2002
Launched So Pure home-care range, perfect for the ingredient conscious client. In 2024, So Pure renewed its conscious journey as sustainable, vegan, refill-concept range.
2005
The Keune Foundation is established to assist families who have a child diagnosed with life threatening conditions.
2012
The professional colour portfolio diversifies as we introduced our ammonia free permanent range, So Pure Color.
2017
1922 by JM Keune was launched- a professional and retail range for men.
2019
We added a splash of colour to the scene with the launch of the Color Chameleon line. A range of long lasting and intermixable direct colour pigments for hair artists to unleash their creativity.
2022
Celebrated 100 years. We expanded our initiative to include donating 10c from every Semi tube to The Keune Foundation.
2023
Keune joins the group of 6,500 companies around the world that lead a global movement for a fair, sustainable, and regenerative economy.
2024
Marked the year with the launch of exclusive products, a refreshed sustainable So Pure and Ultimate Blonde range. We closed the year in style- literally, with the relaunch of new Style, our high-performance styling collection.
2025
We celebrated our 30th anniversary— a significant milestone that reflects three decades of dedication, growth, and success. This achievement honors the hard work of our team, the loyalty of our clients, and the strong partnerships we’ ve built along the way.
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