By Gary Kelly
In an exclusive interview for Estetica Magazine, the UK’s Editor-in-Chief, Gary Kelly, spoke to President of the Board, Mr. George Keune and his son, CEO, Mr. Eelco Keune.
In this insightful interview, we learn some intriguing facts about Keune Haircosmetics’ journey so far, its plans for the future and its unwavering commitment to hair professionals and their salon businesses.
EELCO, KEUNE IS A 3RD GENERATION FAMILY BUSINESS. HOW DOES THIS IMPACT ON THE DECISIONS YOU MAKE FOR YOUR BUSINESS?
“While it’s important to us to be financially successful, we are driven by making positive impact on people – primarily for the hairdresser and their clients – both now and for future generations. From the very beginning, my granddad said the same as I’m saying now – that we’re not greedy, but want to serve the industry. I’m very proud of the fact that we’re sticking to the plan! Short-term profit is not our end goal, but we’re focused on making wise decisions for generations to come”.
TELL US WHY IT’S SO IMPORTANT TO YOU TO PROVIDE PRODUCTS AND SERVICES EXCLUSIVELY TO SALONS AND THEIR CLIENTS?
“When we produce a product, we put our heart and soul into making it. By making the best product we can, the hairdresser is then able to make it desirable for salon clients. It would be totally unfair that the client then had the opportunity to go online, or into a store, to purchase that product. As a result, we stopped doing business with wholesalers. It was a decision that cost us €millions, I’m very proud that we did and of making that decision, and I’m happy to pay that price, because it underscores our commitment to be a loyal industry partner to hair professionals”.
MANY COMPANIES NOWADAYS MOVED THEIR PRODUCTION FACILITIES TO ASIA OR OTHER COUNTRIES. WHY HAVE YOU DECIDED TO REMAIN THE FACTORY IN THE NETHERLANDS?
“It’s because we never compromise on product quality. We never have and we never will be. Perhaps we’re also control freaks, but we do still see ourselves as as a boutique factory. I always make this comparison with with bread – there’s bread from the supermarket and bread from the artisan bakery on the street corner; they’re both bread, but the difference is in the ingredients, plus the time and effort that goes into baking it. The same applies to products- we could can go to a low labour cost countries and save a buck or two, but we want to be in control of how it’s made and to be certain that no child labour or worker exploitation is involved. Having our production here, we can lab test it straight away and approve it for sale.
On 4th April 2022, His Majesty, The King of the Netherlands granted the right to use the royal title to Keune – a very proud moment for the company. Here, Mr. George Keune receives the official declaration from a representative”.
KEUNE RECENTLY RECEIVED THE B CORP CERTIFICATION. WHY IS THIS SO IMPORTANT TO YOU?
“We’d been toying with the idea of applying for B Corp Certification for a while, then one of our partners in Brazil was quite adament that it was the right thing to do and so I reconsidered. We’re very proud to have succeeded in what was a very long and exhaustive process lasting almost two years. In the end, we were granted B Corp Certification without having to change anything about the business. If you are a family company you should already have a strong moral compass and being recognized as upholding moral standard meant a lot to us”.
WE’D LIKE TO TALK A LITTLE BIT MORE ABOUT THE SERVICES THAT YOU PROVIDE TO YOUR PROFESSIONAL PARTNERS OTHER THAN EXCELLENT PRODUCTS.
“I think the worst that can happen to any company, especially one in existence for over a century, is to beome complacent. Despite our longevity and success, we still maintain our scale-up mentality. We’re well aware of the need to provide added value in everything we do. As a manufacturer that salons can rely on, we need to be perceived as a partner they can rely on to help them achieve their fullest potential. The product is the cornerstone to providing the service, but in order to add value we should all be working together to elevate the reputation of this entire industry where it belongs – in its rightful position as a highly respected profession. By helping them grow and supporting them to drive their business forward, we also help them to be more successful both financially and creatively. It’s important to add that without them, we are nothing; however good a hair product might be, it can only work its magic in the hands of a true artist”.
IN 2022, YOU OPENED THE FLAGSHIP HOUSE OF KEUNE SALON & ACADEMY IN LONDON. WHY IS A FACILITY LIKE THIS SO IMPORTANT TO YOU?
“The House of Keune in London is a 5,700 square foot, state-of-the-art building which features a 29 seat salon and training academy. It represents a significant milestone in our company’s history and demonstrates our commitment to the professional hairdressing industry. It’s also testament to the fact that we always feel that we’re on the same level of our clients; we’re not better than them and there is no hierarchy. So, it symbolises that we we’re all in this together and that need one another to make people beautiful, as well as to feel good about themselves”.
HOW CAN YOU COMPETE WITH MUCH BIGGER BRANDS IN TERMS OF YOUR CREATIVE AND EDUCATIONAL SUPPORT TO SALONS?
“We always try and go the extra mile in everything we do, although bigger doesn’t mean better. We want to be the best, not the biggest. It’s about doing things at the right time with the right people. I’m convinced that our educational support is much better than our competitors as we can treat hair artists as individuals. A ‘one-size-fits-all’ approach to training and education isn’t right for us – it’s about supporting salon owners and employees in a way that suits them at each stage of their career, both through direct education and e-learning. We will be your education partner for as long as you are a hairdresser”.
WHAT IS THE ONE ASPECT OF YOUR BUSINESS THAT YOU’RE MOST PROUD OF?
“Mr. George Keune: Eelco has already touched on it – sticking to the plan! Through 3 generations we have created a solid business through complete dedication to this industry. I am very proud of the strong foundations that my father laid down and which my son and I have continued to build upon. It’s something that I feel our future generations will be able to rely on. I am especially proud of what my son has achieved to see that he has resisted the temptation to be greedy and money-driven. Sticking to a plan for over 100 years proves to the hair industry that whatever might happen, you’re here to stay!”
