A conglomerate with several luxury brands in the hair, beauty, and personal care sector under its umbrella, Maison D’ Auraine has another collaboration and offering for its customers. It exclusively launches the premium Dutch hair cosmetics brand Keune in India.
Keune holds nearly a century’s worth of experience in haircare and a global repute for its innovative products and ingredients. This family-run Dutch brand is now all set to step foot in the Indian market.
Through a partnership with Maison D’Auraine, Keune has launched its entire portfolio of products. These will be available at over 25,000 high-end salons in India. The portfolio offers a wide array of haircare products, such as luxe colour treatment solutions and essentials like shampoos & conditioners. Furthermore, it also includes a collection of hair styling staples for nourishment and care of various hair types.
Apart from being a long-standing name in the professional haircare industry, Keune also recently attained B Corp™ certification. It further emphasises the company’s dedication towards sustainability, ethical business practices, and social responsibility.
This collaboration is also a testament to the commitment that Maison D’Auraine holds towards bringing luxury, scientifically-backed, and sustainable products to Indian consumers. Commenting on the momentous occasion, Aprit Jain, Founder & MD of Maison D’ Auraine said, “The idea is to democratize beauty and personal care space by making international products available to our Indian consumers by partnering with leading brands across continents.” Further, commenting on the plan ahead, he said “During phase 1, we will be introducing the brand in 10,000 salons in 250 cities. Our objective is to reach 400 cities over the next 24 months and expand our distribution to 25,000 salons,”
Eelco Keune, CEO of Keune Haircosmetics, said, “We are thrilled to join hands with Maison D’ Auraine for our foray into the vibrant Indian market. This partnership is not just about products; it’s about shared values. With Keune’s 100-year-old legacy, this collaboration gains an added layer of significance. Our shared commitment to social responsibility and sustainable beauty makes this collaboration truly special. Together, we look forward to offering Indian hairdressers & consumers innovative and high-quality haircare solutions that reflect our dedication to excellence.”
Maison D’Auraine will be responsible for the marketing, distribution, and also brand building for Keune in India. With this, the salon chain foresees a Rs 180 crore distribution business in the year ahead.
Image Courtesy: Maison D’ Auraine’s Instagram
