Since its founding in 2010, Urban Keratin has grown into a globally recognised name in professional hair care. Known for its innovation and commitment to performance, the brand has expanded its product lines and international reach while recently venturing into men’s grooming by acquiring the brand Men Stories. We spoke with co-founder Bernard Bigiaoui, who shared insights into the company’s journey, distribution efforts, and vision for the future.
You co-founded Urban Keratin in 2010. What inspired you to create the brand, and what were the biggest challenges in turning your vision into reality?
I co-founded Urban Keratin with Mélanie Audouin in response to a growing demand from hair professionals. At the time, keratin treatments had become very popular, but many contained formaldehyde, posing risks to stylists and clients. We wanted to offer a high-performance, safe alternative.
With my 15 years of experience in haircare distribution, I understood the market and its needs. We worked closely with chemists to develop our formulas and quickly gained traction by presenting at international trade fairs. The biggest challenge was earning trust—convincing professionals that our formaldehyde-free solution could deliver the same results.
Urban Keratin has established itself in the professional haircare market. What are your current strategies for growth and international expansion?
Our growth has been driven by innovation and education. We continuously develop new formulas, such as our ammonia-free colouring line in 2014, focusing on deep hair repair and restructuring treatments.
On the international stage, we expanded into the Arab world, where keratin treatments were in high demand. Today, we are in over 20 countries, with strong markets in Canada, Belgium, Portugal, and French overseas territories. We work with exclusive distributors in most regions outside France and support them with training and marketing.
Trade fairs are also essential. We showcase at Beautyworld Dubai, MCB Paris, Cosmoprof Bologna, and Riyadh, among others. While some brands prefer niche events, we believe in maintaining visibility in the industry’s biggest global gatherings.
The beauty industry is shifting towards sustainability. How does Urban Keratin integrate eco-conscious practices?
Sustainability is crucial, and we approach it with realistic, impactful actions. Instead of following trends blindly, we prioritise recyclable packaging and reducing transportation emissions. We now source packaging just an hour from our logistics hub, cutting down on unnecessary transport.
Regarding formulations, we comply with strict European regulations but don’t focus on organic certification because bio doesn’t always mean sustainable. Instead, we ensure our formulas are effective and environmentally responsible without compromising performance.
Urban Keratin recently acquired Men Stories, marking its expansion into men’s grooming. What led to this decision?
The acquisition of Men Stories was not just a business move—it was a personal one. The brand was founded by a fellow Marseillais, Fréderic Fita, and we had a great relationship. Men Stories had potential but needed a boost in resources and distribution.
Our expertise and network give the brand a stronger market presence while keeping its identity intact. It’s an exciting venture because men’s grooming is evolving rapidly, and we see great international potential for the brand.
With Men Stories under your portfolio, how do you view the current state of the barbering industry?
Barbering has experienced a renaissance over the past 20 years. In France, men used to visit mixed-gender salons, but now, barbershops are thriving as dedicated spaces for male grooming. This shift has created a need for specialised, professional-grade products, where Men Stories fits in.
We’re also seeing a change in consumer habits—men today want quality grooming products they can use at home, making our hybrid B2B and B2C strategy essential.
Where do you see Urban Keratin and Men Stories in five years? Any innovations or market trends that excite you?
Our vision is clear: continuous innovation and global expansion. Urban Keratin will keep developing advanced, high-performance haircare products. Men Stories will establish itself as a leading premium men’s grooming brand. We also have significant announcements coming later this year. We typically unveil our biggest news at MCB Paris, but we’ll start discussing them with the press in June.
As a group, the plan is to keep pushing boundaries, set new standards, and bring the bold spirit of Urban Keratin to even more professionals and consumers worldwide. Stay tuned!
