Enjoy free shipping on purchases over €150!
Interview with Ida Backlund
From late nights on the living room floor to an international success story. Rapunzel founder Ida Backlund opens up about the chaos, the mistakes, the drive and the moments that changed everything. A personal journey about entrepreneurship, courage, and why hair is about so much more than the way you look.
What did a typical workday look like in the early days when Rapunzel was just starting out?
In the beginning, there was really no such thing as a "typical workday". I did everything: packed orders on the living room floor, answered customer emails, built the webshop, tested hair, photographed products and tried to figure out how to actually run a business, all at the same time. It was complete chaos, but also filled with energy. I lived and breathed Rapunzel from morning to night.
What was the first thing you bought for the company that you today think: "Wow, that was a great investment"?
The very first thing I bought was professional quality hair directly from the factories. It felt like a huge risk at the time. I really put everything on the line. But it became the foundation of the entire brand. The quality kept customers coming back and helped us grow faster than I had ever dared to dream.
The interview continues below
"I still mainly use Keratin because it suits my own hair best and because I still do things a little old school."
"I still mainly use Keratin because it suits my own hair best and because I still do things a little old school."
What was the first product you launched?
The first product I launched was Keratin Nail Hair. I sold the strands one by one so that customers could put together a 20-pack exactly the way they wanted it. That kept me pretty busy, since I was hand-packing every single order myself.
What was your first "okay, maybe that wasn't so well thought through" moment as a founder?
When I created manual invoices for customers who couldn't pay by card and some of them scammed me. It was an early lesson in double-checking everything, but also that mistakes can be fixed.
Do you remember the moment you realized Rapunzel was actually a success?
Yes. It was when orders suddenly started coming in faster than we could pack them. I was standing at home surrounded by boxes, tape and printed labels and I thought: "Okay… this is big." It felt both surreal and magical.
What has surprised you the most throughout this journey, something no one had prepared you for as a founder?
How emotional entrepreneurship is. One day you feel unstoppable, the next you wonder what you are doing. Nobody had prepared me for how much personal growth comes with building a company from scratch.
"I thought I was selling hair, but I quickly realised I was selling confidence, security, and sometimes even a whole new chapter in life."
"I thought I was selling hair, but I quickly realised I was selling confidence, security, and sometimes even a whole new chapter in life."
If you could start Rapunzel again today, what would you do differently and what would you do exactly the same?
Honestly, I wouldn't do anything differently. Every mistake, spontaneous decision, late night and lesson learned has shaped both me and Rapunzel of Sweden into what we are today. I have no regrets. Even the tough parts have been an important piece of the journey.
What have your customers taught you over the years?
That hair is so deeply connected to emotions and identity. I thought I was selling hair, but quickly realized I was often selling confidence, security and sometimes an entirely new chapter in life. Customers have shared everything from broken hearts and illness to wedding plans and major life changes. It is a truly beautiful part of the job.
Which celebrities have used Rapunzel?
We have had several Swedish and international names use our products, many under confidentiality agreements. It has ranged from last-minute solutions before galas to rescuing failed dye jobs and creating dramatic transformation looks.
It was a great honor when we got to custom color and send hair to Kim Kardashian and create a wig for Nicole Kidman. We then went to LA and launched a collection together with Hollywood celebrities' stylist and close friend Jen Atkin.
The secret is actually quite simple: fast service, discretion and the ability to always find a solution.
344 Items
344 Items
