At EGO, we have always believed that great hair is built on two foundations: professional performance and long-term hair health. After careful research and reflection, we are proud to announce that we are transitioning our professional colour and care systems from milk_shake to REF Stockholm — a globally recognised Swedish brand built on the philosophy of Nature + Science.

Why We Chose REF

REF is a family-owned Swedish company known for its strong design heritage, sustainability focus, and commitment to professional performance. The brand is built around five core values: high-quality products, creativity and innovation, user friendliness, a global professional network, and sustainable & vegan principles.

Every REF product — across both care and professional segments — is 100% vegan and cruelty free. For us, this matters. Our clients increasingly want reassurance that the products used on their hair align with modern ethical standards without compromising on results. REF allows us to confidently deliver both.

Nature + Science: More Than a Slogan

REF’s philosophy of ‘Nature + Science’ means combining carefully selected organic ingredients with advanced cosmetic technology. Two signature systems run consistently through the range:

• Strengthening Quinoa Protein – a vegan protein derived from quinoa that mirrors the structure of hair’s natural keratin. It helps strengthen, repair, protect and add shine to the hair.
• Colour Preserve System – a blend including Sunflower Seed extract and a high-performing polymer that helps protect colour from UV rays and environmental stress, reducing fade and maintaining vibrancy.

Because these systems are included across the REF care range, every shampoo, conditioner and masque actively supports colour longevity and structural integrity — not just cleansing.

A Smarter, More Flexible Colour System

REF’s professional colour system is designed for modern salon work. The permanent colour range uses an international numbering system and offers 89 shades across 13 families, providing clarity and precision in formulation. Grey coverage protocols are clearly defined, including double-pigment .00 series shades designed for resistant grey hair.

The Soft Colour system offers an ammonia-free demi/semi-permanent option, ideal for toning, glossing, refreshing mid-lengths and ends, and blending grey with a softer line of demarcation. This allows us to customise services while maintaining hair integrity.

For blonding services, REF’s Blonde.ID system includes High-Lift and Balayage Bleach options, with up to 9+ levels of lift available. The Balayage Bleach features a thicker texture with added mineral clay for grip, allowing controlled freehand work — something our colour team values greatly.

Hair Health at the Core

Healthy hair is non-negotiable at EGO. REF’s formulations consistently include strengthening quinoa protein, protective conditioning elements, and clearly defined developer strengths — from 1.9% for gentle toning through to 12% for maximum lift — giving us greater control over the chemical impact of every service.

Additionally, the ProPlex bond-strengthening system supports the internal structure of the hair during colour and lightening services, helping maintain elasticity and strength.

What This Means for You

For our clients, this transition means:

• Vegan and cruelty-free colour and care throughout your entire salon experience
• Stronger focus on long-term hair integrity
• Improved colour longevity and vibrancy
• Advanced blonding and toning capabilities
• A simplified, intuitive styling system through REF’s Unique Number System

Most importantly, it means we are continuing to evolve. As a salon, we are committed to refining what we do — not changing for the sake of change, but upgrading when something genuinely aligns with our standards.

The Future of Colour at EGO

Our transition to REF represents more than a supplier change. It reflects who we are becoming as a salon — sustainability conscious, technically precise, and uncompromising in our pursuit of beautiful, healthy hair.

We’re excited for you to experience REF with us.