If you’ve ever clocked a row of minimalist white Keune bottles in your hairdresser’s station, you’ve already met a powerhouse. This century-old B Corp-certified Dutch haircare brand lives in the hands of professionals and in the results they deliver.

Founded in 1922 by Amsterdam pharmacist Jan Keune, the company grew from a tiny lab above a pharmacy into a family-run global brand. Even today, it still does things the right way to maintain control and quality: concept, formulation, testing, and production all happen under one roof at its headquarters in Soest, the Netherlands.

That alone makes it an anomaly – few heritage brands keep production fully in-house anymore. Keune controls everything, from R&D to testing to bottling, which means what you get in your bottle hasn’t been through five subcontractors and a marketing filter.

Keune’s long-time focus has been on professionals: the stylists, the colourists, the educators. But since 2022, we’ve been able to (literally) invite ourselves into The House of Keune in Holborn and discover the world of salon-quality haircare for ourselves. Now, we can get our hands on the products too — including the new Long & Strong range.

The House of Keune

The House of Keune by Bloom is far more than your average hair salon. Located in the heart of Holborn, this 5,700-square-foot space is part high-end salon, part creative academy, and part coffee-and-conversation spot.

You wouldn’t just pop in for a blow-dry. You’d likely be getting a latte, chatting with Keune’s expert team, and browsing through the displays. A collaboration between the Dutch haircare brand and the team at Bloom Lifestyle, the space brings together expert stylists, a relaxed sense of luxury, and a shared love of beauty and sustainability.

There’s a Colour Bar centrepiece, a dedicated barber section, and even a spa-like area — a more private and restorative space for hair treatments. It’s been open since 2022, so if you’re a Londoner, you’ve probably walked past it (perhaps without realising what’s inside).

From Keune, with care: Discover the relaunched Care collection

Keune has five key collections, but its Care line represents the brand’s commitment to genuine hair and scalp health. Developed with professional expertise and scientific precision, the range focuses on strengthening hair from within while maintaining the scalp’s natural balance.

Recently relaunched as Next Generation Haircare, it combines advanced formulations with a more personalised approach, allowing stylists and clients to tailor routines to individual needs.

The collection features 15 targeted systems, each addressing a distinct concern. Absolute Volume builds fullness in fine hair, Long & Strong supports growth and strength, and Color Brillianz preserves tone and vibrancy in colour-treated hair. For those focused on purification or comfort, Perfect Clarity and Scalp Sensitive deliver effective scalp care, while Velvet Smooth refines texture and Silver Savior neutralises unwanted tones.

Together, the Care collection comprises more than 50 professional products – from cleansers and conditioners to intensive masks and treatments – each designed to deliver visible results while supporting long-term hair and scalp health.

The new Keune Long & Strong routine

Out of all the routines within the Care line, Long & Strong is one of the most interesting new additions. It meets a familiar brief: hair that sheds more than you’d like, snaps before it reaches the length you want, or feels thinner after repeated colouring or heat styling. Think of it as a hybrid scalp-plus-strand system that tackles the root cause – pun intended.

The formula combines Marine Density Infusion, which reinforces hair-fibre strength; biomimetic peptides, which mimic the body’s growth signals; and Centella Asiatica, a calming botanical extract borrowed from skincare to keep the scalp balanced.

Together, they target the roots as much as the ends, because resilience starts where the hair grows. In Keune’s own testing, 94% of users reported less hair loss after 60 days – impressive for a strengthening range.

But more importantly, the products feel different.

Long & Strong doesn’t behave like the usual “repair” lines that rely on heavy conditioners and silicone gloss. The shampoo has a fine, almost weightless texture; it creates a clean, gentle lather that rinses out fast. The conditioner is richer than you’d expect from a pro line but doesn’t flatten the hair. It smooths rough ends and adds a hint of weight in the best way — enough to calm frizz without dulling movement.

The serum is a standout: clear, fast-absorbing, and slightly cool on application. Used daily, it gives the scalp a calm, refreshed feel, and over time, it’s meant to reduce breakage and shedding (though we didn’t test it long enough to confirm that).

The collection includes:

• Long & Strong Shampoo (300ml), £28.45
• Long & Strong Conditioner (80 ml or 250 ml), £28.45
• Long & Strong Treatment (100 ml), £28.45
• Long & Strong Serum (100 ml), £35.45

You can also get the shampoo and conditioner duo for £55.90. All the products are available via the website and through Keune partner salons as well.

If you’re London-based, you can also book a treatment or blow-dry at The House of Keune by Bloom – and if you do, there’s a good chance it’ll quickly replace your current hairdresser.

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