Anette was born blonde, then later she chose to stay blonde, and that is when her passion for blonde hair began. She says, ‘this range was almost pre-ordered from my first color choice when I was 18’.

Anette began to notice how much time her friends, family and clients spent talking about their ‘blonde journeys’ so she became fascinated with transforming troubled hair into healthy blonde hair and turned that interest into a career as a demand stylist, educator and product tester in Europe and the US.

‘I have always loved the way women share tips and tricks for beauty’ says Anette. ‘I love hearing new ways to keep hair healthy, mixing those new insights with my know-how and experiments. Omniblonde brings all of my expertise and interests together’.

Lene was also born a natural blonde. She’s multi-talented, creative with a passion for communication and design and the years of focus on branding, makes her good at recognizing the difference between good and exceptional.

Her early years as a model and later building a PR, model & communication agency gained her a lot of experience in knowing the needs for hair and styling of the numerous girls she was managing.

Lene says ‘my journey with Omniblonde and listening to all the women’s stories has inspired me to visualise this feminine yet strong design, and to make sure this tone of voice will continue in our Omniblonde story around the globe.