Our Story
Developed and made in New Zealand for women who've tried everything else - and still couldn't find products made with their hair in mind.
I spent years refusing to accept that flat, lifeless hair was just something I had to live with.
I tried everything: volumising products that left my hair crunchy, thickening sprays that weighed my hair down, extensions that ruined my own strands.
So I decided to build something that actually worked.
When I started spending time in online communities for women with fine and thin hair, I found thousands of women describing the exact same experience. The same frustrations. The same endless product rotation. The same quiet self-consciousness that comes from a bad hair day that happens every day.
It confirmed what I already suspected: this wasn't a niche problem. It was an incredibly common one. And the beauty industry wasn't solving it well enough.
That's when FINNE became less about my hair, and more about theirs.
I partnered with an experienced cosmetic chemist and gave ourselves one rule: every ingredient had to earn its place. No fillers. No shortcuts. No compromises for cost.
It took one year and twelve iterations. Before we chose a single ingredient, we mapped the most common frustrations women with fine and flat hair experience - then built the formula around solving each one.
Hair looks flat because the strands sit too close together.
When fine strands clump together, hair loses all sense of body and movement. It looks thin not because there's less of it - but because it behaves as though there is.
Creates space between individual strands so hair moves freely, and looks and feels fuller.*
Hair gets oily fast - so you end up washing it every day.
Fine hair has a double disadvantage: each strand is thinner, and there are often fewer of them. That means less hair tissue to be coated by the scalp's natural sebum, so oil becomes visible on the hair much faster than it would on thicker or coarser hair.
A scalp that's balanced and energised. Our shampoo uses a concentrated yet gentle cleanser blend to remove buildup without stripping - paired with ingredients that may help optimise oil production over time, so you can go longer between washes.*
Each strand of fine hair is physically thinner - which can exacerbate the flatness.
Fine hair isn't just about having less of it - each individual strand is narrower in diameter, which means less structural weight, less lift, and less natural body. Finer fibres can lie flat against each other with nothing to create separation or volume.
Temporarily increases the diameter of each hair strand* - so strands have more physical presence, more body, and more natural lift from root to tip. Our condtioner's unique combination of proteins and algae extracts may also contribute to damage repair over time.*
Fine hair is too soft and silky to hold any style.
Volume products grip coarser hair easily. Fine hair, being naturally smooth, gives them nothing to hold onto - so styles collapse within hours, no matter how much product you use.
Touchable texture and subtle hold woven into your wash routine, before you even reach for a styling product.
"As someone who has struggled with thin and greasy hair my entire life, finally I have found a product for me! My hair has more volume and there is no grease by the end of the day! Thank you for creating this, the shampoo and conditioner we have all been waiting for!"
Katie, Verified CustomerMade in New Zealand. Free from sulfates and silicones. Formulated for hair that deserves more than it's been given.
* Claims refer to the performance of individual active ingredients as provided by their respective suppliers. These claims are not representative of the finished FINNE product, which has not been independently clinically tested.
But the right products can unlock its best version. Every formula is intentional. Every ingredient is chosen for a reason. And every woman who tells us her hair finally feels like hers again is exactly why we do this.
Start with the Volumising Duo - formulated specifically for fine, flat and easily weighed-down hair.
Shop the Duo
