In 1999, the entrepreneurial Wikström family began researching and blending ingredients for hair care products in a garage in the south of Sweden. Inspired by founder Ann's great-grandmother, Maria Nila, who showed great respect for the planet and animals, our philosophy of offering vegan and kind beauty products to the world was born.
Today, Maria Nila has left the garage and can now be found in over 45 countries on 3 continents. We are proud to still be a family business - now with a larger family that is constantly growing. Together we are working to advance the vision of leading sustainable beauty and moving the industry in the right direction.
With our history and vision, we want to continue to provide the world with professional beauty products in a friendly, curious and honest way. We do this by developing 100% vegan products with color-protecting formulas and using CO₂-compensated packaging.
As the journey to a kinder world can only be undertaken together with our community, we promote our values in everything we do - to be friendly, stay curious and act honestly.
Be friendly.
Animals should not be part of human vanity. That's why we choose to be friendly - for your hair, for the animals and for the environment. We've made the choice easy for you by developing products with thoughtful ingredients that protect and care for your hair. Kindness doesn't stop with our products, we also care about the world around us and are involved in projects around the world through our charity initiative 'The Friendly Year'.
Stay curious.
In the ever-changing beauty world, we believe we can make a change for the better. For us, that means adapting, exploring the unknown and letting innovation and playfulness lead the way, like when we decided to launch a completely vegan hair wax range. Some have called us crazy, but after a lot of time, energy and different formulations, we launched Maria Nila Minerals - the world's first professional 100% vegan hair wax range.
Act honest.
We believe that honesty and transparency are key to ensuring that our community can rely on the performance, quality and promises of our products. Our active work for a kinder future is also guaranteed by PETA, The Leaping Bunny, Vegan Society and Plan Vivo, who have all certified our products.
