REF Stockholm and Smiths Collective Brands hosted Tommi Svanberg, an international REF Stockholm Global Sales Director, for a breakfast at The Charles in Glebe, Sydney, before further events in Melbourne, at The Botanical in South Yarra, and an exclusive invitation at Maurice Meade salons in Perth

Hairdressers from around Australia attended to hear more unique insights about a brand that’s expanded into 50 countries, and to learn about what’s next for REF, in this series of Australian presentations from Tommi.

Hosted by Brian and Jane Smith from Smiths Collective Brands, the duo welcomed guests to the breakfast in Sydney. The pair spoke about the significance of REF in the Smiths Collective Brands portfolio since the distribution company began. REF was created in 2004 by Jan Ernstberger and has been under the helm of his son Edward, who has been CEO for the past six years.

What sets REF apart, among many attributes, are its Swedish based principles that focus on creativity, design, sustainability, innovation and high performance. The technology was also built from two unique systems that both protect colour and strengthen hair. The Colour Preserve System blends Sunflower Seed extract and a high performing polymer to protect both natural and colour treated hair as an environmental shield against UV rays and free radicals. Then, Strengthening Quinoa Protein, derived from the South American superfood, Quinoa, is a vegan component akin to keratin for strong, healthy hair. The range has expanded from styling products to sulphate and paraben free care, as well as colour in 2008. Hero components of Açai and almond oil have defined the range since 2016.

A commitment to a combination of nature and science is vital for the brand, while products sold also contribute to reforestation in Europe. REF has recently achieved its goal of producing 100 per cent vegan, cruelty-free, sulphate and paraben free formulations and is 100 per cent climate compensated.

The brand boasts over 50,000 hairdressers and three global offices, where a family first mentality and professional mindset are significant. Professional development defines the innovation of the brand, as the team work with hairdressers in product development.

“Visiting Australia was an incredible experience – the energy, creativity, and passion within the hairdressing community truly inspired me. I was moved by the warmth and professionalism of every person I met; it’s clear that Australian salons combine creative vision with a strong commitment to quality, education, and forward-thinking innovation,” Tommi shared.

“Spending time with Brian and Jane from Smiths Collective Brands was a personal highlight – our long-standing partnership has been instrumental in building REF’s presence and impact in this market. Seeing how strongly REF is embraced in Australia fills me with pride. Our shared values of sustainability, performance, and style are clearly resonating, and I’m more excited than ever about the future of REF in Australia.”

In Sydney, attendees heard from hairdressers including the renowned Wendy Gunn of Ink for Hair in Queensland, as well as Leon from Sydney’s Ruff Kut Hair Studio. Leon discussed the unique travel sized products, while Wendy shared insights on the styling products and professional focus, as well as her favourite tool – Fibre Boost. The new Illuminate Colour Instant Shine, Intense Hydrate Styling Cream and Rough Wax, launched in 2025, point to the future of the brand.

In Perth, over 90 hairdressers attended an exclusive event at Maurice Meade Academy, learning about REF’s 2025 campaign, titled “For Every Hair – For Everyone”, which celebrates diversity, inclusion and natural beauty. Dan Hemsley, Maurice Meade’s Director of Education, REF Technician Elia Rockdahl and the REF Ambassador team prepped models to showcase this campaign, while also explaining the cut and colour technique of the collection look.

“REF has always been a forward-thinking innovative brand, recognising that science and nature go hand-in-hand whilst celebrating  diversity, individuality and high quality product performance,” Brian said. “The thoughtful formulations and specific ingredients within the REF range reinforce REF’s belief in producing products that perform and that’s the most important aspect to any hair colour, care and styling range today.”

For more information visit www.smithscollectivebrands.com.au

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