In a world flooded with haircare options, how do you choose a product that not only works but also aligns with your values? For those seeking clean, conscious, and high-performance beauty, REF Stockholm offers the perfect balance of nature and innovation.
Proudly distributed in Australia by Smiths Collective Brands, REF (short for Reference of Sweden) is a Scandinavian-born brand making waves in the clean beauty space. With sleek, minimalist packaging and powerful, results-driven formulas, REF offers something rare in the haircare industry: total transparency, undeniable performance, and deep respect for people and planet alike.
A Company with family heritage
REF has its origins from Stockholm in 2004. The founder, Jan Ernstberger was the owner of a successful chain of salons in Sweden. As a salon owner, he realised the importance of carrying products in the salons that were high performing and problem solving. Shelf space was limited in the salons and his insight was that many brands increased space in the shelves without adding a real value to the hairdresser. The idea was born to make an own brand with a concise inventory – only based on best-performing products. A brand that offers Swedish values, where nature meets science and is easy for both the hairdresser and the consumer to understand. This was the foundation that created REF.
Jan’s son, Edward Ernstberger joined the company in 2011 and took lead of the development that has come to be the REF brand we know today. Since 2019 – Edward is CEO of the group. “We have been a family company from the very beginning, with short lead times and few decision makers.
This makes us competitive because we can work fast and agile. Even though the organisation has increased over the years from 3 employees to 40 employees, we still run the company fast-moving. This is one of our core values and we look forward to Refine our journey even further with the vision to be the leading professional hair brand for professionals, by professionals.”
"With superior performance ingredients and formulas we truly allow REF to be a hairdresser's brand."
Edward Ernstberger, CEO
Conscious Beauty That Performs
At the core of REF Stockholm is a commitment to developing effective, ethical, and eco-friendly haircare solutions that cater to a wide range of hair types and needs. REF isn’t just jumping on the clean beauty bandwagon—they’re setting the standard. Every product is:
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100% Vegan
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Cruelty-Free
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Paraben-Free
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Sulphate-Free
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Colour-Safe
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Climate Compensated
This isn’t just about what they leave out—it’s about what they put in. REF blends organic botanical ingredients with scientifically advanced formulations, creating a line of haircare products that deliver salon-quality results without compromising on environmental or personal health standards.
Ingredients That Make a Difference
So what exactly goes into these powerhouse products? Let’s take a deeper look at some of REF’s star ingredients and how they support your hair health from root to tip.
Aloe Vera
Known for its cooling and calming properties, Aloe Vera is rich in vitamins A, C, and E, and it works wonders on irritated or dry scalps. Its natural enzymes gently exfoliate dead skin while providing hydration, helping to reduce dandruff and promote a healthier scalp environment.
Linseed (Flaxseed) Oil
One of nature’s best-kept secrets, Linseed Oil is high in omega-3 fatty acids, which strengthen hair follicles and reduce breakage. It also boosts elasticity and shine, making your hair not only healthier but also more vibrant and manageable.
Bergamot Oil
Extracted from the rind of the bergamot orange, this essential oil is a natural antiseptic and anti-fungal agent. It helps balance oil production on the scalp while adding a clean, refreshing scent that uplifts without overpowering.
Murumuru Butter
Harvested from the Amazon rainforest, Murumuru Butter is loaded with lauric acid, which penetrates the hair shaft to deeply moisturise and repair damaged strands. It’s especially beneficial for coarse, curly, or chemically treated hair.
Shea Butter
A beauty staple for centuries, Shea Butter is rich in essential fatty acids and vitamins. It acts as a natural emollient, sealing moisture into the hair and smoothing the cuticle to reduce frizz and flyaways. It also helps protect against environmental stressors like heat and pollution.
Tailored Haircare Solutions for Every Hair Type
REF Stockholm understands that haircare isn’t one-size-fits-all. That’s why their product range is designed to address specific concerns with targeted, specialised ingredients. Whether your hair is dry, flat, damaged, or just in need of a refresh, there’s a REF solution tailored to your needs.
REF Weightless Volume Shampoo
Best for: Fine, limp, or lifeless hair
This lightweight formula is a game changer for those struggling with flat roots and lacklustre strands. It contains:
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Grapefruit Oil – A natural cleanser that removes product build-up and enhances shine
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Jojoba Oil – Rich in vitamins E and B, it strengthens hair without weighing it down
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Hydrolysed Quinoa Protein – Helps retain colour and adds structure to hair shafts
The result? Bouncy, voluminous hair that feels clean and fresh without residue.
👉 Shop Weightless Volume Shampoo
REF Ultimate Repair Shampoo
Best for: Damaged, processed, or brittle hair
Give your hair a second chance with this restorative formula featuring:
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Murumuru Butter – Deeply nourishes and restores elasticity
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Linseed Oil – Strengthens from within to reduce breakage
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Hydrolysed Quinoa – Protects colour-treated hair and boosts resilience
Ideal for post-colouring, heat styling, or environmental damage, this shampoo brings life back to tired tresses.
👉 Shop Ultimate Repair Shampoo
REF Intense Hydrate Shampoo
Best for: Dry, frizzy, or coarse hair
This ultra-moisturising formula hydrates every strand using:
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Coconut Oil – A natural hydrator that penetrates deep into the hair shaft
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Bergamot Oil – Soothes the scalp and adds natural shine
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Hydrolysed Quinoa – Locks in colour and moisture
Say goodbye to dull, straw-like hair and hello to silky softness and lasting hydration.
👉 Shop Intense Hydrate Shampoo
A Commitment to Planet and People
REF Stockholm doesn’t just talk the talk—they walk the walk. Every product is climate-compensated, meaning the company actively offsets its carbon emissions through verified environmental projects. Packaging is thoughtfully designed to be recyclable and minimal, reducing unnecessary waste and plastic wherever possible.
In addition to their sustainability efforts, REF supports fair-trade sourcing for key ingredients and maintains ethical practices throughout the supply chain.
Scandinavian Simplicity Meets Global Consciousness
Born in Sweden—a country known for its progressive approach to wellness, sustainability, and design—REF blends Scandinavian simplicity with global responsibility. Their sleek, professional-grade products are trusted by stylists worldwide but accessible enough for everyday use at home.
You don’t need to sacrifice luxury for ethics, or performance for purity. With REF, you get the best of all worlds.
Available in Australia via Smiths Collective Brands
REF Stockholm’s full line of haircare products is available through Smiths Collective Brands, the official distributor for Australia. Whether you're a professional stylist looking for a salon-grade system or a conscious consumer seeking better choices, Smiths Collective makes it easy to explore REF's full range.
Final Thoughts: Why REF Deserves a Spot in Your Routine
Choosing REF Stockholm is about more than just buying shampoo—it's about investing in your health, your values, and the planet. With clean, effective ingredients, ethical sourcing, and advanced scientific formulation, REF proves that you don’t have to compromise to achieve salon-worthy results.
Whether you're looking to repair damage, add volume, or hydrate deeply, REF offers a luxurious yet responsible solution to every haircare challenge.
Make the REF-erence. Make the switch. Your hair—and the planet—will thank you.
