STAUNCH - Sarah’s Journey: Redefining Textured Haircare

Sarah Åsard has always believed that textured hair is something to be celebrated, not controlled. For over seven years she dedicated herself to creating products that truly care for textured hair, not just style it. From the salon chair to endless product trials, she mixed, tested, learned, and listened, determined to change the textured haircare industry from the inside out.

Seven years of trial, feedback, and unwavering dedication led her to something special: a line of products that meet textured hair where it is, and help it become the best version of itself.

Instead of following industry norms focused on curl types, Sarah chose a different path, one guided by porosity, understanding how hair absorbs, holds, and responds to moisture. That insight became the foundation of every Staunch formula. 

Performance isn’t enough, hair health is one of Sarah’s top priorities. Each product is packed with ingredients that perform, protect, and restore, never those that dry out or damage. Every choice is intentional, guided by care and expertise built over two decades behind the chair.

Today, Sarah’s products are more than just hair care, they’re a celebration of textured hair in all its forms. Rooted in science, guided by passion, and powered by nature. 

Sarah Åsard´s hair care brand STAUNCH launched on the 29th September. We celebrated the launch with an evening event in the salon where we invited our lovely customers. STAUNCH is now available at STAUNCHHAIR.COM  and in the salon URBAN HAIR in Stockholm.