Keune Haircosmetics: Headless Approach for Global Consistency
Keune Haircosmetics faced the challenge of maintaining a consistent brand experience across 90+ countries while adapting to local market demands. By adopting a headless architecture, the company ensured flexibility for regional differences without compromising brand integrity. This strategy allowed the brand to retain its professional identity, with all product development, marketing, and distribution handled in-house in its Dutch headquarters. The Keune Academy trains hairdressers to optimize product use, reinforcing the brand's commitment to the profession. In 2020, during the pandemic, Keune pioneered direct-to-consumer sales, expanding its reach while preserving its unique, localized approach. The result was a seamless global experience that prioritized both innovation and tradition.