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Why Keune 

As a family-owned company, Keune strongly believe it is our responsibility to take care of the planet and the people that inhabit it. Not only for us, in the here and now, but especially for the future generations. We work hard every day to ensure positive, lasting change and sustainable growth in our business. We are not just here for you. We are here for people. For the planet. For generations to come. As part of our improvement journey, we have produced our very first Sustainability Newspaper.

We updated our Keune Cares strategy and ambitions in 2021. We are ensuring a long-term vision focused on enhancing the well-being of our own people and society at large. We are realizing sustainable production and products. Our three strategic pillars overarch the areas that are considered important by our stakeholders and by us. This is where we believe we can make the biggest impact.

Read our full Sustainability Report here.



Keune’s corporate mission is in fact a social mission. Every year, we invest in the well-being and happiness of people all over the world. Especially for those people, we interact with directly, we have extended our ambitions.


We believe we can impact the challenges that our planet is facing most effectively by reducing our total energy and water consumption. We reformulate our formulas and we focus on responsible ingredients from a natural source.



We are investing in lighter and recyclable packaging and concentrated formulas. This way we use fewer resources such as paper, water, and plastic. We also save CO2 emissions when transporting our products.


KEUNE is a 100% cruelty-free company from they day they created Keune in 1922. We do not test any of our products or ingredients on animals. And we choose not to sell in countries where animal testing is required by law. 

Keune supports a vegan lifestyle, and therefore we included several vegan hair products in our assortment. For example, our current So Pure line is 100% vegan.

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