If you've opened a Keune order lately and thought "wait, this isn't the bottle I ordered" — you're not alone. Over 2025–2026 Keune Haircosmetics has been rolling out the biggest visual overhaul in the brand's 100-year history, touching Care, Styling and the Tinta color family. Here's what actually changed, what didn't, and what it means when you restock.

The short version

• Care was relaunched with a clean "modern apothecary" look — matte, muted tones, minimal labels — and reorganized into 15+ concern-based routines.
• Styling got the same design language and was regrouped by function (prep, volume, smooth, texture, set), with more vegan formulas and updated fragrances.
• Tinta & So Pure developers were unified into one black bottle back in 2023 — the first step of this rebrand. Tinta itself has since moved to more sustainable packaging and added new shades.
• Formulas were upgraded, not swapped. Several long-running products were renamed, so a "new" name on the shelf is often the product you already use.

1. Keune Care: from one-size-fits-all to prescribed routines

This is the heart of the rebrand. Keune went back to founder Jan Keune's pharmacy roots and rebuilt Care as a system of stylist-prescribed routines instead of a flat catalog. Each routine targets a specific hair or scalp concern:

• Vital Nutrition — dry, brittle, damaged hair
• Color Brillianz — anti-fade protection for color-treated hair
• Long & Strong — strengthening for growth
• Radiant Gloss — shine
• Velvet Smooth — anti-frizz
• Confident Curl — curl definition
• Absolute Volume — fine, flat hair
• Blonde Savior / Silver Savior — toning for blonde and grey
• Scalp Sensitive, Dandruff Detox, Sun Shield and more

The packaging now reads like a lab shelf: clean typography, muted bottle colors, and each routine clearly labeled by concern — much easier for clients to self-select at retail, and easier for you to build a take-home regimen in a sentence.

What's inside changed too. Keune describes the new formulas as combining ingredient technology (Nutri-Injection, Color Sealing Complex, essential minerals) with botanical extracts, with more emphasis on scalp health. Several staples were renamed and reformulated as part of this — which is why some SKUs now show up under a name you don't recognize.

2. Keune Styling: same performance, simpler map

Styling followed Care with the same apothecary design and a cleaner category structure. Products are grouped by what they do in the styling process rather than by product type, so building a look step-by-step is more intuitive. Many formulas are now vegan and cruelty-free, heat and bond protection was reinforced across the range, and the fragrances were refreshed. In mid-2026 Keune also added four new styling essentials — Golden Gloss, Air Flow, Sea Foam and Steel Lock.

3. Tinta & So Pure: the change you may have already noticed

Color pros saw the first sign of this rebrand back in 2023, when Keune merged the black Tinta developer and the green-and-white So Pure developer into a single black bottle labeled "TINTA color & SO PURE color" — same chemistry, one SKU. We covered that switch in detail here: Why Keune unified the Tinta and So Pure developer bottles. Since then Tinta has moved to more sustainable packaging and expanded its shade range, and So Pure's refill pouches (the matte olive-green ones) are part of the same sustainability push.

Why the rebrand? Three reasons Keune gives

1. Heritage — the apothecary look is a nod to the family's near-century in professional beauty and the brand's chemist founder.
2. Personalization — concern-based routines sell better at the front desk than a wall of similar bottles.
3. Sustainability — recyclable components, refill pouches, B-Corp certification and cruelty-free production across the line.

What this means when you order from MyBathandi

• You may receive old and new packaging in the same period. Distributors are selling through existing stock, so a mixed shipment is normal — it's the same Keune product from the same factory in the Netherlands.
• Check the concern, not just the name. If a product you used to order isn't listed, look for the routine that targets the same concern — it's usually the renamed successor.
• Developer is one bottle now. Tinta and So Pure use the same black developer — no need to stock two.
• Not sure which SKU replaced yours? Message us with the old product name and we'll point you to the current one.

Shop the new Keune range

• Keune Hair Color — full Tinta & So Pure range
• All Keune products
• Hair Care

MyBathandi ships professional Keune color and care across the US. Product information above is based on Keune's published brand materials; we don't provide application or formulation advice — please refer to the manufacturer's instructions and your professional training.