10 years ago, Craig and Anthony were looking for an ethical brand.

“The perfect product at the right time”. That’s how Craig Rucastle, head distributor for NATULIQUE in the UK, recalls the early beginnings of this partnership.

Luckily, they found NATULIQUE. A professional salon brand with ethical standards on a level they had never seen before. It was a perfect match with their own personal values.

At this point in time, the salon industry was starting to wonder about the effects of ammonia, PPD and parabens. Nobody really knew about the consequences of using these ingredients. Yet.

Craig remembers: “We were starting to talk about PPD-free, or low levels of PPD, no ammonia, no parabens – all the amazing things we still talk about today and this was a long time ago before people really knew what parabens really were, before we even completely understood how important it was and is to do these things”.

man in salon

But starting up a new business was hard. The first month, the turnover was £7,95. “Full of enthusiasm, we did a bunch of research and we hit the ground running… and it was really hard”, Craig recalls. “We sold one tube of colour, and needless to say it didn’t bode well for the future”.

But suddenly it all turned. More and more NATULIQUE products were coming out in the UK, and the response from the salons and their clients was amazing.

Today, their business continues to grow, and they can proudly present their NATULIQUE UK Earth Salon. An all-natural and ethical salon concept.

Their story is a great example of how passion and a belief for change will lead to success.

Since then we have had many trials and errors, many lessons to learn and successes to celebrate. And if those 10 years of NATULIQUE in the UK have taught us anything, it’s the following four principles.

#1 The Importance of Constant Education and Further Training in a Dynamic and Evolving Industry
#2 Keep Striving for Higher Standards of Sustainability
#3 The Importance of and Ways to protect the Salon Environment
#4 Community Pushes Innovation and Creativity

#1 The Importance of Education and Training in a Dynamic Industry


Our experience through many years in the industry has taught us the importance of staying educated. To keep up with new trends, or to use old techniques in new and innovative ways.

We offer our own training events on all levels, all around the world, to help our hairdressing familiy use the NATULIQUE Natural Colours in the best and most creative ways.

Our passion for education has also resulted in our online learning platform NATULIQUE Academy. Here, all hair professionals can sign up and participate in trainings on different topics.

#2 Higher Standards for Sustainability 

One important philosophy that sets us apart from other brands in the hair care industry, is our constant strive for sustainability.

A milestone in this pursuit is the opening of our very first sustainable concept salon. Ruby Byrne’s salon, “Ruby B”,  became the official NATULIQUE Earth Salon.

Ruby Byrne’s salon is not only the new standard for how we want to bring our philosophy closer to our clients and partners, but also that this outstanding salon becomes our UK flagship.

Tony, Ruby’s father, recalls when it was finally time to launch the big business idea: “We are so proud of it. The idea is to grow it more next year and the year after and get maybe 20-25 Earth Salons around the UK. NATULIQUE is on another level for ethics and the planet itself and […] I do believe it.

And so do we! A second Earth Salon has already been opened in the UK, and we hope to add many more to that list. They are a statement for sustainable initiatives everywhere, and we couldn’t be more proud.

#3 The Importance of Protecting the Salon Environment

Salons are a hairdressers second home. It’s not only your skills that determine how well you can perform your craft, but also the environment you work in has a crucial influence.

Over the years, we have learned more about salon pollution, and how it affects hairdressers and clients. We have learned that there are many things hairdressers can do to reduce waste, save water and be more environmentally friendly.

We learned about easy ways to recycle in a salon  and new and innovative ways to modernise your salon to put less of a burden on our planet. And it was our hairdressers that were front runners in asking, learning and adapting. 

Your salon environment affects the experiences clients have when they visit, it affects your mood and energy, but most importantly your health. NATULIQUE was built on the foundation of wanting to do better for the planet as well as ourselves.

So that in taking better care of our earth, we’d take better care of ourselves.

This is something we didn’t just discover over the course of 10 years, but something we are continuously trying to master!

#4 Community Pushes Innovation and Creativity


Our NATULIQUE family is full of talented hair professionals with great ideas and a passion for sharing. As a brand we try to facilitate the relations between our hairdressers, so that they can benefit from each other and build connections.

We do this because we know how important the social aspect is in our industry. Because connecting with people, sharing ideas and memories separates services from experiences and partners from family. 

Over the past ten years, the successes of the events we have hosted is a testament to the fact that community pushes innovation and creativity every time.

“Our clients really love doing it. Coming on board, preparing models, going to the shows, sharing ideas… and that’s what it’s about – sharing ideas”, says Tony.

The Innovation Awards have been a major success and yearly highlight since 2013. We have learned to build NATULIQUE around what our hairdressers need and want, and we strive to make life easier and working conditions better for each and every one of you.