Olivia Garden Strengthens Professional Leadership with Launch of Consumer Brand “Olivia Garden Club”

Olivia Garden Europe is taking a decisive step to strengthen its position in the professional hairdressing industry: the company is expanding its brand ecosystem with the launch of Olivia Garden Club, a dedicated consumer brand. At the same time Olivia Garden is reinforcing its unwavering commitment to the professional segment.

At its core, Olivia Garden remains guided by one mission:
Empowering Hairdressers. Creating Beauty.

The introduction of Olivia Garden Club is a strategic move to actively lead a market in which professional tools increasingly shape beauty culture beyond the salon. “Professional tools no longer exist only in the salon. They influence how consumers experience haircare and styling every day,” says General Manager André Harms. “As a leading professional brand, we take ownership of that presence and define it on our own terms.”

Introducing Olivia Garden Club

With Olivia Garden Club, the company establishes a clearly defined consumer brand designed for End-consumer usage, home hair routines and beauty and lifestyle experiences. The brand will initially be available online through selected Lifestyle Retailers across Europe, ensuring a controlled and focused market entry. “Olivia Garden Club is created for the consumer’s everyday beauty routine at home,” explains Millie Rolin, Market Place Manager at Olivia Garden Europe or André Harms, General Manager. “It brings the spirit of professional haircare into a lifestyle context, while clearly remaining distinct from our professional offering.” Olivia Garden Club operates independently, with its own positioning and communication.

Professional First

The professional segment remains the foundation of Olivia Garden’s business and its future. “All our innovation, development and education start in the salon,” the General Manager continues. “The professional hairdresser remains the centre of everything we do. That will not change.” The new brand structure is designed to protect and strengthen this foundation. Olivia Garden Europe remains the master brand for the salon and hairdressing professionals while Olivia Garden Club focuses on consumers who value a high-quality beauty experience and appreciate the professional heritage of a brand.

Olivia Garden Europe stylist engages client, showcasing pro tools and personalized care in a bright, inviting salon setting.

Hairstylist uses Olivia Garden pro tools to blow-dry bright pink hair, inspiring chic holiday looks and modern styling ideas.

Showcasing Olivia Garden round brush in action—smooth blowout, happy client, and modern salon for hairdressing inspiration.

A Clear Structure. A Stronger Brand.

By introducing Olivia Garden Club, the company actively shapes how its brand is perceived across all touchpoints. The introduction of a dedicated consumer brand creates clarity across the entire ecosystem: for hairdressers, distributors and partners alike. “We believe in clear roles and clear standards,” explains Market Place Manager Millie Rolin. “Separation creates focus. And focus protects value.”

This structured approach ensures that professional products remain distinct in performance, purpose and positioning.

Leading the Industry Forward

With this step, Olivia Garden reinforces its role as a forward-thinking, professional brand that actively shapes the future of the industry.

“We are not following the market. We are leading it,” concludes André Harms, the General Manager. “We expand our presence to strengthen our professional leadership. That is our direction.”