One of the most disheartening trends in recent years is the growing tendency for brands to undercut the very professionals who promote their products. More and more, we hear stories of clients sitting in salon chairs, looking up products online and finding them at a lower price than what their trusted hairdresser can offer. This undermines the professional recommendation, the salon experience, and the integrity of the stylist-client relationship.

At Innoluxe, we believe that this is not only unfair but unsustainable. Hairdressers invest time, energy, and expertise in recommending products that will genuinely benefit their clients. When those same products are available at
a discounted price online, it erodes the trust that hairdressers work hard to build with their clients.

We’re aware that in today’s market, many brands have shifted towards mass online sales, often at the expense of their professional clientele. Brands that were once “pro-only”—meaning their products were exclusively available through salons or their own websites—are now easily found at discounted rates online, sold cheaper than salons can afford to offer, cutting them out of the exchange. At Innoluxe, we have made a conscious decision to resist this trend.

Our commitment is simple: we are ‘Pro for Pros.’ We will continue to value and protect the professionals who bring our products to life. By maintaining the integrity of our distribution, we ensure that hairdressers and salons remain the trusted experts in haircare, and that clients can continue to rely on them for personalised, professional advice.

We believe this is the only sustainable way forward for a healthy, thriving professional hair industry—one where salons, hairdressers, and clients all benefit.