It was in 2014, driving to our house outside New York, that the discussion began.
"With all the haircare products available on the market, why are so many people still so unhappy with the way their hair feels and performs?"
With our background - David as an international hairstyling artist/educator and Anders' long history of brand development and entrepreneurship - the natural conclusion was to start our own hair care brand.
We both felt that the consumer was ready for a new experience, something better than what had become expected. But what could we do that was meaningful and new? We knew that it had to be about real personalization and high-quality ingredients.
The solution was simple: to form a truly modular line, where the user has the tools and the knowledge to completely combine and blend the products to create exactly the result that she or he wants that day.
The path to the solution was less simple. Our demands on ingredients and original formulas were challenging, and so was the fact that nobody had ever created modular hair care products - made to be blended in the hand by the user - before. It took us three years and three labs in Italy, USA and Sweden before could finally create products that we were happy with.
We launched the first five products in the Martinsson King system shortly before the beginning of 2018. Our goal is still to completely re-invent hair care as we know it. No more bad hair days!
David & Anders
is a fashion hair stylist with more than twenty years of international experience. His work has been published in Elle, Marie Claire, GQ and Vogue. He has been Executive Producer and Creative Ambassador with boutique hair care companies Kevin Murphy and Davines, worked with many celebrities like Linda Evangelista, Elle MacPherson and Heidi Klum, and featured on teams at prestigious runway shows for design houses like Versace, Alexander McQueen and Tom Ford in New York, Paris & Milan.
is an entrepreneur and business developer, helping global companies transform in a world changed by new technology and digital media. Clients include IKEA, Johnson & Johnson, Nielsen, Nike, Mindshare and Publicis. He led Scandinavia’s largest business incubator, Minc, and built up US operations for Swedish education company Hyper Island.