ABOUT ME

Louise King, an ethical entrepreneur, combines her passion for herbalism with her technical expertise in hairdressing to bring something fresh and natural to the beauty market. Standing up to the big brands, Louise has launched Wilderness, a testament to her mission-driven approach and dedication to sustainability.

Foraging, fermenting, and harnessing the power of nature, Louise King is committed to offering consumers choices. Her transparency and commitment to natural ingredients are rooted in the wisdom of her straight-talking grandmother, who nurtured Louise’s intuitive understanding of herbalism.

With a career spanning over 20 years, Louise founded her renowned salon group, Wilderness Hair, the inception of which emerged from a journey of self-healing.

As the founder and artistic director, Louise discovered her path to holistic hairdressing two decades ago. She recognised the wastefulness and toxicity in the hairdressing industry and set out to combat these problems while offering clients unparalleled results. ‘I threw myself into understanding the ingredients and formation of product development. I was astounded at how the chemicals used impacted the individual's well-being - purely for the financial gain of big corporations.’

From here, Louise set about creating the Wilderness haircare range. ‘I’m determined to offer and teach consumers non-toxic, vegan-friendly hair products that provide the same, or better results without the potential dangers involved. The chemicals used in traditional products seep into the scalp and can contribute to life-threatening illnesses. Wilderness products are made from natural, foraged, and fermented ingredients meaning that for all live stages and situations, consumers have a choice to choose better.’

Louise King’s journey is a blend of tradition and innovation, driven by a profound respect for nature and a commitment to ethical beauty practices. Wilderness offers a refreshing, natural alternative in the haircare industry, empowering clients to make conscious choices for their hair and the environment.