🇩🇰 Du finder den danske version af denne artikel her.

At dontt.dk, we’ve followed Hairlust closely from the very beginning. Back in 2021, we spoke with Rasmus Serup about the company’s ambitions. At the time, he said Hairlust aimed to establish a strong presence in 30 different countries. Bold words for such a young brand — but they became reality.

Hairlust was founded in 2017 by the Danish duo Sofie Jalk Tidemand and Rasmus Serup, both in their early twenties when they returned home to Denmark.

They started with just a single product: a hair supplement, and it took off from day one. The product was strong, and they already had the “key” to scaling it successfully. Today, they develop and sell a wide range of hair products, primarily produced in Denmark, with a focus on natural hair care and styling. In just five years, Hairlust has generated — yes, generated — a profit of 45 million DKK.

Since then, Hairlust has grown into one of Denmark’s most successful beauty brands, with international reach, a strong B Corp certification, and a clear identity in the global shift toward natural beauty.

Now, the company is taking its next step. The international group The Organic Consumer Group (TOCG) has acquired 100% of Hairlust. With this acquisition, TOCG adds another fast-growing brand to its portfolio — while providing Hairlust with a platform to unlock its full global potential.

The management team and employees will continue to operate out of Denmark, and co-founders Rasmus Serup and Sofie Jalk Tidemand are reinvesting part of the proceeds back into TOCG.

Rasmus Serup, CEO and Co-founder of Hairlust, gives insight into the sale process to dontt.dk:

“When Sofie and I started Hairlust eight years ago, it was a bit of a hobby project, and we had no prior experience running our own business. We learned as we went, but as a small company, it was challenging to attract top-level talent and the right profiles. We’ve long felt the need to be part of something bigger, bringing in new perspectives and expertise. The decision to sell has matured over the past couple of years, as we’ve had many productive conversations with potential buyers. At its core, it’s about taking Hairlust to the next level and realizing its full potential.”

Rasmus continues on the new owners:

“We are incredibly excited to join TOCG and proud to become part of a group of strong international brands that share our passion for natural and sustainable beauty. With TOCG behind us, we gain access to new resources, knowledge, and networks that will help Hairlust flourish to its full potential. We see TOCG as the perfect partner to help us take Hairlust to the next level — together.”

Rasmus Serup & Sofie Jalk Tidemand – Founders, Hairlust.

The Organic Consumer Group (TOCG) was founded in 2022 with a clear mission: to become one of Europe’s leading players in natural beauty. The group already owns brands such as La Saponaria and Dr Organic, all sharing key traits like an organic focus, B Corp certification, and a dedication to “clean beauty.”

Henri Vindevogel, President and Co-founder of TOCG, says:
“We are thrilled to welcome Hairlust to the TOCG family and look forward to supporting the team through the next phase of growth. This long-term partnership will not only strengthen our D2C capabilities but also add a segment with significant potential in natural hair care to our portfolio.”

An Driessens, CEO of TOCG, adds:
“This acquisition marks another important milestone in our ambitious growth strategy. We warmly welcome the Hairlust team to TOCG and look forward to working closely together to scale the brand and expand its international presence. With this step, TOCG’s revenue will exceed €60 million, bringing us closer to our goal of becoming a leading player in natural beauty across Europe.”

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