REF SWeden

REF is an innovative Swedish brand of hair care and colour products sold exclusively to salons. The range includes a 100% Vegan Care Line, Styling Products, Permanent Colour, Soft Colour and ProPlex. The brand aims to communicate the concept of natural beauty through values of simplicity, sustainability and quality in all its products.

REF delivers extraordinary results with simplicity through the Unique Number System on all styling products. It easily defines the level of Hold, Shine, and Volume. Do you need Hold, Shine, or Volume? The system makes it easy for both hairdresser and consumer to choose the right product for their needs.

REF is committed to contributing to a sustainable future. The Complete Care Line is not just sulfate and paraben free, but also 100% vegan. REF believes in a future where animals can live side by side with humans without exploitation. REF pays a self-imposed environmental fee to compensate for its carbon footprint.

REF offers quality products with a mix of the best of what nature has to offer with the latest technology. The Color Preserve System combines natural ingredients derived from sunflower seed oil with the cutting edge technology of an anti-fade system. REF uses strengthening Quinoa Protein, often called the Keratin of nature, in all its products.




In the 21st century, style matters more than ever before. Kids are making millions taking selfies of themselves on Instagram and sex videos make superstars out of rich idiots. 99% of our clothing is made by slaves, and companies keep pushing mediocre, throw away products that poison our bodies and trash the environment. And then they undercut the small businesses that pioneered their brands by selling direct to their customers online at a discount. We’ve all seen endless examples of this kind of bullshit. It’s as if the entire world has spiraled out of control. Everyone is zombied out at a time when we should be paying attention.

We can’t wait any longer for someone else to fix this mess, so we decided, “fuck it, let’s do it ourselves.” We can’t allow these conglomerates to destroy our industry, health, and planet. We’re on a mission to educate people that it is possible to combine consciousness, style and self-identity.


All of our decisions are based around three things; defending the planet, supporting independent salons and barbershops, and making people look rad without poisoning them in the process.

It’s time to revolt against subservient style and environmentally and physiologically damaging cosmetic chemicals. Those of us who spend every day up to our elbows in it should know. It’s time to fight back. It’s time for a revolt in hair care. It’s time for Cult+King.

Look good. Be good.  Join the Cult.

The Cardinal Brand

The Cardinal Brand is a no-nonsense grooming and hair product company who decided to take the top-shelf approach to beauty. Our products use the best ingredients available, rely on our decades of combined professional experience within the industry, and most importantly: they smell really good and work marvelously.