At Maria Nila, we create professional, 100% vegan, and color-protecting haircare that’s friendly to your hair, animals, and the planet. What began in a small garage in southern Sweden in 1999 has grown into a global brand found in 45 countries across 3 continents. We’re proud to still be a family-run business—now with a larger family that keeps on growing.
Our Story
Our story begins with the entrepreneurial Wikström family, who saw the need for professional haircare that was kind to animals and the environment.
Inspired by founder Ann’s great-grandmother Maria Nila, who lived by the Sámi principle of respecting nature and wildlife, they started mixing formulas in their garage in southern Sweden.
Today, our products are loved around the world, but our heart remains a family-run company working together to create professional beauty that is friendly, curious, and honest.
Our Values
As the journey to a friendlier world is travelled together with our community, we encourage our values in everything we do—to be friendly, stay curious, and act honest.
Be friendly
Animals should not be a part of human vanity. That is why we choose friendly – for your hair, for the animals and for the environment. We have made the choice easy for you, by developing products with thoughtful active ingredients that protects and takes care of your hair.
Being friendly does not stop at our products, we also care for the world around us and are involved in projects around the world though our charity initiative Be Friendly.
Stay curious
In the ever-changing world of beauty, we believe that we can make a change for the better. For us this means to adapt, explore the unknown and letting innovation and playfulness lead the way, like when we decided to launch an entirely vegan wax range. Some called us crazy, but after a lot of time, energy and formulations we launched Minerals – the world’s first professional 100% vegan wax collection.
Act honest
Transparency is at the core of what we do, whether through our certifications by B Corp, PETA, Leaping Bunny or The Vegan Society, carbon-neutral operations, or the carefully selected active ingredients in every product we develop.
