, and as manager of Adam and Eva hair salon, Bente knew what her clients deserved and how she could deliver it.

Bente's journey began when she saw her friends struggling with store-bought hair dyes while pregnant and unable to help, she felt a strong urge to make a difference. She knew that more than 50% of people who dye their hair do it at home, but the quality and knowledge they needed was lacking in the market.

Bente's dream faced fierce opposition. Many hairdressers believed that she was ruining the hairdressing industry by sharing her precious knowledge. But Bente didn't let that stop her. She saw an injustice and was determined to level the playing field.

Motivated by this, she began developing a hair color that would be different from anything else on the market. She knew that salon products had better ingredients than store-bought colors, and that the professional colors were adapted to different geographical areas - which store-bought colors were not. She created a series of gentle, but effective colors, adapted to Nordic hair, and she put the environment and sustainability at the center of product development.

Three years after the birth of her second child, Bente finally launched the brand and online store. It was an incredibly emotional day, as all those years of hard work and uncertainty finally bore fruit. The response from customers was overwhelming, and it was a huge relief and joy to see that her work had made a difference.

In 2022, Marianne joined the team, a veteran in the hairdressing industry with in-depth professional knowledge. She strengthened the brand's vision and focus with her passion for hair color and invaluable insight, and served as a sparring partner for Bente.

This is the story of by Bente - a brand born from a desire to help, driven by a passion for the profession, and the strength of two women who defied opposition to give people a better alternative to at-home coloring. It's the story of a brand that has changed the way we color hair at home.