Timotei is an iconic, naturally inspired haircare brand originally established in Sweden in the 1970s. Built on a philosophy of “gentleness,” the brand’s name is derived from Timothy grass (timotei in Finnish), which was the key active ingredient in its first shampoo. Today, the brand is owned by the private equity firm Yellow Wood Partners under the Elida Beauty group, following its sale by Unilever in late 2023.

Brand History and Heritage

Founding and Expansion:
Timotei was conceived by Lintas Helsinki in Finland but achieved its first major success when launched in Sweden in the 1970s. It expanded globally in the 1980s, famously launching in the UK in 1983 with the tagline, “So mild you can wash your hair as often as you like”.

Iconic Imagery:
The brand became well-known for its “Timotei girl” commercials, featuring a model with long blonde hair in natural settings like meadows or waterfalls.

Corporate Ownership:
For decades, Timotei was a staple in the Unilever portfolio. In 2021, Unilever moved it into a standalone entity called Elida Beauty to focus on higher-growth brands. In December 2023, Elida Beauty (including Timotei) was sold to the private equity fund Yellow Wood Partners.

Product Philosophy and Formulation

Timotei focuses on harnessing the purity of nature to enhance the natural beauty of hair.

Natural Ingredients:
Modern formulations emphasize plant-based extracts such as green tea, almond oil, avocado oil, coconut milk, and aloe vera.

Clean Beauty Standards:
The brand has moved toward “cleaner” formulas, with many products containing 93% to 95% naturally derived ingredients.

“Free-From” Formulas:
Most ranges are formulated without silicones, parabens, sulphates, or artificial colorants to maintain natural hair volume and health.

Product Portfolio

Timotei offers a wide range of products tailored to different hair types and scalp needs:

Shampoos & Conditioners:
Targeted solutions for normal, oily, dry, or damaged hair.

Color-Specific Care:
Products designed for specific hair colors, such as “Golden Highlights” with chamomile for blonde hair and “Natural Reflections” with henna for brown hair.

Scalp Care:
Recent innovations include a dedicated scalp care routine and anti-dandruff solutions designed to soothe and protect the scalp.

Specialty Items:
The range also includes hair masks (such as 3-in-1 treatments) and dry shampoos.

Sustainability and Packaging

The brand maintains an eco-conscious heritage with several environmental commitments:

Recycled Materials:
Bottles for shampoos and conditioners are made from 100% recycled plastic and are 100% recyclable.

Ethical Sourcing:
Where possible, Timotei integrates natural extracts sourced from organic farming.