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NEWSHA tells the story of pride and ideals; it’s the story of a small, closely-knit circle’s secret treasure, of a private dream shared worldwide by numerous hair specialist. In 2010, an international group of hairdressers came together as friends to launch their first small and privately produced productions series of their high end professional products. At first, they kept those products to themselves; they were only used by the hairdressers themselves or by their close friends. But these products turned out to be first-class – products, that combine high quality and exclusivity. For months, these nameless pots and bottles were flown around the world by this close-knit circle, serving as the hairdressers’ secret companion when in action. At first, it seemed like a dream that these stylists had realised together for themselves. In fact, though, they had created a true gem: products with precious natural ingredients that had been developed by professional hair specialists and their gained experiences and demands. From then on, these idealists developed a sophisticated and polished product collection, while constantly having in mind their belief in both the quality and the best possible performance of each product – from shampoo to oil – without making compromises. Pure luxury for your hair.