Dream Team

We hear from Hairdreams CMO Lisa Brandstetter on the brand’s exciting plans for the UK market

Hairdreams is turning its spotlight back on the UK – entering the post-Brexit, post-pandemic era with a sharpened strategy and an unwavering commitment to luxury hair solutions.

Lisa Brandstetter, Chief Marketing Officer at Hairdreams HAARHANDELS GMBH, exclusively shares why the moment is right for this renewed focus, the transformative power of perfect hair, and what makes Hairdreams unique.

HJ: Lisa, Hairdreams is turning its spotlight back on the UK market, why now?

Lisa Brandstetter: Navigating the challenges of Covid-19 and post-Brexit uncertainties posed significant hurdles for us. Adapting to these changed market conditions took time, and initially we weren’t fully focused on the UK. However, recent inquiries from top-tier salons highlighted renewed interest and opportunity. That prompted decisive action. We are establishing our own distribution structure and launching a local Hairdreams Academy. Our extensive market analysis also revealed a gap only Hairdreams can fill. Most suppliers stop at classic lengthening services; we go further. When a straightforward extension is no longer enough – think thinning crowns, genetic or medical hair loss, or other complex conditions – salons need a partner who can deliver. Hairdreams offers both an unparalleled standard portfolio and couture, tailor-made solutions: ready-to-wear toppers for partial coverage, advanced thickening systems, and bespoke pieces engineered strand by strand for the most challenging cases. In short, there is virtually no hair challenge we cannot solve. Post-Brexit, having our own UK distribution became essential, and we approach this endeavour with confidence, knowing we bring unmatched value.

HJ: What would you say sets the brand apart from others in the industry?

Lisa: “Feel the Difference” isn’t just a slogan – it’s the essence of Hairdreams. Our hair isn’t merely a luxury accessory; it’s the crown jewel that elevates a woman’s entire presence. Once applied, you don’t just feel it – you project it. That sensation extends beyond the hair itself to our commitment in education and support. Our partners feel the difference in the results they achieve with our comprehensive solutions. We offer the broadest system portfolio in the market – from Hair Extensions (Tapes, Wefts, Bonds, including our revolutionary LASERBEAMER® ULTRA system) to Hair Thickening Systems and our advanced Anti-Hair-Loss Treatment. Yet even that extensive range is only the beginning. When a client’s needs fall outside our standard assortment, we create fully tailor-made solutions – any colour blend, texture, length or attachment method, crafted to exact specifications. Today, a significant share of our global orders are these bespoke pieces, produced in close collaboration with our partner stylists. If a case is particularly challenging, our technical team steps in to co-design the perfect answer. Quite simply, there is nothing we cannot make. Every innovation, standard or custom, is developed, rigorously tested and perfected in our flagship stores spanning from L.A. to Las Vegas, Vienna and Singapore. This unique setup lets us trial new systems on real clients across diverse markets and needs. Products reach the market only when our salons confirm they are ready, drawing on the expertise reflected in more than 1,000 patents.

THE BLENDING PROCESS TO MIX THE COLOURS

THE METICULOUS SORTING PROCESS

ALL HAIR IS SORTED BY HAND FOR DIFFERENT LENGTHS

HJ: Why is education so important to Hairdreams?

Lisa: Exceptional hair is only half the equation. Hairdreams hair is a luxury material, and luxury must look – and feel – luxurious when it’s on a client’s head. That requires absolute mastery in application. When the finest hair, the most advanced systems, and perfectly trained stylists come together, the result is transformational for the woman wearing it and for the salon delivering it. That’s why education is woven into our brand’s DNA. Our academies don’t just teach “how to attach extensions.” They instil an eye for detail, the discipline of precision placement, and the artistry needed to customise every look. Courses range from essential foundation classes to specialist masterclasses that refine speed techniques, colour-blending and bespoke cutting for lengthening and thickening services. We limit participation to selected partner salons, ensuring an intimate setting where every stylist receives one-on-one coaching and leaves fully certified. The goal behind this investment is simple and ambitious: every woman should be able to wear the hair she has always dreamed of. Delivering on that vision demands three things – world-class hair quality, state-of-the-art application systems, and best-in class education. By providing all three, we give our partners the confidence to promise – and deliver – flawless results every single time.

HJ: Ethical sourcing is a growing concern. How does Hairdreams address this?

Lisa: At Hairdreams, true luxury has to feel good in every sense – ethically, socially and environmentally. Long before “ethical sourcing” became a trend, we established a documented Code of Ethics and full chain-of-custody tracking that any partner salon can audit. We buy only from consenting adult donors, pay a fair market price for every hair bundle, and never touch hair that comes from prisons, morgues, forced shaving or child labour. In fact, fewer than 30 percent of the hair we inspect are pristine enough to enter our European refinement process – quality control and ethics go hand in hand. Responsibility, however, doesn’t end with procurement.

EVERY HAIRDREAMS COLOUR IS A MIX OF AT LEAST 3 SHADES

MICROLINES TECHNOLOGY

HJ: What UK stylists are you looking to partner with?

Lisa: We’re looking for salon owners and stylists who share our values: commitment to excellence, love for transformation, and a willingness to go the extra mile for their clients. Hairdreams invests roughly three-times the effort that conventional suppliers do, starting with the meticulous hand-selection of each hair bundle, continuing through our proprietary refinement processes, and culminating in tailor-made education for every partner. That devotion to craft naturally translates into a price that is about double the market average, and we believe that is a fair exchange for true quality. Admission to our network is by application, not by open enrolment; we only accept salons that can demonstrate the same pursuit of perfection that defines Hairdreams. Our partners want to work with the best – and so do we.

HJ: How would you summarise the Hairdreams philosophy?

Lisa: Hairdreams is about making the extraordinary possible – with flawless hair quality, unmatched systems, deep professional support and a standard of excellence you can feel. From the moment a client runs her fingers through our silky 7-Star strands – still supple and vibrant after months of wear – she recognises the difference. For women who suffer from thinning hair, the return of density and volume can be lifechanging, and stylists tell us it’s profoundly moving to watch their clients’ confidence blossom. That same difference continues long after the appointment, sustained by the comprehensive guidance and after-care we provide. Quality is never an accident. Success is never an accident. Hairdreams - feel the difference is more than a phrase – it’s our promise.

Scan the QR code to find out more about how your salon can become an exclusive salon partner or visit www.hairdreams.com/en/help-service/