About us

Our Origin

Phoenix Hair Products didn't start in a large office or factory, but simply in Esther 's hair salon. In 2019, she took the first step toward making her dream come true. A year later, in 2020, her son Robin joined her to take over the online side and further expand the brand.

(Photo: 0223, the area code for Anna Paulowna – where Phoenix originates)

Craftsmanship as a Basis

Esther has been working in hairdressing for almost 40 years, and during that time, she's used and tested a vast array of products. It was precisely this experience that inspired her to create her own line—one with products that combine only the best qualities and truly meet the needs of both her clients and herself.

(photo: Esther in her hair salon)

From Garden House to First Collection

Together with Robin , who embarked on this adventure with his fresh perspective and entrepreneurial spirit, Phoenix Hair Products was born. We started with one hair gel and one pomade. We did everything ourselves: developing and fine-tuning the formulas, packaging them in our garden shed, and personally delivering the first orders.

(Photo: First products from Phoenix)

Growth and Expansion

Slowly but surely, our collection grew. Within three years, we had about 10 products in our range, and orders kept increasing. In 2023, we took a major step: moving to our first office and warehouse in Anna Paulowna. Here, we were able to not only process more orders but also further expand our collection with bestsellers like Curl Foam and our new Volume Powder.

(Photo: signing of lease agreement for new workspace)

Tested in the Salon

What's really convenient for Phoenix is that all our products can be thoroughly tested at Esther 's salon, where she still works every day. This way, we know for sure that everything we bring to market actually works – for different hair types and styles.

(Picture: First official batch of Pomade received)

Today

Today, we process thousands of orders annually, boast a line of over 20 products, and thousands of customers in the Netherlands and Belgium rely on our quality. Yet, we remain close to our roots: Esther , who brings new ideas to the table with her experience, and Robin , who works daily to grow our brand.

(photo: Robin & Esther)

Our Vision

Phoenix is more than a product line. It's our story of hard work, chasing dreams, and building together. We want to become a leading indie brand in the Netherlands, not just for the short term, but for the long term. And in everything we do, the customer is at the heart of everything we do – with high-quality products, personalized service, and always a little extra attention.

(photo: Robin & Esther)