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Who We Are

About us

FUL exists to bring bold and performance driven products, that’ll make you swoon while using them.

FUL was born out of a desire for something better. Products that meet the high standards needed to be used in the world’s top salons while being accessible and easy for customers to use at home to achieve incredible results. All packed with the latest innovations and groundbreaking ingredients. We went on a journey to find our perfect products, and when we couldn’t find them, we decided to make our own.

FUL was created with input and testing from over 60 top hairdressers – including global artists, professionals in product development and runway hairdressers for the world’s top fashion brands. We listened, tested and formulated our products to perform to their exacting standards and we are proud of our strong hairdressing heritage. We listened to feedback from thousands of hairdressing customers to understand what was important to them, what their current at home products were lacking and how we could make professional hair care easier to use at home. 


To create the most luxurious yet accessible brand, with products that not only transform how people look, but also how they feel about themselves.

Every product has innovative ingredients that go beyond, to create formulas that genuinely work – and not just smell amazing (although of course, they all do).


Our mission at FUL is to empower our customers with their best hair yet.


Our products are performance driven and approved by professionals.


We believe in accessible luxury, with products that not only transform how people look, but also how they feel about themselves.


Our products are vegan and cruelty free with recyclable packaging. Check out each product page for details on specific products.