It takes courage to experiment with hair. In 1922, Jan Keune was an Amsterdam pharmacist fascinated by curls. Methods then included high heat and gas flames. So Jan experimented until he invented a liquid perm formula – a big hit with the ladies and the first Dutch product to conquer the world. Farewell pharmacy. Hello Keune Haircosmetics. Introducing the new… As big hair became fashionable, Jan introduced hairspray and a cold perm formula. Then he launched hairspray in a “new” aerosol can – just press and spray! Hair gel was his next innovation. And later, Jan’s son George introduced mousse – preferring this French word to the English “foam”. George Junior brought us Tinta Color, a global success story.