During a visit to a café in Munich, they noticed a woman who was brushing her hair in public. This is not something one does in polite society, especially in Germany. They took this as the first insight to create a brand that will disrupt preconceived beauty etiquettes and instead give a fashionable and new experience to hair care.
But they were missing that one unique twist.
At the time, both suffered from constant migraines. After a visit with a wellness coach, they were recommended to go through a scalp massage based on traditional Chinese techniques. It worked. She also taught them the fundamentals of clean and natural ingredients.
This wellness coach gave them the final piece of the puzzle to create a holistic brand that balanced innovation, high-performance with clean beauty.
All of their learnings, in combination, gave birth to their first product: the ikoo brush.