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About Rapunzel of Sweden

With over 15 years of expertise in high-quality hair extensions, we are a trusted brand for both individuals and professional hairdressers. Whether you’re looking for permanent or temporary hair extensions, premium hair care, or professional styling tools, we have everything you need to create your perfect look.​

At Rapunzel of Sweden, we make every day a great hair day!

The Story Behind Rapunzel of Sweden​

Our journey began in 2007 when Ida Backlund founded Rapunzel of Sweden with a clear vision: to provide high-quality, easy-to-use hair extensions for everyone. After cutting her hair short at a young age, she longed for long, voluminous hair again but struggled to find premium extensions that were accessible to the general public. She saw a gap in the market and set out to revolutionize the industry by offering top-quality DIY hair extensions combined with outstanding customer service.​

The Leader in Hair Extensions​

Today, Rapunzel of Sweden is one of Northern Europe’s leading hair extension brands, delivering to thousands of customers worldwide via rapunzelofsweden.com. Our award-winning brand is synonymous with quality, innovation, and expertise, with salons in Sweden and Finland, where our professionals help customers achieve their dream hair every day.​

Why Choose Rapunzel of Sweden?​

  • Premium-Quality Hair Extensions – 100% real human hair for a natural look & feel​

  • Permanent & Temporary Solutions – Tape-in, clip-in, keratin, wefts & more​

  • DIY-Friendly & Salon-Approved – Perfect DIY-application or professional use​

  • Expert Hair Care & Styling Tools – Everything you need for beautiful, long-lasting hair​

We never compromise on quality. Our mission is to empower you to transform your hair effortlessly with longer, thicker, and more voluminous locks—anytime, anywhere.​

Discover your dream hair today at Rapunzel of Sweden!​​

Our teams

A woman with long, flowing blonde hair extensions wearing a sleeveless white top gazes to the side against a plain background.
Person with long, straight dark hair extensions wearing a cream ribbed sweater and black pants, standing against a plain white background.
Woman with long, wavy blonde hair extensions wearing a white blouse and black vest, viewed from the side against a plain background.

Assortment​

Meet the experts that passionatley develops the Rapunzel of Sweden Offer​

At Rapunzel of Sweden, every product is created and developed by our in-house team of hair extension experts—passionate professionals dedicated to delivering the best in hair extensions and hair care. Whether you’re looking for long-term permanent extensions or clip-ins for a glamorous night out, our products are designed with hair extensions in mind.​

Our hair care line is specially formulated to prolong the lifespan of your extensions, enriched with active ingredients that truly work. Plus, every product is 100% vegan and cruelty-free, ensuring both premium quality and ethical beauty.​

Because your dream hair deserves the best—from the extensions themselves to the care they receive. ​

Customer service

Rapunzel’s Expert Customer Service – Here to Help You Get Your Dream Hair!​

Need help finding the perfect hair extensions? Our Customer Service Team is here to guide you! Whether you're unsure about the right color, length, or extension method, our experts—many with backgrounds as hairdressers, makeup artists, or beauty professionals—are ready to assist.​

We’re dedicated to solving all your hair-related needs, offering free, professional advice to help you achieve your dream hair with confidence. Don’t hesitate to reach out—we’re here to make your dream hair come true. ​

Get expert advice for free—contact us today!​

Content creation

Rapunzel’s In-House Content Team – Inspiring You 24/7​

At Rapunzel of Sweden, our in-house team of content creators produces nearly all of our content—designed to inspire, educate, and help you solve your hair challenges. From expert tips and styling guides to the latest hair trends, we’re here to bring you fresh inspiration 24/7 across all social media channels.​

Follow us for daily hair extension hacks, tutorials, and trend updates, and let us help you create your dream hair with confidence!​

Stay inspired — follow us on Social Media!​

Sales team

Rapunzel Sales Team – Bringing Dream Hair to Every Customer​

At Rapunzel of Sweden, our dedicated sales team works across all channels to make our premium hair extensions and hair care easily accessible—whether you’re shopping as a D2C customer or looking to partner with us as a B2B salon or retailer.​

We proudly serve customers through our own online store, major e-tailers, over 500 hair salons, and our four, very own Rapunzel Salons. For professional hairstylists and businesses, we offer exclusive B2B partnerships, providing high-quality products, expert knowledge, and tailored support to help salons and retailers grow.​

Interested in partnering with Rapunzel? ​

Let’s create dream hair transformations together!​

Our Product Philosophy​

At Rapunzel of Sweden, we are experts in DIY hair extensions, creating high-quality products that make it easy to achieve longer, thicker, and more voluminous hair. Every product in our range is designed specifically for hair extensions—but also suits anyone who wants to give their hair the best possible care.​

Two light green bottles labeled "Shampoo" and "Conditioner" with black caps, floating against a white background.

Hair Care & Styling Tools – All Designed for Extensions

Our vegan, cruelty-free haircare, proudly made in Sweden, is formulated with active ingredients to protect, nourish, and extend the lifespan of your hair extensions while keeping natural hair healthy and strong. From hydrating shampoos to repairing treatments, every formula ensures lasting shine and softness.​

Our heat styling tools are also tailored for extensions, featuring lower heat settings and longer barrels to prevent damage and create seamless styling results.​

Wavy hair extensions in three shades: blonde, auburn, and dark brown, arranged side by side, showcasing a smooth texture and glossy finish.

The Largest Selection of Hair Extensions in Europe​

As a leading brand in hair extensions, we offer the widest range in Europe, covering all methods, attachment types, lengths, and shades. Whether you’re looking for permanent extensions or clip-ins for special occasions, we have the perfect match for every hair goal—longer hair, fuller volume, or added thickness.​

At Rapunzel of Sweden, we make dream hair a reality—with products designed to keep your extensions looking beautiful, healthy, and long-lasting. ​

Ida Backlund

Ida Backlund – A Pioneering Female Entrepreneur

Ida Backlund is a trailblazing entrepreneur who revolutionized the beauty industry as the first to introduce hair extensions to the Nordic market. In 2007, at just 21 years old, she founded Rapunzel of Sweden, a company that quickly became a leader in high-quality hair extensions. Recognizing the potential of e-commerce early on, she built an innovative online business model, making Rapunzel one of the first beauty brands in the region to scale through digital channels.​

Her visionary leadership and determination paved the way for hundreds of thousands of customers worldwide, earning her recognition as one of Sweden’s most inspiring female founders. Today, Rapunzel of Sweden remains a global brand, and Ida continues to drive innovation through her investment ventures.​

As a female entrepreneur in a traditionally male-dominated space, Ida Backlund has not only built a business empire but also inspired a new generation of women to break barriers in business and e-commerce.​