AT FABRIQ HAIR, WE ARE FIRM BELIEVERS IN THE VALUE OF TRUE PARTNERSHIPS. WE ARE COMMITTED TO SUPPORTING THE PROFESSIONAL HAIR INDUSTRY BY ENSURING OUR PRODUCTS ARE EXCLUSIVELY AVAILABLE THROUGH SALONS, HAIRDRESSERS, AND AUTHORISED DISTRIBUTORS.
In an era where many competitors, including some industry giants, are selling their products at discounted prices online, we choose to take a different path — one that champions the professionals who make our brand possible.
Protecting the professional relationship
One of the most disheartening trends in recent years is the growing tendency for brands to undercut the very professionals who promote their products. More and more, we hear stories of clients sitting in salon chairs, looking up products online and finding them at a lower price than what their trusted hairdresser can offer. This undermines the professional recommendation, the salon experience, and the integrity of the stylist-client relationship.
At Fabriq Hair, we believe that this is not only unfair but unsustainable.
Hairdressers invest time, energy, and expertise in recommending products that
will genuinely benefit their clients. When those same products are available at a
discounted price online, it erodes the trust that hairdressers work hard to build with
their clients.
Why we don’t sell discounted products online
Unlike some of our competitors, we refuse to sell our products at discounted prices online.The moment a brand becomes widely available at reduced rates on third-party platforms, it loses its exclusivity and its professional focus. We recognise that salons are the backbone of our industry, and it is the skill and knowledge of hairdressers that give our products their credibility.
By keeping our products in the hands of professionals, we ensure that clients
receive expert advice on which products will work best for their specific hair type and
condition and it ensures that the financial exchange takes place in the hands of
hair professionals not third parties. Professional and personal advice cannot be
replicated through an online transaction - clients deserve to have their products
recommended and explained by someone who understands their individual needs,
and that’s exactly what a salon environment provides. Our haircare professionals
deserve not to get undercut.
Celebrating our partners
At Fabriq Hair, we celebrate the opportunities we have to work alongside talented hairdressers, salons, and distributors. Without these professionals, our products wouldn’t have the same impact or reach. We are proud to support them in their craft and to ensure that they remain the go-to experts for their clients’ haircare needs.
We understand that hairdressers don’t just sell products—they provide an experience. From the moment a client walks through the door, it’s about creating trust, delivering exceptional service, and offering expert advice. Selling products at discounted prices online completely disregards the value of this relationship. We choose to support, not compete with, the professionals who help build our brand.
A different path
We’re aware that in today’s market, many brands have shifted towards mass online sales, often at the expense of their professional clientele. Brands that were once “pro-only”—meaning their products were exclusively available through salons or their own websites—are now easily found at discounted rates online, sold cheaper than salons can afford to offer, cutting them out of the exchange. At Fabriq Hair, we have made a conscious decision to resist this trend.
Our commitment is simple: we are ‘Pro for Pros.’ We will continue to value and protect the professionals who bring our products to life. By maintaining the integrity of our distribution, we ensure that hairdressers and salons remain the trusted experts in haircare, and that clients can continue to rely on them for personalised, professional advice.
We believe this is the only sustainable way forward for a healthy, thriving professional hair industry—one where salons, hairdressers, and clients all benefit.
"We’ve been huge fans of Fabriq (previously KeraStraight) since the start, but this new Enhanced Formula Reset takes it to a whole new level. This really is about giving our clients their best ever hair. In a time when everything seems to have been done, this is truly exciting."
Sally Brooks, 3 x British Hairdresser of the Year & Fabriq Global Ambassador