An innovative Swedish brand aiming to communicate their concept of natural beauty around the world.

Natural Beauty is what guides everything they do. In the sense of simplicity, sustainability and quality. Natural Beauty in terms of embracing all the world’s diverse people, culture and ethnical backgrounds.

REF believes in making Natural Beauty by Swedish standards accessible to everyone, anywhere.

David and Alexis Thurston, creators of nationally recognized brands Butterfly Loft and Butterfly Circus, are the architects behind Pulp Riot, an innovative new hair color company that empowers stylists to think of themselves as artists while providing them with superior paint to create their masterpieces.